Our world is becoming increasingly digital, and as much as an oxymoron as this is, face-to-face events are no exception. Creating an app for your event that your attendees will enjoy can be quite time consuming. So once you get that app complete, how do you get people to not only download it but actually use it before, during and after your event is over?
There are an exhausting amount of details that go into planning an event and some things may be overlooked. Promoting your app should not be one of them. Especially when you’ve worked so hard on creating it. Nothing is more effective than personal contact so most of your downloads will likely be during the event. But preparation for your on-site app promotion should start way before the start of the event. There are a number of ways you can optimize this opportunity.
First, you need to be sure to include, what we call, the 3 essentials in all your marketing material:
1) Screenshots: A screenshot of the app that’s meant to grab your attendees’ attention.
2) QR Code: This is the fastest method for attendees to download the app, and anytime you want your audience to do something, you need to make it as easy as possible.
3) Download Language: This is language that highlights useful features of the app and provides attendees with instructions on how to download the app. It can be written, but you can also choose to include a video about the app.
The 3 essentials should be included in everything you use to promote the app, including cards, flyers, posters, banners, presentations, etc. Also make sure to include the app features and all it can be used for, it will remind people why they downloaded it in the first place (if they did so before the event) and click that event icon on their phone or tablet.
Best Places to Promote On-Site
- Registration Desks
- Exhibit Hall Entrances
- Meeting Room Entrances
- Exhibitor Lounge
- Charging Zones, Pavilions & Lobbies with Featured WiFi
Prepare Your On-site Staff
Be sure to have trained your event staff on promoting the app at the event, so they are able to talk about it knowledgably and answer any questions your attendees might have. Index cards are great for the registration staff to jot down notes for easy access. They can include talking points and serve as a reminder for them to mention the app to the registrant, how great it is and how much they can benefit from using it.
All of your staff at the event can wear stickers or buttons with the app’s QR code. Or if you want to get really fancy, have t-shirts made up with the QR code on the back. By having them wear QR codes (in a visible, easily accessible place that doesn’t cause any awkwardness), you’re more likely to increase the number of downloads.
Presenters and Speakers
Presentations and speaker sessions offer an excellent opportunity to promote your app. Your speakers can include the 3 essentials in one of the first slides and ask them to talk about the app a little bit. They may even need to do this anyway if they are using the ARS (Audience Response System) within the app. The people who show up for these presentations are already interested in hearing what the speakers have to say, so if they mention the app, chances are, they’re most likely to download & use the app as well. Why not kill two birds with one stone?
Obviously, these things will need to be taken care of weeks, or even months before the event. Designing and printing all those signs will need to be done ahead of time, but the best time to put them to use is during the event. There are many other ways to promote your app pre, during and post show. But we’ll get into that at a later date. Stay tuned!