"People Are Frustrated with the 'One-and-Done' Nature of Mobile Apps," says Tanzer
The mobile app space for events is crowded. A number of companies provide conference app services, but most are short-term applications and few provide information about the cities where events are held. TripBuilder Media has a solution for that. EventsInAmerica.com (EIA) spoke with Steven Tanzer, President of TripBuilder, at the IAEE Expo! Expo! in Anaheim about his company and trends in the meetings industry.
EIA: Tell us about TripBuilder Media. What does your company do?
Tanzer: We develop user-friendly mobile apps that transform the way organizations engage and communicate with their members.
Transform is a big word. Do you really transform?
Absolutely. We enable companies to have a pathway right into their members’ ears and deliver segmented communications. Email just does not allow you to do this.
What kind of communications are you talking about?
Whatever people want to communicate. It might be a new newsletter that’s just come out, information about an upcoming event, information about committees or hot topics. Whatever it is, we’re able to much more effectively help you get that message out.
What’s your unique differentiator?
Two things: User-friendly apps for events and the potential for year-round member communications.
A big reason why people go to events is because of where the event is located. Our clients spend a lot of time determining where to hold their events to attract the greatest attendance. Our mobile app is really the only one that reflects the work that goes into that decision. Our award-winning city content is built into every app we create and is a unique identifier, so that when a planner spends all of his or her time deciding to have his event in Nashville or Boston or San Diego, he really wants a mobile app that’s going to reflect the hard work he put into that decision. And ours is really the only one that does that.
So it’s highly customized.
We don’t build a box and fit every client into that box. We develop a solution based on asking our clients first and foremost what they need. We then develop custom functionality as well as integrations to give them a holistic approach to their audience.
Who are some of the types of customers you serve?
We work with a lot of membership organizations. That’s a pretty broad term, but it can include associations, franchises, corporations – anybody who has an audience that is interested in learning and attending their events, or participating in things that are of importance to them.
What 1 or 2 trends do you see developing in the trade show industry?
This may not be a trend but it’s of growing importance – people are very frustrated with the “one and done” nature of mobile apps. They want a tool that will extend beyond their particular event. That’s probably one of the biggest trends that I see.
What’s your company’s outlook for 2017? Any new services or products you’ll be launching?
We’re going to continue to deliver products that are responsive to the trend I just mentioned.
What 1 or 2 tips can you offer an event planner, event owner or association to ensure they have a successful event?
1) Keep it simple. People tend to make things overly complicated and if something is not simple and easy to use, people won’t use it. You’ve got 15 to 20 seconds.
2) Whatever tool you decide to use, make sure people know how to access it and make it easy to access. If it’s complicated to log in, if they can’t find it, then it doesn’t matter how great it is. That’s something that is easily done; it’s not expensive but it has to be done effectively and people need to think about that.
What do you like most about attending industry events, such as IAEE Expo! Expo!?
I love attending most industry events. They give me an opportunity to get face-to-face with the people we’re working with. It’s fun, not just personally to be able to say hello to someone and find out what’s going on in their life, but from a work perspective it’s helpful if people can talk to you face-to-face and tell you what their frustrations are. At the end of the day we’re in the business of solving frustrations for our clients. When we hear what people are facing and what they’re concerned about, it helps us do our job much better in helping them resolve things.
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