App promo apple expo presentation

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Apple Expo Presentation
Toronto Ontario
July 11, 2011

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App promo apple expo presentation

  1. 1. Apple Expo 2011 Discovery, Marketing and Distribution How to Promote your Applications Prepared by: Gary Yentin, App-Promo David MacPhie, Sympatico.ca July 12th, 2011 1 © 2011 App-Promo! Confidential
  2. 2. AGENDA•  Introduction •  About App-Promo •  Mobile Marketing Apps in 7 Steps •  Sympatico Case Study •  Conclusion 2 © 2011 App-Promo! Confidential
  3. 3. ABOUT APP-PROMO! 3 © 2011 App-Promo! Confidential
  4. 4. •  App~Promo is a full service marketing, advertising and PR agency specializing in the promotion of mobile apps.  (Apple, Blackberry, Android, Nokia and Windows) •  We work closely with our clients to develop consumer insights, build marketing and promotion plans, acquire more customers and drive app downloads.  •  Our clients include companies such as BlackBerry, Bell Canada, Intel, Kraft, Kelloggs, Nokia, Miller-Coors, Vitamin Water/Coca Cola and Universal Music. 4 © 2011 App-Promo! Confidential
  5. 5. APP DISCOVERYCHALLENGE 5 © 2011 App-Promo! Confidential
  6. 6. Key developerchallenge isapp discoveryand marketexposure More than50% ofdeveloperswilling to payfor premiumapp storeplacement 6 © 2011 App-Promo! Confidential
  7. 7. Monetizationis a keychallenge fordevelopers. 1 in 5developersreport poorrevenue 7 © 2011 App-Promo! Confidential
  8. 8. The three most common channels to market applications are: 1)  App Stores 2)  Direct Website 3)  Commissioned Apps 8 © 2011 App-Promo! Confidential
  9. 9. WHEN TO STARTMARKETING YOURAPPLICATION 9 © 2011 App-Promo! Confidential
  10. 10. Think About Marketing In The Development Cycle. •  What s unique about your app? •  Who is your target audience? •  Who are your competitors? •  What budget will you allocate to Marketing? Start Marketing Early. Planning   Development   Tes+ng   Submission   Launch   10 © 2011 App-Promo! Confidential
  11. 11. MARKETINGMOBILE APPS IN 7 EASY STEPS 11 © 2011 App-Promo! Confidential
  12. 12. 1. CREATE A UNIQUE APP 12 © 2011 App-Promo! Confidential
  13. 13. •  One of the easiest ways to shine in the store is to create a unique app.  •  Your app will stand out if you are the first app in your category of product or you reinvent an existing category 13 © 2011 App-Promo! Confidential
  14. 14. 2. SPEND TIME ON YOUR SUBMISSION 14 © 2011 App-Promo! Confidential
  15. 15. •  Provide snappy descriptions that zero in on the key selling points of your app.  •  Be thoughtful about your messaging and keywords as they will help your app get found. 15 © 2011 App-Promo! Confidential
  16. 16. 3. DESIGN A GREAT WEBSITE 16 © 2011 App-Promo! Confidential
  17. 17. •  Your app should have its own online and mobile website showing the app in action and communicating its key features and benefits.  •  Make the website interesting as it will serve as a point of reference, a destination to send users and potential users. 17 © 2011 App-Promo! Confidential
  18. 18. 3. MAKE IT SOCIAL 18 © 2011 App-Promo! Confidential
  19. 19. •  Getting people to talk about your app is critical for success.   •  Make the conversation about your app easy and engaging so people will want to share it on Facebook or Tweet about it.  •  The more people talk, the more visibility your app will get, which will translate into sales. 19 © 2011 App-Promo! Confidential
  20. 20. Facebook Pages 20 © 2011 App-Promo! Confidential
  21. 21. Twitter Channels 21 © 2011 App-Promo! Confidential
  22. 22. 5. PR IS IMPORTANT 22 © 2011 App-Promo! Confidential
  23. 23. •  Develop a PR campaign for your launch as news stories can create a big spike in downloads. •  Create a press release that plays to your strengths and highlights amusing or beneficial reasons why people would use your app.   •  Your app should be easy to write about and provide access to icons, screenshots and videos. 23 © 2011 App-Promo! Confidential
  24. 24. •  Dispense promo codes readily as they are a surefire way to put your app in the hands of the media.  •  Reach out to relevant consumer and trade publications and invite relevant blogs to give some promo codes away for free in a raffle.  •  Review blogs and tech websites are an important part of the eco-system, the traffic and buzz they generate are worth pursuing. 24 © 2011 App-Promo! Confidential
  25. 25. Blogs/Forums 25 © 2011 App-Promo! Confidential
  26. 26. 6. MOBILE ADVERTISING WORKS! 26 © 2011 App-Promo! Confidential
  27. 27. •  In-app advertising can be one of the most successful vehicles to drive app-downloads.  •  If you have a premium app, begin by determining your target cost per acquisition.  •  For example, if you are charging $5.00 for your app and your cost per acquisition is $2.00, your profit is $3.00 per app.    •  For free apps, you may want to invest in a pay- per-download program. 27 © 2011 App-Promo! Confidential
  28. 28. •  Choose an ad network that allows you to target by keyword, context, demographics, mobile handset, mobile carrier location and publisher.   •  You can use an array of text, banners, rich media and video ad units to maximize the moment and attract the right consumers to your app.  •  Targeted ads lead to higher CTRs, more downloads, and more revenue for you.  •  Review your performance reports, so you can optimize your campaigns in real-time. 28 © 2011 App-Promo! Confidential
  29. 29. Mobile Advertising WAP to APP (24%) APP to APP (35%) QR Codes (5%) SMS (10%) Mobile Search (26%) 29 © 2011 App-Promo! Confidential
  30. 30. 7. INVEST IN YOUR LAUNCH 30 © 2011 App-Promo! Confidential
  31. 31. •  Marketing and promotion of your app the first few weeks around your launch is critical to build awareness and drive downloads of your app.   •  When you launch, MAKE IT BIG! 31 © 2011 App-Promo! Confidential
  32. 32. YouTube 32 © 2011 App-Promo! Confidential
  33. 33. Humans vs. Aliens Best Android Game 2011 https://www.youtube.com/watch?v=rmQ0ry0jgTIfeature=player_embedded 33 © 2011 App-Promo! Confidential
  34. 34. •  Send out an email, text message and hit all social media •  Launch a mobile advertising campaign targeted to relevant audiences •  Send out a press release, write up blog posts and inform your network 34 © 2011 App-Promo! Confidential
  35. 35. •  Try to be a featured app in the store (Apple, Blackberry) •  Give out promo codes on Twitter and in the blogosphere •  Run contests and give away prizes related to your app •  Analytics are key to understanding your users including what features they are using and what messages and channels they are responding to. 35 © 2011 App-Promo! Confidential
  36. 36. MARKETING CHECK LIST :  Viral  Social  Paid Media  PR  Distribution  Promotion  Web  Search  Analytics 36 © 2011 App-Promo! Confidential
  37. 37. With mobile applications, do notfall into the Build it and they willcome situation.   To succeed, you’ll need to put asmuch effort into marketing as youdo into development.! 37 © 2011 App-Promo! Confidential
  38. 38. Gary Yentin gary@app-promo.com 416-464-2223 (Toronto) 38 © 2011 App-Promo! Confidential
  39. 39. CASE HISTORY David MacPhie David.MacPhie@bell.ca ! 39 © 2011 App-Promo! Confidential
  40. 40. Background •  In June of 2010, Sympatico.ca wanted to engaged Canadians through the World cup of soccer. •  We new that if we were going to make an impact, we had to come up with a unique proposition that differed from the leaders in the space. •  We chose to “go social”
  41. 41. The Sympatico.ca Fans Soccer App •  Live chat with other fans • Real-time results for each game •  Bar finder •  Team rankings •  Vote for favourite team •  Statistics and full schedule for the•  Share photos, videos and comments 2010 World Cup
  42. 42. Promotional Plan Sympatico developed a promotional plan with App Promo that included: •  Mobile advertising •  Major Media outreach •  Blogosphere outreach
  43. 43. Results •  70,000 total downloads (47,000 unique, 23,000 updates) •  Number of Posts in discussions: 25,656 •  Number of images Posted: 1,292 •  Number of Video Posted: 17   Countries where the application was used: Netherlands Tanzania Denmark Japan Belgium Morocco Luxembourg Algeria France Guyana Canada Qatar UAE India Reunion China Mexico UK Saudi Arabia Ecuador USA Kuwait Senegal Germany South Africa Switzerland Hong Kong Jordan Italy Dominican Republic
  44. 44. What we learned •  Be sure to check for trademarks in the keywords of the application. •  Don’t rely solely on device language detection to set language. •  Time your promotion to get noticed in the App store. •  Press release sent 3 days before the start of the World Cup •  Mobile advertising was done the first 2-3 days of the event •  Alerts are a great way to engage the audience. •  Have anchors in social media like Facebook pages and Twitter accounts to get the most from social promotion.
  45. 45. Fast Forward to Today! •  Sympatico.ca Mobile App Launched July 7th on iPhone, Blackberry and Android platforms •  We’re employing the same tactics – Media/Blogger/Storefront outreach, Media campaigns •  Downloads grow quickly which gets you picked up in the stores •  Media Pickup •  Mediacaster •  Media in Canada •  Freshapps •  Mobile Syrup •  Interactive Ontario •  Android in Canada •  BlackBerry Cool •  AndroidPit.com •  AndroidZoom.com •  AppsAffair.com •  LetAndroid.com
  46. 46. Thank-You! David MacPhie Director, Mobile Network Partnerships David.MacPhie@bell.ca (416) 353-8247

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