Mobile apps have become indispensable to the event experience and do wonders for member engagement year-round. But they’re only effective when members actually download and use them—not just at the event, but thereafter too. The app helps your association achieve more continuous access to members, making your association more relevant and present in their lives.
At MobileUp, clients often ask, “How do we drive more app downloads?” For this, we recommend the “non-negotiable app download strategy.” It’s a tried-and-true tactic used by top consumer brands, including many airlines. In this article, we’ll unpack the non-negotiable strategy, its caveats and how to make it work for you.
With our new web view functionality, we know it’s no longer accurate to say the app is the only way to access event information. However, we still strongly recommend using strategic messaging and design to make app download an essential part of your event journey. Here’s how to do that in a way that’s both effective and respectful of member preferences.
What Is the “Non-Negotiable App Download” Strategy?
The non-negotiable app download strategy means making your app the “key” to access the event, its content and the full experience. The best way to do this is by making their event ticket/check-in QR code only accessible in the app. This ensures that every attendee downloads it before they step foot into the venue.
You may have encountered this strategy in your own experiences as a consumer. Some companies, like Ticketmaster or Eventbrite, only let you access your ticket through the app. Airlines like Frontier also offer more streamlined experiences for those who get their boarding pass in the app. This benefits the consumer as well, who doesn’t have to dig in their email or screenshots for a boarding pass, and will get useful notifications about flight status. These experiences work because the app is the easiest, fastest, or most complete way to engage consumers.
For associations, the same logic applies. Even with access to content via a web browser, your members should receive consistent messaging that they need the app in order to experience/enter the event. From there, you can have in-app banners indicating that the web view is available for those who prefer it, or simply have organizers let attendees know once they’re inside.
Ultimately, members are far more likely to stay engaged when you’ve established your presence in an app on their phone. That’s why it’s in your best interest not to make the app seem optional just because the web view is now available.
How to Make App Download an Essential (but Member-Friendly) Step
Even though event content like schedules, speaker bios, and session info can now be accessed through both the MobileUp app and web view, we recommend treating the app as the primary hub for a richer, more dynamic experience.
1. Gatekeep Key Content and Experiences — Thoughtfully
Instead of forcing members into the app, guide them there by making it the best place to:
- Check in and entry: As discussed, encourage attendees to use the app for fast, contactless check-in.
- Build and manage personal schedules: Let users customize and view their agenda more easily in-app.
- Access materials: While session handouts may be available on the web, promote that post-event recordings or bonus content live only in the app.
- Receive updates: Push last-minute changes and alerts through the app for real-time visibility.
Pro Tip: Phrase it as “The full experience lives in the app” rather than “Only available in the app.”
2. Offer App-Only Engagement Opportunities
Incentivize members to download the app by offering unique features they’ll actually want:
- Live session tools: In-app polls, surveys, and live Q&A.
- Gamification: Challenges, scavenger hunts, and engagement leaderboards.
- Exclusive content or perks: Behind-the-scenes footage, bonus downloads, or sponsor offers only available in-app.
- Member connection tools: Chat, discussion boards, and personalized notifications.
3. Use Rewards and Giveaways Strategically
People are far more likely to download the app if there’s a little fun (or reward) involved:
- Offer raffle entries or exclusive swag for app users.
- Recognize top participants or gamification winners.
- Partner with sponsors for app-only discounts or VIP access.
Example: “Download the app and complete three challenges to enter to win a free year of membership.”
Promotion: Make It Easy and Unmissable
Whether members choose mobile or web view, you need a multi-channel campaign to make app adoption simple and appealing:
- Pre-event emails: Include direct app download links and highlight the benefits.
- Your event website: Promote both access options but spotlight what’s easier/faster via the app.
- Social media: Share teaser features and how-tos.
- Onsite signage and QR codes for app downloads: Position them near registration and session areas.
- Staff training: Equip volunteers to help attendees download and use the app on-site.
Start at least 4–6 weeks before your event to build momentum.
How to Handle Tech-Averse Attendees
Concerned some members may resist? That’s okay—your new web view ensures no one is excluded. But you can still steer users toward the app by:
- Providing simple download guides.
- Offering support desks or “tech help” stations at your event.
- Making it clear that while web access is available, the app offers a more personalized, feature-rich experience.
Build Year-Round Engagement
Once your members adopt the app, keep them engaged post-event:
- Deliver news, updates, and event alerts via push notifications.
- Use the app for year-round polls, content drops, or networking.
- Encourage member posts or questions to maintain a sense of community.
- Continue offering exclusive app-only perks or early access.
Make the App Indispensable, Not Inflexible
The goal isn’t to force your members into the app—it’s to guide them there by making it the most rewarding and convenient way to experience your event and your association’s value.
With MobileUp’s web view available, your content is more accessible than ever. But with the right messaging, incentives, and app-exclusive features, you can still make app download feel like a natural, must-have step in your members’ event experience.
Want help crafting your app promotion strategy or designing app-exclusive content? Reach out to the MobileUp team—we’re here to help you build an experience your members will want to carry in their pockets all year long.