6 Simple Strategies to Increase Event App Usage
In the 1989 film Field of Dreams, a voice tells Kevin Costner, “build it and they will come”. That might work in the movies, but it definitely won’t work for your next event app!
If you’re investing the time, energy, and money into an app, consider your promotion strategy as an essential aspect of that project. Don’t rely on attendees stumbling out of a cornfield on to your event app, it’s not going to happen. Use channels, old and new to create buzz, to engage, and to offer attendees an experience they’ll never forget!
To reach the full potential of your mobile masterpiece, you’ll need to do some serious promotions both before and during your event. Here are six ways to get your mobile event app the exposure it needs:
1) Educate Attendees About Your Event App Technology
2) Promote the App with Social Media
3) Inform Attendees of the App from your Website and Through Email
4) Advertise the App with Posters and Stand-up Banners
5) Welcome Attendees with a Personal Message
6) On-site Announcement by the Event Host
Combine these strategies to encourage attendee usage, enhancing the event experience while increasing your return on investment for the app.
1) Educate Attendees About Your Event App Technology
Due to the fast-paced nature of events, mobile event app companies have gone to great lengths to deliver a thoughtful, intuitive design for busy attendees. Nevertheless, it’s important not to assume that every attendee will know how your app works. Before you start pushing material to attendees, keep in mind that apps are a new technology and may require some instruction. Providing how-to videos or instructional PDFs before your event is a great way to ensure attendees get the most out of your app. Most mobile event app companies can make your job easier by providing you with helpful resources that you can pass along to your attendees.
2) Promote the App with Social Media
Social media channels (Facebook, Linkedin, and Twitter) are all great spaces to welcome, interact, and engage attendees. They also offer opportunities to share your mobile event app and increase exposure for your event.
Facebook is a great place to share photos. Post screenshots of your event app, include your URL and explain to attendees how the mobile event app can enhance their experience.
Linkedin is a network where professionals go to learn more about their industry. Whether it’s discovering new resources or meeting the right people, use Linkedin to engage your target audience. Offer your mobile app as a solution to their problems: stay on top of the schedule, know about upcoming speakers, connect with other attendees and so on.
Twitter is a great way to drive traffic to your app using a link and catchy phrase about your event. A proven method of Twitter exposure is to engage future attendees on an individual basis. Seek out a few potential attendees that are influential in their own circles and address them directly mentioning the event app and asking them to share it with their network. Decide on an official hashtag for your event that is unique and easy to remember. In case you’re unfamiliar with the term, a hashtag is an easy way to group tweets about a common theme.
3) Inform Attendees of the App from your Website and Through Email
Don’t forget about existing channels. Use simple, eye-catching web banners and badges on your website to inform attendees of your event app. Included with any other pre-event emails, notify attendees when your event app is released. Approximately one-week prior to the event, send out an email dedicated to your event app including the link, feature highlights, and a short instructional brief to make sure your attendees are comfortable with the app.
4) Advertise the App with Posters and Stand-up Banners
Eye-catching posters and banners in high foot-traffic areas are a reliable way to inform attendees of your event app. Whether it’s at the venue entrance, registration table or refreshments area, a nicely designed poster explaining where attendees can access the app will greatly improve awareness and usage rates. Be sure to check with your event app provider, they often have access to these resources or at the very least, can point you in the right direction!
5) Welcome Attendees with a Personal Message
In the days leading up to the event, encourage speakers to take part in your social media strategy by tweeting the event app to their own followers. Another way you can have speakers participate in the promotion of the event app is to record a personal message for attendees. If you’ve booked a block of rooms for your upcoming event, some hotels will allow you to leave a personal message on the room phone. Take this opportunity to remind attendees of the event app and how they can access it. Inviting a keynote speaker to record the message would likely have the greatest impact.
6) On-site Announcement by the Event Host
No one has a better hold of your attendees than the host of your event! Prior to the opening session, have the host guide attendees through the event app explaining the benefits of the event’s mobile guide.
No matter what method of promotion you use, ensure you’re explaining the core benefits; using the mobile event app attendees can:
- Create their own schedule
- Stay up to date with event announcements
- Participate in live polling and surveys
- Locate sessions and exhibitor booths with ease
- Learn about speakers, exhibitors, and other attendees
- Access presentations and documents before, during, and after the event
Promoting your app is key to the success of your mobile solution. Cut through the cornfield and make sure your attendees can see the app from far away. More awareness will lead to higher usage rates benefiting sponsors, exhibitors, and most importantly, your attendees.
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