Mobile Customer Journey: Mobile Strategy in Action

Section 1: Mobile Strategy

Mobile Strategy provides a framework for engaging attendees through mobile devices and data collection. Most attendees carry a mobile device at events, creating opportunities for real-time interaction. A dedicated event mobile app enables more than a paper program by providing several capabilities. The app can generate interest in the event while promoting the app itself. It can deliver a personalized agenda with sessions that attendees can favorite. The app supports attendee networking by enabling communication between attendees, arranging meetings, and allowing profile enhancements such as photos. Notifications can remind attendees about location changes or other important updates. Personalization can be applied to groups or individuals to improve relevance of content and recommendations. The app can present to-do lists to nudge attendees toward completing tasks. Attendees can make in-app notes on speakers, sessions, exhibitors, and other attendees. Live polling can replace traditional Q&A sessions, making interaction more efficient. Discussion boards, photo sharing, and a social wall facilitate engagement and community building. Gamification can encourage participation in activities and sessions. Capacity constraint tools help manage room size for popular sessions, improving logistics. Real-time insights come from polling, surveys, session check-ins, downloads, and meeting requests. Brand-aligned app experiences ensure consistency from registration to post-event follow-up.

Section 2: Pre-Event Mobile Ideas

Pre-Event Mobile Ideas focuses on gathering information before the event to boost ROI. A core concept is collecting attendee insights through surveys and exhibitor ad banners. Surveys explore topics attendees want addressed, industry state, and personal preferences. Collected data populate attendee profiles, enabling targeted pre-event conversations and content. Exhibitor ad banners can appear on the home screen or alongside session descriptions. Ad banners provide sponsor information and can direct attendees to exhibitor booths. Lead retrieval services can be offered to exhibitors to capture contact information efficiently. Pre-event planning emphasizes coordinating sales and marketing teams to maximize revenue potential from the app. The emphasis is on building a richer intelligence base before the event to drive more relevant outreach and content during and after the event.

Section 3: During Event Mobile Ideas

During Event Mobile Ideas describe data gathering and engagement tactics deployed during the event. Check-in processes provide a smooth first impression and collect valuable attendee insights. VIP alerts notify organizers when important attendees arrive, enabling personalized interactions. Check-in apps can operate in kiosk mode, allowing guests to self-check-in and answer additional questions. Questions asked during check-in can reveal attendee session interests, guiding on-site content delivery. The section emphasizes that mobile event management should prioritize quick check-ins and data capture. Interactive polling supports in-session Q&A and attendee feedback. Discussion boards and live polls capture group opinions and foster participation. The concept of an unconference is introduced, where attendees vote on topics and popular choices become last-day sessions. Session registration and saved agendas enable attendees to easily navigate the event and plan attendance. To-do lists, document downloads, and gamification further enhance engagement and information flow during the event.

Section 4: Post-Event Mobile Ideas

Post-Event Mobile Ideas focus on extending value after the event. Lead retrieval remains essential for converting interactions into opportunities. Lead data can be captured quickly via badge scans and notes, with instant reports available. Surveys and live polls continue to provide insights for post-event improvement. Post-event engagement keeps attendees connected through follow-up updates and valuable content. The section also introduces badge game follow-up as a mechanism to maintain momentum and reinforce relationships. Practice emphasizes using activity and feedback data for strategic planning. The goal is to improve future events by applying lessons learned from pre-event, during-event, and post-event activities. The post-event workflow aims to sustain engagement and drive continued interest from attendees and sponsors alike.

Section 5: Mobile - Take it to the Next Level

Mobile - Take it to the Next Level outlines partner-event tactics. Partner Events require efficient guest check-in processes to handle walk-ins and co-host arrangements. Sales or event teams can upload registered attendee lists for quick on-site check-in via mobile devices. After events, attendee lists can be downloaded and shared with partner co-hosts to support post-event promotions. The section emphasizes streamlined collaboration with partners to maximize exposure and impact at co-hosted events. The objective is to extend event reach and ROI through coordinated on-site and post-event activities between hosting and partner organizations.

Section 6: MOBILE CUSTOMER JOURNEY: Mobile strategy in action

This page presents a visual journey of how mobile strategy unfolds across the event lifecycle. PRE-EVENT activities include downloading the app, brand alignment, and profile completion. Attendees register for sessions and save agendas to personalize their experience. DURING-EVENT activities cover check-in, notifications about session changes, and opportunities to set up meetings and networking. Live polling provides in-session feedback and Q&A, while surveys capture attendee opinions. POST-EVENT activities involve follow-up updates and access to session recordings. The journey demonstrates how data collection and personalized content flow through each phase to enhance engagement and future event planning.

Section 7: About the Authors

The page introduces the contributors behind the playbook. Certain is described as a leading enterprise event automation platform focusing on data-driven marketing and attendee insights. Heinz Marketing is presented as a partner providing B2B sales and marketing expertise. The section notes collaboration between the two organizations to deliver a mobile-centric approach for event success. Contact and website references are provided for both organizations. The content frames the authors as industry authorities combining event automation with strategic marketing insights. The section ends with a brief statement about the purpose of the collaboration and how readers can access more information about the authors and their offerings.