Not too long ago, we wrote on the importance of developing a mobile app for your event. Now you’re saying, “Great Mike. We’ve developed the app, everyone is going to download it and all will be right with the world.” Well, in a perfect world, everyone attending your event would find your app and you’d have a 100% download rate.
However, just because the app is developed, it doesn’t mean that everyone is going to download it or will be able to find it without any notification or promotion.
According to QuickMobile, their average adoption (download) rate is over 70% (rates vary by industry). Those are decent numbers, but in order to exceed the average, it takes effective, as well as efficient promotion of the app. So, as you prepare for your event, here are some suggestions on how to achieve a high download rate for your event app.
Target a batch of your attendees or prospects and reach out to them as possible beta-testers for the app. This puts the app in the hands of your followers ahead of time and will allow them to provide constructive feedback on improvement of the app. Doing this provides a feeling of importance for the user and are likely to mention it to others attending your event. If the tester is a prospect, you could convert them to a member and acquire another attendee to your event.
The Early Bird Catches the Worm
Don’t wait until the last minute to promote the app. Don’t rely on the last minute downloads at the event. Promote the app in the development stages and communicate its value to your attendees from the very beginning stages. Don’t just write product copy, communicate how the app will improve your attendees’ experience and help them out.
A Call-To-Action should be prominently displayed upon deployment of your event’s website. If the app isn’t ready, link to a page that detail its benefits to the attendees and provide status updates on Twitter or Facebook. Take advantage of your website’s real estate and social space to create awareness of the app.
As mentioned in this blog post, video content is increasing in popularity as a method of promotion. Mobile devices are equipped with high-definition capabilities, allowing for an inexpensive method of creating content. If it’s in the budget, you can get more creative and develop a commercial, like we did with our Engage app platform.
Engage your event attendees by creating video tutorials on how to use the app and its features. Here’s what we created for our lead retrieval app, SWAP. Tutorials can put your attendees at ease, making them feel more comfortable using the app. Embed the video on your website and share it with your followers via social media.
Your audience and attendees are well connected…with a mobile device that is. Make sure the app has plenty of networking capabilities that will satisfy your attendees’ hunger for interacting with others. A messaging system within the app will allow an attendee to network with another just like a text. Allow the attendee to connect their Facebook, Twitter or LinkedIn accounts, so they can live tweet, post photos to Facebook or send LinkedIn invites all without leaving your app.
At a recently attended conference, before every keynote or breakout session, it was mentioned that the app was available and encouraged the download. QR codes were also on printed materials and signage linking mobile users to their app store.
Kiosks were available throughout the convention center for app support, in addition to the registration desk. Make sure support staff is called out with specific colors or shirts if attendees need troubleshooting or understanding the functionality. Your attendees have invested time and money to attend your event; don’t abandon them when they need support.
By following these suggestions, you increase your chances of surpassing the average adoption rates of the typical event app. It will generate excitement among your attendees and they will take advantage of its capabilities.
What successes have you had with your event’s app?