It is now a universally acknowledged fact that audiences for face-to-face events expect to be provided a native mobile app solution to plan ahead of the event. What is less well recognized is the fact that just building and launching a superb mobile solution is not enough. In this day and age, when there are any number of distractions and demands on an attendee’s time, smart event management teams are putting the power of digital promotion behind their mobile apps to help event participants maximize their ROI from these.
Well planned digital promotions can be crucial in driving engagement for mobile solutions. Case in point is our study of how a2z-powered ChirpE mobile apps performed when promoted actively compared to when not promoted through a proactive a2z-powered marketing campaign. For this analysis, we considered 38 events held between the period March – November 2013.
For the events where participants were sent two pre-show promotional emails by a2z on behalf of the show management*:
- The average adoption rate was 47%.
- More than half of the events saw an adoption rate higher than 50%.
- The adoption rate was less than 30% for only 15% of the events.
- The average unsubscribe rate was lower than 0.2%.
*Based on the number of people in the promotional campaigns.
Conversely, for the events (admittedly, a much smaller sample size) where participants were not reached by a2z’s promotional campaign**:
- The average adoption rate was 20%.
- The adoption rate was less than 30% for 2/3rd of the events in the sample segment.
**Based on the number of event attendees.
a2z bundles comprehensive email, web and social media promotional services with its ChirpE Mobile App solution. If you are not leveraging this service yet, please contact your a2z project manager to reach out to a wider set of attendees and boost the adoption rates for your event’s mobile app!
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