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1. Volume 3 THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

2. TABLE OF CONTENTS Introduction 03 How to Craft a Multi-Channel Marketing Strategy for your Event App 04 12 10 Sure-Shot Ways to Get your Attendees Download your Event App 20 How to Drive Engagement Using Event App 2 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

3. INTRODUCTION Understanding the basics of an event app and creating a perfectly tailored mobile app for your event is just not enough. So, what is the next step once you’re all set with a perfect app ready to be deployed? It’s Event App Marketing. All your efforts, time and money invested in the event app would be in vain if it reaps no benefits, tangible or otherwise. These benefits can only be availed if your attendees actually download and engage with your app. In this helpful volume, learn all about the craft of creating a kick-ass marketing strategy for your event app to maximize adoption rate and gain optimum ROI from your app. 3 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

4. 1 HOW TO CRAFT A MULTI-CHANNEL MARKETING STRATEGY FOR YOUR EVENT APP Regardless of whether you’re planning a small or large scale event, you are probably considering or have already decided on having a mobile event app. Be that as it may, but the game is all about getting in front of right kind individuals. But do not worry, in this section we’ll cover how to market your event app and get a 100% adoption rate. Before moving over to that, how about we examine what are the basic mix-ups that event organizers make while marketing their app. 1. Are you still stuck in 20th Century? You’re still stuck in old school ways like printed material, websites, emails and what not! Inspite of the fact that you should shift your focus on mobile apps instead. 4 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

5. How to Craft a Multi-Channel Marketing Strategy for your Event App 2. You expect a lower adoption rate because your audience is older ? 75% of senior smartphone users describe owning a smartphone as “connecting”. This implies that your audience is embracing the technology. What does this mean for you? Your attendees, regardless of their age, are willing to go mobile if necessary help is facilitated. 3. Is your app too trendy and is it turning out to be complicated to use ? This is a real oversight that most of the organizers make. Any event app which is difficult to utilize will obviously get a bad mouth publicity. There are certain features which are trendy to an organizer but not necessarily to the attendees, for example, iBeacon integration. New users won’t download such app and current users might uninstall it before the event only. 4. Did you do sufficient marketing ? “If you build it they will come” doesn’t make a difference in this world, be it mobile apps or anything. If you want your attendees to download your event app, you’ll have to get it in front of their eyes over and over again. So, let’s get started with fabricating a fantastic Marketing Strategy for your mobile event app. 5 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

6. How to Craft a Multi-Channel Marketing Strategy for your Event App Make it a multi-channel marketing effort The accomplishment of any marketing endeavors lies in cross-channel promotion campaign. Utilize every conceivable touch point with your potential attendees to spread the word about your event. 95% of marketers agree that a multi-channel strategy that allows them to target their customers is critical to their organization. Which channel would be a good idea for your multi-channel efforts ? The simple answer is - use every possible channel. This includes website, emails, phone, print, social media, video and even in- person. Saying this, how about we begin ? 6 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

7. How to Craft a Multi-Channel Marketing Strategy for your Event App Channel 1 : Website The Internet began 25 years back in 1991. Since its beginning, it has been 25 years now and you’re reading this on your mobile, subsequently, we’ll expect that your event or organization has a devoted website. There are numerous placements on your event website to advance your mobile event app. Here’s how to do it, Place a banner about your event app on the registration page as this is the place where they are most serious. Get the word out about your event app even before they sign up. Make sure to include Event App download CTA on registration thank you page. Have them download your app now before they leave the page and incorporate clear guidelines on how to install it. Advertise it thoroughly on your organisation’s website and event website as well. Add it to footer or header if space permits. You can likewise opt for pop-ups with clear Call-to-Action. Channel 2 : Email Email is still one of the most favorite marketing channels of most marketers because it has the most astounding ROI of an average $38 for each $1 spent. Furthermore, about 53% of emails are opened on mobile phones which makes it ideal for your mobile app promotion. 7 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

8. How to Craft a Multi-Channel Marketing Strategy for your Event App To begin with, you’ll be doing this to add the event app download link to your registration confirmation email and auto-schedule another email following 2 days to remind them of downloading your event app if they haven’t yet done it. Be sure to add a little info about your event app in the email. Regardless of the possibilities that someone is unable to attend the event, they can without much of a stretch follow the proceedings through the app itself. Do you have a newsletter or another email communication mode that goes out? Keep in mind to include the event app shout out in the form of a banner ad with a URL and clear CTA. Channel 3 : Social Media Social exponentially and we are absolutely not amazed with that. Today, 64% of Internet users are active social media users and 85% of those users are active on mobile. Same as email, social media is additionally an incredible channel to promote media usage has been growing your event app, subsequently increasing the adoption rate. With regards to #Hashtags, Twitter is the go-to social media channel for marketers. Start creating the event buzz with #EventHashtag and #EventApp to make sure that you catch everyone’s attention. 8 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

9. How to Craft a Multi-Channel Marketing Strategy for your Event App Facebook continues to be a widely used social media platform. Hence, Facebook Event is an absolute necessity. Do not forget to regularly share pictures of the event app. And yes, did you just forget Facebook Live ? If your event is thriving with young crowd, go trendy with Instagram and Snapchat as well. Leverage these platforms and lure them to engage with your event by downloading your event app. Channel 4 : Print Still planning to get some print materials for your event? This is yet another opportunity for you to get the word out about your event. There are numerous routes through which you can use these printed materials and make sure to have a smooth transition from paper to digital. Mention the mobile event app on all the printed signage like welcome board, badge, etc. and include the QR Code to make sure that it is easy to scan and download. Include the screenshots of the interactive features and social activity stream and let them know that they are missing out on a major opportunity. All things considered, not leveraging FOMO isn’t reasonable ! Guide attendees to the event app for additional information for specific features such as detailed schedule items or sneak peak to the keynote speech. 9 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

10. How to Craft a Multi-Channel Marketing Strategy for your Event App Channel 5 : In - Person The D-Day is about to come and you haven’t yet reached the 100% adoption rate? Do not worry! There are still a lot of approaches to promote your event app. Or, on the other hand, regardless of the possibility that you’re content with the adoption rate, these strategies will help you in expanding on event app engagement. Have event advocates in place. All staff including volunteers at your event should have an app on their phone and should constantly guide attendees towards it. Have an event app ambassador and an event app booth at your event. A young tech-savvy volunteer who will serve as the go-to person to teach the app basics at the event. Have speakers mention the event app. Give them exclusive access to and other content that’s posted on the app. Consistent yet viable approach to get the last laggers download the event application. Channel 6 : Content Content is the hottest new channel for marketing. It comes in the variety of formats including video, infographics, sell sheets or eBooks, webinars, testimonials, case studies, white papers and much more. 10 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

11. How to Craft a Multi-Channel Marketing Strategy for your Event App Provide useful information about the event and useful knowledge sharing through your blog posts. Tell them how to make the most of your event (first thing ought to be downloading your event app). 59% of marketing professionals worldwide name video as the type of content with the best ROI. Create short event teasers, speaker’s information and do not forget to include the event app download CTA. Infographics are liked and shared on social media 3x more than any other type of content. Hence, make the most out of it. You have created the event app. You have marketed it thoroughly. What’s next ? All these efforts would be in vain if your attendees don’t download and engage with your app. So, learn how to maximize your event app adoption rate in the next chapter. 11 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

12. 2 10 SURE-SHOT WAYS TO MAKE YOUR ATTENDEES DOWNLOAD YOUR EVENT APP Event app is an essential and handy event-tech tool for an event planner. A good event app with all the required features can simplify various tasks for the event planner and can contribute towards various aspects of the event from audience engagement to feedback. An event organizer opting for an event app may be successful in creating an efficient app with all the important features. But, the true measurement of success for an event app is the adoption of that event app. According to Guidebook, “ 25% of app administrators believe that at least a 50% download rate is required for a good ROI on an event app ” Hence, the app can be deemed successful only when your attendees download it and engage with the app. 12 THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

13. 10 Sure-Shot Ways to Make your Attendees Download your Event App One of the most persuasive ways to get maximum downloads and engagement on your app is by going paperless. Plan a paperless event, providing all the content to your attendees, from the schedule to venue map on your event app in a digital format. Here are a few more suggestions as to how an event organizer can increase their event app downloads and engage their attendees with the app. 1. Promote your app during event promotions : Event organizers can gain traction on their event app through their overall event promotion itself. The organizers can promote their event app through all their conference materials such as posters, banners, newsletters as well as social media posts. as social media posts. The organizers should actively promote their app individually as well. This is to create awareness about your app and encourage the attendees to download and use your app on the day of the event. More the users, more the ROI. 13 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

14. 10 Sure-Shot Ways to Make your Attendees Download your Event App 2. Contests and Giveaways : In order to increase your event app adoption, it is extremely necessary to engage the audience in your app. A good way to do this is by providing some incentive along with engagement. Event organizers can conduct certain contests on the event app itself in the f form of a quiz or a challenge. Incentives can be in the form of giveaways at the end of an event. These giveaways too can have the brand name or the sponsor’s name on them as a way of promotion. It’s a good strategy for brand promotion. 3. In-event payment integration : Integrating in-event payment with the event app will reduce a lot of hassle for the organizers as well as give the attendees a reason to download and utilize the app.The food coupons that are to be distributed post registration can be digitized and distributed through the app itself. To further entice the attendees, various food coupons and deals can be given through the app that can be encashed at various foods and beverage stalls within the event. 14 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

15. 10 Sure-Shot Ways to Make your Attendees Download your Event App 4. Emphasis on the importance of app throughout the event : A constant reminder about the app and its usage should be given to the attendees. Starting with registration itself, the attendees should be directed towards the event app for all the tasks. This could also be mentioned at regular intervals along with other announcements at the event. A constant reminder along with an emphasis on the app’s utility will help you boost up the download rate of your event app. 5. Gamification : All work no play makes Jack a dull boy. It is great to have an efficient event app and promote it accordingly. But, there is no harm in adding a little fun to it in various ways. Gamification is one of them. Adding fun and simple games will surely encourage the attendees to engage with your app. It is fun and will help the attendees pass some time. An element of competition added to the game will boost the chances of the attendees downloading a playing the g games integrated with the event app. 15 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

16. 10 Sure-Shot Ways to Make your Attendees Download your Event App 6. Updates on last minute changes during the event : Any event, however well planned may have some last minute hiccups at times. Certain things may not be in control of the organizers. This may lead to certain last minute changes or additions. Live event news, updates and changes are to be conveyed to the attendees through push notifications within the app itself. Let your attendees know before- hand that they shall be updated on all these last minute modifications through the event app itself. 7. Debates and discussions on the app throughout the event : The organizers can increase attendee engagement along with their event app adoption. This can be done by engaging the audience in debates and discussions on the event app throughout the event. These discussions can be related to the event theme or can be based on the keynote speeches, presentations and talks at the event, etc. This will also give a chance to those attendees who are a little afraid of public speaking to express their opinions and share their ideas. 16 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

17. 10 Sure-Shot Ways to Make your Attendees Download your Event App 8. Q&A with the speakers and panellists through the app : Networking platform and Social media integration are very useful features of the event app. These features can be used for multiple purposes. The organizers can arrange Q&A sessions exclusively for questions asked through the event app itself, either through the networking platform or on Social Media as appearing on the event app feed. This will further attendee engagement with the presentations simultaneously facilitating the event app adoption. 9. FOMO : FOMO ( Fear Of Missing Out) is a psychological trait that drives us to do a lot of things that we wouldn’t do otherwise. Organizers can surely cash in on the attendees’ FOMO. Get your team, the speakers, the panellists, etc., as many people as you can, the panellists, etc., as many people as you can, use your event app and promote it for you. Word of mouth works best at most times. Make the attendees feel that they’d be missing out on something really important by not using your app. 17 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

18. 10 Sure-Shot Ways to Make your Attendees Download your Event App 10. On site app support : Many a time it is possible that the attendees may find it difficult to understand certain functions of the app. It is also possible that the app may have some bugs that may have gone undiscovered before. In such cases, it is always advisable to have on site app support to help the attendees navigate through the app and solve all their issues. The organizers should inform the attendees prior to the event about the app support and emphasize on it to assure their attendees. Designing your app to maximize attendee convenience is another way to increase your event app’s download rates. The app can be leveraged even before the event begins. Transportation facilities can be an added feature on the app. Deals on accommodation and transportation can be provided through the app. Apart from this, to further keep the attendees and other stakeholders of the event informed, the travel plans of the delegates can also be updated on the app. 18 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

19. 10 Sure-Shot Ways to Make your Attendees Download your Event App Deals can also be provided on registration and ticketing, if done through the app. These are just a few ways to pursue the attendees to download your event app prior to the event. Event apps are a boon when they’re designed and promoted aptly. Event app marketing is a necessary investment with great return on investment as well as objectives, if done right. These are just a few tips to set you on the right path and help you boost your event app adoption rate. Engaging your attendees is the obvious next step. 19 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

20. 3 HOW TO DRIVE ENGAGEMENT USING EVENT APP Let’s get back to the story of Harvey! When Harvey was young, one fine day, his parents bought him a video game. He went home, played it, obsessed over it and interacted with it whenever he had time. This is probably the story of every 21st century child who at some point of time has been engaged with the toys or games that interacted with them and made the most of their “leisure time” experience. Just like this video game, the success of your event is highly dependent on how well you are able to engage your attendees. Getting your attendees on board is just half the battle. The rest is how well you managed to weave them into the fabric of your event. Attendees look up to your event as a resource which will benefit them personally and professionally. But they feel personalized when they are engaged and that’s what makes them to make purchases, join the event, engage with the speakers, exhibitors, etc. and most importantly sign up for your next event. 20 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

21. How to Drive Engagement using Event App NO PHONES ALLOWED is the rule of past century. Your attendees are always glued to their screens and it’s time to use it to your benefit and get their attention towards your event. A mobile event app lets you personalize your event and let them resonate with your event at a deeper level with just a little extra efforts. And these extra efforts would be to engage them proactively. Engagement cannot be started in a second or minute or even an hour. It has to be carefully crafted with every step you take before, during and after the event. So, let’s master the art of engaging your audience with the EVENT APP. Before your Event - 1. Get everyone on board : By ‘everyone’, I mean everyone and not just attendees. Getting speakers, sponsors and exhibitors on app is as important as getting attendees. Make sure everyone who is engaged with your event knows about your event app. Add it to your registration site, newsletters, event website, PR promotions and most importantly give shout out to your event app on social media. Out of sight is out of mind! Hence, get it in front of their eyes and you’re good to go. 21 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

22. How to Drive Engagement using Event App Apart from that, to make your event app downloading process seamless, choose a user-friendly version of downloading link. Create a FOMO by highlighting the special features of your event app- personalized schedules, interactive sessions, gamification, etc. 2. Enable early access : Endless opportunities are there for you to engage with your audience once you get them on board, not just for organizers, but for speakers, sponsors and exhibitors as well. Once the attendees download your event app, initiate them to engage with your event content even before the official start. Consider providing minimum of the basic things as mentioned below : Get the agenda of the event. Access to the session insights, reaching out to speakers and blog providing the necessary event information. Let them create their personalized schedule for the event. Enable 1:1 meetings even before the event starts. Let them browse through the attendee lists. Interact with the attendee who are already on board via activity stream and private messaging. Providing the attendees with the necessary information through the event app will eliminate the lengthy process of endless email updates. 22 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

23. How to Drive Engagement using Event App 3. Build the buzz : Get your attendees download your event app. Get them exited with early bird engagement. And offer them an exclusive give away for early bird engagement. Attract them to play the in-app event game or answer early in-app polls or attract them to initiate the discussion. Create a contest and give the winners offering like free admission to a VIP lounge, gift cards, event merchandise, etc. Before the event is officially started, people are more likely to pay the attention to notifications and emails. The reason being everyone is expecting important communications regarding the event and everyone wants to be updated regarding speaker lists, schedule changes and more. During your Event - 1. Make sessions engaging : The best time to engage your attendees is during the event but unfortunately, it is the time when you are in the most competition for their attention. Most of the attendee’s time is taken up by the sessions; and letting them get bored during these sessions is the last thing you’d want. 23 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

24. How to Drive Engagement using Event App And that’s why engagement during the session is very critical for the overall audience engagement. And for that to happen, provide them with in-app live polling, Q&A and discussion feature to add a new layer of interactivity. Do not make your sessions a one-way of communications. Also, provide space in the mobile event app to let attendees take notes that can be shared as well and connect with speakers via social media. 2. Let attendees network : As we all know, networking is one of the top reasons why people attend professional events. Most of the time, attendees link event value to the connections they make at an event. Hence, make the matchmaking process as easy as possible for people to make the lasting and meaningful connections, so that they come back to your event year after year. In-app, attendee-to-attendee interaction helps facilitate and simplify audience communication. It gives them a chance to connect and talk with other attendees in the event specific environment before sharing the actual personal information. 24 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

25. How to Drive Engagement using Event App 3. Gamify your event : Conferences are more fun if you incorporate some games in it. Also, games are engaging and captivating which provide your attendees with new ways to experience your event. Gamification leverages the dopamine and provides low-key challenges for achievement seekers and uses positive stress to drive engagement. Quest- type games and scavenger hunts work especially well because it drives attendees to complete what they have started. Also, find the perfect balance. Don’t make your games so challenging that they divert players’ attention from the event itself. It should be captivating enough to keep the users play and share with the other event goers. 4. Push the notification : Push notifications are one of the top 5 sought after features by the event organizers in an event app. They are especially effective when used during the event because timings are everything at any event especially at a conference. Keep your attendees connected and not annoyed. Whether directing attendees to a last-minute change or encouraging them to engage, push notifications ensure that no one is left out of the loop. Also, you can classify and make attendee groups and send them push notifications in bulk. 25 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

26. How to Drive Engagement using Event App Last-minute change for the event gala dinner? Do not worry! Push notifications are here to help you out! 5. Beacons are bae : Notifications are all about reaching out to right people at right time and beacons make that possible. Beacons are small portable wireless devices which work based on low-energy Bluetooth technology. These are one of the top 8 technologies that event planners must embrace. Beacons send out alerts or trigger notification of your choice when some - one with your mobile event app walks nearby the device. Place them in high-traffic areas to capture attendees’ attention as they wander around the event. Beacons are not just limited to push notifications, you can also redirect them to a specific page or URL. Leverage this benefit and increase your sponsors’ and exhibitors’ ROI by using beacons to encourage engagement when attendees walk by booths, promoting exhibitors’ products or contests and giveaways. 26 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

27. How to Drive Engagement using Event App After your Event - 1. Continue the momentum : If you have opted for the multi-event app, continue to send out notifications and updates about your upcoming event even after the event is over. Even if you are opting for a single event app, it is imperative that you learn how to use an app for post-event engagement. Send out push notifications, once in a while, to remind about your upcoming events and to further your organization’s goal. Here is what you should be doing : Remind them to make the most of post-conference resources like images, videos, blogs, etc. on the event or organization website. Alerts about your upcoming events. Organize contests and give discounts for the future events for regular attendees. 27 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

28. How to Drive Engagement using Event App 2. Increase the longevity : Increase your event ROI by providing lasting opportunities for your sponsors and exhibitors after the event as well by making their profiles accessible even after the event is over. Remember, it ought be two-way communication. Everyone has limited time during the event including your sponsors and exhibitors. And they definitely would like to check on their potential leads once the event buzz is settled down and everyone is back to their business. And to make that happen, consider adding the following features in the sponsors’ and exhibitors’ profile. Company info. Contact information Website & Social Media links Company product/service display Company brochure/document 28 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

29. How to Drive Engagement using Event App 3. Master the metrics : Now that your event is over and you were not able to drive the engagement, what can you do about it? Well, that’s why we ask you to master the metrics game by analyzing the overall engagement. Utilize this data to which part of the event your audience loved, a measure which was the most rewarding and discard the rest. A mobile event app should have the capability to download various metrics from the event app itself. Total no. of app downloads No. of people platform No. of sessions No. of meetings requested and accepted No. of exhibitors’ and sponsors’ page views Total no. of notes taken and much more. Engagement isn’t a hollow measurement. It’s a way to get your attendees excited about your event and enhance their participation ratio. The more satisfied your attendees are, the easier it will be for you to reach your event goals. Not only that, they will return time to time for a repeat engagement- making your event the ultimate success. 29 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

30. ABOUT THE AUTHOR Jay Sitapara is an engineer having an inclination towards innovation in technology. Currently, associated with Hubilo, an event-tech startup which aims to change the way how events are organised and people network at events. Jay is particularly passionate about crafting stimulating, resourceful and in-depth guides for Event Planners to keep them updated and acknowledged about latest event industry trends. He is specifically interested in effective use of event technology and social media for greater ROI through innovative thinking and skills. Jay is also a Digital Marketer, Editor, Community Manager and a regular contributor to Hubilo Blog. His philic nature is prone to dogs, poetry, coffee, friends and coffee with friends. If you're on Twitter, say Hello to him @jsitapara and follow his articles on blog.hubilo.com. And Jay says, do not forget to share this Ebook! 30 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

31. About the author Hemani Sheth is a Mass Communication major and an event enthusiast. She is currently associated with Hubilo, a cloud based event management platform that aims to help event professionals create exceptional events. Hemani strives to create resourceful guides that pave way for insightful discussion built around various facets of the event industry. She has a keen interest in event technology and how multiple innovations in the field can help transform the way events are created, marketed and executed. Hemani is also a content marketer and a key contributor to Hubilo Blog. Go check out more of her handy articles on blog.hubilo.com. An avid reader, traveller and a movie buff, she is open to conversations on any topic under the sun! Go ahead, say hello to her on twitter @HimaniSheth . 31 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

32. With a vision of building a one-stop solution for any type of event - may it be a conference, a seminar, a workshop or an off-site event, Hubilo helps you in executing a dynamically interactive event by setting up the entire online management suit required for the event within a few minutes! Say goodbye to the mundane task of doing things manually and allow the event management software to do it an easier and much more efficient way. Automate the whole process and get your event powered by Hubilo. The value addition that Hubilo offers is equivalent to the services offered by 7 vendors, making it a perfect recipe for successful event planning. From event creation, event promotion, event engagement to analytics, we tech-care of all your event-tech worries. 32 HUBILO THE DEFINITIVE GUIDE FOR EVENT APP MARKETING

33. We tech-care of your event Vaibhav Jain vaibhav@hubilo.com Get Started with Hubilo Book a Demo +91 9978941672