Your app is unique, make your marketing plan unique.If I copy what someone else did, it will work. Think about marketing when creating the app. Features are important to engage and acquire users. Retention is as important as acquisition.What’s unique about your iPhone app? List all the features, graphics, sounds, functions that are unique to your app. This list will help you develop a marketing message for your app and keep you focused during app development. Who is your target audience? Who will buy your app and who do you really want to sell to? Are you focused on the teenage market? Do you have a business app geared to a specific type of profession? Understanding your audience will help you develop a targeted marketing plan. Who are your competitors? Are you going up against a large game developer or a business program? Knowing your competitors will help you define strategies to compete against the big boys.
Mobile app Madness-App-Promo
Mobile App Madness!<br />Discovery and Distribution<br />How to Promote your Applications!<br />Prepared by:<br />Gary Yentin<br />Laurie Cutts<br />March 31st, 2011<br />
<ul><li>App~Promo is a full service marketing, advertising and PR agency specializing in the promotion of mobile apps. </li></ul> (Apple, Blackberry, Android, Nokia and Windows)<br /><ul><li>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, Kellogg's, Nokia, Miller-Coors, Vitamin Water/Coca Cola and Universal Music. </li></li></ul><li>APP DISCOVERY CHALLENGE<br />
Key developer challenge is app discovery and market exposure<br />More than 50% of developers willing to pay for premium app store placement<br />
Monetization is a key challenge for developers.<br />1 in 5 developers report poor revenue<br />
The three most common channels to market applications are:<br />App Stores<br />Direct Website<br />Commissioned Apps<br />
WHEN TO START MARKETING YOUR APPLICATION<br />
Think About Marketing In The Development Cycle.<br />What’s unique about your app?<br />Who is your target audience?<br />Who are your competitors?<br />What budget will you allocate to Marketing?<br />Start Marketing Early.<br />Planning<br />Testing<br />Submission<br />Launch<br />Development<br />
<ul><li>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.</li></li></ul><li><ul><li>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.</li></li></ul><li>Blogs/Forums<br />
<ul><li>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.</li></li></ul><li><ul><li>Choose an ad network that allows you to target by keyword, context, demographics, mobile handset, mobile carrier location and publisher.</li></ul> <br /><ul><li>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.</li></li></ul><li>Mobile Advertising<br />WAP to APP (24%)<br />APP to APP (35%)<br />QR Codes (5%)<br />SMS (10%)<br />Mobile Search (26%)<br />
<ul><li>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!</li></li></ul><li>YouTube<br />
Humans vs. Aliens | Best Android Game 2011 | Best Android Games<br />
<ul><li>Send out anemail, 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</li></li></ul><li><ul><li>Try to be a featured app in the store
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.</li></li></ul><li>MARKETING CHECK LIST :<br /><ul><li>Viral
Analytics</li></li></ul><li>With mobile applications, do not fall into the “Build it and they will come” situation. <br />To succeed, you’ll need to put as much effort into marketing as you do into development.<br />
Number of Video Posted: 17</li></ul> <br />Countries where the application was used: <br />
What we learned<br /><ul><li>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. </li></li></ul><li>Thank-You!<br />David MacPhie<br />Director, Mobile Network Partnerships<br />David.MacPhie@bell.ca<br />(416) 353-8247<br />