How can I keep activity/participation high around slower demand seasons like the holidays?
The success of my mobile app relies heavily on the activity of users being high and consistent. We have seen a drop in participation which I believe is correlated to it being Thanksgiving weekend. I am predicting the same drop in activity around Christmas and New Year. What are some marketing techniques I can undergo to build up activity and keep my audience interested?
I don't believe it is always necessary to capitalize on every season or opportunity. In the natural course of every business, there is a concept of seasonality. Particular Days, Months, Seasons or Holidays or Events that are important. In some cases they can be vital. In your case, I assume your business does not revolve around Cheistmas or New Years. While it may feel like you are missing opportunities or potentially could be doing more, which it very well can, this emotional pursuit can potentially cost you a hefty price. No matter how "big" holiday or event may be to the rest of the world, it does not mean you must capitalize on it. It may be better to enjoy, learn from the companies that are rellying on the holidays - and potentially apply a similiar tactic or technique to your "busy season."
Beware of artificially boosting activity via promotional enagement.
From your situation, it seems that people are preoccupied during these holiday periods. It is important to understand that your strategy for changing behaviors during these periods should not affect your normal opperation. Unless you can tie your app's service to have a seasonal component that doesn't discount activities otherwise, don't change your app - change your business model (other apps/services) to include seasonality.
Without knowing what your "mobile app" does - it's hard to give a specific answer. But one way is to provide apps for those specific holiday or natural slumps. For instance, if your target market are parents with small kids - providing a mobile app that tracks Santa's activity level between Nov - Jan, incorporates the season's activities.
Once again - without understanding your target audience, it's hard to answer this question. Let's chat so that I can better understand your unique situation. Then I will be able to better recommend your next steps
Seasonality is common in many businesses. You do either of the following:
1. Accept and live with it and do nothing - probably not an option.
2. Accept and prepare for it in your cash flow by managing\distributing your expenses
3. If your App is flexible enough to engage people and their needs in these times without creating a problem for your overall marketing strategy them build a promotion around these times.
4. A promotion could be just before the season or immediately after the season. Doing it during the season may be like going to fish in Alaska when there are just no fish there. No matter how good the bate is there are no fish.
Just need to understand your seasons which it seems like you do.
Hope this helps.
Laura is correct, it is a bit difficult to assist without the context of the app. If the value your app provides, is year round, try highlighting scenarios of using your app during the holidays. If people see your app in use during the holidays, that may spur a spike in holiday activity. People follow what you show them.
Our greeting card valet service at CardValetService[dot]com is interestingly enough, the opposite, since typically 50% of greeting cards are sent during the holidays. In order to increase volume during the nine other months, I stress sending cards and gifts of CARE [Congratulations, Appreciation, Recognition, and Encouragement] all year long. I categorize these as Unexpected Cards even though it includes birthdays, Valentine's Mother's Day, etc. in order to illustrate the need throughout the year.
Try to build any relation between your app and holiday,and shows a competition on your according to holidays.
I agree with others advising to recognize this time period as a different time period not the usual...I think the holidays were always a time where business is slow (unless specific for the time, then it becomes slow after the holidays) so build that into your business plan and promote good cheer and best wishes as the holidays draw upon you...
I don't know what kind of app is it. But you can definitely tie up with other services which also see a low usage rate during that time and club together to offer users discounted deals on each others services.Just like restaurants do on weekdays.
Time to focus on the unique value proposition...how do your strategies and tactics fit each other and client/customer needs...Plan B type review...
Seasonal theme based promotions, increased marketing via blogs and higher social engagement by adding a chat feature, engaging gaming features or gaming score and app use updates and reminders via client email.
Its hard to answer this without knowing your product, but I would ask you: How are you currently promoting your product? Are you keeping in touch with current users during that time? Does your application have a use that is business oriented? If so, maybe a slight drop off in use is to be expected. Tell us more about your business and maybe we can give you more specific ideas.
You could use an appreciation marketing method such as Sendoutcards. Then if you have clients and associate that want to use the system too, you make residual income and bonuses by showing others how to use it to their advantage as well.
these days nothing is called holiday.. people are more active in holidays.. So, to keep your app active during holidays.. try to create an event that can engage people. From App to real interaction through events as thanks giving.
Build a portfolio of Apps, those which have no seasonaility or they are up beat during the lean periods of existing ones