Search for ‘event app’ on Google and you’ll be engulfed by an avalanche of app companies pushing solutions that offer ‘cutting edge engagement’ and ‘enhanced attendee experience’.

But before you get sucked in by online demos of live polling and iBeacons, think about exactly how an app can contribute to the success of your event.

For most events, success is a combination of attendee engagement, sponsor or exhibitor ROI and revenue - but it’s important to get the balance right.

So what does success look like? Is it as simple as your attendees being able to navigate the event and find relevant sessions easily? Or do you want to increase engagement – to make your event a more interactive experience (and collect some data) by including live polling or allowing delegates to connect with others and arrange meetings via the app? Maybe you are looking to maximise sponsorship with advertising space on the app? Or ensure that exhibitors and sponsors get a return on investment by requesting meetings or creating leads?

Nobody wants to invest heavily in a bespoke app only to find that take-up is extremely low or some of the features are hardly used – this is why it is essential to understand your target audience.

Start by understanding mobile habits, devices and digital savvy – this will help you decide on the type of app needed. Are attendees comfortable downloading a native app or using a web app on their own device, or do you need to provide devices at the event?

You also need to identify attendees’ needs and interests to decide what features will be most valued. Is it as simple as knowing what is on when and where? Would they value the ability to build their own schedule? Are they more likely to want to interact with social media and networking tools?

However much money you have to spend, an app doesn’t happen overnight. The more features you choose, the more time and resources you need to manage these.

Even if you choose an ‘off the shelf’ mobile event app solution, you need to pull together information about sessions, speakers, presentations etc…. The accuracy and quantity of this content is key – and good content takes time. While we’re talking about timescales, don’t forget, if you’re developing a downloadable app, it will take the app stores at least three weeks to process your request.

So you might think you have your app sorted, but its success will depend on how well it is integrated into your event planning.

Consider how you are going to communicate the app to your attendees. Will attendees be able to download it at the event, or do they need to be encouraged to do so beforehand? After all, an app is not going to have a great impact on the success of your event if nobody knows about it.

And don’t forget that on the day, certain features like live polling require skilled facilitators who are comfortable managing these.

So there’s plenty to think about, but if you have a clear idea of exactly what you need from the start, an event app can really contribute to the success of your event.