The Best Thing to Do With Your Conference App

I am fresh back from AIME2019. The events for events. It was interesting to say the least.

I was particularly interested in Conference Apps. There is so much to offer with Conference Apps in 2019 and there are many options.
Some of the well known ones in Australia are CrowdCompass, DoubleDutch, Entegy, Whova, EventsAir, and Cvent. Some events still create their own apps as well.

But I can’t help think that something is missing with the majority of conference and event apps.

Ah yes…  the delegates!

I continue to see delegates ignore the conference app and rely on a printout of the program or refer to banners listing events around the conference. It would be hard to justify the $5k+ investment in an app for your event if the majority of your delegates don’t use it or get value from it.

Yes it is “cool”, yes it can do “amazing things”, yes it keeps us interconnected but we need to keep in mind that a conference app is like fire. It is a brilliant tool but a poor master.

So what is the best thing to do with your Conference or Event App?

The very best thing to do is … turn it off! Not permanently, but for now, turn it off, put it to one side and get the key element of your app sorted. That key element is the Strategy.

Here are some important considerations as you put your App and Event Strategy together:

Old Mature People

Yes the work force is starting to add Digital Natives and they are welcomed with open arms. But don’t forget not all people aged 45 and over (myself included) are as comfortable putting everything on our phones. Also, our eyesight is not as good as it used to be and we haven’t worked out how to make the font bigger yet. Plus we also think it is rude to be on your phone all the time rather than it being “normal”.

So how are you going to encourage us to fight our instincts and actually adopt this technology?
In general, people don’t like change and we have been getting a printed copy of the program for years so why can’t I have one now?
Oh and why does everyone start sending me messages now that I have it set up? I have enough email already!
(Can you see their inner grump come out?)

No compelling reason to use

I get it. The app can be fun. There is a competition and you can win things. Not sure how but ok I can do that. Yes I can see the program and the sponsors and exhibitors but what else?

Most apps need to have the delegates download the app, register and then create a profile, Without a compelling reason to use the app, these three steps are your first hurdle. 
Add to that, most delegates can be quite protective of their contact information so they don’t fully complete the profile information leaving it challenging the show the value if the data is incomplete.

What is a compelling reason to have delegates take these three steps? An early adopter reward is great but delivering great value is better. What is yours?

Look for longevity

Most Apps are used a little prior to the event, just post event and that is it. How can you make it worthwhile to get extra longevity out of the app? Most people download the app and then just leave it on their phone (I know I do). Why couldn’t you use it for some post event messaging, encouraging people to connect and talk about their conference success stories, or even promote next years event?

Continue to add value to app and delegates

Too often the app is considered because of it’s value to the organiser. The ability to save on printing costs, direct and immediate messages to delegates, and promotion of sponsors and exhibitors. As you continue to use your app, look at adding value to delegates. Can you direct link to social media channels, enable connections with senior managers on site, link delegates to exhibitors they are interested in, have “how to videos” on popular products, behind the scenes interviews with speakers, chances to win high value, industry related services/products?

Make it easy

Too many apps are painful to use. It has to be made intuitive and simple. One conference I hosted decided that each day they would change the order of the icons on the screen so that delegates would be more likely to try some ones they hadn’t. All it did was confuse the delegates and they reduced their usage of the app.

In the initial notification of the app, maybe have a simple How To video and Easy Starter guide. Have App Gurus with big App Guru names badges/t-shirt walking around and supporting the delegates. The easier you make it, the more they will use it this year and from now on.

Make it meaningful/Deliver Value

While the gamification of conferences is an important step, it can’t only be about the games. There has to be meaning to the app. Having an app just to say, “we have a conference app” is not enough.

We need to have an app that makes people love using it and those who haven’t downloaded it yet ask there friends how to get it. So what can you do so that people who don’t have the app ask their friends to help them set it up? 

Pay for the free event Wifi

This is particularly true for Australia and for events held in the bowels of buildings.

While speaking at an event in the USA, they had no internet access in the dining/trade show area. You know, that area where people talk and ask about what they have seen and what should they see and what is coming up next. With only the app to guide them and it being reliant on the internet, it was a big fail.

Australian hotels/convention centres free wifi always seems quite limited. I am happy to blame the NBN for some of it but part of it is that the “included” free wifi is usually pretty low speed. 

Check your budget, get a sponsor if you have to but have a solid wifi connection across the event.

Get Your Strategy Right

This is THE MOST IMPORTANT PIECE.

Your strategy has to be more than “We should have a conference app.” Your ROI, ROO, and ROE (Returns on Investment, Objectives and Energy) will only be as good as your strategy.

At the very least, you may want to consider the following:

• What will you do to ensure early engagement?
• How will you ensure longevity?
• How will you encourage the late adopters?
• How can you level the playing field in the gamification areas so that late comes still have a chance to win?
• What value will it offer the delegates, sponsors and speakers?
• How will you stop it from being a blatant “sell” when talking about exhibitors?
• How can you make it more that simply a digital program?
• How will you measure it’s success?
• Do you need GPS tracking recording to measure tradeshow movements?
• Can you include beacons for the tradeshow floor?
• What will make the delegates LOVE it?
• What fun things can you include?

Conference Apps are here to stay. But we MUST do more to make them of significant value to the delegates.

If I can help with your approach, please get in touch.