Smart Event Studio

I recently read an LinkedIn post where someone claimed that most mobile apps only have 20% of attendees using it. And I was like, how is that even possible? Because the apps I work on tend to get 60, 80, 90% usage. And so...I wrote back. And I said, if the usage rate is 20%, you're doing it wrong. It means you don't have an app strategy.

That idea seems to be following me all over the place, because I've had multiple conversations with multiple sets of people on this exact topic. Maybe it's because I've literally done hundreds of mobile app implementations at this point in my career, but when it comes to a mobile app for events, you have to know why you are doing it.

Here is what I find myself looking for

What problem does it solve that can't otherwise be easily solved.

For a lot of the field events I work on, the answer is nothing. One hallway, six breakout rooms — a QR code on a kiosk with the schedule is good enough. Nobody needs to download anything for that. Put a QR code on a kiosk that has the schedule — good enough.

But, when you start talking about multiple buildings, multiple floors, and long events, the value prop changes. You can’t just wander the show floor and find what looks interesting and go in. You need to be more intentional to get the most out of the event — and that typically means building a schedule and following it (or trying to). Larger events I work on also often have wayfinding, which you can really only do with a mobile app indoors. There's no QR code for "which way to Hall D."

What does your audience want and need.

In talking to associations, I’m hearing about the silver tsunami, and how the “I want a printed schedule” people are being replaced by “I need it on my phone” people. But yes, it can still be a QR code — just not a paper one.

Make it easy for people to get into.

Login has to match the registration login or you are going to lose people (sounds obvious, but it’s not). One of the large trade shows I work we don’t even require login for most features because so many people are group registered without credentials and logging in is a friction that is less important than giving people the information they need to have a successful event.

Tell people about it.

QR codes scattered throughout the venue, KBYGs, friendly reminders from check-in staff and help desks. An awesome app that nobody knows about is worse than no app.

An app isn't just a cool feature "that I guess we should have." When it's planned for from the start and has someone responsible for bringing it to life — not just making it work — it becomes a real value-add.

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