The technology demand for events is evolving and transforming in-person, virtual, and hybrid communication. An event app has become a bridge to leverage virtual attendance as well as improve in-person engagement with cutting-edge solutions like customizable event schedules, online resources, and space for communication like forums, chats, and video rooms. 90% of event marketers say that it’s essential to provide attendees with a personalized experience. Not surprisingly, companies are investing in mobile marketing for events, as an event app is the key to customizing attendee’s overall experience. 65% of apps provide attendees with personalized sessions or content recommendations. App users enjoy gamification, live polls, and other engagement elements. An event app is a catch, but how can one successfully promote it?

How to Promote Your Event App

Event apps have long proven to be a great tool to enhance the attendee experience, cut costs, and improve overall engagement. With a centralized platform, it’s easier to manage the event as well as collect and examine feedback for future improvements.  The main goal of any event app is to boost the attendee experience with additional value presented by the app. Showing this value is one of the most crucial things to focus on when promoting such an application. Before promoting an event app, think of what is important for your target audience and showcase how your app will deliver the desired value.  Let's examine the 6 best ways to promote an app. For each of the three stages of event promotion — pre-event, event, and post-event — we will focus on the peculiarities of app marketing. We will focus on the steps necessary to make the most of technology and how your efforts may vary based on each stage.

Build a Promotion Plan

To market an event app successfully, you need to craft a promotion plan that will serve as a guide throughout all the stages of event management. For a better understanding of what needs to be done, answer these essential questions:

• Which channel or channels will be most effective to reach and communicate with your audience?
• When is the best time to launch an event app? Who will be responsible for crafting a promotion schedule?
• Does promotional messaging clearly state how attendees can benefit from using an event app?
• Which type of promotional resources will work the best for your attendees? (video guides, graphics, PDFs, PowerPoint, etc.)
• Is there a clear call to action to join the mobile app?
• Have you included in your marketing message a website link for virtual attendees?
• Is it clear how to download the Mobile App? (a button linked to a Web App on your event promo page, a URL for downloading, etc.)
• Does your in-house team take part in the event as moderators? If yes, have you sent them app guides as well?

[caption id="attachment_8169" align="aligncenter" width="1826"] Examples of using Instagram stories to promote your app before the event.[/caption]

Choose the Right Communication Channel

You know better what works for your audience, so choose the right channel to communicate the advantages of your app to your attendees and sponsors.

• Social media. These are channels for teasing and announcing an app launch. You can benefit from social media inventory to create compelling visuals about app features. For example, a series of Instagram stories is perfect for generating curiosity about the app. Social media is also a great channel for influencers who can market an event app via their networks. One post of a well-known speaker or vendor can boost the needed pre-launch buzz in Instagram comments leading to more people learning about your app.

• Website or event microsite. Your main website or specifically designed site for your event is another great channel for promoting an event app. Create visually appealing banners with a CTA to download an app. Showcase app features in introductory videos or alluring screenshots from the app. Include information about speakers, sponsors, exhibitors, and sessions.
• Email promotion. You can also communicate your message via email. It can be a follow-up email after registration with a link to your event app. You can create a separate promotional email campaign dedicated to your event. Either include information about the app in the main email by adding a link or QR code for downloading or craft an independent email dwelling upon the benefits of your event app.
• TV screens and projectors. This tool will work for in-house events, as you can display and showcase your app on screens with a QR code to download in the company's building, letting your members learn about the app before the event.

Encourage Early Adopters

Early adopters can also help to promote an app, but first, they need to get hooked themselves. For this reason, it’s crucial to provide early adopters with exclusive experience and incentive to invite others. Gaming experience, for example, will encourage attendees to engage more with the app. Create various rewards in the app like badges, points, recognition, or prizes.  Share some unique insights and exclusive announcements about the event that only early adopters can learn about. Make sure that chat rooms, Q&A sessions, and forums are easy to navigate in the app. Don’t forget to include resources from previous events and add links to recorded videos to stir up interest for the upcoming meeting.

Launch and Test Your Event App

Before promoting your app, make sure it’s tried and tested. Let beta testers examine the app first — your colleagues, speakers, moderators, and sponsors need to scrutinize the app before sharing it with attendees. Say you’ve included engaging surveys and polls in your event app. However, you cannot be 100% sure your surveys are effective unless you let someone answer. Maybe some questions are too long, and some are too short, or maybe some questions are unclear. Testing is the key to detecting possible flaws that need to be eliminated before launching an event app.

Take Care of Promotion During the Event

Now, let’s focus on app promotion on the event day. The moment your attendees enter the event location, your app should be visible everywhere. Showcase QR codes on big posters, monitors, or attendee badges. Encourage app adoption and offer to check in via the app, thus eliminating the need to stand in line at the registration desk. Be sure your staff is trained to help attendees download the app and solve any login issues. In addition to this, send reminder emails to those who logged into the web version instead of downloading the app. Finally, let your keynote speaker or emcee mention an event app and focus on how to download and use it.

Measure and Analyze Event App Metrics

Mobile marketing for events doesn’t stop after the event is over. The post-event stage is essential for valuable insights about the attendees' experience. Review event app metrics to see:

• How your audience engaged
• Which features were used the most
• How much time they spent with the app open
• Which sessions got the most views and interactions
• Who saw and clicked on banners
• How many attendees completed the challenges
• Who earned the most points
• and many others

Event app metrics will serve as a guiding light for future improvement. All you need to do is to visualize the results and use this knowledge for future marketing efforts. Use 15 marketing dashboards to track progress and gain insights about your event. Knowing your attendees better, you can keep on promoting upcoming events, exclusive gifts, and special offers.

Conclusion

Event apps enhance attendee experiences, reduce costs, and amplify engagement. This article outlines the six most effective ways to promote event apps, catering to the distinct phases of event promotion—pre-event, event day, and post-event.  Crafting a comprehensive event app promotion plan, selecting the right communication channels, engaging early adopters, thorough testing, strategic promotions the day of, and comprehensive analysis of app metrics are pivotal strategies to optimize event app promotion. By embracing these strategies, event organizers can unlock the full potential of event apps, offering attendees a memorable and enriching experience.

Written by Nadia Basaraba