THE MARKETING MAPYOUR GUIDE TO PROMOTING AND INCREASING APP ADOPTION

You know how brilliant your mobile app is, but, in order for it to be a success, you’ll have to show your attendees the light as well. This guide outlines how to put together a comprehensive marketing strategy, from the early planning stages all the way to onsite support. It’ll also point you to some other great content and templates that will make creating professional-looking promotional materials a snap. All you have to do is assemble your team and get started.

FOLLOW THIS TRAIL

Spread The News Early 2

Build Hype 3

Throw a Launch Party 4

Head for the Home Stretch 5

Plug Onsite 6

Bless and Assess 7

SPREAD THE NEWS EARLYDon’t wait for your app to launch, then start promoting it. Get the word out early with a social media campaign as soon as registration opens. That way, your attendees know what’s coming and are looking forward to downloading it weeks ahead of time.

Your To Do List

• Start the conversation. Send teaser emails to your registrants. Include something to the effect of: “EVENTNAME is going mobile! Get ready for our app. It’s coming soon! #HASHTAG”

• Design a Banner Ad. Keep it simple. Check out this PDF for more guidance on creating an ad perfect for your organization’s, event’s or just about any site.

MARKETING MAP 2

Pro-tip:

Got a bad case of writer’s block? Download the email templates found in the Marketing section of the EventCenter. Just personalize and send.

BUILD HYPEKeep up the momentum as your app is being built. You want to keep their attention right up until they can put your app on their mobile device. Posting some teasers on social media will help keep your invitees hungry.

Your To Do List

• Let your Twitter followers know what’s coming. Tweet something like “Attending EVENTNAME? Our mobile app is coming soon! We can’t wait to show you what it can do. #HASHTAG”

• Let your Facebook followers know what’s coming. Use this text as a start: “Ready to network at EVENTNAME? Our mobile app will allow you to share contact info, send messages, schedule meetings & connect with other attendees on the go. Check back soon for download info. #HASHTAG”

• Create a promo slide. Use this template to create a PowerPoint slide that shows your attendees how to download your app. Give the slide to each of your speakers and ask them to use it in their session presentations.

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Pro-tip:

Don’t just copy and paste from your website. Give people a reason to download by adding content to your app that attendees can’t get anywhere else.

THROW A LAUNCH PARTYOnce your app has been published, your team will need to redouble their efforts to make sure as many attendees as possible tap Download. If you’ve been publicizing updates from your event website, it’s time to move them over to your app instead. Use emails and social media to announce loud and clear that your event has gone mobile.

Your To Do List

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• Test internally. Before making any announcements, soft launch the app by inviting your staff to test it. This allows them to get familiar with all the features while providing valuable insight into how attendees will react to your hard work.

• Announce it over email. Write every registered attendee to let them know the app is available. Include instructions on how to download and log in. Make sure anyone late signing up is aware as well. Go back and add a link to the app in your confirmation.

• Announce it on Facebook. Use this text as a start: “EVENTNAME will now fit in the palm of your hand! Download the mobile app to your phone or tablet to view and customize your agenda, see speaker profiles, start networking with fellow attendees and much more. [URL] #HASHTAG”

• Announce it on Twitter. Tweet something along the lines of “We are happy to announce our mobile app for EVENTNAME can now be downloaded at [URL]. #HASHTAG”

• Create a “Welcome” push notification. Keep the message short and highlight the benefits. For example, “Welcome to the EVENTNAME Mobile App! Enjoy exploring the content & networking capabilities now at your fingertips.”

• Create a pre-event survey. Get a sense of how the first people to download your app feel about it by conducting a quick survey. Consider adding questions like “How do you plan to use the mobile app?” or “What features would you like to see in future mobile apps?” You can even create a push notification to promote the survey.

Pro-tip:

Consider including an app walkthrough video or highlighting the help icon in your announcement email.

HEAD FOR THE HOME STRETCH You’re no doubt excited about your upcoming event, your attendees should be excited too! Use the days leading up to it to hype up your app and welcome new downloaders.

Your To Do List

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• Finalize a Welcome email. Customize the app invitation email in CrowdCompass. Once your app goes live, send this to everyone on your Invited Attendees list.

• Remind your Facebook followers. Use this text as a start: “We’re excited for an amazing experience at EVENTNAME! If you are too, you can download the mobile app at [URL] to get a sneak peek of the event and start networking today! #HASHTAG”

• Remind your Twitter followers. Tweet something along the lines of “Ready for an amazing experience at EVENTNAME? Start by downloading the app to your device at [URL]. #HASHTAG”

• Send a push notification. Send ideas for how to use the app to make their experience even better. For example, “That great conversation doesn’t have to end. Connect your social media accounts to continue networking outside the event.”

• Train any staff or volunteers that will be onsite. Your onsite staff are the ones who will get the most questions from attendees about how the app works, so make sure you bring them up to speed. Educate your team on the ins and outs of your mobile app. If you’re looking for a place to start, take a look at our customizable guides which outline the basic functions of a CrowdCompass app. These cover the features your attendees will probably have questions about.

• Send out an email reminder. Try to catch any late adopters with one final reminder email. For example, “Don’t wait until you arrive at EVENTNAME to start networking with fellow attendees, exhibitors, and speakers. Download our event app today, set up your profile, and start connecting with your peers!”

Pro-tip:

Give yourself a backup means of contacting attendees by collecting an alternate email address.

PLUG ONSITE It’s the big day. All of your hard work promoting your app is sure to pay off. Even with a flawless marketing strategy however, there are bound to be attendees that show up to your event app-less. Help these late adopters out by continuing to advertise your app from the welcome session onward.

Your To Do List

• Put download instructions everywhere. We have templates for a variety of printed material in the Marketing section of the EventCenter, including table pop-ups, flyers, and postcards. Customize any and all of them to suit your event’s needs.

• Get a shoutout in the first session. Talk to whoever will be giving your event’s welcome session and make sure they mention the mobile app. If using some of CrowdCompass’ more interactive features, like surveys, polls, or live Q&A, highlight them as a way for attendees to participate.

• Create push notifications. Keep your attendees in the loop on event news with relevant push notifications. Remind them when important sessions are about to start or where special events are taking place.

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Pro-tip:

Set up a help desk at the event to assist anyone having trouble with the app.

BLESS AND ASSESS After all the excitement, there’s only a couple of things you have left to do: thank your attendees and look through your collected data to see how to make your next event even better.

Your To Do List

• Send a “thank you” push notification. Let your attendees know how grateful you are they attended your event by sending out a final push notification. They’re sure to appreciate the gesture.

• Review any feedback. Check out the results of any surveys or polls you created to see where your event succeeded and where there are opportunities for improvement. This information can prove invaluable when planning for your next event.

MARKETING MAP 7

Pro-tip:

Check how many of your attendees have confirmed in the EventCenter. Aim for 30% before the event and 60% during. Anything above that is considered a success.