Tips for Promoting Your Mobile App, Part 1: Encouraging Downloads When Patrons Are Off-Site

One of the questions our partners frequently ask is, "How should we promote our app?"  To help you answer that question, we decided to provide you with some tips.  However, there is so much information that we had to break it into two separate posts.

We'll start with tips for how to promote your app when the patrons are not at one of your events.

8 Tips for promoting downloads when the audience is not at your event or performance

1.  Encourage mobile users who visit your website to download your app.  Makes sense right?  They are already on their mobile devices, so you should take the opportunity to direct them to your app.  Here are two ways you can do this:

Silk Road Rising uses the

mobile redirect script to

send mobile users visiting

their website to the mobile

web version of their app.

• If you do not have a mobile responsive website or separate mobile site, be sure to use InstantEncore's mobile redirect script. (click here for how-to video)
• This will redirect mobile users from your standard website to the mobile web version of your app.
• It will also detect if the mobile user is on an Apple or Android device and present them with a prompt at the top of the screen to download your app on their device.
• If you do have a mobile responsive site or separate mobile site, feature a notice for your mobile app on the home screen.
• Provide a short message highlighting what additional features they will have access to by downloading the app.
• Add the icon for your app to the screen.
• Link the icon to your app's Smart App Download URL.
• Instruct the user to tap on the icon to download the app.

2.  Encourage desktop/laptop users who visit your website to download your app.  This one might not be as obvious as the first one.  With the rapid rise of smartphone and tablet users, the probability is strong that people who visit your website on their desktop and laptop computers are also mobile users.  So why not encourage them to download your app? Here are two suggestions:

• Add mobile app download buttons to your home screen.  



Austin Symphony Orchestra uses buttons on their website to
encourage visitors to download their mobile app.

• Add a button for both your Apple mobile app and your Android app.
• Buttons for:  Android  |  Apple
• Link the button to its appropriate URL.
• To find the web link for each of your apps:
• Go to www.instantencore.com
• At the top where it says "Search or Redeem," enter the name for you or your organization.



"Search or Redeem" field on the InstantEncore site.

• Find and click on your account name to go to your InstantEncore profile.
• Clicking on the image for your mobile app gives you a drop-down menu with links to your Android and Apple URLs.

Links to Seattle Shakespeare Company's Android and Apple
apps in their InstantEncore profile.

• Create a separate page on your website highlight your app's features and encourage your website visitors to download.  (Great example from Detroit Symphony Orchestra.)

3.  Create a video to spotlight your app.  While this may sound difficult, it really isn't.

• Decide which features you want to mention and which ones you want to show in use.
• Write out a script for the video.
• Consider recruiting one of your artists to be video spokesperson for the app.
• Practice going through the script while interacting with your device.  
• Get a sense of how long it takes you to go through the script.  You should be able to highlight the more exciting features in a 1 to 2 minute video.
• For example: here's an informative and funny video for the 2011 YouTube Symphony mobile app featuring flutist Nina Perlove:

• At the end of your video, include the Smart App Download URL as the closing image.
• Upload the video to YouTube - be sure to put the Smart App Download URL in the video's description.
• Post it everywhere -- embed the video on your website or blog; share it on social media; link to it in email newsletters; etc.

4.  Feature the app prominently in your email communications.  

• Spotlight your app in e-newsletters, subscriber emails, pre-show emails to ticket holders, etc.
  
  

  

  Email example from Curtis Institute of Music.

• Be sure to mention your mobile app in confirmation emails for online ticket sales and/or reservations.
• Include a brief description of your app's features as well as a link to the Smart App Download URL.

5.  Spotlight your app on the back of printed tickets and/or ticket envelopes.

• Include the app logo and a brief description of the app's value.
• Highlight the Smart App Download URL.
• Add a QR Code linked to the Smart App Download URL. (click here for how-to video)

6.  Highlight your app on printed promotional pieces for your events and season.

• Feature your mobile app and its features in your season brochure.
• Mention your mobile app and its value in your event postcards, posters, and flyers.
• Include the app logo, the Smart App Download URL, and/or QR Code.

7.  Alert your social media followers to your app.

• On a regular basis, post screenshots from your app to highlight new content available in your app.
• Include a link to the Smart App Download URL. 

8.  Use your App Store Description to highlight its features.  It's not enough to simply send patrons to your app's URL on iTunes or Google Play.  Once they are there, you need to communicate why they should download the app.

• How will downloading your app benefit them? What will they be able to do with it?
• Click here to learn How to Rock Your App's Description in the App Store.

In Part 2 of this blog series, we will focus on tips for encouraging app downloads when your patrons are attending your event or performance.

Questions?  Contact us at support@instantencore.com. 

Tips for Promoting Your Mobile App, Part 2: Encouraging Downloads When Patrons Attend Events

In part 1 of this blog series, we shared some tips for encouraging your patrons to download your mobile app when they are not at a performance.  So what can you do to encourage your audience to download your app when they are attending one of your performances?

Curtis Institute of Music displays
this six-foot retractable banner
in the lobby at performances. 

6 Tips for promoting downloads when the audience is at your event or performance

1. Spotlight your app on the back of tickets or ticket envelopes to be picked up on-site.

• Include the app logo and a brief description of the app's value.
• Highlight the Smart App Download URL.
• Add a QR Code linked to the Smart App Download URL.
  [How-to video]

2. Display signs and/or banners strategically throughout the venue.

• Include screenshots from the app, the logo, and a brief description of the app's value.
• Highlight the Smart App Download URL.
• Add a QR Code linked to the Smart App Download URL.
• Consider placing signs in areas where patrons are more likely to congregate: seating areas in the lobby, concessions, coat check, merchandise table, etc.
• If you will need to move the signage regularly, retractable banners are a portable, self-contained option.   

3. Pass out promotional cards to attendees in the lobby.  

• Choose a strong screenshot for the front of the card.  
• If you are promoting the overall value of the app, then highlighting the home screen may work well.
• If you are promoting the special content available in the app for performances, then you may want to print small batches of cards.  With each new batch, the front of the card can be changed to the landing screen for that performance's At The Event content.
• On the back of the card, emphasize the value of the app for patrons attending your event and provide instructions for downloading.
• Include the Smart App Download URL.
• Add a QR Code linked to the Smart App Download URL.
• Encourage the card holder to opt-in for your push notifications by emphasizing how they will benefit from receiving those messages.
• Partners who communicate the type of content they send via push notifications prior to the app download see a higher opt-in rate than those who do not.

Kennesaw State University's School of Music hands out
promotional cardsfor their mobile app.

4. Present slides on digital screens in the lobby or projected in the performance hall.

• Include a screenshot or the app logo, as well as a description of how they will benefit from downloading the app.
• Highlight instructions for downloading the app and/or provide the Smart App Download URL.
• Since these are usually timed slides, there is no need to include a QR code.

The Ford Center for the Performing Arts projects slides on the overhead
screen in the performance hall to prompt app downloads.

5. Highlight your mobile app with an ad or an insert in your printed program.

• If you are using a full-page ad or insert, include a compelling screenshot from the app.  If you are going with a smaller ad or insert, use the app logo.
• Include a brief description of the app's value.
• Feature the Smart App Download URL.
• Add a QR code linked to the Smart App Download URL.

Austin Symphony Orchestra advertises their mobile app and its performance-specific
content with a full-page ad in their printed programs.

6. Mention your mobile app in stage announcements.

• You can do this while simultaneously asking the audience to turn off their mobile devices.
• For example:  "We hope that you used our mobile app to access the special content available for tonight's show.  If you have not, see page 5 in the program for information on how to download the app during intermission.  At this time, however, we ask that you turn off all mobile devices or set them to silent mode."
• Don't be afraid to guide the audience's behavior toward acceptable mobile etiquette in your venue.

At-The-Event Resource Roundup

This is the future of mobile technology in the arts: creating an enhanced event experience for your audience.  At-The-Event gives you the tools for sharing event-specific content, increasing social activity, and encouraging ongoing attendance.

As we approach the start of the 2015-16 season, lets revisit At-The-Event:  what it is, how to set one up, and how to get people's eyes on it. 

Introduction:

• Blog:  Take Your App to the Next Level with "At The Event"
• Slideshow:  At The Event Detailed Walk-through
• Video: Becoming Familiar with At The Event

At-The-Event Setup:

• Video: Adding At The Event Content to a Performance
• Video: Editing At The Event Content for a Performance
• Blog: Enhance Your App's Events with Things To Know
• Blog: Encouraging Your App Subscribers to Get Social
• Blog: Using Your App's Offers Tab to Drive Revenue, Encourage Participation, and More
• Blog: Get URL - A Tool for Enhancing Navigation (useful for adding Custom Actions)

Promotion:

• Blog: Smart App Download URL
• Blog: Tips for Promoting Your Mobile App, Part 1: Encouraging Downloads When Patrons Are Off-Site
• Blog: Tips for Promoting Your Mobile App, Part 2: Encouraging Downloads When Patrons Attend Events

Spotlight from the Field:

• Blog: Partner Spotlight: Pittsburgh Symphony Orchestra

Additional Resource:

• Engaging At the Event: Audience Expectations for Live Performance in the Mobile Age - This white paper charts the rise of the mobile audience and their shifting expectations for live performances. It also reveals the results for our At The Event pilot program featuring eight performing arts organizations. The paper concludes with five steps for arts organizations to meet audience expectations head on.

10 Tips for Managing Geofences - Connecting When and Where It Counts

Geofences allow you to create location-based triggers around your venue. Think of it as putting a ring around your theater, concert hall, museum or other venue. When your patrons cross the geofence ring, they receive a customized message on their phone prompting them to open your mobile app.

Here are 10 tips for maximizing the effectiveness of your geofences:

Getting Started

Create one single Geofence.

1. Keep it Simple.
There will always be some give and take with determining a user’s location. Especially when considering all of the technologies and factors that go into it. As an example, avoid placing one Geofence around your venue, another around the parking lot next door, and a third one for the coffee shop across the street with which you have a partnership.

Even if a user parks in the lot and grabs a cup of coffee across the street before heading into the event, they might end up receiving the event notification first, then one for the coffee shop, and lastly for the parking lot at which point they’re already in your lobby.

TIP: Use one Geofence to surround everything and then supply parking and coffee shop information as part of the At-The-Venue (ATV) Experience content.

2. Encompass the Entire Venue. And a Little Bit More.
The size of your Geofence is important. The minimum diameter is 200 meters (or about 650 feet) which will cover most small to medium sized venues. Increase the size as needed to cover larger venues. But don’t make it too big as users who have the App might receive a message even though they are not attending the event.

TIP: First, adjust your Geofence so that the entire venue is inside of it. Then expand it to add some buffer room. An extra 50 to 100 meters wouldn’t be unreasonable.

3. Managing Multiple Venues.
A single venue is easy. Create your Geofence, set an Any Time or ATV message, and you’re done! But for our partners who present at different venues, Custom Messages are key.

TIP: You can use these to create time-specific messages at each Geofence for each event. This will help you avoid sending messages to people if they happen to arrive at a location when you don’t have an event going on there. You can also mix-and-match. Setup a main Geofence with an Any Time message and Geofences for special venues with only Custom Messages.

Take Your App to the Next Level with "At The Event"

InstantEncore is excited to introduce the next stage in performing arts mobile engagement with "At The Event" - a new feature set for our mobile suite designed to deepen audience engagement and foster community among your patrons before, during, and after the show.

How does it work?

When “At The Event” is activated for an event, a full-image landing page becomes the home screen for your Apple and Android apps on the day of the show.  You control the start and end times during the day for this landing page to appear within the app. When your patrons tap on the landing page, they are taken to special content related to the event.

INFO

The Info screen enables you to engage your patrons more deeply with content specific to the event and the artists involved. Standard features include: location-based check-in, things to know, program notes, featured artist bios, and sponsor information. You also have the ability to create custom content just for that performance, connect to multimedia content already in your app, and link out to external URLs.

SOCIAL

The Social screen highlights the social media hashtag for your event, aggregates posts with that hashtag from Twitter and Instagram, and allows your patrons to respond with their own posts. If a mobile user does not have an account on Twitter or Instagram, they can use the in-app posting form to engage in the conversation.

(Why not Facebook?  Because most Facebook users have their privacy settings limited to friends and family.  In order for an app to pull in hashtag content, it must be publicly posted.  We did not want Facebook users to become frustrated by submitting a post that did not appear in the social feed due to privacy settings.)

OFFERS

The Offers screen helps you to capitalize on your audience’s attendance by promoting upcoming events, season subscriptions, concession specials, merchandise, offers from external partners, and more.

At The Event Resources

Over the upcoming weeks, we will be releasing a series of posts on this blog to highlight tips and best practices for making the most of this exciting new tool for audience engagement.  In the meantime, here are some resources to help you dive deeper into exploring what you could do with At The Event in your mobile app.

• At The Event Detailed Walkthrough (slidedeck) - This resource provides detailed specs on the various content areas within the At The Event feature set.
• Becoming Familiar with At The Event (video) - This video provides a visual overview of At The Event within the control panel for the InstantEncore mobile suite.
• Adding At The Event Content to a Performance (video) - This video demonstrates how to create At The Event content for an event.
• Editing At The Event Content for a Performance (video) - This video shows you how to edit pre-existing At The Event content for an event.
• Smart App Download URL (blog) - This blog explains how to connect your mobile users directly to the correct app for their devices.
• Engaging At the Event: Audience Expectations for Live Performance in the Mobile Age (PDF) - This paper charts the rise of the mobile audience and their shifting expectations for live performances. It also reveals the results for our At The Event pilot program featuring eight performing arts organizations. The paper concludes with five steps for arts organizations to meet audience expectations head on.

At The Event - Partner Spotlight: Pittsburgh Symphony Orchestra

Since 1896, the Pittsburgh Symphony Orchestra has been enriching the lives of audiences with world-class music.  Now at the start of their 120th season, PSO expands this tradition by utilizing their mobile app's At-The-Event feature to enhance the concert experience for the 21st Century.  Their audiences now have easy access to a variety of event-specific content, social interactions with artists and patrons, and special offers.

At-The-Event Recap

The At-The-Event Checklist highlights
available content items and provides
one-click access for easy editing.

When setting up At-The-Event,  it is important to provide as many content options as possible.  You don't want to advertise exclusive or event-specific content to your audience without providing them with an experience that lives up to its promise.

At-The-Event has three main content areas:

• The Info screen contains features such as: 
• Check in (This feature doesn't require any setup, it just works!)
• Things to Know
• Program Notes
• Artist Bios
• Custom actions - links to other content tabs or websites.  
• The Social feed aggregates posts from Twitter or Instagram with a defined #hashtag and adds posts made using the In-App form.  
• The Offers area lets you showcase specific deals, promotions, and partnerships to your patrons.

Now, lets take a look at how Pittsburgh Symphony Orchestra used each of these areas for their recent concert event - FUSE@PSO: Brahms + Radiohead.