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In today’s tech-driven event landscape, mobile apps have become indispensable tools for enhancing attendee experience. They serve as a central hub for schedules, networking, updates and personalized interactions. Research shows that mobile apps are a staple in meetings and events, with a predicted usage rate of over 60%, according to Amex. This shows the importance of ensuring attendees actively use the platform to maximize engagement and achieve event objectives. To fully capitalize on this, event organizers should focus on driving adoption among attendees.
Encouraging attendees to adopt and actively use event apps is essential for creating meaningful engagement during the event.
Beyond meeting expectations, event apps simplify participation by offering real-time updates and personalized schedules. This functionality resonates with attendees, as 83% believe their phones enhance their overall event experience, especially for tasks like navigation and schedule management. This effect is even greater when incorporating intelligent tools for enhanced usability.
For organizers, promoting app adoption is crucial as it provides valuable data and insights to refine future event strategies, boosting productivity and efficiency. By ensuring that both attendees and exhibitors use the app, organizers can leverage features like real-time feedback, session engagement, and networking opportunities. Event apps also allow organizers to track key metrics such as attendee engagement, lead generation, and session popularity, all of which contribute to measuring success and improving future events. This highlights the critical role of app adoption in achieving event success for all stakeholders.
To maximize event app adoption, focus on strategic pre-event promotion and onsite engagement.
Pre-event promotions benefit from the priming effect—repeated exposure to the app’s benefits builds familiarity and trust. Highlight key features like personalized schedules and networking tools to showcase the app’s value early. Encourage attendees to plan ahead by exploring schedules and venue layouts, reducing onsite frustration and setting realistic expectations.
For consumer-focused events, using the right social media platforms is crucial for reaching your target audience. Platforms like Facebook and Instagram are ideal for B2C events, where engaging posts and stories can highlight the app’s features and drive downloads. Events such as The Kuala Lumpur International Book Fair successfully leveraged these platforms, using captivating content and clear app links to generate excitement and boost app adoption.
For B2B events, LinkedIn can be more effective, as it targets professionals and organizations. Tailoring your campaign to the right platform ensures your promotion resonates with the audience, encouraging attendees to download and use the app before and during the event.
Organizers should also consider featuring the app prominently on the event website with banners or header highlights. FHA- Food and Beverage in Singapore was one such case where they utilized this method. The app was seamlessly integrated into the event site, ensuring easy visibility and accessibility for attendees. This approach was successfully repeated in their 2024 FHA-Horeca edition.
Sending pre-event personalized emails with clear, step-by-step download instructions can highlight the app’s key benefits. Use engaging visuals like videos, infographics, or snack-able content to make the process simple and appealing. Ideally, tailor the message to specific attendee needs, ensuring they understand how the app will enhance their event experience. This approach boosts adoption and also ensures a smooth, hassle-free app setup.
Onsite promotions are crucial for encouraging last-minute adopters and ensuring active app usage. By leveraging social proof, organizers can create a ripple effect of engagement that attracts even more users.
Use impactful visual elements with creative, high-visibility placements to showcase the app’s importance while incorporating interactivity to drive attention and enhance engagement. When attendees see others using the app or notice its prominent presence throughout the venue, it reinforces its value and encourages them to follow suit. Highlight app-exclusive features, such as real-time updates, session reminders, and networking opportunities, tapping into the fear of missing out (FOMO) and motivating attendees to download and use the app.
Assign dedicated staff to assist attendees with downloads and demonstrate features. Advocates can guide attendees to session locations or provide event-specific updates, reinforcing the app's value. By showcasing real-time usage, these demonstrations reduce psychological barriers, showing the app’s immediate value and ease of use, which motivates attendees to adopt it on the spot.
Boost engagement with gamification and push notifications. Gamification activities like scavenger hunts or live games can significantly drive app downloads and adoption by encouraging interaction and creating excitement. These activities not only enhanced interaction but also demonstrated how event apps can seamlessly integrate with event goals. For example, Jublia, as the event tech provider and sponsor at PyCon APAC, leveraged gamification to engage attendees while simultaneously promoting app usage.
However, it is important to note that when using gamification, organizers should ensure that the app's benefits are clearly outlined to further encourage adoption. Features such as personalized schedules, networking tools, and session updates should be highlighted to make attendees even more inclined to use the app.
Separately, push notifications play a crucial role in keeping participants engaged. They provide real-time updates, reminders, or helpful hints to guide attendees, ensuring they stay informed and connected, which enhances the overall event experience.
Although the focus is on pre-event and onsite promotions, a post-event follow-up strategy can encourage continued engagement with the app for future events. Share post-event highlights or exclusive content through the app to keep it relevant and demonstrate its ongoing value. Ensure you track app usage through metrics such as download rates, active users, average app opens, and feature utilization to measure the success of your promotion efforts and identify areas for improvement.
Event apps offer more than just a tool—they are essential for creating a connected, personalized experience for attendees. By strategically promoting the app before the event, ensuring visibility onsite, and leveraging post-event data, organizers can drive adoption and improve attendee satisfaction. This approach not only maximizes engagement but also provides valuable insights for continuous improvement.
As you plan your next event, focus on app adoption to boost engagement and operational efficiency. Discover how Jublia’s solutions can help you create a seamless event experience that drives lasting impact for your attendees.
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