The webinar discussed how event organizers can use mobile technology like mobile guides and gamification to improve engagement, drive revenue, and measure success. The document provided a case study of how ADMC used a mobile guide and other tech tools to double registration for their annual pet trade show. Attendees learned how measuring analytics can help optimize lead generation and plan even better events in the future.

1. @guidebook
WEBINAR
!
Technology for
Better Events
PRESENTED BY GUIDEBOOK

2. @guidebook
Meet your speakers
Nicole Duclos
Marketing Manager, Event Expert
ADMC
!

3. @guidebook
Meet your speakers
Anna Sawyer
Director, Content and Product Marketing
guidebook.com
@annafsawyer

4. @guidebook
Share what you learn!
Use the hashtag #techforevents and tweet a tip from today’s webinar.
We’ll choose 10 tweeters to win a $10 Amazon.com Gift Card!

5. @guidebook
Guidebook: the leader in mobile event apps
We have thousands of happy customers running events of all sizes.

6. @guidebook
Drive engagement, revenue and repeat
registration
Event management tech gives you
the tools to improve and measure
the success of your event.
You!
Monetize your event with mobile
banner ads
Boost registration and mobile app
use
Gamify: get your attendees to
network, move and interact
Learn and improve with mobile app
analytics
!

7. @guidebook
Tech tools are changing events
Automated registration
Multimedia teasers
Web-based booth sales
Social amplification
Registration-boosting
nurture campaigns
Social ads
Event organization apps
!
Mobile guides
Interactive games
Mobile sponsorships
Livestreaming
Smart badges
Digital attendee networking
Live blogging/tweeting/Vine
Real-time feedback
!
PRE-EVENT
EVENT
Attendee/sponsor
analytics
Forecasting
Sharing speaker
materials
Feedback survey
Multi-channel follow-up
Year-round social
fanbase
POST-EVENT

8. @guidebook
ADMC Spring Break
Nicole’s trade show has a fastgrowing annual attendance
!
They showcase pet products for
the Midwest
!
Attendees range from very techsavvy to very traditional
!
Attendees are vendors and
retailers
CASE STUDY

9. @guidebook
New for Spring Break
in 2013
Mobile trade show guide
!
“Game night” for vendors
!
Giveaways they loved (and talked about)
!
Dueling piano entertainment
!
Digital banner ads
!
Airport shuttle with beer and food
!
!
Doubled registration!
CASE STUDY
Nicole Duclos
Marketing Manager
ADMC
“
!
!
They were talking about the event
all over our industry. The word-ofmouth benefits were
immeasurable.”

10. @guidebook
Stepping it up for 2014
CASE STUDY
Full day seminar/training
session for retailers
!
Online vendor booth
selection
!
Product showcase
Trade show booth reservation software like
boothtracker.com and rsvpbook.com allow
Nicole to run her show “like a much bigger
operation”.

11. @guidebook
Make all this work count!
CASE STUDY
“Save the Date” emails
with a live-action video
teaser
!
Email blasts with
instructions for using the
app
!
Nicole’s team produced this short video, which
features a well-known mascot from last year’s
event, to share in the Save the Date email.

12. @guidebook
Give them materials
before they arrive atTake advantage of the technology
available without alienating your
the event.
more traditional guests.
Nicole Duclos
Marketing Manager
ADMC
!
Nicole achieves brand consistency
!
Vendors being picked up by the
by having the same designer
airport shuttle
contribute to both projects. She already had the
app, so
suggests making printingthey knew the schedule
and where they needed to be.”
estimates based on the percent of
attendees who register online vs.
those who send in their
registration materials via fax and
mail.
“
Nicole Duclos
Marketing Manager
ADMC
!
!

13. @guidebook
Why use a mobile guide?
Is this a familiar sight?
80%
of US adults will
use smartphones
by August 2014.
Source: Asymco, 2013

14. @guidebook
Everything in the palm of
your hand.
Goodbye paper!
“
We spent $12,000 on booklets the
first year, and to communicate last
minute changes we had to hang up
posters and rely on word of mouth.
Now we use a mobile app, and
there is no going back.”
!
–Jennifer Ryan, Zoll
!
!
!

15. @guidebook
More from your mobile guide
Increase attendee engagement and repeat
registration
Drive revenue by offering your sponsors
dynamic, measurable ads
Easily make schedule updates
and last-minute changes
!
Save money (and the environment) by
reducing paper printing
!
Position your event and organization as
forward-thinking
Session has
been moved
to
Room 110
Room 122
Theater B

16. @guidebook
Give them materials
before they arrive at
Give them materials
the event.
!
before they arrive at
!
Vendors being picked up by the
the event.
Nicole Duclos
Marketing Manager
ADMC
“
Nicole Duclos
Marketing Manager
ADMC
!
!
“
airport shuttle already had the
app, so they knew the schedule
Vendors being picked up by the
and where they needed to be.”
airport shuttle already had the
app, so they knew the schedule
and where they needed to be.”

17. @guidebook
More app use = better ROI
Increase app use by putting it front-andcenter before and during the event with
emails, landing pages and social media.
!
!

18. @guidebook
Put the QR code everywhere!
“
We sent the QR code to our
attendees in a pre-show email,
printed it on the back of their
badges and had the QR code
Becky Walker Sobeck
included on onsite signage. With Conference and CEU Manager
Athletic Business
easy access to the app, our
!
attendees were in the know during
!
the entire show."
!
!
!

19. @guidebook
Get creative
Maybe you could put your QR
codes on the tickets for the
charging valet?
!

20. @guidebook
Make it social
Increase app usage and
adoption: including the
social media tools that
tell your event’s story.
Use an RSS feed to give
your attendees access to
anyone liveblogging your
event, sessions, related
news and more.
Pre-fill tweets from your
mobile app with the
event’s hashtag, so you
and your attendees can
easily see what everyone
is saying about the event.
Include Vinebox as a web
view in your mobile app,
and post 6-second teasers
and informational videos
from your event.
!
You could even link the
web view to a Vinebox
page that aggregates all
Vines made with your
event’s hashtag.

21. Traditional sponsorships
@guidebook
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE
YOUR AD HERE

22. Where are people looking?
@guidebook

23. @guidebook
Allow your sponsors to buy ad space
in your mobile event app.
Sponsor module
Full-page splash screen

24. @guidebook
Featured listing

25. @guidebook
Take cues from digital display advertising
Mobile ads are measurable!
- impressions
- clicks
- CTR
- landing page conversions
!
!
!
!
Users can take
immediate action

26. @guidebook
Help your sponsors succeed
Send in-app ad analytics to your sponsors as
soon as possible
!
Check in on conversion rate, landing page
performance over time
!
Inform your next sales pitch
!
!

27. @guidebook
Engage your attendees!
Event app gamification
What you want: tangible prize
Offer a
!
!
Attendees moving
Place ‘hotspots’ all over the
throughout the venue
venue
!
!
Attendees interacting with involved
Get your sponsors
sponsors!
!
Make it social!
Attendees networking
!
!
!
Social amplification
!
Sponsor revenue

28. @guidebook
Are your attendees ready for gamification?
More than
70%
of Global 2000
organizations will have at
least one gamified
application in 2014, and
15% of day-to-day
business practices will
employ gamification.
!
- Gartner, 2013
!
!
!

29. @guidebook
Build your event game
1You determine rules
2
Scan QR codes
around the venue
to complete a
puzzle?
!
Collect photos of
the event?
!
!
!
Think of ways to reward
“winners”
3
Swag?
Badges?
Cash?
Recognition?
Points?
!
!
Build the game in your
mobile app
4
Let
them
play!
!

30. @guidebook
Make games work
Make sure the rules are clear
and the game is fair and bugfree
!
Place ‘hotspots’ all over the
venue (and be creative!)
!
Make the prize awesome
!
Get your sponsors involved
!
Make it social!
!

31. @guidebook
Analytics battle
plan
It’s a busy time post-event,
but make sure you take the
time to put together an
analytics-driven battle plan
for next time
!
Which lead sources
performed the best?
!
Which sponsors would you
work with again?
!
How can you maximize
revenue next time?

32. MEASURE IT:
Social media
!
Registration tool
!
Email marketing
!
Mobile app CMS
!
@guidebook
Amplification, session
popularity, new audience,
event lifetime
Registration vs
attendance, offer
timing
Lead sources, offers,
timing, event lifetime
!
Speaker, session and
event quality; sponsor ad
performance

33. @guidebook
Would you like a Guidebook demo?
Just type “I’d like a
demo!” into the chat box
to learn more about
Guidebook.

34. @guidebook
Would you like a Guidebook demo?
We’ll show you how easy
it is to build a working
guide for free in just
minutes.

35. ?
@guidebook
Ask us anything!
#techforevents
Nicole Duclos
ADMC
@NMDuclos
Anna Sawyer
guidebook.com
@annafsawyer