If you’ve invested in an event app, the quickest way to demonstrate a return on that investment is to use it to drive sponsorship revenues. Here are five arguments you can make to sponsors.
1. It’s extremely popular with attendees
A good app will be designed to enhance the aspects of the event that are drawing people there in the first place: at Expos, around 30-60 per cent of people will download the app; at conferences, app uptake is between 60-80 per cent; and at corporate events, where delegates are often required to use it, usage can be 90-100 per cent.
2. The ‘right’ attendees are the ones using it
The app appeals to attendees who plan, want to manage their time, make the most of their connections, and even have some spending decisions to make – i.e. those that sponsors are most anxious to attract.
3. It’s the right place to stand out
As a tool primarily for attendees to plan and decide what to do and who to see, sponsors taking the opportunity to feature highly on the app get noticed at exactly the right time.
4. Sponsors are a popular feature
Depending on the nature of the event, browsing and discovering sponsors can account for 70 per cent of usage.
5. It’s the right association with a sponsor’s brand
Featuring highly on a well-produced app is a great brand association, bearing in mind that – in many industries – sponsors and exhibitors are attending events to showcase mobile offerings of their own.
In conclusion, app space is real estate every bit as valuable as physical space on the exhibition floor. It is a huge opportunity for sponsors to create multiple touch-points with the most important attendees, and organisers should make sure they are selling the digital space with the same energy as they do the traditional alternatives.
Any comments? Email Paul Colston