By Michelle Bruno
Along with Social and Virtual, Mobile is one of the “Big Three” must have technologies for exhibitions and conferences. One of the challenges with any new innovation is assessing its return on investment. Determining the costs to implement a mobile solution is easier than assessing the returns. Here are three elements for organizers to consider on the “return” side of the mobile ROI equation.
Benefits
Annie Rotberg, manager of attendee services at the American Pet Products Association based in Greenwich, CT, deployed a mobile-optimized microsite for her 2010 show. The site featured an exhibitor directory, floorplan, conference schedule and mobile text alerts. Connect Media Ventures (CMV) of Chicago developed the site content and functionality. “After I started talking to CMV, I realized the value of designing a system that works on different phones besides the iPhone. They helped us focus on the kind of content most useful to attendees and buyers,” she says.
Although it was the first time the association had ever used a mobile solution for its show, Rotberg was able to identify several intangible benefits from the experience:
The service was easy to use. “when I was talking to someone and wanted to refer to their booth location, I didn’t have to use a directory. If someone wanted to go to a seminar and couldn’t remember the time or room or speaker, I had it right there,” she comments.
The solution cast the association in a favorable light with customers. “It demonstrates that we are interested in embracing new technology and bringing enhanced services to exhibitors and attendees,” Rotberg added.
The mobile access to information was fun. “I still like to read a regular newspaper or a directory. We aren’t trying to replace those things but people experience information things. Anything you can do to bring something new and exciting to the event means you are doing your job,” she explains.
Metrics
“Metrics are one of the easiest ways to determine ROI,” says Jay Tokosch, CEO of Core-Apps, a mobile applications developer. He advises organizers to:
- Review the number of downloads. Depending on how well the organizer promotes the app, “most shows see a 30 – 40% download rate in the first year. The second year downloads are much higher, says Tokosch.
- Examine app usage during the show. “If the usage stats are high, you know the users have achieved the goal of enhancing the show experience and the exhibitors got value because their information was seen,” he adds.
- Study usage of the app after the show. “If downloads and usage stats continue on a regular basis, the users have told others about the app because they liked it and they continue to use the app as a reference tool,” Tokosch observes.
- Follow twitter feedback concerning the app. “I like twitter because no one is anonymous and it’s real time feedback. People aren’t afraid to compliment or tell you if there’s a problem. They also will tell other people to download the app if they think it’s worthwhile,” he says.
Revenue
Depending on the application, different revenue streams may be available. Core-Apps allows event organizers to share in revenue from downloads of the app and exhibitor revenue. Connect Media Ventures offers event producers three revenue opportunities on its “mobile home sites” solution:
1. Sponsorship of the mobile home site
2. Tools to up sell and monetize mobile home sites (collections of digital collateral) to exhibitors and sponsors
3. Sponsored text reminders and alerts
With mobile carriers reverting to “all you can eat” data plans that offer unlimited texts and minutes, mobile usage at events will continue to skyrocket. Organizations considering mobile solutions for their events should look at the tangible as well an intangible benefits, carefully analyze the metrics, and take full advantage of the revenue opportunities before computing the “true” ROI of mobile.
Thanks Michelle for this great post. Her blog A Fork in the Road can be found here.
