How do you increase engagement with your mobile apps? In the event space, we have come to notice some basic themes, outlined below. Each theme will be described in more detail in posts to come. Examples are welcome so please leave your comments below!
There are many different ways to promote your mobile app at an event. An event app is only useful if people know about it! That is why app promotion and marketing is an integral part of the implementation process.
Here's our quick-hitting list of critical steps:
- Increase Awareness
- Increase Demand
- Facilitate Downloads
- Encourage Invites and Sharing
- Increase Engagement
The first step is to increase awareness - this means getting your brand in front of as many eyes as possible. Raise awareness online through social media promotion and press releases, or offline with marketing collateral (flyers, banners, postcards, etc), on-site support, and other promotional tactics aimed at key customer touch points.
Once people are aware of your brand, the next step is to increase demand. By clearly demonstrating the app benefits, giving the app high ratings in app stores, and highlighting exclusive app content, demand for the app will increase.
Once you have strong awareness and high demand, you need to make downloading easy. By linking directly to the app on your website, in emails, blogs, or through QR codes, downloading becomes frictionless.
After users have downloaded the app, the next goal is to get app users to promote the app on your behalf. Users can invite others from within the app, or through social media channels. App administrators should also leverage game mechanics (points, badges, leaderboard) to encourage people to engage with the app and invite others.
Lastly, to encourage consistent use and to increase user engagement, it’s imperative to assign an app champion, provide support, and highlight success in a case study.
Have you considered all these steps in your app promotion process?