Enhancing Attendee Engagement with the Mobile Channel
By Vanessa Horwell Founder & Chief Visibility Officer, ThinkInk & TravelInk'd | July 31, 2011
For traditional marketing and advertising promotions, the mobile channel is opening up a slew of new opportunities: everything from retail coupons to loyalty reward programs are being enhanced through mobile interactions. The immense convenience and "always connected" benefits of smartphones and other mobile devices (not to mention the intimate nature of these devices) make them a very appealing vehicle for consumer advertising, but what about the trade segments-specifically, what can the mobile channel do for trade shows and conventions?
With mobile's vast capabilities and ever-growing adoption, the channel can increase the effectiveness of conventions by becoming an integral tool for all phases of the event: pre-convention, during, and post-convention.
There's no denying the reach of the mobile channel: by early 2012, nearly 90 percent of Americans owned mobile phones, with roughly 50 percent of these being smartphones. And by summer 2012 two out of three US mobile purchases were for smartphones. Of course, in most business professions, the concentration of these numbers is far higher, making mobile one of the most effective tools to communicate with on-the-go professionals. Considering the professional playing field these days, who isn't on-the-go?
Logically, these factors extend into the convention and trade show environment. Whether convention planners are looking to create an event-specific app or utilize optimized mobile websites to communicate with attendees, there are a number of mobile techniques that can be applied to ensure a successful event-and provide more opportunities to create value for convention goers. The following are a number of approaches for organizers to engage more attendees and optimize the convention experience through the mobile channel.
The Mobile Channel: Pre-Convention
Let's face it: the majority of convention-goers aren't all that excited about attending an upcoming convention or trade show. While there's nothing that can change this fact, planners can use the mobile channel to make preparations for these (rather unwilling) attendees much easier, thereby eliminating some of usual problems associated with RSVP "checkpoints" (hotel reservations, individual event reservations, etc.) prior to the convention.
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