1. 1. #eventapp+ Official MPI Research: The State of Event Apps Event Marketing Resources Presenters Jen Hawkins Director of Marketing Jessie States Manager of Professional Development
2. 2. #eventapp+ Agenda The background Who is currently using event apps, and where? Why are event apps so crucial? How are planners getting budgets approved? What does the future hold? Official MPI Research: The State of Event Apps
3. 3. #eventapp+ THE MARKETING SPEND
4. 4. #eventapp+ THINK BACK 10 YEARS AGO
5. 5. #eventapp+ FLASH FORWARD TO TODAY
6. 6. #eventapp+ WERE EXPERIENCING A MOBILE MINDSHIFT
7. 7. #eventapp+ Research conducted by: Report written by:
8. 8. #eventapp+ WHY WERE HERE TODAY Download Your Copy: ddut.ch/mpiresearch
9. 9. #eventapp+
10. 10. #eventapp+ Agenda Who is currently using event apps, and where? Why are event apps so crucial? How are planners getting budgets approved? What does the future hold? Official MPI Research: The State of Event Apps
11. 11. #eventapp+ BREAKDOWN OF SURVEY RESPONDENTS Corporate Meeting Professional 33% Association/Not For Profit Meeting Professional 26% Government Meeting Professional 3% Meeting Management Professional 38%
12. 12. #eventapp+ DO YOU CURRENTLY OFFER, OR HAVE YOU DEVELOPED, A MOBILE APP FOR A MEETING OR EVENT? 26% 63% 74% 37% Other Planner Yes No
13. 13. #eventapp+ FOR NON-APP USERSDO YOU PLAN TO USE AN EVENT APP IN THE FUTURE? Yes, probably between 6 months and one year from now, 20% Yes, within the next 6 months, 14% No, not in the foreseeable future, 40% Yes, but it will be more than a year from now, 26% 60% of non-app users plan to in 1 year 85% event app adoption (63% currently using + 60% planning to use)
14. 14. #eventapp+ DO YOU CURRENTLY OFFER A MOBILE EVENT APP? 50% 58% 61% 71% 50% 42% 39% 29% Government Meeting Professional Meeting Management Professional Corporate Meeting Professional Association / Not For Profit Meeting Professional Yes No (2) (50) (43) (49) (2) (36) (28) (20)
15. 15. #eventapp+ MOBILE ADOPTION RATES BY INDUSTRY 40% 40% 43% 52% 58% 62% 68% 71% 71% 72% 86% 60% 60% 57% 48% 42% 38% 32% 29% 29% 18% 14% IT / Telecommunications / Communications Convention Centers / Convention Bureaus Government Medical / Pharmaceutical Speakers / Education Services Third Party / Research / Consulting Financial / Insurance / Legal / Real Estate Event Design and Production Engineering / Scientific Services Association Management Company Tradeshows Yes No
16. 16. #eventapp+ WHICH STATEMENT BEST DESCRIBES YOUR EVENT APP USE? 2% 1% 3% 3% 9% 9% 9% 9% 12% 12% 15% 16% Other purposes Used because our competitors have apps Primarily used to collect event metrics (data points) Used because it integrates with other data sources Used to decrease environmental impact by decreasing paper usage Used to drive traffic to sessions, exhibitors, and/or other meeting components Used for sponsorship opportunities Exclusively developed for the convenience of our attendees Integrate to our overall strategy, including attendee, exhibitor, and/or speaker experience, ROI measurement and data to improve future events Esued to save the cost of paper printing Designed to encourage optimal attendee engagement Developed for the convenience of our attendees, as well as a source of data to help us improve our meetings and events
17. 17. #eventapp+ Agenda Why are event apps so crucial? How are planners getting budgets approved? What does the future hold? Official MPI Research: The State of Event Apps
18. 18. #eventapp+ Because mobile apps are generally ubiquitous in 2014, event apps are becoming standardized with common features and a relatively similar layout. Increased competition will drive app costs down. With that, differences will appear with app functionality, integrations, and customer service. Those providing quality in those areas will see greater investments. Survey Participant
19. 19. #eventapp+ WHAT ARE THE MOST IMPORTANT FEATURES OF YOUR APP? 4% 2% 3% 3% 6% 7% 8% 9% 10% 10% 19% 20% Other Gamification Emergency Notifications Live Polling Search Surveys Sponsorship Opportunities Expo Floor Maps Atendee Networking Speaker Profiles Schedule Building Session Descriptions
20. 20. #eventapp+ A CENTRAL CONTENT HUB + COST-SAVINGS
21. 21. #eventapp+ AN ENGAGING SOCIAL COMMUNITY
22. 22. #eventapp+ DEMONSTRATE EVENT IMPACT BY THE NUMBERS
23. 23. #eventapp+ Agenda How are planners getting budgets approved? What does the future hold? Official MPI Research: The State of Event Apps
24. 24. #eventapp+ WHY DO YOU NOT HAVE A MOBILE APPLICATION? 3% 10% 13% 14% 14% 21% 25% The feature we want is not offered or does not exist Too many event app vendors in the marketplace We do not understand the value of apps Too much work for my team to manage I cannot get budget approval Too expensive Does not currently meet my needs
25. 25. #eventapp+ I believe everything is going digital, and especially in upcoming generations, apps will be essential. When looking at my business website analytic data, over 50% of the website views are mobile. The challenges of apps will be the advance in technology and getting our more mature members to embrace them. Survey Participant
26. 26. #eventapp+ The biggest challenge is connectivity on properties. The WiFi needs to be robust at the venue to allow for so many users to be online doing something on their apps (e.g. polling) to ensure that the application works when you need it to. The cost to boost WiFi upload and download capabilities is still so prohibitive in some properties. Survey Participant
27. 27. #eventapp+ WHO IS RESPONSIBLE FOR APPROVING THE BUDGET? 26% 2% 4% 8% 8% 11% 41% Other position Procurement department Event Marketer Chief Technology Officer or equivalent Marketing Operations Chief Marketing Officer or equivalent General Manager of the event
28. 28. #eventapp+ WHATS THE #1 REASON YOU GOT BUDGET APPROVAL? 10% 1% 3% 8% 8% 10% 10% 10% 19% 20% Other factor Event feedback tool Decreased environmental impact Cost savings on paper printing Drive more traffic to sessions, exhibitors and sponsors Generate revenue from in-app sponsorships Keep up with competitors who have apps A source of data to help improve meetings or events Attendee convenience Greater attendee engagement
29. 29. #eventapp+ WHAT IS THE #1 REASON YOU GOT BUDGET APPROVAL? (PLANNER TYPE) 0% 5% 10% 15% 20% 25% 30% Other factor Event feedback tool Decreased environmental impact Cost savings on paper printing Drive more traffic to sessions, exhibitors and sponsors Generate revenue from in-app sponsorships Keep up with competitors who have apps A source of data to help improve meetings or events Attendee convenience Greater attendee engagement Meeting Management Professional Corporate Meeting Professional Association / Not For Profit Meeting Professional
30. 30. #eventapp+ In events with multiple tracks, attendees use apps to pre-select sessions they want to attend or make sure they are making the best use of their time at events hosted over multiple locations. Survey Participant
31. 31. #eventapp+ INCREASE ROI FROM KEY SPONSORS For an event with 50 sponsors + 3,000 attendees Incremental sponsor revenue $20,000 Reduced printing costs $5,000 Badge scanning revenue $20,000 TOTAL VALUE $45,000
32. 32. #eventapp+ UNDERSTAND THE IMPLEMENTATION PROCESS
33. 33. #eventapp+ Agenda What does the future hold? Official MPI Research: The State of Event Apps
34. 34. #eventapp+ DO YOU CURRENTLY USE AN APP AT YOUR EVENTS? 26% 63% 74% 37% Other Planner Yes No
35. 35. #eventapp+ FOR NON-APP USERSDO YOU PLAN TO USE AN EVENT APP IN THE FUTURE? Yes, probably between 6 months and one year from now, 20% Yes, within the next 6 months, 14% No, not in the foreseeable future, 40% Yes, but it will be more than a year from now, 26% 60% of non-app users plan to in 1 year 85% event app adoption (63% currently using + 60% planning to use)
36. 36. #eventapp+ FUTURE USE OF EVENT APPLICATIONS 5% 7% 9% 10% 11% 12% 13% 14% 19% Ad hoc community building Live chat Streaming content Indoor mapping User-based location technology (like iBeacon) to facilitate attendee networking Use location-based technology (like iBeacon) to create seamless check-in An in-app activity stream of trending sessions, most popular comments, etc. Making content and connection recommendations Voting and polling
37. 37. #eventapp+ WELCOME TO THE MOBILE MOMENT
38. 38. #eventapp+ RESEARCH IS AVAILABLE Download Your Copy: ddut.ch/mpiresearch
39. 39. #eventapp+ Official MPI Research: The State of Event Apps Event Marketing Resources Presenters Jen Hawkins Director of Marketing Jessie States Manager of Professional Development