App Marketing 101

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Presentation given to iPhone LA Developers Group on 10/26/2010

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App Marketing 101

  1. 1. iPhone Dev LA 10.26.2010 The Basics of Marketing Your App
  2. 2. CURRENT LANDSCAPE ACTIVE APPS IN THE APP STORE Total Active Apps: 282,979 Active Publishers: 58,044 COUNT OF APPLICATION SUBMISSIONS This Month (Games): 2,161 (83/day) This Month (Non-Games): 14.844 (571/day) MOST POPULAR CATEGORIES 1. Books – 49,018 active 2. Games – 40,627 active 3. Entertainment – 31,382 active 4. Education – 22,167 active 5. Lifestyle – 18.701 active Source: 148apps.biz 10/26/10
  3. 3. BEFORE YOU SUBMIT TO THE APP STORE
  4. 4. KNOW THY APP  Why did you make this app?  Who is your audience?  Are there other apps in the store just like yours?  What makes your app unique? “We don’t need anymore Fart apps. If your app doesn’t do something useful or provide some sort of lasting entertainment, it may not be accepted.”
  5. 5. KNOW THY APP CATEGORY & PRICING Productivity
  6. 6. MARKETING MATERIALS 1. Icon 2. App Description 3. Keywords 4. Screenshots 5. Video Trailer 6. Website
  7. 7. Your app icon sets the tone for your app. You want consumers to look at the 57x57 image and instantly know what your app is about or whom your app is for. MARKETING MATERIALS - ICON All of the above icons are easy to distinguish. The icons below don’t tell me anything.
  8. 8. MARKETING MATERIALS – APP DESCRIPTION  Put the most important aspect of your app in the first sentence  Don’t overdo it  Localize for language  Pull quotes or user reviews  Highlight what makes your app different and/or better than the competition
  9. 9. MARKETING MATERIALS – KEYWORDS 100 CHARACTER LIMIT  Don’t Use Spaces  Don’t duplicate – take out title of app and your company name  No duplicate words or phrases  Weight Loss and Wight Tracker  Just us “Weight, Loss, Tracker”  No competitor app names  No copyright And of course there is always an exception to the rule..
  10. 10. MARKETING MATERIALS - SCREENSHOTS Think beyond an actual screenshot!
  11. 11. MARKETING MATERIALS - SCREENSHOTS
  12. 12. MARKETING MATERIALS - SCREENSHOTS
  13. 13. MARKETING MATERIALS - SCREENSHOTS VIDEO TRAILER  Create a short (No longer than :90 seconds) video showing how your app works  Be Creative!  Examples to check out when you get home:  You Tube:  Bolt Creative  SMULE  Tapulous  Digital Chocolate
  14. 14. Website Put video, link to app, and all other important info right on the homepage of your site
  15. 15. WEBSITE
  16. 16. BEFORE YOU SUBMIT TO THE STORE THINK AHEAD  Insert Code into your app NOW  Analytics  FLURRY  Request Users to Review  Apperator  Chomp  Run Media?  AdMob  Flurry App Circle  TapJoy
  17. 17. PR STRATEGY
  18. 18. PR STRATEGY Determine your INFLUENCERS!  App Reviewers  148Apps  SlideToPlay  Appolicious  TUAW  AppAdvice  100s of sites/bloggers…..  Targeted Press That Reaches Your User  Parenting  Business  Gaming  Tech  Sports
  19. 19. PR STRATEGY  Press Release  Pitch Email  Press Kit  Photos  Link to Trailer  Link to Website DOWNLOAD CODES  Every time a new version of your app is approved, you get 50 download codes  Each code only works for 30 days  Only pull codes when you need them – or 10 at a time  Don’t randomly send them out, have bloggers ask you for them  Do give-aways with popular sites, ie SlapApp.com
  20. 20. PR STRATEGY PR IS NOT A ONE TIME EVENT YOU NEED TO BE CONTINUALLY PITCHING YOUR APP
  21. 21. PR STRATEGY PR ALONE IS NOT ENOUGH ANYMORE
  22. 22. BURST STRATEGY
  23. 23. CLIMBING UP THE CHARTS PAID MEDIA 1. Pay Per Install 2. In-App Advertising: Banner Ads/Text Ads 3. Top 25 4. Online Banners 5. Going Free!
  24. 24. CLIMBING UP THE CHARTS Pay Per Install Campaigns Minimum = $0.50 per install or higher Typical Ad Campaign you would see CPA at $2.00 PROS: Lots of Downloads CONS: Might not get a lot of actual users
  25. 25. CLIMBING UP THE CHARTS In-App Advertising Text & Tile Ad Banner Ad CPC = $0.15 CPA = $2.00
  26. 26. CLIMBING UP THE CHARTS PROS: Slingshot your app into the top of your category and TOP CONS: Only good for FREE apps. TOP 25
  27. 27. CLIMBING UP THE CHARTS Online Banners Best for Awareness
  28. 28. CLIMBING UP THE CHARTS Going Free  Free App A Day  OpenFeint Great for Paid Apps
  29. 29. SOCIAL MARKETING
  30. 30. SOCIAL MARKETING
  31. 31. NOW WHAT?
  32. 32. NOW WHAT? Listen to your users Play with the pricing Update the app often Change your icon Update your description Keep pitching to press! Don’t give up
  33. 33. LIZ@APPENCY.COM THANK YOU!

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