Mobile marketing has entirely revolutionized the way event organisers reach their audience, and it makes no difference what kind of conference you are holding. Whether it be a high-end tech fair, or local arts festival, or even a fundraising party, using mobile marketing can take your event from drab to fab. This article will give guidance on using mobile marketing more effectively for increasing engagement, improving attendance at events, and making it a memorable experience.
What Is Mobile Marketing for Events?
Using mobile-focused strategies, including apps, SMS campaigns, social media, and mobile-responsive websites to promote an event, connect with participants live during it, and give attendees an all-around nice experience.
With mobile at the center of internet traffic, event organizers need to meet their audience where they are- on their smartphones.
Mobile tools can be used to update attendees, deliver personal experiences, and encourage them to provide valuable feedback even before an event begins and after it is over. And the result? Higher engagement, happier attendees, and an altogether more profitable enterprise.
Why Mobile Marketing Matters for Events
The importance of mobile marketing for events cannot be overstated. Here’s why:
- Smartphone Dominance: Over 85% of internet users access the web via their smartphones [source]. Your attendees will likely receive, research, and respond to event information on their mobile devices.
- Instant Communication: Mobile marketing enables real-time updates, ensuring attendees stay informed about schedule changes, session highlights, or special offers.
- Personalized Attendee Experience: Tools like push notifications, event apps, and geofencing allow you to create tailored experiences that resonate with individual attendees.
- Higher Engagement Rates: Mobile campaigns, such as SMS reminders, open rates as high as 98%, compared to email campaigns that average only 20% [source].
Now that you understand why mobile marketing is pivotal for event success, let’s break down how you can use it effectively.
Mobile Marketing Strategies for Event Success
Optimize Your Event Website for Mobile
Your event website is your marketing hub. Make sure it’s mobile-friendly by focusing on:
- Responsive Design
Ensure your website adjusts seamlessly to different screen sizes. Visitors should be able to view event details, purchase tickets, and navigate easily, whether they’re on a phone, tablet, or desktop.
- Fast Loading Speed
Mobile users expect quick load times. Slow websites can lead to drop-offs, so optimize your site for speed using light images and efficient coding practices.
- Clear CTA Buttons
Make it effortless for visitors to register, buy tickets, or learn more about the event with prominent and clickable call-to-action buttons like “Get Tickets Now” or “Register Today.”
Use SMS Marketing to Keep Attendees Engaged
One of the most powerful aspects of mobile marketing is the immediacy of SMS campaigns. Some effective ways to use SMS include:
- Event Reminders
Send notification reminders with key event details like the start time, location, or parking instructions. Example text: “Hey [Name], the [Event Name] starts at 6 PM today. Don’t forget your ticket!”
- Exclusive Offers
Incentivize attendees with text-only discounts or promo codes. For example, “Flash Deal! Get 20% off your ticket to [Event Name] for the next 24 hours. Use code FLASH20.”
- Real-Time Updates
Alert attendees to any schedule changes, delays, or session adjustments. This strategy keeps the experience seamless and well-organized.
Promote Your Event via Social Media Ads
Social media platforms go hand-in-hand with mobile usage. With tools like Facebook Ads or Instagram Stories, you can target specific audiences and create buzz leading up to your event:
- Use Geo-Targeting
Promote your event to people in specific locations near your event venue.
- Create Story Ads
Design vibrant, engaging Instagram or Facebook Story ads with countdown timers to build anticipation.
- Include Shareable Content
Add buttons encouraging users to share your event details with their networks. Word-of-mouth marketing gets an extra boost when combined with mobile sharing options.
Build an Event App
An event app can offer unparalleled convenience for your attendees. Key features to consider when creating your app:
- Event Schedule
Include detailed agendas that attendees can personalize based on the sessions they plan to attend.
- Push Notifications
Use push notifications to remind attendees of important sessions or exclusive offers.
- Networking Features
Incorporate options like chat rooms or attendee matchmaking to enrich the networking experience through their mobile devices.
Engage Attendees With QR Codes
QR codes are making a comeback, and for good reason. They’re a simple, mobile-friendly way to engage with your attendees:
- Easy Registration
Use QR codes on physical or digital invites to make event registration as frictionless as possible. Scanning the code should take users directly to your event’s sign-up page.
- Interactive Experiences
Position QR codes throughout your venue that link to things like surveys, giveaways, or detailed session descriptions.
- Contactless Transactions
For ticket scanning, food purchases, or VIP lounge access, QR codes ensure touch-free convenience.
Leverage Geofencing During the Event
Geofencing technology lets you create a “virtual perimeter” around your event venue. Once attendees enter this space, specific mobile interactions can be triggered:
- Welcome Messages
Send attendees a personalized “Welcome to [Event Name]!” message as soon as they arrive at the event.
- Exclusive Deals
Target attendees on-site with pop-up offers or incentives. For example, you might offer a 10% discount on event merchandise.
- Navigation Assistance
Use geofencing to display venue maps or help attendees locate specific booths or sessions.
Collect Post-Event Feedback
Your mobile marketing strategy doesn’t end when the event is over. Use mobile tools to gather attendee feedback and improve future events:
- Follow-Up SMS or Emails
Send a thank-you message along with a survey link to collect valuable feedback about the event experience.
- Push Notifications
If you’re using an event app, use push notifications to gather reviews. For example, “How did we do? Tap here to rate your [Event Name] experience.”
Best Practices for Mobile Marketing in Events
When leveraging mobile marketing, remember these best practices to ensure success:
- Keep It Short and Sweet
Whether it’s SMS notifications or social media captions, concise messaging works best for mobile users.
- Test Before Launching
Preview mobile campaigns on multiple devices to confirm the design, layout, and functionality are flawless.
- Personalize, But Respect Privacy
Use attendee names or preferences in your campaigns when possible, but ensure compliance with data protection regulations like GDPR or CCPA.
Using Mobile to Elevate Every Step
Mobile marketing has great potential for creating popular events and enhancing attendee relationships. You can deliver a memorable moment to your audience at the time it is most eager.
Are you ready to take your event marketing strategy to the next level? Next time, start planning away and guests are sure to come.
