How to Market Your App using PR

  • 404 views
Uploaded on

App Store Optimisation and mobile ads are not the only way to drive discovery and downloads for your mobile app. This presentation tells you how to drive PR for your app, use events and leverage …

App Store Optimisation and mobile ads are not the only way to drive discovery and downloads for your mobile app. This presentation tells you how to drive PR for your app, use events and leverage existing marketing channels.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
404
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Driving app discovery using PR, events and marketing RENATE NYBORG GLOBAL DIRECTOR OF MOBILE 11 July 2013
  • 2. Hello!  I’m @renate on Twitter Tweet me! I’m @renate
  • 3. 4 Tips CRAFT YOUR STORY DRIVE PRESS COVERAGE CREATE EXPERIENCES LEAVE BREADCRUMBS
  • 4. What is your story?
  • 5. Why will people care? Why is it beautiful, fun or useful? What experience can you change? How will people tell friends in 1 sentence? Tweet me! I’m @renate
  • 6. How to get media coverage
  • 7. Getting the media’s attention •  Target the journalist, not the publication. Research who writes about apps and who has written about apps similar to yours •  Get introduced by someone that knows the journalist •  Twitter can be a good place to engage journalists •  If a journalist doesn’t reply, don’t send them another 3 emails in a week. It can be frustrating but the journalist is probably busy and this is not a priority •  If you have a direct email for a writer or editor, also copy in the publications tips line e.g. tips@techcrunch.com. If the journalist is busy then someone may be able to pick it up 7
  • 8. What do I send them? •  Description, key features and USPs •  Explain what your app does and why it is different form the competition, but don’t oversell… “Revolutionary” is always bad •  YouTube video •  Great to see an app in motion, especially important for games or kids’ apps where the graphics are the thing that appeals/turns off •  Screenshots •  If your screenshots have layered text, also provide the raw screenshots •  Promo code (if paid app) 8 CHOOSE YOUR ASSETS WISELY
  • 9. Are you a start up? •  Who are the founders and what is their background? •  What is your funding? •  How much traction do you have? •  Offer real numbers i.e. monthly/daily active users, not downloads or registered users •  What are the key differentiators between you and other players? •  Describe the genesis of your project? •  Describe the project in your own words? 9 HOW TO GET TECHCRUNCH’S ATTENTION
  • 10. Create an experience
  • 11. LAUNCH EVENT Create a conversation about why this app is unique and different
  • 12. CNN: It’s not an app… It’s the future of news 12 LAUNCH EVENT AT FRONTLINE CLUB DEBATE ON CITIZEN JOURNALISM CHAIRED BY WIRED SHOT TO #1 IN NEWS ON THE UK APP STORE
  • 13. CONFERENCES & EVENTS Enhance their experience of the event
  • 14. EXPERIENTIAL Angry Birds live has 18 million YouTube views
  • 15. Leave breadcrumbs
  • 16. Consider where you already connect with customers – social media, in store, via email?
  • 17. Gourmet Burger Kitchen Loyalty app for iOS, Android, BlackBerry and Windows 7 2 UK App Store position within Food & Drinks, ahead of Pizza Express, McDonalds and Jamie Oliver 25,000 App Downloads within 1 month 63,000,000 Media Impressions including coverage in the Guardian’s Technology section
  • 18. Website and email 18
  • 19. Social media 19
  • 20. In-store •  “Table talkers” •  Printed posters •  Flyers with QR codes QR codes? Really? •  There was captive moment of 15 minutes when the consumer was waiting for their food to arrive •  Result was 60% of downloads within first 6 weeks coming from QR codes 20 OFFLINE IS VERY POWERFUL
  • 21. Driving discovery using PR, events and marketing •  Help journalists help you •  Craft your story– tie it in to a wider business narrative or industry change •  Be selective – focus on ones that will champion your story •  Provide the right assets – YouTube video, USP’s, raw screenshots, promo code •  Tell a story •  Create a conversation about the apps’ unique features – for instance with a launch event •  Create an experience of the app – through experiential marketing, or at industry events •  Leave breadcrumbs •  Sign post the app in existing channels – in store, website, email, social media •  Offline / in-store marketing can be the most powerful way to drive downloads!
  • 22. Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”). Renate Nyborg Global Director of Mobile renate.nyborg@edelman.com THANK YOU