The Benefits of Multi-Channel Marketing and Mobile Event Apps

Posted by Matt Milloway on Sep 12, 2016

Marketing plans with tunnel vision almost always fail to maximize potential reach and impact every event attendee. Combining mobile event apps with various other forms of marketing—also known as multi-channel marketing—is much more effective than a singular focus. 

Continue reading to better understand how a multi-channel marketing approach to events ensures the biggest wins for both the host organization and attendees.

Websites & Event App Marketing

Promoting an event requires dedicated website content. Consider a branded and SEO-optimized web page for the event or create an entire site focused on your meeting, conference or trade show. Assume web content serves as one of the must-visit resources for attendees; include registration information, logistics, and screenshots or videos of the mobile event app in action.

Also remember to promote the event and mobile app with dedicated advertising elsewhere on website content. Once the app is available, include direct links to a user-friendly download portal that recognizes a user's mobile device and immediately sends attendees to Apple's App Store and Google Play.

In-Person Marketing 

Sometimes nothing is more effective than in-person marketing—especially to certain attendees who may arrive at the event without much prep work to download the mobile app or understand its key features. Add a mobile app QR code to the back to the back of name badges. Also, include mobile app download information alongside popular info like WiFi login instructions. 

Training dedicated event app gurus—or bringing in experts from the mobile app provider—is another important step. Setup an app demo station at registration, demo the app at any welcoming session, and remind speakers to tell attendees about the app. Both speakers and exhibitors should be incentivized to talk about the mobile app if their bios and company information are included in the content. 

Social Media Marketing

facebook mobile event app marketingSocial media plays an integral role to any event's marketing plan—both for mobile app adoption and overall engagement. Designate an event-specific hashtag early in the process to work seamlessly with Twitter and other platforms. Overlooking Facebook, however, is a mistake; the social media platform's overwhelming popularity over other options means Facebook integration with the mobile event app and a plan to post regular updates is vital. 

Leverage other social media platforms for more themed content. LinkedIn is great to post event tips, mobile app benefits, and other items focused on business and productivity. Instagram and YouTube, on the other hand, are perfect for posting photos from social gatherings, webinars, and other multimedia. Visuals are always important and need to be integrated into Facebook and Twitter whenever possible, too.

Email Marketing

Email marketing remains a great way to convert audiences—both to register for the event and download the mobile app. Make sure to include a mobile app reference in all auto-generated emails related to registration confirmations and so forth. 

Setup auto email reminders for those who don't download the app after a certain time frame, as well as drip campaigns to all attendees with mobile apps benefits and screenshots, exclusive content, and early user feedback like testimonials and reviews.

The Bottom Line

Even the best marketing platforms need help. While much of the content can be the same from one channel to the next, event planners and organizers must combine social media, email, mobile app, and in-person marketing to ensure maximum attendee numbers and the best engagement at the event. 

Better engagement through multi-channel marketing also improves the experience of attendees and gives sponsors more reasons to pay top dollar for exhibitor booths or sponsor ads. Everything works together and comes full circle, but starts with the right marketing approach.

For details on AppBurst's mobile event apps: