Events are based on ‘buzz.’ You can kill it or you can build it, either way, the buzz around your event can make or break your event. But the fact of the matter is this, an average of 18 percent of a marketing expert’s annual budget is dedicated to events.
Of course, 80 percent of promoters use social media extensively, chasing likes, followers and mentions to build awareness and engagement — all with the aim of converting knowledge into paying attendees for their event.
Traditional and digital marketing both have their place in targeting an audience and capturing their attention, but there is a new method of reaching and distributing your news and increasing event attendance: mobile apps.
Some of the largest global events in the world have an app for attendees to download and interact with, often creating fantastic results. Global brands such as Cirque Du Soleil, Coachella Music Festival and SXSW to name just a few.
Your event may not be on the same scale, but if digital marketing has achieved anything it’s the ability of event planners to compete with the big names. With mobile marketing, you can create an experience equal to that of the global names in events. So how can a mobile app benefit your event?
Help build event buzz
Before your event even starts your app can do some heavy lifting by getting your audience excited about it. If they’re excited by what you’re sharing, they are almost sure to tell everyone in their network. Already, you’re building brand advocates who are spreading the word for you.
Content is essential for building buzz about your event. Many famous events provide exclusive extras within their mobile app such as:
- Interviews with performers
- Some exclusive backstage video or mini-performances
- Exclusive updates on the main announcements
- Insight into the buildup of the show
For example, Cirque Du Soleil offers backstage footage and interviews, Glastonbury Music Festival has a camera in their famous Pyramid field which shows the stage being prepared for the festival.
Offer attendees mobile planning
Many potential attendees will consider attending your event, but you can encourage them to part with their cash by helping them plan their visit. Offering tools to book accommodations and travel are examples of ways to convert people who are considering attending your event into customers.
If necessary, you can provide listings and location details to help people plan their visit. This is especially useful for events over several venues or days such as music/arts festivals or conferences.
Information on who is appearing when and where helps your customers get the best out of their experience. If they have an excellent time they are more likely to recommend it to others and attend again next year.
Create a personalized experience
One size doesn’t fit all in the event sector. To be blunt, 70 percent of…