A recent Mobile Marketer article discussed why new mobile apps often fail. They boiled it down to six key reasons, all of which apply to sports teams. Let’s discuss why these apps fail and how to make sure that your team does not fall victim to these pitfalls.
1). The app does not meet your customers’ (or fans’) needs
Your app is about your fans, first, and the content and experience must be tailored with their wants and needs (not yours) top-of-mind. Teams need to get to know their fans in order to serve up the right content, ticket offers, and in-arena experiences that fans are demanding. Use analytics to get actionable insights that can inform what you deliver. Notice your fans are interacting more with content around a specific player? Be sure to create more content around him! You have all the power to give your fans what they want
2). Failure to define your business goals with the app upfront
Teams must define how they want their app to impact their business. Are you trying to simply drive ticket sales through the app? Is the main goal to improve the game experience and drive in-arena revenue? Whatever your team is trying to achieve with the app, you need to strategize your app content and campaigns accordingly.
3). Failure to create a post-launch communication strategy
Teams need to make sure that, once an app is launched and their fans have downloaded it, that they remain active with the app. A good team app will create engagement by communicating with the fan. Sports teams can achieve this through providing push notifications with game updates and breaking news, special offers and coupons, and beacon or geo-fenced notifications at the arena. The first 72 hours following fans downloading your app are essential to turn them into lifelong users. You need a plan and you need to nail from the start.
4). Your organization is not on board with the app launch
Making a mobile app successful is truly an organization-wide effort. Teams need to make sure all of their departments are on-board and informed. From marketing and sponsorship, to ticket sales and game day operations, teams must make sure everyone knows about the app and how it can help drive their department’s business objectives and amplify their own efforts. Doing so ensures that the app will receive the support that it needs on all fronts and no stone will be left unturned because of departmental silos.
5). Boring, stale content
Luckily, this should never be a problem for a sports team. Sports teams inherently produce a ton of content and they need to make sure that it is being pushed to their mobile apps. Push content like team news, game updates, and player interviews constantly to make sure content is fresh, because your fans can’t get enough, especially on their mobile device. There is so much content, that team apps should be getting refreshed with new content daily, and there is no excuse for having boring, stale content on the app.
6). Nobody knows about it
When teams launch an app, they need to make sure they make their fans aware of the app to promote adoption. Teams should be communicating with season ticket holders about the app, announcing the app launch throughout the game, and promote the app on all digital and social channels. Going even further than this, provide an initial incentive to drive app downloads by giving fans a coupon through the app or a freebie upon download. There is a myriad of options for teams to promote their app. Get creative and spread the word!
Hopscotch is well-versed in the most creative and effective ways to help teams drive app adoption, keep fans engaged, and help teams utilize their app to drive the team’s marketing goals and sponsorship revenue. There are tried and true ways, and countless case studies, to inform your app strategy. Want to learn how we help teams sustain success with their own app? Request a personalized demo!