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In today’s corporate meeting and event landscape, the use of mobile apps — such as event registration, customized agendas and real-time notifications — is enhancing the way attendees experience events.

These must have mobile apps are becoming mainstream tools that attendees and event planners have come to rely on for a state-of-the-art experience for events, both large and small. With the help of these event apps attendees can easily access event schedules, speaker biographies, networking opportunities and much more.

Kayman Nixon, a creative event planner with Verde Events, an events management firm in Chicago, IL, is seeing mobile apps used in a significant number of meetings and conferences today. As she explains, mobile apps provide a seamless and simple way for attendees to access all relevant information — from their unique schedules to speaker information to venue wayfinding.

“The scale and scope of mobile apps are really only limited by clients and the time that planners are willing to put into it,” Nixon says.

Nixon believes a major update to the attendee experience comes from the interactivity of today’s mobile event apps. In addition to displaying a plethora of information, apps allow users to interact with each other in real time.

“We can offer in-app messaging, live Q&A sessions or get to-the-second feedback with live polling. An event app also helps to break down the barrier between attendees and presenters to make meetings and conferences more meaningful and engaging,” Nixon says. On the planner side, apps allow for planners to react to real-time changes that are happening onsite. Nixon has seen situations where, for example, a conference room is suddenly unavailable due to technical difficulties, and within the app they can both dynamically change the location of that session for the attendees and share a push notification with any updates.

“These apps help to provide a smooth experience so that attendees can focus on the content they are at the event for,” Nixon says.

From an interactive perspective, today’s mobile apps provide fantastic ways of boosting engagement during meetings and events. Post-session surveys also are a great way to get an immediate snapshot of feedback for a session to help inform future decisions for if similar topics would be of interest in the future or if participants would like more information or follow up from a session.

“The mobile apps are also helpful in sharing documents, handouts and helpful information for participants of a session while saving on the time and hassle of printing materials for each participant,” Nixon says. “Not only does this help to provide a seamless experience, it also helps to promote sustainability by minimizing waste.”

Andrew Roby, meeting planner and event producer at Andrew Roby Events in Washington D.C., agrees that event apps are on a steady incline within the event industry aiding event planners and their clients to execute events with more data and awareness. He points out that roughly 83% of event organizers are using mobile applications in some capacity. With the introduction of AI, the technology capabilities will only increase as we learn more ways to use such tech to benefit events.

“Mobile apps bring more accessibility into the hands of attendees. It decreases the volume of emails and phone calls event organizers may receive with questions that can be readily answered with an event app,” Roby says. “It also aides attendees in customizing their event experience by organizing individual calendars based on the activities they want to do at your event. It increases intentional networking by playing matchmaker for the people you have been waiting to connect with.”

Roby further points out that the beauty of mobile apps is how customizable they are to a company’s event needs. Many people use them for polls and surveys, but they have been developed for much more.

“Event apps have the ability to help attendees find their community at large events. They offer event organizers real-time analytics to make critical on-the-spot decisions to improve the event experience,” Roby says. “Apps can create audience engagement by allowing attendees to present questions live and then have them decide on which is the most pressing they want to hear about. It is also beneficial to sponsors who may want to share more in-depth information about their products or services and even offer incentives.”

For Pat Schaumann, CMP, CSEP, DMCP, HMCC, president and director of Schaumann Consulting Group LLC in St. Louis, MO, mobile apps have become critical tools within the meetings and events industry, especially in the context of remote work, hybrid events and the ongoing emphasis on safety and contactless encounters.

“Mobile apps have revolutionized the meeting and event experience, enhancing engagement, convenience and personalization. They are reshaping attendee interactions with personalized agendas, enhanced networking, real-time updates and interactive features,” Schaumann says. “Mobile apps bridge the gap between technology and user experience, enhancing engagement and transforming events into memorable, dynamic experiences.”

An Evolution of Sorts

Technological advancements are continuing within the corporate meeting industry and the evolution of mobile apps is no exception. In recent years, the modifications to mobile apps has been awe-inspiring as these tools evolve to reflect exactly what attendees need. Quite simply, today’s mobile apps are mere shadows of their former selves, especially those introduced even three or four years ago.

As Nixon explains, apps have become more user friendly from the planner perspective. In addition, app hosting platforms now have such detailed information on how to set up the app, onsite management, troubleshooting resources and oftentimes offer in-person support at events.

“With app development being more accessible for the planners, we are able to ensure that the product that we are putting out to the attendees is exactly what the client is looking for to maximize the quality of the attendee experience,” Nixon says.

Roby points out that the meeting and events industry started with the need to print every single thing — crushing any desire for sustainability. As mobile apps developed, many planners used them to showcase speakers, agendas and sponsors. And as these apps further evolved, integration possibilities began to expand.

“Even with integration, this was primarily on a closed system so while an all-in-one platform was great, it did not talk to other systems however,” Roby says. “As technology continued, we gained the opportunity for tech stacks, allowing the ability to integrate new tools with existing systems. In today’s environment, exhibitors have more visibility with lead generation and data insights. Artificial intelligence is helping attendees have a more personalized experience by recommending sessions that will give them the greatest return on investment. Event organizers can reward attendees by creating a little competition via gamification. The mobile app has come a mighty long way over the years.”

What Today’s Attendees Expect

Not surprising, mobile app innovations have significantly captured the attention of meeting attendees by enhancing their overall event experience in various ways. Primarily, attendees are provided innovative agenda management opportunities. “Apps provide attendees with the session schedule, speaker profiles and detailed agendas — allowing them to plan their itinerary and prioritize sessions of interest,” Schaumann says. And as networking is often a key component of corporate gatherings, mobile apps can help facilitate networking opportunities by enabling attendees to create profiles and connect with other participants.

“They can schedule one-on-one meetings or group discussions,” Schaumann says. Also features like in-app messaging and discussion forums can further help attendees make meaningful connections in order to collaborate before, during and after an event.

Of course, the interactive content component of mobile apps is a game changer for many attendees who are interested in live polls, Q&A session, surveys and even gamification features.

“Attendees can participate in discussions, ask questions to speakers, provide feedback, and compete in challenges or contests, enhancing their overall engagement and participation,” Schaumann says.

And while attendees certainly benefit from what mobile event apps offer, exhibitors and sponsors also find these apps to be helpful in engaging with attendees. They can provide detailed information about their products, services and booth location.

“At trade shows, for example, attendees can easily navigate the exhibition floor, schedule meetings with exhibitors and access exclusive offers or promotions, maximizing their interaction with sponsors and vendors,” Schaumann says.

Being “in the know” is also top of mind for many event attendees. Today’s mobile apps allow for real-time updates and alerts. As Schaumann further points out, push notifications, SMS alerts and in-app notifications ensure that attendees stay informed and engaged throughout the event.

Finally, apps can service as the central point for attendees to access event-related content, including videos, handouts, PowerPoint slides, etc.

“Attendees can easily access resources directly from the app, eliminating the need for printed materials,” Schaumann says. And in our sustainability-focused business culture, this is paramount for many attendees.

Making the Best Use of Apps

A significant part of the equation of incorporating apps into events really comes from client buy-in. That’s why Nixon says planners should communicate the benefits of using apps to their clients and sell them on the ease and accessibility of incorporating an app into their events. Where websites are oftentimes more global, featuring general information for attendees, apps are much more personalized and require the client and the planner to be in lockstep with crafting the exact desired experience.

“So, if planners are able to communicate the importance of elevating their events through a more personalized experience, they should be able to get the approval for moving forward with an app,” Nixon says.

She recently worked with a client on an event that had a very dynamic schedule featuring several different registration types, individualized pop-up meetings, overlapping breakouts, a showcase, and attendees staying at multiple hotels. Through work that Nixon was able to put into the app both ahead of time and on-site, she was able to wrangle all of these factors together.

“The ability of apps to segment attendees, their schedules and their notifications down to an individual level helped to make all of this possible and provided a coherent and consistent experience for all attendees,” Nixon says.

It’s also imperative that meeting professionals research and select a meeting app that aligns with the event goals, budget and attendee demographics. Consider factors such as ease of use, customization options, integration capabilities, customer support and scalability.

Schaumann recommends meeting planners go so far as to conduct surveys or interviews to understand the preferences and needs of your attendees regarding event technology. “Identify pain points or areas where a meeting app can add value and address those needs through app features and functionality,” she says.

Once an app has been selected, encourage attendees to download and engage with the meeting app well in advance of the event. Promote the app through email communications, social media channels, event website and registration materials. And be sure to highlight key features and benefits to incentivize early adoption.

“It’s really important to define key performance indicators (KPIs) to measure the success of the meeting app implementation,” Schaumann says. “Track metrics such as app downloads, user engagement, session attendance, networking interactions and attendee satisfaction to evaluate the impact of the app on the event.”

Mobile App Development

As is the case with most technology these days, Nixon is curious as to how AI integrations will impact mobile app development for events. She believes AI could end up being a major time-saver for planners when it comes to taking relevant information from a client and applying it to an app.

“However, I think putting apps together requires time and attention to detail, so planners will have to be sure to have a strong system of checks and balances to ensure that the information provided in the app is still personalized and up to their standards,” Nixon says.

Schaumann also believes that mobile technology will continue to shape the meetings industry. “The future of meeting and event apps holds exciting possibilities as technology continues to advance and shape the way we plan, manage and experience events,” says Schaumann. We may see such things as the integration of virtual and hybrid event elements, integration with wearable devices, predictive analytics and insights, and even augmented reality (AR) enhancements.

“Meeting and event apps also will incorporate sustainability features to promote eco-friendly practices and reduce environmental impact,” Schaumann says. “This includes features such as digital agendas and handouts, carbon footprint calculators, sustainable transportation options and waste reduction initiatives, aligning with the growing demand for sustainable events.”

Roby stresses that all event and meeting professionals should be using some sort of event or mobile app to help streamline the planning process. “The use of technology to simplify the workload is something we can all see as a huge benefit,” he says. “It also allows us to work collectively in a collaborative environment without the need to physically be present.” He sees the future of the mobile app industry looking promising to the meetings industry.

“I look forward to the day when we can see speakers projected from our phones via hologram if we are sitting in the back of the room,” Roby says. “I believe the more we share with tech developers our needs, the more data they have to continue to grow the capabilities within a mobile app. I just hope we do not become so reliant on our phones that we forget to live in the moment.” C&IT