Clever accompaniment: the event app

WW: Are event apps as technical gadgets a fad or actually a success factor for an event?
Jennifer Somm: The possibilities for communication and interaction have changed drastically in recent years. Live communication must also respond to these new forms, understand them and implement them. An event app is exactly in tune with the spirit of the times: people want to help shape, share, criticize or recommend. Through the app, the real experience merges with the virtual one. This offers information, interaction, but also networking and fun. Event apps are therefore not only a success factor, but also the logical consequence of adapting to the interests of today's society.
 
What can an app contribute to a successful event: before/during/after?
An event app accompanies the entire communication process. Contact can be established with the target group long before the event, which can be continued during and after the event. The event app extends the period of time in which the participants engage with the company/brand. The relationship is thus deepened and strengthened.
 
What added value is generated? What do the visitors get out of it?
An event app activates the visitor in a playful way. They receive compact, up-to-date information, can network with other participants and, depending on their interests, delve deeper into certain content. And they don't need flyers and brochures or an information stand to do this: the only device they need is their smartphone in their pants pocket or handbag.
 
How does the organizer benefit? What does the app offer the sponsor? By addressing target groups digitally, it is possible to create a far greater reach. For example, participants of an event do not necessarily have to be on site to be part of the action. By linking to social media and their "sharing" functions (liking, sharing, commenting), reach can be further increased. If attendees are active and engaged, this is a key and decisive success factor for live communication: it means that attendees engage and engage with the brand and its messages, share their thoughts and inputs, and spend time with it. This time and the reach mentioned earlier are two more essential points to offer sponsors an attractive and lucrative platform. The event app is an ideal tool for this.
 
How important is post-processing and what can it bring?
An event app allows events to be evaluated better and more accurately for the first time. The post-processing shows how individual contents of the event were evaluated, what met with interest and where there is still potential for improvement.
 
Is there already a standardized version? And what does the use of an event app look like at the event itself?
At Rufener, we work with Dreipol to offer an event app that has a standardized structure but can be completely customized to the brand/event in terms of look and feel. This enables us to offer our customers an attractive price/performance ratio. In order to guarantee the two relevant parameters - speed and topicality - we are always on site with specialists who post content, news and results of surveys and votes in "real time".
 
For whom does such an app make sense?
An event app makes sense above all if it can also offer real added value. This also means that event organizers must consciously plan time and resources to prepare exciting and stimulating content that precisely matches the brand and the communication strategy. Of course, we are happy to support and accompany our customers in this process.
 
At what event size does an event app make sense?
Whether the use of an event app makes sense or not does not primarily depend on the size of the event. The decisive factors are the event format, the target group of the event, and the content that can be made available. Certain formats are just perfect for an app: for example, conferences, workshops, but also award ceremonies and product launches benefit from an interactive accompaniment to the event. It is also important that the guests at the event have an affinity for digital communication tools, i.e. that they are not afraid of new communication channels, but rather enjoy using them in a playful way. And last but not least: Content is key! If the event app is an empty shell, it will certainly not have the desired effect.
 
Your final tip for organizers?
Be bold as a company, offer exciting, profound and entertaining all in one, encourage your target audience to share and give feedback and create a real dialogue
 
Interview: Andreas Panzeri