mobile apps - why bother? (or why theatres need mobile apps)

Mobile Apps…Why Bother?

(or Why Theatres Need Mobile Apps)

TCG ConferenceJune 23, 2016

Chris MontgomeryChief Executive Officer

David DombroskyChief Marketing Officer

For those of youabout to tweet:

@instantencore#TCG16

Guiding Questions• How has mobile adoption changed audience

expectations for engagement? [David]

• Why are theatres adding mobile apps to their communications mix? [Chris]

• How have theatre apps evolved in recent years? [David]

• What value are apps adding to the audience experience? [Chris]

Guiding Questions• How are apps providing theatres with direct

communication to their audience? [David]

• How do theatres afford their own apps? [Chris]

• What are the top 5 pitfalls to avoid in your mobile app strategy? [David]

• Where are apps and mobile technology heading? [Chris]

How has mobile adoption changed audience expectations for engagement?

US Adult Mobile Ownership

• 92% of US adults own mobile phones(source: Pew Internet Project)

• 79% of US mobile phone owners have smartphones (source: comScore)

• 45% of US households own a tablet computer (source: Pew Internet Project)

US Adult Mobile Ownership

The expectation that we can access relevant content and services on our mobile devices in our immediate context and moments of need.

Forrester Research

Live performance takes place in a specific venue at a certain time.

Mobile moments for a live performance are defined by their proximity to the performance in space and time.

Why are theatres adding mobile apps to their communications mix?

Source: Capacity Interactive

From the 2015 Arts Industry Digital Benchmark Study

We’re growing increasingly addicted to using apps…

Source: Flurry Analytics

And the percentage of time we spend using the mobile web is decreasing…

Source: Flurry Analytics

It may be more challenging to develop a large audience on apps, but those app users are a very loyal bunch…

Source: comScore

How have theatre apps evolved in recent years?

Then we began focusing on the user’s context…

• The world around them

Then we began focusing on the user’s context…

• The world around them

• Where they are

Then we began focusing on the user’s context…

• The world around them

• Where they are• What they’re doing

Then we began focusing on the user’s context…

• The world around them

• Where they are• What they’re doing• What they want to

do

Then we began focusing on the user’s context…

• The world around them

• Where they are• What they’re doing• What they want to

do• What they want to

do next

CONTENT+ CONTEXTRELEVANCE

What value are apps adding to the audience experience?

Same-Day, Performance-Specific Content

Prompting Social Media Activity

Highlighting Offers and Promotions

Highlighting Offers and Promotions

Highlighting Offers and Promotions

How are apps providing theatres with direct communication to their audience?

How are theatres able to afford their own mobile apps?

Source: Kinvey

Building and deploying an app can be quite costly…

56 percent of mobile leaders surveyed say it takes from 7 months to more than one year to build one app.

How Are Theatres Affording Apps?

• App creation services• Core infrastructure• Customizing elements vs

its entirety

• Arts focused services• Not paying for updates• Shared product

evolution

Theatre Budget Size

Annual Fee*

Monthly Fee

One-Time Setup Fee

Under $1M $999 $99 $399$1M-$11M $2,499 $249 $499

$11M-$30M $4,999 $499 $749Over $30M $9,999 $999 $999

How Are Theatres Affording Apps?

* Either annual or monthly fee.

What are the top 5 pitfalls to avoid in your mobile app strategy?

Top 5 Pitfalls to Avoid

1. No app promotion strategy2. No compelling reason to download3. No compelling reason to use again

(and again and again…)4. No communication plan (aka Fear of

Push)5. No reward for app users (“ROA”)

Where are apps and mobile technology heading?

Contact:Chris Montgomery, Chief Executive Officer

chris@instantencore.com

David Dombrosky, Chief Marketing Officerdavid@instantencore.com