Getting your board (and execs) on board with event apps
You have probably attended events that have apps and found them to be super useful as an attendee and are hoping to convince your execs and board to take the plunge. We can help! Check out the tips and trips below or reach out if you have questions.You have a great idea for your conference—an event app that’s going to engage your delegates and organizers in a new and innovative way. You’re probably feeling excited (way to innovate!) and slightly apprehensive (um, how exactly am I going to convince my boss; Board; and Executive it’s worthwhile?).
You know it is the right thing but how can you get your boss and the
Board/Executive on your side?
To quote Corbin Ball, Meetings Technology Analyst and leader in the events industry: “The meeting industry is seeing substantial change from these forces. It is likely that apps and mobile devices will create more technology change in the next five years than technology in general has in the past fifteen years. The event app, used by only 9% of meeting planners in 2011, has become an expected
component of many events, with strong growth expected.”
Remember, pitching a project to your boss is like pitching anything else—you need to look at the cost-benefit analysis from his or her perspective. To sway your supervisor that your brainchild is the way to go, be prepared with answers to the questions that will be on his or her mind.
So, let’s talk about how to do it, even when your superiors are quick to embrace new ideas or slow to change and quick to reject any idea that challenges the status quo. Two words: Preparation and presentation.
1. Answer the "why" question first - top 5+1 reasons to get
an event app
To get you started, here are the top 5+1 reasons to get an app:
1. Improves Communications: the app includes the latest up to the minute information - it can be updated on the fly and by using push notifications (broadcast alerts), apps can keep everyone in sync. Many apps even include itinerary builders to ensure delegates don't miss anything.
2. Increase Engagement: many apps include session feedback, audience polling, note
taking, social timelines, games/gamification, group chat and other engaging features - just not possible with paper! An engaged delegate is a happy delegate!
3. Improves Networking: people attend to learn AND to network - recent apps include delegate lists, delegate to delegate chat, group chat and social networking features to help people connect - can't do that with paper either!
4. Saves time: minimizing print saves time and many providers have a turnkey service (they do everything!). Printing is time consuming, requires shipping and physical distribution - apps are simply downloaded.
5. Generates Revenue & even a profit: many event apps have generated $5k-$10k in sponsorship. See blog post on that topic. Add to this exhibitor revenues (featured exhibitors, lead capture etc), an app can be a true profit center.
6. BONUS REASON: Delegates are expecting it: 85% of event planners have indicated that they use event apps or will in the short term (MPI Research 2014) - not having an app makes us look like we're behind the times.
2. Have some answers and stats ready to go
This may require a bit of research depending on your area of interest. However, here are some quick answers and resources:
Q: How many people will download the app? If the app is properly promoted, we typically see ~75% of delegates downloading the app in the first year. They will increase the following year and as you move away from print, you should be reaching close to 100%.
Q: Our delegates are on the older end of the spectrum - do they have smartphones? More than 50% of seniors own smartphones (Nielsen Report) driven by larger devices. In addition, they have begun using tablets like iPads even if they don't have a smartphone. One of our clients is the Federal Retirees Association and they have moved their binders and documents to smartphones and tablets!
Check out the Event Apps Bible for more useful information
https://app.doxiq.com/d/P5Pxt/EventAppBible for planners.
If you're a member of MPI, ask your chapter leadership for access to the recent MPI Study: The State of Event Apps.
3. Touch Base With Your Planner Colleagues!
It’s always good to know what’s going on in your industry below the radar, at the micro-strategic level—that alone should impress people. Your idea is more likely to be well-received if you can present it in terms of what’s happening in the event industry. What are they doing? How do you stack up in comparison vis a vis introducing innovative ideas?
Jump onto the various event planner association Linked in groups (PCMA, MPI ...) and pose a question. You'll get tons of feedback guaranteed!
4. Ask Your Own Delegates What They Want!
Refer to your own post-con surveys. Have any of your colleagues asked the “technology question” in the post-conference surveys? What were their findings? Have you asked your delegates if they are ready to move towards using more e-tools and a conference app? If you’ve asked the question, tie it into your report/presentation.
If you haven't asked, why not send out a survey?
PS. One of our clients sent out a survey and approximately 50% of respondents said they would use an app. In the end, approximately 75% downloaded it! I guess they decided it would be a good idea once they saw others use it!
4. Show Them the Money!
Want to make absolutely certain your idea is at least heard? Involve dollar signs and reference them often.
Show how your suggestions will add value to the company and translate into more dollar signs, and—I promise—the execs will at least give your idea a longer look. Then, if they like it, they’ll feel better about investing time or money in executing it. And if your grand idea is a way to actually save company money or even make money, you’re almost guaranteed an audience for at least a few minutes.
Here is a very quick ROI/Profit calculation:
Savings on Print (creation, printing, shipping): $2k
+
Sponsorship: $5k
+
Exhibitor Fees (charge for premium placement and tools): $3k
-
Cost of the app: $5k
=
Profit: $5k
5. Do a Demo and Prepare a Report/Presentation
Always prepare a short and concise Executive Summary citing: What? Why? Where? When? Who? Budget Impacts? In all honesty, this is most likely to be the only section that will be read in its entirety, so make it count!
Just as important is a demo: they won't get it if they don't experience it. Show some apps and get your suppliers involved.
The following is a sample table of contents that you could use as a basis to make your argument for moving toward introducing a conference app.
What?
• Identify your idea/innovation clearly and concisely: We should create an app for our
conference that includes all key information (schedules, speakers, exhibitors, sponsors, maps ...).
Why?
• The rationale as to why you think an event app is the way to go: It will improve
communication, engagement, networking, save time and generate a profit. Most event planners now use apps at their events. To get more value, we could expand the app for year round use. • Research papers and/or input from other planners that back this up
• Any member/staff surveys results and comparative data When?
• Your implementation strategy • Your project plan and timelines Who?
• Work impact on staff
• Who will be doing most of the work
• Which suppliers have you queried and what are their comparables? Budget?
• How much does it cost?
• What other budget line items can you reduce such as printing costs.
• How can you make money? Increased sponsor visibility = increase sponsorship fees; involve your exhibitors in a game and charge them a little extra if they want to be a part of that game that could result in more meaningful conversations with your delegates.
More Resources
Mobile 101 – because learning is awesome Event Apps 101
Top 10 tips and tricks to get sponsors for your event app How to create an event app in 5 easy steps [3 minute VIDEO] Native app vs Responsive Web: Part 1-Introduction
Native app vs Responsive Web: Part 2- Five Key Native App Features
SMARTPHONE MILESTONE: HALF OF MOBILE SUBSCRIBERS AGES 55+ OWN SMARTPHONES (Nielsen Report)
The Event Apps Bible (2015 Edition)
Contact MyEventApps
We are all about sharing and doing what we can to educate our community after launching thousands of apps around the world! Please reach out if you have questions or would like a demo or our solution. Contact Us: http://myeventapps.com/contact
