As COO of our mobile app development company, jacapps, Bob Kernen is in touch with hundreds of radio stations navigating the mobile space. Buying iOS and Android apps for your station or brand is half the battle. The onus of marketing your apps and ensuring they're both downloaded and utilized by your audience is the secret sauce.
In today's post, Bob provides some holiday prep for your app marketing efforts. The end of the year and the holiday season provide ample opportunities to advance your app program. Bob gives you some smart ways to go about it. – FJ
Here on the cusp of 2017, it’s safe to say the mighty little mobile app has become the default interface between consumers and the mobile world.
For proof, look no further than the fact that Black Friday was the biggest day for mobile commerce ever! According to Adobe, of the $3.34 billion total sales that rolled in on Black Friday, $1.2 billion was generated using a mobile device.
The data are really stacking up, proving that a mobile apps strategy is crucial to any brand’s success. Here are a few more fun facts about apps and how they're used:
Time spent in apps as of Q3 is up to 37 minutes a day, an increase of almost 21% just since Q1.
Each user session is nearly 9 minutes long, and that’s a rise of 8%.
Favorite apps are being opened about 4 times per day.
So it’s clear that the consumer’s focus continues to be on their smartphone as they find more and more uses for their Android or iPhone devices.
And history tells us we can count on millions of new mobile devices under lots and lots of Christmas trees (and Chanukah Bushes) this time of year. That means more people with new iPhone7s, Samsung Galaxies, and Google Pixels will be setting up their cool new phones and downloading new apps.
That spells opportunity for those of you with a solid mobile apps program. To encourage gleeful consumers with hot new mobile devices in their hands to download your app, give them some good reasons to do so.
Radio is unique in having a 24/7 promotional megaphone to drive listener actions. At this time of year when your audience is even more tethered to their mobile devices, you should be aggressively promoting your app and all its unique benefits.
Of course we recommend sharp, creative produced promos, but it’s also important to have regular live reminders of your app’s key benefits. And when your staff is delivering those promos, whether live or recorded, it’s important to put them in context. A simple “download our app” message isn’t nearly compelling enough. Give them a reason that matters to them at that moment.
First and foremost, make sure the entire staff downloads and uses your app. This may sound obvious, but you might be surprised to know there are staffers who, for whatever the reason, haven’t spent time exploring the station (or the company’s) app.
Here are some suggestions for the types of context you might want to instill in your promos:
Apps are about portability. They allow your station to be everywhere so promote the benefit you can “Take us with you when you travel for the holidays…”
Encourage your audience to interact with your station using “Open Mic” or photo sharing features in your app to send holiday wishes, virtual Christmas cards, photos of their lights and decorations, etc.
Remind them they can hear your station at home using your station app with their Bose or Sonos systems, or any Bluetooth speakers.
Let them know they can access archived morning show podcasts for everyone’s listening pleasure (assuming your provide that feature, of course).
No matter the age, everyone gets excited when they receive a new smartphone or tablet as a cherished gift. And they’re anxious to “test drive” it. By promoting your app during the holidays when so many new mobile devices are being activated, you can drive more listening hours and ensure your station’s place in the daily mobile regiment of your audience, while getting 2017 off to a great start.
And from all of us at jacapps, appy holidays wishes!
For more information about mobile and mobile apps, contact Bob Kernen here.
Latest posts by Bob Kernen (see all)
- 7 Lessons We’ve Learned From Developing 1,300 Mobile Apps - February 5, 2020
- Mobile Christmas & Appy Chanukah Wishes - December 13, 2016
- Apple CarPlay and Android Auto In The Wild - August 31, 2016