The application provided attendees with instant access to:
- Latest conference news and information
- Program Agenda
- Speaker Bios
- Exhibitor Information
- Live Twitter feeds
- Up-to-the-minute Tweets within the NAA Community
The custom app was developed as part of the sponsorship program so, there was no cost to NAA. However, NAA had to come up with a promotion strategy as part of their agreement. In order to promote the mobile app, the association used the following tools before the conference:
- "Countdown to the Show" e-newsletter send out to 15,000 on a weekly basis
- MediaXchange Website and Blog
- Putting it on the front page of the printed program
- Banner Advertising
- Pre-session video loops
- Daily emails to attendees
"It is fantastic to see organizations like the NAA embracing mobile technology and promoting discussions about mobile innovation among executives in the publishing industry," said Evan Conway, Executive Vice President of Marketing with Handmark. "Mobile applications deliver the next great customer experience for readers and revenue source for publishers and media companies."
According to attendee surveys, the mobile app was the second most important tool, after the website, for planning their mediaXchange conference services experience. NAA plans on utilizing mobile applications again in 2011.
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