It doesn’t get much more immersive than a great physical event. Attendees are surrounded by people and exhibits to interact with, and can benefit from the full sensory experience on offer.

But attendance charges and exhibit costs can be high, so what’s the best way to ensure that key messages are absorbed by potential customers? The answer could be found in an engaging and event-tailored interactive app experience.

The best types of app for industry event marketing

Apps made specifically for event use differ from those you might download to your smartphone. These apps are usually web-based but can be made available offline too, and are generally made to suit both large HD screens and small tablet devices. Built in html5, they can be hosted online and then packaged for iOS, Android, or desktop use on Mac or PC, to suit whichever technical set-up is available.
Depending on the presentation content and the presenter’s goals, there are several app types to choose from – or even a combination of the following formats:

Demo apps

Demo apps are perfect if you want to demonstrate a service in a more visually appealing way than with a live system interface, and without showing any sensitive data. You might be looking to mimic system behaviour whilst allowing users to input their own data and see the subsequent outcome, or maybe even to bring to life future technology concepts that are not yet a reality – the possibilities are endless!

Edutainment apps

A combination of educational and entertaining content, ‘edutainment’ apps are content driven and fun to explore, whether presented or self explored. They encourage users to navigate information in engaging formats such as live-action video, 2D/3D animation or infographics, as well as text. The interactivity stimulates natural curiosity, encouraging users to seek out more information than they might read on printed material.

AR apps

Creating AR experiences at live events allows users a chance to immerse themselves in exploring a virtual version of an object, product, person or animal! They can interact at their own pace, view it to scale and see it brought to life, leading to better retention of the key information thanks to just how memorable the experience is. It’s a whole new form of learning, and one that event visitors aren’t likely to forget in a hurry.

Presentational apps

Presentational apps are similar to the edutainment kind, but are designed primarily for a presentation scenario. This app type is the most comparable to a traditional PowerPoint presentation, but with far more flexibility and content type options to choose from, like animated infographics and expandable sections. There can be a choice of multiple paths depending on the audience, so the presenter may select a sales pitch for potential customers, or partner case studies for possible collaborators.

Data collection apps

A data collection app includes questions that provide customer insights, encourage newsletter sign-ups, or form part of any other research! Questionnaires with simple buttons and sliders are not only easier to fill in, but more appealing than a physical questionnaire. Even if you don’t ask questions directly, useful data can be collected on how people use your app. This will offer valuable insights into which content your audience is most drawn to and guide your future strategy.

Content that your audience will remember

The beauty of interactivity is that it makes content much more memorable for potential customers. The ability to explore a demo or edutainment app sparks natural curiosity, making a user more likely to continue to browse and retain information.

The multiple user journeys facilitated by an app allow salespeople and marketers to have flexible two-way conversations with customers rather than dictating information, with the option for customers to explore the app unassisted. Demo apps, in particular, provide a great opportunity for presenters to explain a concept whilst the audience gets hands on and stuck in.

Building apps to last

Unlike physical handouts and whitepapers that need replacing after each event, apps can be adapted and continuously improved upon to make the most from your initial investment. The first version of an app could be quite simple, but its effectiveness at events could be the proof of concept needed to invest in expanding with even more immersive app features, such as AR or VR.

Not only can apps be updated and reused at every event, but as they are web-based, any updates will instantly go live on everyone’s version of the app. This eliminates the risk of old documents with outdated information or pricing structures being used by mistake.

If you’d like to discuss which kind of app could engage your customers and add value at your next industry event, get in touch with our team.