Why most digital briefs fail and how to think like an infrastructure commissioner, not a tech shopper
Every week, event app vendors receive dozens of RFPs that follow the same predictable pattern: a laundry list of features, rock-bottom budgets, and impossibly tight timelines. Then organisers wonder why their apps underperform, why user adoption is poor, or why the experience feels disjointed from their event strategy.
The problem isn't the technology - it's how we think about commissioning it.
After reviewing hundreds of event app RFPs, a clear pattern emerges: 90% treat event apps like commodity purchases rather than strategic infrastructure investments. This fundamental misunderstanding leads to failed implementations, frustrated attendees, and ROI that never materialises.
It's time to rethink the entire approach.
The Fatal Flaw: Shopping for Features Instead of Outcomes
Most RFPs read like a Christmas wishlist written by someone who's never actually used an event app:
- "Must have push notifications"
- "Needs social media integration"
- "Requires attendee networking features"
- "Should include gamification"
- "Must support live polling"
Here's what's missing: Why do you need any of these features?
Great event apps aren't built by checking boxes - they're designed around specific behavioural outcomes and strategic objectives. Yet most briefs never articulate what success actually looks like beyond vague statements about "enhancing attendee experience."
The Infrastructure Mindset Shift
Think about commissioning a venue. You don't start by saying "I need 47 power outlets, 12 round tables, and a stage exactly 8 feet wide." You start with: "I'm hosting a leadership summit for 200 executives to drive strategic alignment and foster cross-departmental collaboration."
The same principle applies to event apps. Your brief should start with the business case, not the feature list.
The Seven Deadly Sins of Event App RFPs
1. The Feature Factory Fallacy
What 90% do: List every possible feature they've seen in other apps
What smart organisers do: Define specific user journeys and desired behaviours
Instead of "Must have networking features," try: "We need to facilitate meaningful connections between startup founders and investors, with measurable follow-up actions post-event."
2. Budget Wishful Thinking
What 90% do: Set unrealistic budgets based on "competitor research" (often free consumer apps)
What smart organisers do: Understand that custom digital infrastructure requires proper investment
A sophisticated event app isn't Instagram with a coat of paint. Factor in custom integrations, data security, real-time support, and strategic consultation. Quality infrastructure costs money - but delivers measurable ROI when done right.
3. Timeline Terrorism
What 90% do: "We need this in 6 weeks for our event in 8 weeks"
What smart organisers do: Begin app planning 4-6 months before the event
Great apps require discovery, design, development, testing, content population, and pre-event marketing. Rushed projects deliver rushed results.
4. Integration Ignorance
What 90% do: Treat the app as a standalone product
What smart organisers do: Consider how the app connects to registration, CRM, marketing automation, and post-event workflows
Your app should be the digital nervous system of your event, not an isolated island of functionality.
5. Data Amnesia
What 90% do: Focus only on pre-event and during-event functionality
What smart organisers do: Plan for post-event data utilisation and relationship nurturing
The real value often comes from the behavioural data and connection insights you can act on after the event ends.
6. User Experience Assumptions
What 90% do: Assume all attendees want the same experience
What smart organisers do: Design for different user types with different needs and tech comfort levels
Your C-suite speakers, networking-focused attendees, and first-time participants all need different app experiences.
7. Vendor Selection Shortcuts
What 90% do: Choose based on lowest price or flashiest demo
What smart organisers do: Evaluate strategic partnership potential and post-event support capabilities
The cheapest option often becomes the most expensive when you factor in poor adoption, technical issues, and lack of strategic guidance.
The Blueprint for Smarter Event App Briefs
Start with Strategic Context
Before writing a single feature requirement, document:
- Event objectives: What business outcomes are you trying to achieve?
- Attendee personas: Who are your users and what motivates them?
- Success metrics: How will you measure app performance beyond downloads?
- Integration requirements: What systems need to connect?
- Content strategy: What information needs to flow through the app and when?
Frame Functional Requirements as User Stories
Instead of "Must have push notifications," write:
"As a session attendee, I want to receive personalised alerts about relevant networking opportunities so I can maximise my conference ROI by connecting with the right people at the right time."
This approach forces you to think about user value, not just technical functionality.
Plan for the Full Event Lifecycle
Your brief should address:
- Pre-event: Registration integration, content marketing, anticipation building
- During event: Real-time engagement, logistics, networking facilitation
- Post-event: Data analysis, relationship nurturing, future event promotion
Build in Strategic Partnership Elements
Look for vendors who offer:
- Strategic consultation during planning
- User experience optimisation recommendations
- Real-time performance monitoring during the event
- Post-event analysis and improvement recommendations
- Long-term relationship building, not just project delivery
The Questions Smart Organisers Ask
When evaluating event app partners, dig deeper than feature comparisons:
- "How do you measure app success for clients in our industry?"
- "What's your process for optimising user adoption before the event?"
- "How do you handle real-time technical issues during live events?"
- "What insights can you provide from our app data post-event?"
- "How do you recommend we integrate the app with our existing marketing stack?"
Making the Business Case for Quality
Yes, professional event app development costs more than DIY platforms. But consider the real costs of poor execution:
- Lost networking opportunities due to poor user experience
- Missed lead generation from inadequate data capture
- Reduced sponsor value when engagement metrics disappoint
- Damaged brand reputation from technical failures
- Wasted marketing spend driving traffic to an underperforming app
Quality event apps don't cost money - they make money by delivering measurable improvements to event ROI.
The Future-Proof Approach
The best event apps evolve with your program. When commissioning digital infrastructure, think beyond the immediate event:
- How can the app support year-round community building?
- What data insights will inform future event programming?
- How can the platform grow with your event as it scales?
- What integration opportunities exist with emerging technologies?
Your Next Steps
Before writing your next event app RFP:
- Map your attendee journey from registration to post-event follow-up
- Define specific behavioral outcomes you want the app to drive
- Audit your existing tech stack for integration opportunities
- Set realistic timelines that allow for proper planning and execution
- Budget for strategic partnership, not just feature delivery
The goal isn't to buy an event app - it's to commission digital infrastructure that amplifies your event's impact and delivers measurable business value.
Stop thinking like a tech shopper. Start thinking like an infrastructure commissioner.
Your events, and your attendees, will thank you for it.
Looking to upgrade your event app strategy? The shift from feature-focused briefs to outcome-driven partnerships starts with asking better questions and setting clearer expectations.