Driving discovery - in the REAL
world
RENATE NYBORG, GLOBAL DIRECTOR OF MOBILE
11 July 2013
Hello! 
I’m @renate on Twitter
4 Tips
CRAFT YOUR STORY
CREATE EXPERIENCES
INSPIRE PRESS COVERAGE
LEAVE BREADCRUMBS
What is your story?
Why will people care?
What experience can you change?
Why is it beautiful or fun or useful?
How to get media
coverage
Getting the media’s
attention
•  Target the journalist, not the publication. Research
who writes about apps and who has wr...
What do I send them?
•  Description, key features and USPs
•  Explain what your app does and why it is different form the
...
Are you a start up?
•  Who are the founders and what is their background?
•  What is your funding?
•  How much traction do...
Create an experience
LAUNCH EVENT
Create a conversation about why this app is
unique and different
CNN: It’s not an app… It’s the future of news
LAUNCH EVENT AT FRONTLINE CLUB
DEBATE ON CITIZEN JOURNALISM CHAIRED BY WIRED...
CONFERENCES & EVENTS
Enhance their experience of the event
EXPERIENTIAL
Angry Birds live has 18
million YouTube views
Leave
breadcrumbs
Consider where you already
connect with customers – in
stores, online, via email?
Gourmet Burger Kitchen
Loyalty app for iOS, Android, BlackBerry and Windows 7
2 UK App Store position within Food & Drinks...
Website and email
18
Social media
19
In-store
•  “Table talkers”
•  Printed posters
•  Flyers with QR codes
QR codes? Really?
•  There was captive moment of
15...
QR codes – total scans
21
IN THE FIRST WEEK, 40% OF DOWNLOADS RESULTED FROM QR SCANS
0
100
200
300
400
500
600
700
M
onth
...
GBK QR code scans breakdown
0 1000 2000 3000 4000
Main QR Code
GBK Student -
Post Launch
GBK Student -
Pre Launch
QR Code ...
Driving discovery in the real world
•  Tell a story
•  Tie the app into a wider narrative (business, future of gaming, etc...
Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and propriet...
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'Driving app discovery outside mobile' - How to use other channels to drive downloads - Renate Nyborg - #APS2013

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Renate is Global Director of Mobile at Edelman, the world’s largest communications agency with 67 offices worldwide. Edelman specialises in mobile marketing, social and search for mobile, building apps and mobile websites, and app marketing. Renate’s clients have included Unilever, Diageo, Microsoft Xbox, TJX Europe, Swarovski, Motorola, PayPal, Nielsen, Norton Symantec and the World Gold Council.

Renate was previously Head of Mobile Business Development for A&N Media, owner of the Daily Mail and Metro, which launched 70+ apps in her time there. She also set up mobile games and apps publishing brand ‘Metro Apps’, originating publishing deals with leading developers.

Prior to that she ran global marketing for Poken in San Francisco, achieving sales in 52 countries purely through social media, and consulted on marketing and business development for various technology start-ups in Europe and Silicon Valley.

Renate is originally Norwegian and Dutch and is a founding member of Twestival, which has to date raised $1.4 million for over 275 causes. She was also a 2013 BAFTA judge for the mobile gaming category.

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'Driving app discovery outside mobile' - How to use other channels to drive downloads - Renate Nyborg - #APS2013

  1. 1. Driving discovery - in the REAL world RENATE NYBORG, GLOBAL DIRECTOR OF MOBILE 11 July 2013
  2. 2. Hello!  I’m @renate on Twitter
  3. 3. 4 Tips CRAFT YOUR STORY CREATE EXPERIENCES INSPIRE PRESS COVERAGE LEAVE BREADCRUMBS
  4. 4. What is your story?
  5. 5. Why will people care? What experience can you change? Why is it beautiful or fun or useful?
  6. 6. How to get media coverage
  7. 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. 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. 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? •  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. 10. Create an experience
  11. 11. LAUNCH EVENT Create a conversation about why this app is unique and different
  12. 12. CNN: It’s not an app… It’s the future of news LAUNCH EVENT AT FRONTLINE CLUB DEBATE ON CITIZEN JOURNALISM CHAIRED BY WIRED SHOT TO #1 IN NEWS ON THE UK APP STORE
  13. 13. CONFERENCES & EVENTS Enhance their experience of the event
  14. 14. EXPERIENTIAL Angry Birds live has 18 million YouTube views
  15. 15. Leave breadcrumbs
  16. 16. Consider where you already connect with customers – in stores, online, via email?
  17. 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. 18. Website and email 18
  19. 19. Social media 19
  20. 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. 21. QR codes – total scans 21 IN THE FIRST WEEK, 40% OF DOWNLOADS RESULTED FROM QR SCANS 0 100 200 300 400 500 600 700 M onth Sep-10 Sep-12 Sep-13 Sep-14 Sep-15 Sep-16 Sep-17 Sep-18 Sep-19 Sep-20 Sep-21 Sep-22 Sep-23 Sep-24 Sep-25 Sep-26 Sep-27 Sep-28 Sep-29 Sep-30 O ct-0 1 O ct-0 2 O ct-0 3 Day Scans PRE 19TH Sep – All activity in this range can be attributed to scans conducted by the team PRE 24TH Sep – This period of activity is mainly as a result of the pre-launch student flyer which had over 120 pre- launch scans 25TH Sep – A large spike of activity was seen on the day when the posters and table talkers began to appear in restaurants 28TH Sep – A secondary spike was seen around the 28th possibly due to more stores displaying the in store collateral, the second student flyer being released or in response to increased momentum (e.g. media coverage)
  22. 22. GBK QR code scans breakdown 0 1000 2000 3000 4000 Main QR Code GBK Student - Post Launch GBK Student - Pre Launch QR Code Scan Split– 3rd October 46% 28% 17% 7% 2% Apple Android Unknown Blackberry Windows QR Code Platform Mix – 3rd October
  23. 23. Driving discovery in the real world •  Tell a story •  Tie the app into a wider narrative (business, future of gaming, etc) •  Create a conversation about the apps’ unique features •  Create an experience of the app – experiential or at events •  Be kind to journalists •  Provide them the right assets •  Talk to them in the right way •  Make it easy to make you sound interesting •  Leave breadcrumbs •  Sign post the app in existing channels •  Offline / in-store marketing can we very powerful
  24. 24. Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

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