"We chose the Concep Attend app to replace the paper program for our annual conference. Delegates now enjoy having all their conference materials in one easily accessible location. The ability to receive live feedback and ask questions for speakers and panels is a great innovation. The app also gave APSMA the ability to speak to delegates and encourages attendance at sponsor booths. The Concep app is a must-have for our annual conference.”
Michelle Prior, General Manager, APSMA

SITUATION
The APSMA Australia and New Zealand 2015 Annual Conference is billed as the premier engagement and learning event for professional services marketing in the region. The conference features a rich schedule of educational seminars and workshops, presented by respected CEOs, CMOs and thought leaders, who discuss the immediate challenges and opportunities facing their respective industries and how they intend to address these issues.

KEY REQUIREMENTS
APSMA approached Concep with the following specifcations:

  • Encourage and track delegate engagement at plenaries, breakout sessions and the evening cocktail networking event.
  • Deliver branded content on handheld devices to reduce the need for printed collateral.
  • Apply an innovative solution for their savvy marketing audience and be user friendly on both mobile and tablet.
  • Provide new opportunities for delegates, speakers and organisers to connect with each other.
  • Promote speakers, sponsors and partners within the app.
  • The ability to push information and get real time feedback during the event.
  • Engage delegates via social media channels to allow them to contribute to their personal conference story.

SOLUTION
Concep Attend, downloadable on iOS, Android and available via web view, was used at the APSMA Australia and New Zealand 2015 Annual Conference on 22 & 23 October 2015.

The event was attended by over 250 of the leading marketing and business development professionals in the Asia-Pacific region. There were 175 unique users who downloaded the app, with an activation rate of 65.54%. Concep provided guidance for deploying the app to registered delegates using a tailored email campaign via Concep Send which includes QR code and personal login information.

Concep managed the content and build of the app and advised on suitable features for the intended audience. This included the use of 'Gamification' which encouraged delegates to visit paid sponsors stands, share tweets and photos and enable in app messaging. The uptake of this feature fostered a competitive spirit among attendees that enhanced the excitement across the conference.

Attendees had the opportunity, via the conference schedule, to add specific sessions to their own personal agenda. Changes to session and speaker details were made in real-time and updated on each individual's device. Push notification messages alerted delegates to such changes and sent timely reminders for upcoming sessions in the conference program, which met the challenges of a dynamic event landscape.

Feedback was provided on the quality of each session and speaker through the use of post-session surveys. Furthermore, delegates were able to ask speakers questions via the app in real-time to clarify or expand upon the content covered by each presenter. This information will be invaluable in planning future APSMA events.

KEY INTERACTIONS
The inclusion of session feedback surveys in this year’s app allowed APSMA to gather valuable feedback on session content, speaker quality and overall attendee satisfaction. The data collated from over 750 responses will assist the events team when planning future events. The addition of the photo gallery empowered attendees to contribute to the visual story of the conference. Attendees were able upload and share photos within the app creating a stronger sense of connectivity among delegates. 95 photos were uploaded over the two days, which were used by APSMA to reflect on the success of the event in post-event communications and corporate mediums.

The social atmosphere of the conference was enriched by the incorporation of the Twitter feed into this year’s app. 1000 tweets were broadcast onto the app, facilitating knowledge sharing, not only among attendees, but Twitter followers external to the event.

Push notifications added another dimension to the event, giving organisers the ability to direct traffic between breakout sessions, attract sales prospects to sponsor stands, send timely reminders and ensure that the conference ran to schedule.

ABOUT APSMA
The Asia-Pacific Professional Services Marketing Association (APSMA) provides a professional development and engagement network for sales, business development, marketing and communications practitioners working for the leading professional services firms in the region.

Concep Attend is a companion to corporate events, from breakfast seminars to multi-day conferences. It contains all of an event's key information and creates multiple lead generation, social and feedback opportunities. If you would like to receive more information about Concep Attend, please contact us.