The Complete Guide to Event App Promotion! by!
CONTENTS! 1. Introduction! 2. App Promotion Checklist! 3. App Promotion Strategy: Online! 4. App Promotion Strategy: Offline! 5. Summary! 6. Tips from the Pros!
!! INTRODUCTION! Long gone are the days when a mobile event app was a nice to have. It s now an imperative piece of event technology that belongs in every event organizer s tool belt.! However! An event app is only useful if people are aware of it and use it.! That s why app promotion and marketing is an integral part of the implementation process. This guide will highlight some examples gathered over the years.!
App Promotion! Checklist!
APP PROMOTION CHECKLIST! 6 WEEKS BEFORE" 3 WEEKS BEFORE" q Request content from speakers & exhibitors to use in your app (sales collateral, videos, slide decks )! q Send a dedicated email blast to attendees encouraging them to download the application! q Ask speakers & sponsors to help promote the event app (blog posts, social media )! q Design printed and digital content for app promotion! q Promote the app in all ongoing communications (email, social media )! q Start training on-site staff to download and use the app! 4 WEEKS BEFORE" 1 WEEK BEFORE" q Create a unique download page for your event website (make it mobile optimized)! q Place web banners and other promotional content throughout your event website, blog and social networks! q Send a final dedicated email blast with download instructions as well as educational materials (how to use the app and how it will benefit attendees)! q Begin training your Event App Champion(s)!
App Promotion Strategy! Using Online Collateral!
App Promotion Details: Using Online Collateral! WEBSITE! Attendees expect to see your mobile event app promoted on your website. In fact, that s often the first place they look!! PRO-TIP: Include compelling visuals and a direct link to download the app. Examples include rotating banners, video teasers, and blog posts.
App Promotion Details: Using Online Collateral! PRESS RELEASES! Be sure to include information about your event app in the event description and boiler plate.! Share with press and the world that you re deploying cuttingedge event technology, to get more buzz, downloads, and coverage!! PRO-TIP: Include download links when mentioning the app in press releases to help your app be more discoverable.
App Promotion Details: Using Online Collateral! EMAIL MARKETING! In all email communication, include a strong call to action. Lead to a download page and encourage attendees to start networking through the app.! Send a dedicated email about your app a few days before the event. Focus on how they can create their own agenda, start following and networking with other attendees and sponsors.! Build community and activity before your event even begins.!
App Promotion Details: Using Online Collateral! BLOG POSTS! Communicate key app benefits to attendees, exhibitors and sponsors and encourage downloads prior to the event.!
! App Promotion Details: Using Online Collateral! SOCIAL MEDIA! Utilize hashtags on Twitter, pin posts to the top of your feed on Facebook and always, always use images and videos when possible.!! Read more about creating social buzz at events.!
App Promotion Details: Using Online Collateral! SOCIAL MEDIA!
App Promotion Details: Using Online Collateral! VIDEO! Using video to promote your event app enables you to add more personality to your promotion strategy.! Watch the video: http://youtu.be/l8vog-rsbn8" Watch the video: http://youtu.be/pwkmjatcx_8"
App Promotion Strategy! Using Offline Collateral!
App Promotion Details: Using Offline Collateral! REGISTRATION DESK! Take advantage of attendee badges and badge holders to get the word out.! Print QR codes, links to app download pages, or tell attendees what to search for in the app store.!
App Promotion Details: Using Offline Collateral! PRINTED EVENT GUIDES! While a mobile event app can certainly replace a paper event guide, sometimes you still have things to print.! Within printed collateral, include a page or flyer insert with information regarding the mobile app and be sure to make download instructions easy.!
App Promotion Details: Using Offline Collateral! EVENT SIGNAGE! Signage can be a compelling call to download. If there s a sign directing traffic to the next hall, remind them to view the in-app map.! If a sign displays event schedules, remind them they can get the most up-todate information in the mobile app.!
App Promotion Details: Using Offline Collateral! LIVE DISPLAYS! Set up monitors or use projectors to display live activity feeds. When attendees can see all the action taking place in the app, they ll be eager to join the conversation. Not to mention, it adds an additional cool-factor to your event look and feel.! Learn more about Gameday, a complete visualization of your event app activity.!
App Promotion Details: Using Offline Collateral! APP CHAMPION! Assign someone from your team to be an App Champion to help attendees download and register for the app. This person also serves as your app s power user and a physical reminder for attendees to access and engage with the app.!
App Promotion Details: Using Offline Collateral! ANNOUNCEMENTS! During house keepings and speaker introductions, be sure to remind attendees to download the app to engage with speakers, exhibitors and each other.!
! App Promotion Details: Using Offline Collateral! Q&A SESSIONS! Let speakers know about the app s capabilities ahead of time. If they plan on having a Q&A portion of their presentation, encourage attendees to check-in to the session with questions for the speaker. The moderator can go through the activity feed and facilitate the Q&A seamlessly.! This way, everyone gets visibility into the questions, and if time runs out the speaker can still answer all questions by commenting in the app.!
! App Promotion Details: Using Offline Collateral! EXHIBITOR BOOTHS! Encourage exhibitors to take advantage of the app s capabilities. They can offer specials or run raffles for attendees who check-in to their booth and so much more.! Exhibitors can create a buzz in the activity feed around their booth and/ or product to create organic awareness by responding to comments and check-ins.!
App Promotion Details: Using Offline Collateral! OTHER COLLATERAL! Incorporate download links and QR codes across other printed collateral -- from paper napkins, to staff t-shirts!!
Summary!
INCREASE DEMAND" ENCOURAGE SHARING" Demonstrate the benefits attendees will receive from using the app such as exclusive in-app content and more.! FACILITATE DOWNLOADS" Link to the app in online content like your website, email campaigns and blog posts as well as offline collateral using QR codes at registration and throughout the expo floor. Remind attendees to rate the app in the app stores; this will lend legitimacy to the app and increase the likelihood that it appears in search.! Tap into people s competitive nature and leverage game mechanics (points, badges, leaderboards ) to increase viral sharing of the app amongst attendees. When attendees earn badges and rewards from the app they ll be more likely to share that information with other attendees across social networks.! INCREASE ENGAGEMENT" Use gentle reminders to encourage attendees to check-in to sessions and keynotes and take advantage of other features within the app like networking, social feeds and gamification.!
Tips from the Pros!
START EARLY" It s never too early to start generating buzz around your event app. Many organizers start promoting their app 6-8 weeks prior to their event.! MAKE IT ACCESSIBLE" Make mobile devices available to all attendees by renting or purchasing devices for them to use. If you do so, be sure to pre-load the event app on the device.! COMMUNICATE THE BENEFITS" Always communicate the benefits of downloading the app and use strong calls-to-action.! LEVERAGE GAMIFICATION" Leverage gamification within the app to encourage behavior and increase virality.! ELIMINATE PAPER" Eliminate the paper guide altogether. Not only will you save money on printing costs, but by making information available mobile-only you can really drive adoption.!
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