Promoting the widespread use of your event app doesn’t start with an email to your attendees or even a tweet linking to the download page (although these are the right strategies when you get to the “Promoting to Attendees” step). The success of your event app actually begins with building awareness and enthusiasm internally – starting with your event management team.
Your team is not only vital in the planning and organizing of your event; they will also be integral in the development, marketing and adoption of your event app. It’s important that they fully understand your vision for the app and how it can improve the event experience for your attendees.
Below are five questions to think about to help you clearly communicate your event app goals, get your team on board, and rally them together to make your event app a huge success:
1. How will the app help you achieve your organization’s goals?
The organizational goal might be to increase sales or recruit a more skilled and diverse workforce. As a result, the event team’s goals could focus on increasing participation in networking events or educating the sales staff on new tactics. Once the goals are clear, the focus needs to move towards ensuring that the event app propels these goals forward.
2. Are you sharing your vision for the app?
Be open with your event team about why your organization needs an app. Are you considering an app because of competitors? Are you looking to educate attendees about a new technology? Do you want to reduce the environmental impact of your events? Understanding the vision for the app will help the event management team fully embrace it, not just as another item on the checklist, but rather as a solution that will drive event engagement and create one more touch point for your brand to connect with attendees.
3. How will the event app meet attendees’ needs?
Adoption rates of any new app will depend in part on how tech-savvy the audience is. Outline how your event app will meet your attendees’ needs and then pass this overview on to your team to help answer any questions they may have. Painting a clear picture of why this app is necessary will position it as a solution to drive attendee engagement and improve the event experience, and not simply as a new tool driven by competitors or for the sole benefit of the organization.
4. Do you have a plan and is success clearly defined?
Implementing a clear plan with a detailed timeline will help motivate and energize your internal audience to talk with attendees about the mobile meeting app. Even the best event app launch might seem lackluster if the benchmarks and goals for success are not clearly outlined. Establish all the steps to create, launch and market the app, and then provide your team with the resources they need to ensure the app is a success.
5. Who will drive the event app implementation internally?
Once you have a plan in place, you need to figure out which members of your team will be involved in the app design process. Also, whether you’re developing the app for one major event or for hundreds of events in the coming years – as our MobileEvent Multi-Event App allows you to do – it is critical that you also involve members from departments across the organization to capture a variety of ideas about app features and functionality.
Finally, ask yourself what’s next? How do you plan on using mobile in the future? What changes or improvements can you make to your mobile strategy to improve engagement and adoption of an app for your next event? Having a plan and including your event management team in the planning will help keep everyone working towards the same goal of making the next event even better than the last.