Having worked at EventMobi for close to two years, I’ve had hundreds of strategy conversations with my clients on how best to utilize their event technology to engage and connect with their audiences, specifically when it comes to event app adoption. On these calls I like to start by asking my client, “What are the event goals for your app this year? What quantifiable thing would you like to measure in order to say, ‘This was a success!’?
Understandably, one of the most common event goals that comes up in these conversations is “I want to see X% of my audience using the app” or “we had Y% event app adoption last year and want to double that to Z% this year”.
Event App Adoption
This makes complete sense because event app adoption should be the primary focus when you roll out an event app. It’s the proverbial tree falling in a forest – if no one uses it, it doesn’t matter how great the technology is.
Over the course of a few blog posts, I’m going to be sharing some pro-tips that I’ve provided to clients to help increase event app adoption before and during an event. These tips are applicable no matter how long you’ve been using an event app, whether it’s your first time or you’re an event app veteran.
This blog post is going to be covering how to take advantage of a Promotional Video to increase event app adoption.
The Event App Promotional Video
One of the unique services that EventMobi provides is a custom event app promotional video to help you advertise your event app and get attendees downloading it prior to your event.
To see an example of an event app promotional video, watch here:
Working with the EventMobi Support team, our clients are able to use the promotional video to advertise their overall app, as well as highlight specific features that attendees would consider to be valuable to their event experience. If attendees think the event app will help them have a more productive and engaging event experience, they will be more inclined to download it.
Here are the top three reasons why I love these types of videos:
1. Quick Communication Touch Point
A promotional video allows event planners to quickly and efficiently inform their audience about the app’s existence, and provide directions on how to download it.
First and foremost, you want to make sure that your app gets used at the event. The most common reason I hear as to why it wasn’t used is that people didn’t know the app existed, how to download it, or how to use it.
Your pre-event communications, as well as onsite the day of, is the key to capture your attendees’ attention and let them know the logistics of accessing your app.
2. Highlight Value-Added Features
A promotional video allows event planners to highlight key features that add value to the event experience.
When we create these videos, we work with clients to pick three key features they want covered – whether they are features that are key to the flow of the event, or highlighting nice-to-have auxiliary features that enhance the experience.
Some examples of key features may be where to find live polling or session surveys, or how to access your personal agenda. The “nice auxiliary” features I am referring to could be things like in-app note taking, or 1:1 attendee chat. Essentially, things your attendees may not think to look for, but once they use them, they won’t be able to imagine what their event experience was like without them.
3. Spicing Up the Marketing Communication Mix
The pen may be mightier than the sword, but video is mightier than the pen. Studies have shown that videos can be more effective than text in communications, so using this format is a great addition to your arsenal of tools.
Video is a nice way to spice up your marketing communication strategy. We’ve all received email after email with walls of texts, possibly even a picture thrown in there to break the pattern. Videos are not as common and as such, have the ability to hold someone’s attention for a longer period of time while also conveying important information. To avoid me sounding like I’m hyperbolizing, here are some numbers (because who doesn’t like numbers?) to prove my point:
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
- Videos up to 2 minutes long get the most engagement.
- 85% of Facebook videos are watched without sound.
EventMobi promotional videos are just under a minute, and the audio, while definitely a nice-to-have, is not integral to understanding the information the video is communicating.
If you’re interested in learning more about these promotional videos, or having one at your event, connect with your EventMobi Account Manager or our Event Success Team to learn more.
Request a Demo of a Promotional Video