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TRANSCRIPT
The Momentum of Mobile Apps
Presented by
Myllisa PattersonDirector of Marketing
CrowdCompass by Cvent
Haley McGlauflinCommunications Specialist
North American Association
for Environmental Education
Moderated by
Eric AnderseneMedia Content Developer
Meetings Focus
Thursday, September 17th, 2015
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Housekeeping
Today’s Speakers:
Myllisa PattersonDirector of Marketing
CrowdCompass by Cvent
Haley McGlauflinCommunications Specialist
North American Association
for Environmental Education
• A deep dive into why planners are experiencing increases in their app budgets— an
average of 21% in 2015
• Success stories - hear from a planner about how to reduce printing costs and have
the app pay for itself
• What planners are predicting for future feature trends that will continue to improve
attendee engagement
Learning Objectives
How Best-in-Class Event Producers and Brands Are Using Mobile Apps to Drive Event Success
http://campaigns.crowdcompass.com/d/0rq65m/3B
Free Report!
Fill out the survey, get a free report!
The momentum of mobile event appsAn exclusive benchmark report
Speakers:
Myllisa PattersonCrowdCompass by Cvent
Haley McGlauflinNorth American Association for Environmental Education
Get the full Report!
Fill out the survey and get the report.
About this Study:
• Conducted by CrowdCompass by Cvent and the Event Marketing Institute
• Quantifies how event producers are using and would like to use mobile apps.
• Focus: usage and value today and what’s expected by 2016/2017.
• Over 300 responses from leading event producers, associations and corporations with event programs.
About the Survey Respondents:
42%
26%20%
12%
0%
10%
20%
30%
40%
50%
Associations Corporations Exhibition/TradeShow Producers
MeetingPlanners/Conference
Producers
3%
27% 26%
44%
0%
10%
20%
30%
40%
50%
Under 200 201 to 1,001 1,001 to 5,000 More than 5,001
Organization
Type
Attendance at
Largest Event
Key Learnings From the Study
• Mobile Apps are Moving Fast• Mobile apps are one of the fastest growing areas of the events and meetings industry.
• Mobile Apps are Becoming Standard Budget Items• 94% of event producers are increasing or maintaining their mobile app budgets. The average event app
budget increase is a significant 21%.
• Mobile App are Embracing Engagement • Today, mobile apps mainly provide event information, schedules, floor plans, and exhibitor and speaker
profiles – and enhance the event or meeting brand. In two years, mobile event apps will increasingly provide attendee networking, contact exchange, lead retrieval, and data and analytics.
The Focus of this Webinar - Data Correlation
Results Consistent: Mobile is Here to Stay
Attendee app usage crossing the 50% mark in the next 10 months
0
10
20
30
40
50
60
% of attendees using app today % attendees using app expected in 2016
44%
56%
Among the top 10% of respondents in terms of current attendee app usage
50
55
60
65
70
75
80
85
90
95
100
85%
94%
Top 10% of events today, attendees using app
Top 10% of events by 2016, attendees using app
3 out of 4 event producers have mobile event apps
By 2016 the study forecasts
Of major event producers and meeting planner will have an event app
86%
• Keep photo treatments simple
• Use borders and shadows sparingly
• Fancy effects don’t equal better
• Always use high quality, high resolution images
Cash: What is Happening?
Event App Budget Spend
94% of the industry will increase or maintain their app budget spending level in 2015.
Average 2015 Mobile Event App Budget Increase:
94%
6% Increase or MaintainApps Budget
Decrease
21%
Event Producers with a Budget Line Item for Mobile Apps Of the events with an app currently, 75% have a specific budget line item for these technologies.
67% of planners without a budget line item for apps expect to establish one in the future.
75%
25%
Yes, have an App Budget No
Three Reasons for Spend Increase
Reason #1
25% of the industry expects to reduce their printing costs by 65%
20% of the industry expects to reduce their printing costs by 72%
10% of the industry expects to reduce their printing costs by 84%
Instant Cost Savings
50
55
60
65
70
75
80
85
90
95
100
65%
Top 25% largest print savings
average
72%
84%
Top 20% largest print savings
average
Top 10% largest print savings
average
Reason #2
60% of respondents say their sponsors are more interested in mobile ads than print ads
By 2016, respondents think this interest will increase to 72%
Mobile ads are
overtaking print adsTotal interested in sponsorship
0
10
20
30
40
50
60
70
80
% today % by 2016
60%72%
US Total Media Ad Spending Share
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
2012 2013 2014 2015 2016 2017 2018
TV
Digital
Radio / Outdoor
Mobile
Source: eMarketer.com
Reason #3
83% of attendee base is considered not dependent on printed guides
By 2016, non-dependence on printed guides is expected to jump to 91%
Attendees are no longerdependent on printed guides
Today
83% 91%
By 2016
Case Study: Haley McGlauflin
Annual Environmental Education Conference
1,000+Attendees
500Presentations in 5 Days
50%App adoption rate –
even with international
Before vs After
Life Before Cvent
• 500+ presentations, we knew we couldn’t do it again without an app
• Made spreadsheet of 12 vendors and went through the process
• Picked CrowdCompass because of ease of use and customer service
Before vs After
Loved the app because:
• Schedule changes were easy
• A lot of control and plenty of support
• Schedule, social, networking
Paper Savings – 2015 Goal
$4,40050,000 sheets of paper
Sponsors cover cost
Banner ad impressions
Use Metrics to show success
Most popular sessions
Key Takeaways
• So much easier than you think
• Attendees are happier – easier to navigate
• Sell sponsorship early
• When picking a vendor – know what you want and be open
Haley McGlaufinNorth American Association for Environmental Education
Picking a Vender: Robust vs. Entry Level
0
5
10
15
20
25
30
35
40
45
50
42%
Would not use an inexpensive, entry-
level provider
31%24%
Used in the past but then upgraded to a
more robust provider
We used this type of app and it works well
9%
We use this and it does not work well
Most Important Mobile Event App Vendor Attributes
84%
62% 61%58%
49% 49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Service and reliability Customer Service Support Security and privacy Data and analytics Integrationw/registration,personalized
schedule
Everyone is Moving Towards Engagement Features
0
10
20
30
40
50 49%43% 43% 42% 40% 39% 39% 39% 37% 37%
Mobile Momentum
Museum of Event Technology
internet cafepassport stamps
Top 10 Important Now
65%67%67%68%69%70%71%72%73%
84%
0% 20% 40% 60% 80% 100%
CustomizationMaps
Push notificationsSpeaker profilesExhibitor profiles
Personalized schedulingBranding
24/7 SupportFloor plan
Event agenda/schedule
Top 10 expected to be more important in 2016
37%37%
39%39%39%40%
42%43%43%
49%
0% 10% 20% 30% 40% 50% 60%
Setting meetingsCustomization
SurveyingLive streaming
Real time analyticsAttendee messaging
Contact exchangeLive polling
Lead retrievalAttendee networking
Conclusion
Important that planners keep up with technology trends
Very few organizations don’t budget for mobile
If engagement at your events is important, then mobile
events apps should be in your tool box
Questions?
Give us your feedback
and get a copy of the report!
http://campaigns.crowdcompass.com/d/0rq65m/3B
Questions?
Myllisa PattersonDirector of Marketing
Haley McGlauflin
Communications Specialist
Eric Andersene-Content Editor
Thank you for joining today’s webinar!
The Momentum of Mobile Apps
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