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Mobile app Madness-App-Promo

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Mobile AppMadness Presentation, Toronto March 31st, presented by App-Promo on how to market and promotion you apps

Mobile AppMadness Presentation, Toronto March 31st, presented by App-Promo on how to market and promotion you apps

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  • [1] Your app is unique, make your marketing plan unique.If I copy what someone else did, it will work.[2] 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.
  • Transcript

    • 1. Mobile App Madness!
      Discovery and Distribution
      How to Promote your Applications!
      Prepared by:
      Gary Yentin
      Laurie Cutts
      March 31st, 2011
    • 2. AGENDA
      • Introduction
      • 3. About App-Promo
      • 4. Mobile Marketing Apps in 7 Steps
      • 5. Sympatico Case Study
      • 6. Conclusion
    • ABOUT APP-PROMO!
    • 7.
      • 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. 
      • 8. Our clients include companies such as BlackBerry, Bell Canada, Intel, Kraft, Kellogg's, Nokia, Miller-Coors, Vitamin Water/Coca Cola and Universal Music.
    • APP DISCOVERY CHALLENGE
    • 9. Key developer challenge is app discovery and market exposure
      More than 50% of developers willing to pay for premium app store placement
    • 10. Monetization is a key challenge for developers.
      1 in 5 developers report poor revenue
    • 11. The three most common channels to market applications are:
      App Stores
      Direct Website
      Commissioned Apps
    • 12. WHEN TO START MARKETING YOUR APPLICATION
    • 13. 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
      Testing
      Submission
      Launch
      Development
    • 14. MARKETING MOBILE APPS IN 7 EASY STEPS
    • 15. 1. CREATE AN UNIQUE
      APP
    • 16.
      • One of the easiest ways to shine in the store is to create a unique app. 
      • 17. Your app will stand out if you are the first app in your category of product or you reinvent an existing category
    • 2. SPEND TIME ON YOUR
      SUBMISSION
    • 18.
      • Provide snappy descriptions that zero in on the key selling points of your app. 
      • 19. Be thoughtful about your messaging and keywords as they will help your app get found.
    • 3. DESIGN A GREAT
      WEBSITE
    • 20.
      • Your app should have its own online and mobile website showing the app in action and communicating its key features and benefits. 
      • 21. Make the website interesting as it will serve as a point of reference, a destination to send users and potential users.
    • 3. MAKE IT SOCIAL
    • 22.
      • Getting people to talk about your app is critical for success.  
      • 23. Make the conversation about your app easy and engaging so people will want to share it on Facebook or Tweet about it. 
      • 24. The more people talk, the more visibility your app will get, which will translate into sales.
    • Facebook Pages
    • 25. Twitter Channels
    • 26. 5. PR IS IMPORTANT
    • 27.
      • Develop a PR campaign for your launch as news stories can create a big spike in downloads.
      • 28. Create a press release that plays to your strengths and highlights amusing or beneficial reasons why people would use your app.  
      • 29. Your app should be easy to write about and provide access to icons, screenshots and videos.
      • Dispense promo codes readily as they are a surefire way to put your app in the hands of the media. 
      • 30. Reach out to relevant consumer and trade publications and invite relevant blogs to give some promo codes away for free in a raffle. 
      • 31. Review blogs and tech websites are an important part of the eco-system, the traffic and buzz they generate are worth pursuing.
    • Blogs/Forums
    • 32. 6. MOBILE ADVERTISING
      WORKS!
    • 33.
      • In-app advertising can be one of the most successful vehicles to drive app-downloads. 
      • 34. If you have a premium app, begin by determining your target cost per acquisition. 
      • 35. 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.   
      • 36. For free apps, you may want to invest in a pay- per-download program.
      • 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. 
      • 37. Targeted ads lead to higher CTRs, more downloads, and more revenue for you. 
      • 38. Review your performance reports, so you can optimize your campaigns in real-time.
    • Mobile Advertising
      WAP to APP (24%)
      APP to APP (35%)
      QR Codes (5%)
      SMS (10%)
      Mobile Search (26%)
    • 39. 7. INVEST IN YOUR
      LAUNCH
    • 40.
      • Marketing and promotion of your app the first few weeks around your launch is critical to build awareness and drive downloads of your app.  
      • 41. When you launch, MAKE IT BIG!
    • YouTube
    • 42. Humans vs. Aliens | Best Android Game 2011 | Best Android Games
    • 43.
      • Send out anemail, text message and hit all social media
      • 44. Launch a mobile advertising campaign targeted to relevant audiences
      • 45. Send out a press release , write up blog posts and inform your network
      • Try to be a featured app in the store
      • 46. Give out promo codes on Twitter and in the blogosphere
      • 47. Run contests and give away prizes related to your app
      • 48. Analytics are key to understanding your users including what features they are using and what messages and channels they are responding to.
    • MARKETING CHECK LIST :
    • With mobile applications, do not fall into the “Build it and they will come” situation.  
      To succeed, you’ll need to put as much effort into marketing as you do into development.
    • 57. Gary Yentin
      Laurie Cutts
      gary@app-promo.com
      laurie@app-promo.com
      416-464-2223 (Toronto)
      617-413-7377 (Boston)
    • 58. David MacPhie
      David.MacPhie@bell.ca
      CASE HISTORY
    • 59. Background
      • In June of 2010, Sympatico.ca wanted to engaged Canadians through the World cup of soccer.
      • 60. 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.
      • 61. We chose to “go social”
    • The Sympatico.ca Fans Soccer App
      • Live chat with other fans
      • 62. Bar finder
      • 63. Vote for favourite team
      • 64. Share photos, videos and comments
      • Real-time results for each game
      • Team rankings
      • 65. Statistics and full schedule for the 2010 World Cup
    • Promotional Plan
      Sympatico developed a promotional plan with App Promo that included:
      • Mobile advertising
      • 66. Major Media outreach
      • 67. Blogosphere outreach
    • Results
      • 70,000 total downloads (47,000 unique, 23,000 updates)
      • 68. Number of Posts in discussions: 25,656
      • 69. Number of images Posted: 1,292
      • 70. Number of Video Posted: 17
       
      Countries where the application was used:
    • 71. What we learned
      • Be sure to check for trademarks in the keywords of the application.
      • 72. Don’t rely solely on device language detection to set language.
      • 73. Time your promotion to get noticed in the App store.
      • 74. Press release sent 3 days before the start of the World Cup
      • 75. Mobile advertising was done the first 2-3 days of the event
      • 76. Alerts are a great way to engage the audience.
      • 77. Have anchors in social media like Facebook pages and Twitter accounts to get the most from social promotion.
    • Thank-You!
      David MacPhie
      Director, Mobile Network Partnerships
      David.MacPhie@bell.ca
      (416) 353-8247

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