Integrating mobile apps within your marketing, particularly within displays and stands at events such as corporate exhibitions is increasingly popular. But that doesn’t mean its actually a good idea for you.
Sometimes an app can be more of a distraction than attraction, and if done badly can leave the viewer with a worse impression of your brand than they would have if you had no app. Many businesses aim to redirect their clients and customers to a mobile app in the hopes of monopolising on your time online, especially now that the marketing landscape in 2016 is helping apps to show up in mobile search where stand visitors might go to find your brand again. Users able even to download directly from the mobile browser window, on the spot.
To help you make sure that your app isn’t ruining your stand, here is a list of things to avoid when using an app at a corporate exhibition.
Make sure your app is not buggy
Companion apps at exhibitions can be a fantastic way to give attendees a little more information. But if your app is filled with bugs and mistakes, it ends up making your company look overambitious at best, and hugely incompetent at worst.
If users have taken the time to download your app, in the hopes of getting direct to the source, fast, a broken or disfunctional app will be hugely irritating. A study from Techcrunch found that very few users will ever give buggy apps a second look, meaning that even if your app is only a little bit broken, users are unlikely to stick around long enough to find out.
Make it interactive
Apps that simply include written text lists of facts about your brand are of very little value to a trade show attendee. Rather than making your app just another version of your brochures or stand staff, it needs to show the user something about what your business does, or your brand values, in a new format.
One great way to make an app interactive and fun is to use it to incorporate augmented reality into your exhibition stand design. This article on augmented reality from Skyline Whitespace goes over the benefits using this new technology can bring to your stand, such as digital catalogues, interactive QR codes and social media integration.
Don’t make it too distracting
Even though interactive apps are definitely a valuable way to make your app attractive, making your app too interactive or immersive can actually have a negative effect on your stand. An app that takes attention away from your product or service will do you no favours.
Virtual reality at exhibitions is becoming hugely popular thanks to the accessibility of headsets like the Oculus Rift or Google Glass, but just because VR technology is impressive, it doesn’t mean it will add value. Attendees at corporate events have buying power but an app is extra information, not a salesman. Personal one-on-one talks with staff is what can land your sales, the app needs to convince users and attendees to want to speak with your brand.
from Darlene Milligan http://ift.tt/1P9YKQA via transformational marketing
from Tumblr http://ift.tt/1nN2fqa
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