"But as they explore how mobile technology can
save them time and help them reach their customers more
readily, I think they'll begin to see the
WIRE)--According to a new survey from
EventSpot™ from Constant Contact
, Inc. (NASDAQ: CTCT), released in celebration of
Small Business Saturday®, 81 percent of small
businesses and nonprofits planning events expect to
increase their use of mobile technology to market their
events in the next year. However, there appears to be a
considerable gap in interest level versus skill level; an
overwhelming 90 percent of these planners say they would
like to learn just how they can leverage mobile technology
specifically for their events.
"Mobile tools will no doubt assume a much bigger role in
event planning for small businesses and nonprofits but
considerable training needs to occur before we'll see
widespread adoption," said Chris Litster, vice president
and general manager of EventSpot from Constant Contact.
"Mobile technology offers the distinct advantages of reach,
convenience, and affordability but until small businesses
have the proper training, many won't be able to leverage
mobile tools to maximum advantage."
Sixteen percent of those surveyed currently distribute
content to an event registrant's mobile device. When asked
what event content they distribute:
75 percent said event schedules.
41 percent said session descriptions.
19 percent said speaker biographies.
16 percent said event presentation slide decks.
6 percent said white papers.
Events and Smartphones
Currently, only 15 percent of respondents report using a
smartphone always, or frequently, for event planning. Of
this 15 percent:
29 percent offer mobile registration and collect
24 percent engage with attendees via a mobile device by
posting event insights, learnings, or comments to social
16 percent send "save the date" notifications from a
6 percent offer a mobile check-in app.
6 percent survey or capture feedback from attendees via a
mobile device during an event.
5 percent provide event schedule of sessions via a mobile
Twenty percent of those surveyed find that they get good
response and interaction with collecting payment via
smartphone, as well as with engaging attendees by posting
event insights, learnings, or comments to social networks
Though 61 percent of respondents don't currently use a
smartphone, within the next six months:
49 percent plan to offer mobile registration and collect
23 percent plan to send "save the date" notifications.
25 percent plan to provide event schedules via a mobile
22 percent plan to offer a mobile check-in app.
17 percent plan to engage with attendees by posting event
insights, learnings, or comments to social networks.
It's Not Business, It's Personal
For the 13 percent of surveyed planners who said they were
not interested in, or had no opinion about, using
smartphone technology for future events, a common anecdotal
theme was, "the smartphone I use is my personal phone and
not a work phone and I don't want to use my personal phone
for business." Readability was also a noted concern.
"Small businesses and nonprofits are often
resource-starved, so it's not surprising that some don't
have the funds to invest in work-specific mobile
technology," said Litster. "But as they explore how mobile
technology can save them time and help them reach their
customers more readily, I think they'll begin to see the
The Power of Social Media
The power of social media to promote events and engage
attendees is gaining momentum among event planners:
23 percent promote events using a hashtag.
26 percent plan to promote events using a hashtag.
27 percent use Pinterest, with 18 percent having created
a specific board for attendees to post on.
"We definitely sense a shift in the awareness and
willingness of small organizations to leverage both social
and mobile tools for events," said Litster. "Our EventSpot
team has seen more planners collecting Twitter handles
during the registration process and sending out follow-up
communications through Twitter post-event, for example. As
EventSpot and other industry partners continue educating
planners on the tremendous benefits of mobile and social
technologies, we expect to see usage dramatically rise."
About the Survey
This Constant Contact-sponsored survey was administered in
September 2012 to small businesses and nonprofits using
Constant Contact's event management product. Results
include responses from 299 respondents across a range of
business-to-business, business-to-consumer, and nonprofits
eBook: Going Mobile - How small organizations are using,
and planning to use, mobile for their events.
81% of SMBs/NFPs that plan events expect to increase use of
mobile tech to market events in 2013 (
90% of SMBs surveyed say they'd like to learn how to use
mobile technology for event planning (
Only 15% of SMBs surveyed report using a smartphone for
event planning (
Most common content to share with SMB event attendees via
mobile devices are event schedules (
23% of SMBs promote events using hashtags (
About Constant Contact, Inc.
Constant Contact wrote the book on Engagement
Marketing™ - the new marketing success formula that helps
small organizations create and grow customer relationships
in today's socially connected world. More than half a
million small businesses, nonprofits and associations
worldwide use the company's online marketing tools to
generate new customers, repeat business, and referrals
through email marketing, social media marketing, event
marketing, local deals, digital storefronts, and online
surveys. Only Constant Contact offers the proven
combination of affordable tools and free KnowHow, including
local seminars, personal coaching and award-winning product
support. The company further supports small organizations
through its extensive network of consultants/resellers,
technology providers, franchises and national associations.
Constant Contact and the Constant Contact Logo are
registered trademarks of Constant Contact, Inc. All
Constant Contact product names and other brand names
mentioned herein are trademarks or registered trademarks of
Constant Contact, Inc. All other company and product names
may be trademarks or service marks of their respective