Ep 215: Behind the scenes of the App Growth Summit

Louis Tanguay, founder and managing director of App Growth Summit, traces his arc from music magazine founder to film marketer to architect of a global mobile industry community now marking its 100th event. Louis explains why mobile marketers keep missing the basics: custom product pages, team silos, overreliance on AI and how AGS forges authentic connection in a field where ‘networking’ usually means sales pitches. Louis argues for true community as a defense against industry fads and reveals practical tactics for getting actual value from events.

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• Why Louis started App Growth Summit
• The moment AGS’s ‘community first’ format revealed the gap in existing event culture
• What are mobile marketers missing in custom product page strategy?
• Where does AI actually help and where does it actively dull critical thinking?
• Why do marketers keep separating teams and failing to optimize collaboration?
• How can retargeting go beyond surface-level re-engagement to real value?
• What separates high-ROI event vendors from the time-wasters?
• How does AGS build authentic community, and what’s the actual ROI of belonging?
• What advice does Louis give first-time sponsors and networkers who want more than a sales lead?
• Why do so many marketers waste the opportunity of an event, and how is AGS structured to avoid this?
• Where is the industry headed, and what does Louis see as the next phase?

• (0:00) – Intro, Louis’s journey from music to mobile marketing
• (2:45) – First AGS event: origin story, first sponsors, finding the ‘sweet spot’
• (4:23) – The ‘community not scale’ thesis: AGS’s unique approach
• (7:20) – Venue selection, why environment shapes event outcomes
• (9:33) – Industry blindspots: custom product pages, marketing-product silos
• (11:00) – Getting CPPs right: landing page principles, offer-matching, creative basics
• (14:00) – AI’s role: when it elevates, when it destroys value
• (23:00) – Maximizing events: actionable networking, why ‘closing deals’ is a dead-end
• (30:35) – AGS global: favorite cities, the meaning of event #100
• (36:10) – Rapid fire: first thing at an event, dream speakers, live shows, Austin food, travel recs
• (39:40) – Closing: next AGS events, community calls to action

• "If you match your creative and the offer to the campaign, you’re going to get way more conversions.”
• “AI is more ‘A’ than ‘I’ right now…It’s a supercharged research tool, but it’s not going to replace real creative strategy anytime soon.”
• “If you want ROI from an event, don’t cluster with your coworkers. Talk to people you don’t know, open doors, and don’t expect a deal by Friday.”