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04 July 2013
Showcase launches its new event app platform for trade show and exhibition organisers.
Showcase claims that its "free to use self-service platform" offers a "compelling alternative to the existing expensive, content only, disposable event app model" because it "also provides additional revenue and marketing channels for each event".
The new app's main virtues appear to be its ease-of-use and scalability. On the nice'n'easy front, it reportedly requires 'no technical expertise'; exhibitors can be invited to manage their own content (which means event managers will not have to spend countlless hours amending and updating copy from prevaricating clients); and updates are published in real-time and do not require App Store approval (another godsend when there are last minute changes to speakers, schedules and exhibitors).
On the scalability/customising front, event organizers can choice optional add-ons such as sponsorship banners, promotional messages and featured exhibitors spots - which they can sell on to their exhibitors (and that is "additional revenue" bit).
The app also includes a lot of clever stuff designed to help event organizers drive registrations and engage with their audience before, during and after events. The launch kit tools allow event marketers to invite delegates, send real-time messages, integrate social media and build a community around their event. Delegates and exhibitors, who use Showcase for free, are able to see which of their LinkedIn connections are attending each event and share their own planned attendance using social channels.
Delegates use the Showcase app to view the latest event information, exchange contact details, scan business cards, make notes and collect exhibitor brochures at the event. Exhibitors also capture lead opportunities and assign them to colleagues for follow-up.
And here is another detail that shows that Showcase understands its marketplace better than some of its competitors: connectivity at events is often unreliable, so the app is built in such a way that content can be viewed without an Internet connection and actions recorded to be seamlessly synced up later.
Lance Stewart, Showcase'sCEO and co-founder, claimed: “We are turning traditional event app pricing on its head. By letting organisers choose the add-ons they need, they don’t have to pay for a full suite of features. We are delighted to see organisers using Showcase as not just an event app, but also a tool to drive registrations and revenues.”
Showcase has been piloted in beta over the last six months, with over 20 event organisers using Showcase for their events, including Informa’s Digital Home World Summit 2013. According to the company: "Every one of those organisers has signed up to use Showcase for future events worldwide, including in the UK, Europe and North America."
Showcase is available on web https://showca.se, iPad app, iPhone app and all other platforms via HTML5 mobile web, with a native Android app in the works.
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