Press Releases

What’s Next? Smartphone Apps That Tuck You Into Bed at Night?

What’s Next? Smartphone Apps That Tuck You Into Bed at Night?

By Michelle Bruno

The introduction of the Apple iPhone was a game changer for the exhibition industry. Smartphones immediately gained the potential to replace wandering around the trade show floor with a show directory, highlighter, tote bag (for exhibitor brochures and business cards) and a great sense of direction. The idea that a mobile phone could organize, enhance and streamline the attendee experience so effectively was more than a game changer. It was a godsend.

The momentum that began with the iPhone, has continued with the Blackberry and Android phones. This collection of hardware that put convention center telephones out of business, contains some of the most powerful productivity tools to hit the trade show floor in a decade. In addition to the conveniences of maps, show directories and calendars for attendees, developers of mobile applications offer exhibitors promotional opportunities and an extended reach into the attendee pool. Revenue streams from mobile advertising and sponsorship are a welcome benefit for trade show organizers.

One of the most comprehensive apps to gain in popularity is Follow Me from Core-Apps. The native app is downloaded from the iTunes store at a cost of $1.99. Once the app is downloaded, it doesn’t require Internet access for its core functionality.

Its search capabilities allows users to locate products, exhibitors, contacts and booths on the show floor. It displays the show schedule and floor plan. It also stores digital brochures and contact information from exhibitors. Users receive show alerts and discount coupons from exhibitors and local businesses. The "Follow Me" button even routes an attendee to a specific booth with a GPS-like exhibit hall mapping tool.

The use of trade show smartphone apps is increasing if Follow Me’s numbers are at all representative of adoption rates across the board. "We used to see download rates of about 30% if the show was promoting it properly. Now the percentage has increased to the low 40% range. At the MTO Summit, 52% of the attendees downloaded the app before the summit and another 10% downloaded it after the event was over," says Jay Tokosch, Core-Apps’ CEO. Follow Me provides users with functionality year round through eNews, polling and registration for the following year’s event. With smartphone apps, "Trade show organizers are offering attendees an enhanced at show experience and an opportunity to have a piece of the trade show to take home," Tokosch adds.

Application developers have taken varied approaches to smartphone functionality. While Core-App’s Follow Me doesn’t require a cell phone connection or Internet access (avoiding the issue of spotty convention center cell phone coverage), others have taken an Internet-based approach offering real-time access to information on the event web site. Some apps focus on the social networking function, providing attendees with a platform for communication and collaboration. Others are dedicated to a particular task such as the collection of digital brochures and contact information.

Smartphone apps for trade shows are evolving quickly. "We started with the idea that we wanted to have everything on the app that you would need at the show such as the event schedule, directory and personal calendar. We progressed to adding a mapping tool so that attendees could be routed directly to a booth. Going forward people want metrics so we are working on strategies for that," says Tokosch. With adoption taking care of itself (70% of attendees and exhibitors have smartphones), developers with a good business model (including a revenue stream for show organizers) and an opportunity for year round interaction between organizers and attendees, mobile apps are poised to become an integral part of the exhibition experience, even if they don’t tuck you into bed after a long day at the show.

Michelle Bruno is a writer, blogger and event professional based in Salt Lake City. She blogs about new media and face-to-face events at forkintheroadblog.com.