The use of smartphones to conduct online searches has already overtaken the use of desktop computers.
According to the stats found in an infographic by AppGeeks industry trends suggest that soon this could also be true for accessing the internet in general.
It is clear that with the number of people using mobile devices today, event marketers will need to ensure that their events are integrated with mobile communications in order to be heard and successful.
However, this doesn’t just mean using this strategy before the event. Sure, using mobile marketing can be a great way to promote your event and spread the word before it has actually taken place, but it can also be hugely beneficial while the event is taking place and even afterward.
The use of mobile marketing
Today, everyone has a mobile phone in their pocket, attendees will use them to document your event and you may use one to coordinate and organise, but these devices don’t just offer us a range of conveniences, the age of smartphones is actually altering the experience of events themselves.
With technology continuously developing, the use of mobile marketing is on the rise. Not only can you reach a large group of targeted people, but you can do so relatively cheaply, and track the results.
What if fans can buy tickets the moment they find out about the event, either through email, SMS, social media or blog posts. The key is to make purchasing from mobile devices seem seamless and easy and the results may be surprising.
Creating the buzz
The job of the marketer for an event starts a long time before the event is actually due to take place. It usually takes months, but in some cases, the advertising can even be years before the event takes place.
Mobile marketing has proven time and time again to be a great way to create a bit of hype around an event and encourage people to look for more information about it. If you are an exhibitor at an event, you need to make sure that you stand out from the crowd, especially if there will be other exhibitors at the show promoting similar things to you.
A couple of favourite marketing tactics for this purpose are through social media and mobile-friendly emails.
Both of these allow you to reach out to new and existing customers and to provide a brief introduction to an upcoming event where you are exhibiting. You can then let them know why they should come and see you and what you can offer them!
A great way to reach even more people is to use social media.
Reaching out to influential retweeters on Twitter for example, and building a relationship with them is a good way to spread the information about your presence, especially if they think the event will be of interest to their followers.
A few days or even hours before the show, you could use mobile to send out an SMS message to all those that have previously shown interest.
You can remind them that the event is taking place and that you will be there, where the event is, timings, dates and other useful information. Sometimes this is the little push that people need to get them there.
During the event
The use of geotagging has been an invaluable business tool when it comes to events.
Your attendees’ or if you like, “invitees” can share their location with friends which will sometimes have a visible knock-on effect on social media.
As for the social media platforms such as Facebook, you should ensure that your event presence not only has a dedicated page, but it also allows people to check in when they attend it so that others can see their location, advertising your business in the process.
Recently among event organisers, there has been a growth in custom event apps.
These apps can be extremely useful for visitors and exhibitors as they are able to pull up information very quickly, be notified of any changes, and they are great for brand exposure too.
A current trend in the world of social media is to go live. There are a couple of platforms that allow you to do this, including Facebook and Instagram.
Live feeding your event presence using your mobile device is a great way to attract the attention of countless people who were not able to attend the event themselves. Using live streaming will make it feel as though they are really there as they see events unfold in real time.
Live feeds can also be effective if your content reaches those that are already at the event, as it will likely build interest around your exhibit, and bring more people to see you.
You can see how many people are tuned into the stream and communicate with them through the chat feature.
After the event
Sometimes it can be very difficult to determine just how successful an event where you have exhibited has been. Mobile devices and social media can help with this.
Social media is an excellent tool that should be utilized for following up your participation. Provide users with a specific hashtag so that photos or comments about your event on sites like Instagram and Twitter can be searched for and found easily.
Not only will this help others find the posts, but it will also be a lot easier for businesses to track any mentions of the event and get a general overview of what people thought about it.
If you have documented the event through social media, such as using Instagram stories, Facebook posts, and tweets, you are also able to see just how many people you have reached.
Lastly, it’s a nice touch to use SMS to send around a message to your customers, thanking them for coming to see you and providing some follow-up information. In this way, you show your visitors that you appreciate their support and you open things up for further engagement and communication.
If used correctly, your mobile device can be an invaluable marketing tool not only for promoting an event but also for increasing awareness and engagement during the event and the follow-up post-show.
Brands all over the world are coming up with new ways to use mobile marketing to their advantage and it is worth keeping up to date with the changing trends so you can stay on top of the competition.