For San Francisco Cocktail week last September, DPEM dreamed up a mobile app to provide information and access to the seven days of events. DPEM marketing manager Lindsay Sutherland shares details:

Special Events What made you decide to create the app for your event?
Lindsay Sutherland We were excited about creating another way that our guests/consumers could have a better experience with the product they purchased, and creating a comprehensive, easy to access location for all information was key. Another benefit was that it had the chance of attracting more potential customers through word-of-mouth. A plus!

SE What were your goals for the app--what did you want it to do?
LS Our goal was to easily provide information, and perhaps entice people to engage with our product further. It was not to be cumbersome.

SE What program/process did you use for your app?
LS We had a third party produce the app for us, so all design and architecture was handled by them.

SE From start of developing the app to the event, how long did the process take?
LS About a week. In order to cut costs, our third party partner used a template for event-based apps that they have used in the past.

SE Did your app do everything you wanted it to do?
LS Yes, it did, considered the quick execution that was required, and for next to no cost. With an unlimited budget and timeline, more could have been done.

SE Can you tell what percentage of your event’s attendees actually used the app? Did they like it?
LS We had good, positive feedback. Overall, a fairly low percentage of our attendees used the app because it was driven though a specific third party.

SE If you had it all to do over again, would you do something differently?
LS Building a more comprehensive app for upcoming years will be a conversation worth having. However depending on the size of the event, it might be foolish to devote too much time/energy/budget on an app--or the information and interaction won't be critical to user experience or attendee growth.

Event apps can tend to be the shiny objects that sound good in meetings, but end up sucking a lot of time and energy and budget without producing results if not executed well.