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Just how important is having a mobile strategy for your event?
The simple answer to this is – extremely!
Here are a few stats and graphics that illustrate the fact:
“By the end of 2013, mobile subscriptions had increased to 3.4 billion: equivalent to just under half of the global population.”[1]
“While desktop searches are leveling off, mobile searches and the inbound calls they produce, are blazing. Currently, 61 percent of mobile searches culminate in a phone call and it is estimated that by 2016, mobile search alone will bring businesses close to 70 billion inbound phone calls.”[2]
From http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 From http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ From http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
So, if you agree that mobile is already a big deal, and will only grow in importance, the next thing to consider is how to leverage mobile to sell more tickets and create a better experience for your guests.
Let’s run through a few tips…
Pre-event
“Mobile now makes up the majority of email opens at 51%.”[3]
“An astonishing 68% of Gmail and Yahoo opens are coming from mobile devices.”[4]
Emails are still the lifeblood of outbound sales for most events, and so ensuring you optimise them for ease of reading and click-throughs on mobile devices is paramount to continued sales success.
That’s why we have integrated seamlessly with world-class email providers such as MailChimp and AWeber, both of which offer mobile optimised email delivery, linking directly back to your Eventbrite ticketing page.
If you’d like to learn more about email best practices when talking to your customers, MailChimp offers a great guide which you can check out here!
Browsing / discovery
Outbound is essential to any successful marketing campaign, but it’s always nice to get a helping hand! That’s where event discovery and a mobile optimised browsing experience is key to boosting your sales.
As you’d expect, we’ve got you covered here.
Eventbrite offers native apps for iPhones and Android devices, making event discovery a breeze for anyone browsing on their phone. With over 3 million downloads in 2013 alone, our base of customers ready to find your event is growing rapidly.
Here’s an example of the discovery and search flow on the latest iOS7 release.
The importance of mobile continues after you’ve made the sale, as any busy attendee will expect to have all the tools they need to enjoy your event at their fingertips – thanks to their mobile phone.
Here’s a few ways to help meet their expectations.
Smooth experience / check-in
Printing out paper tickets is a hassle that few people want to deal with these days – not to mention its environmental impact – so you need to be able to offer your attendees a simple, no-fuss, paperless way of gaining entry to your event.
This is where our Entry Manager app excels, launched to make the onsite check-in experience painless and lightning fast for organiser and guest alike.
For conferences, if your delegates also need to collect badges at the registration desk, you’ll be pleased to know that we’re fully integrated with great solutions like Boomset and ConferenceBadge.com, making that a simple option for you to incorporate as the organiser.
Onsite Engagement
Mobile can be a key aspect for getting your attendees engaged at the show.
That’s why we support mobile networking apps like Attendify and Pathable; and apps that make for a more lively conference experience such as Bizzabo or Tweetwall.
All of these integrate fully with the Eventbrite API so you can offer a full compliment of engagement tools to your delegates, depending on your needs and budget.
Navigation
For larger events, it’s important to offer your guests the chance to check the schedule and navigate the event on the fly.
To help, partners like TapCanvas, Mobile Event Guide and Guidebook have integrated with the Eventbrite API, making it incredibly easy to offer your delegates these mobile navigation options while onsite.
Post-event
Last but not least, you’re going to want to gather your post-event feedback as quickly and easily as possible. We’d suggest a quick event survey sent out on the afternoon of the last day of your event.
You can use mobile-optimised tools like SurveyMonkey (fully integrated with Eventbrite for your ease) to grab their answers, and get a flying start for next year’s event!
How important is mobile to your event? Have you got any tips and tricks for optimising the mobile experience? We’d love to hear from you in the comments below!
