Simple Guide to Launching an App


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PR tactics that will help you stand-out during your app launch campaign. It comes with examples for each of the tactics.

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Simple Guide to Launching an App

  1. 1. CONNECT Simple Guide to App Launch ASK By Fito Benitez Netizens Oy write: call: 045 179 3719 1
  2. 2. CONNECT ASK “In the app marketing forest, only a creative and solid PR campaign will make you stand-out” - Fito Benitez 2
  3. 3. CONNECT ASK Facts 2013 3
  4. 4. CONNECT Facts 2013 ASK • Tablet sales are expected to be even with PC sales in the next 1-2 years * • 700M smartphones were shipped in 2012. Around 1B in 2013. Double the amount of 2011 * • App users spending considerably more time connected than mobile site users *** • There were 102B app downloads in 2013 **** • 10 % of the revenue in Google Play and Apple App Store goes to just 4 and 7 apps respectively. Games dominate. Publishers decrease ** • Most downloaded apps are games (33 percent); widgets (8 percent); entertainment (7 percent); social (5 percent); lifestyle; music; photography; productivity (all 4 percent); tools; communication; utilities (all 3 percent) ** • One in four mobile apps once downloaded are never used again ***** • Advertising is now the most popular revenue model for apps used by 38% of developers * • The % of overall App Store revenue generated by free apps with in-app purchases increased from 77 percent to 92 percent from January to November ** * VisionMobile Survey *** comScore 05.2013 ** Distimo Publications ***** Localytics 01.2011 **** Gartner 4
  5. 5. CONNECT ASK Introduction 5
  6. 6. CONNECT ASK Introduction • Before you apply any of these PR tactics, make sure you have covered the basic tasks. • This guide uses the framework proposed by J. Casey (check post here), and adds more examples of apps using any of the tactics proposed. • The guide works around 5 major areas. These are: 1. partnership - boost reach by joining a strategic partnership 2. relevance - tie your app to current news or a seasonal story to make it newsworthy 3. audience - cater to an small meaningful audience 4. cause - share a % of revenues to a meaningful cause 5. relationship - add unique ways to address and engage your audience 6
  7. 7. CONNECT ASK 0. Basic 7
  8. 8. CONNECT ASK Basic • You have a conversion optimized responsive site, and an app-store app page. • You have created engaging content - promo / tutorial video and 3rd party references. • You have put in place app analytics and are optimizing both audience and UX based on the metrics from test groups and soft launch users. • You have started interacting offline and online with earned media - reporters, bloggers, etc. • You have saved a budget for expanding the app launch’s reach with bought media. 8
  9. 9. CONNECT ASK 1. Partnership 9
  10. 10. CONNECT Partnership ASK • an app’s launch works better in pairs! Increases reach and engagement conversion rates. • join with one that is relevant to your product and audience. Think of elements as a celebrity that narrates the story, a popular band for the soundtrack, a respected professional for the promo / tutorial video, inspirational content from an emerging designer. Partner up! Example - Waze About: Waze is a fun, community based mapping, traffic & navigation app, 70 million strong. Join forces with other drivers nearby to outsmart traffic, save time & gas money, and improve everyone's daily commute. Rated: 4+ Action: joined with Universal Studies to promote a new movie starring comedian Kevin Hart. Users can now choose the celebrity’s voice (and funny comments) to direct them to their end destinations. Check here! 10
  11. 11. CONNECT ASK 2. Relevance 11
  12. 12. CONNECT Relevance ASK • apart from reaching newsworthiness with a partner, you need to expand that reach through earned media. Nothing works like a famous blogger’s post about you! • reporters / bloggers like to tie their reader’s interests to current events. How you sell your launch to these online influencers is critical to win exposure and reviews. Help them tie it! Example - Washington Post About: "The best app for keeping up to date with the latest polls, state by state, is this elegantly designed one, free of bias." -- The Sunday Times Rated: 4+ Action: used the current event to launch WP’s news app and gain a quick share of the election’s followers. 12
  13. 13. CONNECT ASK 3. Audience 13
  14. 14. CONNECT Audience ASK • unless you have a major budget, don’t try to reach e-v-e-r-y-o-n-e. Just don’t! Still, be ready to invest on paid media during the course of your launch and a bit beyond. U need to expand your reach. • apart from your partner’s followers, and the earned media you are working on, you need to reach a niche audience. One that will respond positively to your app, is enough to spark word of mouth. Example - David & Goliath About: children’s educational storytelling app inspired on David & Goliath Rated: 4+ Action: the developer partnered with a baseball celebrity to narrate the story, who was both relevant and newsworthy. Also it sponsored a cause. Apart from free access to the celebrity’s fans, and the cause’s followers, it concentrated its budget and efforts on father’s of a specific purchasing power, and sons within a specific age group, both with interests among baseball, biblical stories, and educational games. 14
  15. 15. CONNECT ASK 4. Cause 15
  16. 16. CONNECT Cause ASK • joining a cause should not be a marketing partnership, but a social responsibility program • that said, for example a “% of revenues to charity” increases conversion rates, and expands reach by having access to the cause’s audiences and communication channels Example 1 - Grindr About: Grindr is a geosocial networking application geared towards gay, bisexual, and bi-curious men. 7 million users in 192 countries. Rated: 4+ Action: for a week, gay dating app Grindr will donate 100% of its revenues from new subscribers to Grindr Xtra to an Israeli couple that went bankrupt attempting to have a baby. 16
  17. 17. CONNECT ASK Example 2 - Mogl About: "Mogl is using business as a force for good.” — Sir Richard Branson Rated: 4+ Action: you can fight hunger with hunger in your city, simply by eating at restaurants on Mogl. Just link any debit or credit card and use it to pay at 1000s of participating restaurants. Within seconds, you’ll get an alert that you just earned 10% cash-back. Then, with the swipe of your finger, you can choose how much to donate to a local food bank. Over 500,000 meals have already been donated. 17
  18. 18. CONNECT ASK 5. Relationship 18
  19. 19. CONNECT Relationship ASK • try to be original and real by finding unique ways to address and engage your audience • pop-up events Example - Angry Birds About: no need of introduction :) Rated: 4+ Action: despite not being a new app, I want to use Angry Birds as the example for this category since they have been very creative and effective in engaging their crowd. In this example (video on next slide), Rovio brings their game experience to the streets of Barcelona, and shares the experience with a video that goes viral, promoting the game. 19
  20. 20. CONNECT ASK 20
  21. 21. CONNECT ASK Thank u! If you liked this presentation on Slideshare, please share the love and click the <3 21
  22. 22. CONNECT ASK Need help marketing your app? Let’s have a chat! Fito B. - - +358 45 179 3719 Helsinki, Finland - GMT +2 22