On October 27, Mark J. Levitt, online product manager for O'Reilly Media Conferences [pictured], will educate the event industry on an issue several show organizers are grappling with: where to start when executing a successful mobile outreach strategy. In this Webinar, entitled Mobile Device Advice, EXPO magazine and a panel of experts will explore what it means to develop a comprehensive mobile strategy. Here, Levitt weighs in on what we can expect and where we should be in this digital medium.

EXPO: What are some benefits show organizers can realize from an aggressive mobile strategy?

Mark J. Levitt [MJL]: The benefits are many. Like the rest of the world, the way attendees consume information is changing dramatically. Audiences that may have never toted laptops to conferences are increasingly more likely to haver a smart phone and/or a tablet device as a note-taking and schedule-browsing tool. There's a huge benefit in meeting your audience through their preferred medium, which is of course where they expect you to be.

On-site, audience engagement is tremendously enhanced with a mobile connection between the audience and show organizer, as opposed to the traditional connections via print, online, signage, etc. Just about all of the things show organizers have traditionally needed to do--like sending out last-minute schedule announcements, collecting feedback, or providing supplemental materials--come at a great convenience to mobile device-using attendees. 

EXPO: In your opinion, what key components make up a comprehensive mobile strategy? 

MJL: At the risk of stating the obvious, not all audiences share the same needs through mobile, nor do all show organizers need to set their priorities on serving all of those needs. A mobile strategy should really begin with learning which mobile platforms and features to target. For example, as much as I love my iPad, delivering a mobile strategy through iOS devices isn't all that helpful to a conference audience predominantly made up of BlackBerry users.

The goals of the event organizer really needs to be intermingled with those of the attendees. After all, a mobile app isn't going to be used if it doesn't include something that an attendee has been wishing for. So ask your audience directly, and pair down what you initially offer to the core priorities. In O'Reilly's case, that minimum viable product has included schedule browsing, sponsor engagement, venue way-finding and connecting with other attendees. Once the initial mobile connection between show organizer and attendee is established, apps can be enhanced and strategies revised--this will in fact be even easier once there's a mobile means to crowdsource audience feedback.

EXPO: What will you be discussing in the upcoming Webinar?

MJL: I look forward to hearing what problems fellow event organizers are aiming to solve, and I'll try to give some practical, experienced-based advice on how to enhance the audience experience through mobile devices before, during and after a show. I'll share some pitfalls to avoid, some low-hanging fruit your audience is likely eager to pick and some suggestions for continuing mobile engagement year-round. 

For a full description of the Webinar and to register, click here.

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