Are You Wasting Money on a “Set and Forget” Event App? How to Ensure Your Investment Pays Off

Event apps have revolutionised modern event planning, eliminating outdated printed schedules with sustainable, functional solutions. 

A recent study highlighted by Event Industry News reveals that engaging attendees is the primary reason 81% of organisations use event apps. However, many organisations fail to fully leverage their app’s potential, often restricting their usage to basic functionalities. This shortfall is frequently due to a lack of insight and resources needed to effectively utilise the platform and its interactive and dynamic features.

Too often, event planners encourage their clients to invest in feature-rich apps only to treat them as digital substitutes for printed A4 programs. An event app offers far more than scheduling,  speaker and sponsor lists. 

Use the app to foster attendee connections before, during, and after the event. Create discussion groups based on interests or roles, enhancing networking opportunities.

Harness the power of interactive features such as live polls, Q&A sessions, and discussion forums to keep delegates fully engaged throughout your event. Demand that your speakers embrace these tools to foster meaningful two-way interactions with your audience, breaking free from one way conversations. Pre-event polls are invaluable for gathering attendee insights and preferences, shaping your event content to build anticipation and excitement.

Give sponsors more visibility and engagement opportunities. Flip gamification functionality for delegates to scan a sponsor’s unique QR codes on their badges to continue a conversation started anywhere in your event – not just on their booth.

Encourage attendees to collaborate by providing platforms for networking, sharing ideas, and working on projects together. Implement features that allow attendees to form and join breakout groups or project teams, facilitating deeper connections and collaborative efforts.

Help attendees meet people they might not have otherwise connected with by using matchmaking features based on interests and goals. A buddy system can pair new managers with experienced ones, fostering mentorship and knowledge sharing.

Use the app to create an inclusive environment where all participants feel welcome to share and participate. Features like anonymous Q&A spaces allow attendees to ask questions without hesitation, promoting open communication.

An attendee can push a button within the app or scan a QR code within a safe space to discreetly request support

Setting up your event app to gather actionable analytics starts with defining key metrics aligned with your event goals. Customise tracking features to capture detailed attendee interactions and integrate with CRM systems for streamlined data management and personalised follow-ups. Use real-time reporting during the event to monitor engagement trends and adjust strategies promptly. Post-event analysis of gathered data provides insights into attendee behavior, sponsor ROI, and overall app performance, guiding future event strategies for enhanced success.

“Apps bring value to events only when they successfully connect attendees to the right content and the right people at the right time.” — George Sirius, CEO of Eventsforce

Before automatically adding an app to your budget, it’s crucial to evaluate whether it’s the right fit for your event. Here are some factors to consider:

Consider your audience’s desire and appetite for event-based technology. Are they likely to download yet another app and use it effectively? Age is just one consideration.

For shorter events, a full-fledged app might be overkill. Consider if the duration justifies the investment.

What do you intend to use the app for? Is it just for basic information, or do you plan to leverage its full interactive potential?

Do you have the resources to keep the app content fresh and engaging? It requires dedicated time and effort to manage effectively.

Container apps are the most cost-effective and commonly used type of event app, designed to meet your specific engagement needs. As explained by yapp.us, a container app is an event hosting platform that “contains” multiple event apps within it. These versatile apps can be customised with unique features and branding to enhance user experience and boost engagement. With a bit of know-how you can also repurpose the app’s interactive features and utilise them to create your own engagement tools to foster a dynamic and interactive event environment.

Effective pre-event engagement is crucial for maximising attendee anticipation and participation. By leveraging your event app as the primary communication channel, you can build a sense of community and excitement among participants well before the event kicks off. Start by releasing key information and updates exclusively through the app, ensuring attendees are informed and engaged early on.

Create interactive opportunities such as live polls, Q&A sessions, and discussion groups tailored to participants’ interests and needs. Encourage networking by facilitating connections between new attendees and seasoned participants through the app’s messaging or matchmaking features. Utilise multimedia content like videos and visual updates to provide glimpses into what attendees can expect, fostering enthusiasm and curiosity.

By strategically using your event app to initiate dialogue, deliver valuable content, and facilitate connections, you can cultivate a vibrant pre-event experience that sets the stage for a successful and engaging event.

If an app isn’t the right fit, there are other digital solutions that might better suit your needs:

Mobile-optimised digital magazines can be updated instantly with fresh content, providing a dynamic alternative to static programs.

Use QR codes to give attendees quick access to session Q&As, polling, and programs without the need for a dedicated app.

At MB Squared, we ensure that our event apps are not just functional but also engaging. We have a dedicated staff member managing the app daily to keep content up-to-date, fresh, and interactive. By integrating these strategies, you can make your event app an indispensable tool for enhancing attendee experience and achieving event goals.

How can I ensure my event app is more than just a digital program?
To maximise your event app’s potential, use it to foster community, boost engagement, facilitate introductions, and enhance sponsor interactions. Utilise features like live polls, Q&A sessions, discussion forums, and networking tools to create a dynamic and interactive experience for attendees.

What are the key features to look for in an event app?
Key features to look for include live polling, interactive Q&A, discussion forums, networking tools, personalised schedules, push notifications, and sponsor visibility options. These features will help you engage attendees, gather insights, and provide value to sponsors.

How do I gather actionable analytics from my event app?
Set up your app to track attendee interactions, such as session participation, poll responses, and networking activity. Integrate the app with your CRM system to streamline data management and use real-time reporting to adjust strategies during the event. Post-event, analyse the data to understand attendee behavior, sponsor ROI, and overall app performance.

Is an event app necessary for every event?
Not necessarily. Evaluate factors such as your audience demographics, event length, and the specific functionalities you need. For shorter events or audiences less likely to use apps, consider alternative digital solutions like mobile-optimised digital magazines or QR codes for quick access to essential information.

How can I ensure my event app is well-received and used by attendees?
Start by releasing the app well in advance of the event and use it as your main communication channel. Create pre-event engagement opportunities such as live polls, discussion groups, and networking features. Regularly update the app with fresh content and ensure it is easy to navigate. Promote the app’s benefits and provide clear instructions on how to use it.

What should I consider when deciding whether to include an app in my event budget?
Consider your audience’s tech savviness, the length and complexity of your event, and your ability to manage and update the app effectively. Weigh the app’s potential to enhance engagement and provide valuable analytics against the cost and effort required to implement and maintain it.

How can I use my event app for pre-event engagement?
Leverage your app to build anticipation by releasing key information and updates exclusively through it. Use live polls, Q&A sessions, and discussion groups to engage attendees before the event. Facilitate networking by pairing new attendees with experienced participants and encourage the sharing of multimedia content to create excitement.