Impact Publications : MiceBTN_65
MICEBTN - DEC 2016 - FEB 2017 • Page 29 their overall experience more efficient and convenient. Include this information in all of your promotional materials. So how do you encourage increased app usage? It’s quite simple really. As early as 60 days from the actual event, start mentioning the app everywhere. And I mean everywhere. Here are a few of the most effective ways to engage with exhibitors and attend- ees based on my experience: • Promote the app on your web site home page and make it easy for all stakeholders to find this information. Your event web site is the best source of information pre-event. Add a dedicated page that includes the three essentials: QR code, an image of the app, and download instructions. • Make noise on all your social media accounts. Whether it’s Twitter, Facebook, LinkedIn, YouTube or whatever type of social media account you might have, tweet, post and blog away all about the app. • Add the three app download essentials to event communications such as registration confirmations, newsletters, and e-blasts. These channels are a great way to directly reach your attendees and exhibi- tors. • Reach out and ask your exhibitors for help. They are one of the best groups of people to help promote your brand, encourage attendance, and promote the app. • Schedule a webinar to demonstrate how easy it is to download the app and how to utilise some of the most important app features. Re- cord the webinar and send out the link for quick access and reference. • Prepare a press release. Press releases are a great way to feature your upcoming event and the technology you’ll be using. These also provide you the opportunity to promote your event as the most-antici- pated event within your industry. • Mention your new app in interviews and news articles for industry and association publications. • In your prospectus, feature the app along with sponsorship oppor- tunities. • Add app download spiels and links on your staff email signatures. This will also serve as a subtle reminder to exhibitors and guests each time they interact with the staff. It is not only important for attendees and exhibitors to download the app, you must also encourage them to use it. A lot of people I talk to feel that 60 days out seems too early to commence their marketing campaign but in my experience the opportunities you create to engage before the event will always result in a higher level of engagement at the event. As an event professional it is your job to understand your attendees and provide them with an experience that ensures their goals are met. Event apps should place a lot of the control in the attendees’ hands, offering the ability for them to personalise their own event experience including managing their schedule, creating their own appointments and making new connections, according to their areas of interests. The keys to a successful event app are to understand your audience, develop an app that allows you to easily facilitate the attendees expe- rience then vigorously promote your native event app well before the event. Air NZ’s new lounge, Nadi Airport Expanded lounge opens for Air NZ at Nadi Airport AN EXPANDED lounge has been opened by Air NZ at Nadi International Airport, Fiji as part of an exten- sive terminal refurbishment undertaken by Airports Fiji and major users. The new lounge is more than double the size of its predecessor. Mike Tod, Air NZ’s chief marketing and customer officer said it was designed with feedback from customers in mind. “It offers five different zones for travellers to enjoy a meal, relax, play with their kids or get some work done.” Wifi is provided. The Nadi facility opening follows development of new Air NZ lounges at several other airports in a four-year NZ$100 million program to improve the carrier’s lounge network. Air NZ is also involved in management of the widely-praised Star Alliance lounge in the Tom Brad- ley terminal at Los Angeles International Airport. It’s not just international, either – Air NZ also has opened a lounge at Wellington Airport dedicated primarily to regional travellers. It is located on the first floor of the main terminal ahead of the new centralised security screening point. Field of Light run extended INTERNATIONALLY acclaimed artist Bruce Munro’s immersive installation, Field of Light uluru has had its run extended until 31 March 2018. The award-winning exhibition, at Ayers Rock Resort in Central Australia, opened to critical acclaim in April and has been a stand-out drawcard to the destination. “Since opening almost 100,000 people have been deeply moved by the Field of Light, it’s hard not to be,” said Voyages executive general manager sales, marketing and distribution, Ray Stone. The exhibition, named Tili Wiru Tjuta Nyakutjaku or ‘looking at lots of beautiful lights’ in local Pitjantjat- jara, is Munro’s largest work to date, with more than 50,000 stems crowned with radiant frosted-glass spheres over an area the size of four football fields.