April May 2018

A fresh resource for people who plan and manage meetings, events, business travel, promotions and incentive programs. Providing you with inspiration, guidance and great ideas.

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April | May 2018 | Ignitemag.ca | 37 business meetings + events Products, trends and sparks of genius to up the ROI on your next program Planners seeking to generate new revenue streams and sponsorship opportunities can look straight down at their mobile event app. Since between 50- and 90 per cent of attendees use the technology to navigate conferences and trade shows, spon- sors understandably want to reach them where it counts: in the palm of their hands. Here are some effective ways to drive more revenue from your event app: IDENTIFY YOUR SPONSORS' GOALS: Ideally, sponsorship should be interactive, emotional, relevant and immersive, says Aidan Ryan, director, customer success at EventMobi. The best way to sell sponsorship opportunities is to help your sponsors see how the value aligns with their goals. "If you're running an event and pitching spon- sorship packages, match them up to be true sponsorships for the event, rather than pure adver- tising," explains Ryan. For example, a client might want to increase brand awareness around a new How to monetize your mobile event app by Wendy Helfenbaum product launch, reach a different audience or tout its corporate social responsibility efforts. Present something that furthers this goal, and you'll cash out, says Ryan. OFFER EXCLUSIVITY: Sponsorship options can be overwhelming, notes Kerry Plowman, product marketing manager at QuickMobile. "Not only do you need to define the advertising opportunities that may be valuable to a sponsor, you must attach a value and group them into ele- gant packages that make sense," says Plowman. QuickMobile's free event app sponsorship tem- plate identifies areas that can be used for spon- sorship activation. "For example, a splash page or push notifica- tion will get a lot more eyeballs than being one of many companies listed on a sponsor roll. Things like a 'Welcome to the event' message pop-up can only be done one time, so they have a little more exclusivity and value attached to them." SHOW ME THE MONEY! Options for exclusivity include dedicated profile pages in the menu, or eye-catching links to assets such as downloadable content. SHARE THE SPOTLIGHT: Most apps allow planners to host multiple sponsors, says Ryan, so you can sell exclusive rotating banner ads appearing throughout the app for an entire day, for example, or live digital signage visibility. "If you've got three platinum sponsors, and a three-day event, that's a match made in heaven," he says. Because attendees study the floor plan often, maps are an ideal place to sell ads. Planners can offer advertisers interactive mapping options, where sponsors are highlighted with pins acting as links to company information. w

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