Partner Showcase - Seattle Shakespeare Company

When you think of Shakespeare, you probably don't think of mobile apps.  But Seattle Shakespeare Company does.  For the past two years, they have used their mobile app to connect contemporary audiences with the power and vibrancy of Shakespeare and other classical playwrights.

We recently spoke with Communications Director Jeff Fickes to find out what prompted Seattle Shakespeare Company to pursue their mobile engagement strategy.

Jeff Fickes

Why did you decide to offer a mobile app for your patrons?
When mobile apps first appeared in the marketplace, I knew that I wanted Seattle Shakespeare Company to have one. We had meetings did some research, and then saw that the development was going to be out of our reach since we’re a relatively small company.

But I kept dreaming. I had been doing a lot of reading about the direction of consumer trends and everything I read pointed me in the direction of optimizing for mobile usage. We redesigned our website to be mobile responsive and optimized our email campaigns to be read on mobile devices. I still kept thinking about a mobile app.

Click on image for a closer look.

We’re a theatre company that performs in three different indoor venues, 13 different outdoor venues, and has a tour that performs all over the state. We are a mobile theatre company. I wanted us to be easily accessed where ever our patrons are and to be able to communicate with them whether they’re in a theatre, seeing a park show, or a student seeing Shakespeare for the first time with one of our tours.

Why did you choose InstantEncore’s mobile app solution?
I actually stumbled upon InstantEncore. I was searching around in the App Store to see what other theatre companies were doing in terms of mobile apps, and saw that some of the larger theatre organizations across the country (Guthrie Theatre, Arena Stage, and Berkeley Rep) were using InstantEncore. I immediately requested a demo and got very excited about the prospect of making a long term goal happen.

InstantEncore offers a great deal of flexibility and allows you to tailor the app to your own needs. It worked with our ticketing system and the pricing was within our budget. I didn’t need a lot of convincing. We started devising a plan for how we wanted to use the app and got it set up within a week or so after signing up.

Seattle Shakespeare Company uses
their app's At-The-Venue feature
to engage audiences at performances.
Click on image for a closer look.

How have you promoted your mobile app to your patrons?
We’ve promoted the app through lobby signs, curtain speeches, our website, email notices and program ads. We’ll most likely do a small facebook digital ad campaign in conjunction with our upcoming outdoor shows this summer, as we’ve found it to be very useful for locating which park show is performing where - since the shows are in a different location practically each night.

What are the main benefits of your mobile app for your patrons?
Aside from being able to engage with patrons on a device that many people have a personal attachment to, I believe it’s worked well for us from a branding standpoint. We were one of the first theatre companies in Seattle to have a mobile app.

Just the fact that a theatre company of our size who focuses on classical plays has an app says something about the company. It sort of shakes off the perceived stodginess of classical plays and gives people a digital interaction in addition to the stage experience.

I believe that patrons start to experience the play well before they enter theatre. They’re conceiving of it in their mind through the advertising images and words written about it. If they’re engaging with the play (learning about it and the company) through a mobile device and can do it where ever they may be (on the bus, waiting in line at the store, at home on the couch) we become much more a part of their lives. The perception of the work on stage takes on a different relevance because we’ve engaged with them on their terms, on their time. The art can seem more relevant to a contemporary world because the engagement was digital.

SSC uses push notifications to
send contextually relevant messages
to patrons. Click on image for a
closer look.

Which feature do you like best? Why?
I love the At-The-Venue feature. I believe that if a patron feels informed about the show they’re about to see, that their experience of it is better. We include video welcome messages, things to know, directors notes, cast bios as well as special offers to entice them to buy in our shop or make a purchase of their next ticket.

We’ve also run some very unique sales promotions (including a one day $12 ticket promotion in honor of the Seahawks being in the Super Bowl) that utilized the push notifications and custom tabs.

What’s the feedback on the app been like from your patrons?
We’ve gotten good feedback and have seen the app consistently utilized, especially on show days. I think that adoption has been slow and most of the people regularly using are “super fans.”

What has customer support been like?
Customer support has been great. I like that the product continues to be developed with new features added.

Partner Showcase: Dallas Summer Musicals

As the preeminent nonprofit presenter of Broadway theatre in North Texas, Dallas Summer Musicals (DSM) produces, presents and promotes excellence in live musical theatre with year-round performances for diverse audiences of all ages.  Since its launch in October 2014, the DSM mobile app has garnered nearly 7,000 downloads from patrons.

We recently talked with DSM's Amanda Farrow, Marketing & Social Media Coordinator, about their mobile app and how their patrons have responded to it.

Amanda Farrow

Why did you decide to offer a mobile app for your patrons?
We were looking for a way to engage our patrons while they're in the theater and give a more in-depth look at the touring shows we bring to the Music Hall. We also wanted an easy point of reference for our patrons to get more information about tickets and a behind-the-scenes look that our website didn’t offer. Additionally, we wanted to send instant alerts and the push notification feature was exactly what we needed.

Why Should I Download Your App? (and Other Questions to Guide Your App Promotion Strategy)

One of the questions that our partners often ask us is, "How do I get more people to download our app and use it?" Of course, the specific answer to this question varies from partner to partner based on how they promote and utilize their apps.

With a hat tip to the Socratic method, here are three questions you need to answer in order to advance your app promotion strategy.

1. Why should I download your app? 

Every patron expects an answer to this question before they download your app.  It is not enough to simply tell them that you have an app and instruct them to download it.

You need to give them a compelling reason.

Enhanced Push Notification Resource Roundup

Enhanced Push Notifications have been available in our Apps for about a month now and, as we prepare for the 2015-16 season, this is the perfect time to make sure your settings are updated and that you're ready with all the tools you need to make Enhanced Push Notifications a part of your successful marketing strategy.

Here is a list of tips, suggestions, and how-to videos that cover every detail of the upgraded push notification system:

Introduction and Overview:

• Blog: Why Should You Use Push Notifications
• Webinar: New & Improved Push Notifications

Enhanced Push Note Setup:

• Blog: A Better Way to Encourage Opt-Ins for App Notifications
• Blog: Push Notification Interest and Category Suggestions
• Blog: 7 Tips for Customizing Your App's Welcome Screen
• Video: Setting Up and Editing Interests
• Video: Adding Categories and Their Options
• Video: Customizing Your Push Notification Welcome Message

Sending an Enhanced Push Note:

• Video: Composing the Push Note Message
• Video: Connecting Push Notes to Content with Tap Actions
• Video: Adding an Interactive Button to Your Push Note
• Video: Targeting the Right Audience for Your Push Note
• Video: Limiting a Push Note to Particular Devices
• Video: Scheduling Your Push Note's Delivery

Setting up a Facebook Call-to-Action Button

The 1.50 update brings some great changes to your Mobile App, both on the surface and under the hood.  One less than obvious update has been the inclusion of what are known as "Deep Links".  These are links that let you direct people to specific tabs in your app from external sources.

Now, Facebook has added a "Call-to-Action" button which allows you to easily add an important task as a button on your Page's banner image.  Lets look at how we can use Deep Links with this button to let your Fans effortlessly access your Mobile App from your Facebook page.

First, go to your Page and find the "Create Call to Action" button.  It is important to note that this is for Pages, and not your personal Timeline.

When you click on this, you will see a pop-up box which has a "Choose a Button" menu.  Open this and select "Use App".

Once you have selected the type of Call-to-Action, there will be a place to enter in two URLs.  One for your website and one for your mobile website.  Because we want to focus people's behavior on using your Mobile App, create a SmartURL (remember those?) for this purpose and add it to both fields.

The next screen will let you setup your iOS Deep Link.  Use the format instantencoreCID://deeplink/#home where CID is the same value used in the SmartURL.  The Backup Destination will be automatically filled in from the website field.

The Android Deep Link setup is similar, but you will also need your Android Package Name. To find this, just go to your main control panel, copy the link for the Android App, and use the end of the URL that starts with "com.instantencore".

So, https://play.google.com/store/apps/details?id=com.instantencore.bcsd2go_5109242 becomes just com.instantencore.bcsd2go_5109242.  Again, the Backup Destination will be automatically added.

Click the final Create button and you will be all set.  Your Facebook fans will now have easy access to your Mobile Apps!

• If they already have your app installed, it will immediately open it.  
• If they don't yet have your app, the SmartURL will intelligently direct them to the proper platform.  
• If the button is clicked on a desktop or laptop computer, it will give them links to both.

Finally,  if you have a campaign going on for a specific event or initiative, you can go back to edit the "Use App" button and update the App Links to go to a specific content item or tab in the App.  Just replace the #home at the end of the Deep Link with a different "In-app Link" using InstantEncore's App URL Builder, available at the bottom of your list of Tabs in the Control Panel.

BONUS: Facebook offers some insights on how many times the button has been clicked.  Just look for the "This Week" box to the right and click on where it says "Use App"

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.

Promoting Your Mobile Apps - Partner Spotlight: Dallas Summer Musicals

Today we have the pleasure of highlighting one of our newest partners, Dallas Summer Musicals.  This is a well establish theatre organization with 75 years of experience which produces performances throughout the year.

They are also one of our newer partners, with their Apps being published just one month ago.  In this short time, they have seen an App adoption rate for both iOS and Android that is a factor of 10 higher than some other similar sized arts organizations, and even higher than some larger organizations. What is their secret?

Example: Android downloads over a one month period

The key is simple: Communication.

I reached out to them to find out what specific steps they have taken in promoting their app to their audience:

• Promoted the App on Facebook, Twitter, and other social platforms.
• Included links on the footer of their website and marketing emails.
• Advertised along side of their Season Tickets.
• Updated their previous App to promote the new App with download links.
• Sent special email announcement to one of their audience lists with over 50,000 contacts.

They were also gracious enough to let us in on some of their plans for the future:

• Remind patrons to download the app, emphasizing the At-The-Event content, when sending out performance reminder emails.
• Planning to produce a one minute (or less) introduction video about the App that will play in the lobby and in the theater before performances
• Offer business cards in the venue to further promote the app

Dallas Summer Musicals App Promotion Card

What we see is a comprehensive campaign to make sure that their audience is not just told, but informed about the App at every opportunity both at home and at their events.

When thinking about how to promote your own App, keep in mind that simply advertising that you have an App isn't necessarily sufficient.  Letting your audience know what the App can do for them will give them a reason to check it out.  A Mobile App can be an extremely valuable tool, but if you don't let your audience know all about it, they won't use it!