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By: Bob Kernen
We frequently get calls from our clients concerned about downloads or the usage of their app. The calls are usually similar – “We got a lot of downloads and usage when we first launched, but we’ve hit a plateau.” I always ask the same question: How are you promoting the app? Almost invariably, I hear the same thing: “Well, we promoted it heavily for the first few weeks, then moved on to other things.” There’s the problem.
Ask anybody who has an (non-radio) app and they’ll describe the pain of getting people to download and use their app. Typically, marketing costs for an app can run upwards of $1.50 per download. Radio has such an amazing advantage in this area. Namely, their 24/7 broadcast is an effective (and free if done properly) marketing channel. With the Nielsen digital SDK, and great opportunities to monetize your app, getting your listeners to download and use it can have real impact on your business.
Here are three key elements to successfully promoting your app:
Asking listeners to download through a generic promo just doesn’t cut it. Have some fun with it! WCSX (Detroit) PD JT Tarrants and production director, Paul Buck have created a great and ever-changing set of promos that use classic rock songs (The Who’s “Goin’ Mobile,” sure, but tons of others, too) and their lyrics to remind listeners that there’s an app that allow them to take WCSX with them everywhere.
I learned back in my days at the History Channel that “visit our website for more information” is a total loser. Nobody’s moved to action by “more information.” But if they know what that information is and that it matters to them, then they act. So “download our app” is boring, but “if you missed the show this morning, listen to the podcast on our app” gets audiences moving. Also, calls-to-action like “photos from last night’s concert are on the app” give listeners a sense of urgency, and also create the kind of check-the-app habit that will drive more listening and more engagement.
Urgency is a huge driver with mobile. So make sure you promote the app in ways that create a sense of what’s happening now. Use push messaging or other tools to keep you audience checking in with you on a regular basis. Then make sure that the content delivers.
To learn more about promoting your app or your mobile strategy contact us at 248-353-9030 or email email@example.com.