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Driving app discovery using
PR, events and marketing
RENATE NYBORG
GLOBAL DIRECTOR OF MOBILE
11 July 2013
Hello! 
I’m @renate on Twitter
Tweet me!
I’m @renate
4 Tips
CRAFT YOUR STORY
DRIVE PRESS COVERAGE
CREATE EXPERIENCES
LEAVE BREADCRUMBS
What is your story?
Why will people care?
Why is it beautiful, fun or useful?
What experience can you change?
How will people tell friends in 1 sentence?
Tweet me!
I’m @renate
How to get media
coverage
Getting the media’s
attention
•  Target the journalist, not the publication. Research
who writes about apps and who has written about
apps similar to yours
•  Get introduced by someone that knows the journalist
•  Twitter can be a good place to engage journalists
•  If a journalist doesn’t reply, don’t send them another
3 emails in a week. It can be frustrating but the
journalist is probably busy and this is not a priority
•  If you have a direct email for a writer or editor, also
copy in the publications tips line e.g.
tips@techcrunch.com. If the journalist is busy then
someone may be able to pick it up
7
What do I send them?
•  Description, key features and USPs
•  Explain what your app does and why it is different form the
competition, but don’t oversell… “Revolutionary” is always bad
•  YouTube video
•  Great to see an app in motion, especially important for games or
kids’ apps where the graphics are the thing that appeals/turns off
•  Screenshots
•  If your screenshots have layered text, also provide the raw
screenshots
•  Promo code (if paid app)
8
CHOOSE YOUR ASSETS WISELY
Are you a start up?
•  Who are the founders and what is their background?
•  What is your funding?
•  How much traction do you have?
•  Offer real numbers i.e. monthly/daily active users, not
downloads or registered users
•  What are the key differentiators between you and
other players?
•  Describe the genesis of your project?
•  Describe the project in your own words?
9
HOW TO GET TECHCRUNCH’S ATTENTION
Create an experience
LAUNCH EVENT
Create a conversation about why this app is
unique and different
CNN: It’s not an app… It’s the future of news
12
LAUNCH EVENT AT FRONTLINE CLUB
DEBATE ON CITIZEN JOURNALISM CHAIRED BY WIRED
SHOT TO #1 IN NEWS ON THE UK APP STORE
CONFERENCES & EVENTS
Enhance their experience of the event
EXPERIENTIAL
Angry Birds live has 18
million YouTube views
Leave
breadcrumbs
Consider where you already
connect with customers – social
media, in store, via email?
Gourmet Burger Kitchen
Loyalty app for iOS, Android, BlackBerry and Windows 7
2 UK App Store position within Food & Drinks, ahead of
Pizza Express, McDonalds and Jamie Oliver
25,000 App Downloads within 1 month
63,000,000 Media Impressions including coverage in the
Guardian’s Technology section
Website and email
18
Social media
19
In-store
•  “Table talkers”
•  Printed posters
•  Flyers with QR codes
QR codes? Really?
•  There was captive moment of
15 minutes when the consumer
was waiting for their food to
arrive
•  Result was 60% of downloads
within first 6 weeks coming
from QR codes
20
OFFLINE IS VERY POWERFUL
Driving discovery using PR, events and marketing
•  Help journalists help you
•  Craft your story– tie it in to a wider business narrative or industry change
•  Be selective – focus on ones that will champion your story
•  Provide the right assets – YouTube video, USP’s, raw screenshots, promo code
•  Tell a story
•  Create a conversation about the apps’ unique features – for instance with a launch event
•  Create an experience of the app – through experiential marketing, or at industry events
•  Leave breadcrumbs
•  Sign post the app in existing channels – in store, website, email, social media
•  Offline / in-store marketing can be the most powerful way to drive downloads!
Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).
Renate Nyborg
Global Director of Mobile
renate.nyborg@edelman.com
THANK YOU

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How to Market Your App using PR

  • 1. Driving app discovery using PR, events and marketing RENATE NYBORG GLOBAL DIRECTOR OF MOBILE 11 July 2013
  • 2. Hello!  I’m @renate on Twitter Tweet me! I’m @renate
  • 3. 4 Tips CRAFT YOUR STORY DRIVE PRESS COVERAGE CREATE EXPERIENCES LEAVE BREADCRUMBS
  • 4. What is your story?
  • 5. Why will people care? Why is it beautiful, fun or useful? What experience can you change? How will people tell friends in 1 sentence? Tweet me! I’m @renate
  • 6. How to get media coverage
  • 7. Getting the media’s attention •  Target the journalist, not the publication. Research who writes about apps and who has written about apps similar to yours •  Get introduced by someone that knows the journalist •  Twitter can be a good place to engage journalists •  If a journalist doesn’t reply, don’t send them another 3 emails in a week. It can be frustrating but the journalist is probably busy and this is not a priority •  If you have a direct email for a writer or editor, also copy in the publications tips line e.g. tips@techcrunch.com. If the journalist is busy then someone may be able to pick it up 7
  • 8. What do I send them? •  Description, key features and USPs •  Explain what your app does and why it is different form the competition, but don’t oversell… “Revolutionary” is always bad •  YouTube video •  Great to see an app in motion, especially important for games or kids’ apps where the graphics are the thing that appeals/turns off •  Screenshots •  If your screenshots have layered text, also provide the raw screenshots •  Promo code (if paid app) 8 CHOOSE YOUR ASSETS WISELY
  • 9. Are you a start up? •  Who are the founders and what is their background? •  What is your funding? •  How much traction do you have? •  Offer real numbers i.e. monthly/daily active users, not downloads or registered users •  What are the key differentiators between you and other players? •  Describe the genesis of your project? •  Describe the project in your own words? 9 HOW TO GET TECHCRUNCH’S ATTENTION
  • 11. LAUNCH EVENT Create a conversation about why this app is unique and different
  • 12. CNN: It’s not an app… It’s the future of news 12 LAUNCH EVENT AT FRONTLINE CLUB DEBATE ON CITIZEN JOURNALISM CHAIRED BY WIRED SHOT TO #1 IN NEWS ON THE UK APP STORE
  • 13. CONFERENCES & EVENTS Enhance their experience of the event
  • 14. EXPERIENTIAL Angry Birds live has 18 million YouTube views
  • 16. Consider where you already connect with customers – social media, in store, via email?
  • 17. Gourmet Burger Kitchen Loyalty app for iOS, Android, BlackBerry and Windows 7 2 UK App Store position within Food & Drinks, ahead of Pizza Express, McDonalds and Jamie Oliver 25,000 App Downloads within 1 month 63,000,000 Media Impressions including coverage in the Guardian’s Technology section
  • 20. In-store •  “Table talkers” •  Printed posters •  Flyers with QR codes QR codes? Really? •  There was captive moment of 15 minutes when the consumer was waiting for their food to arrive •  Result was 60% of downloads within first 6 weeks coming from QR codes 20 OFFLINE IS VERY POWERFUL
  • 21. Driving discovery using PR, events and marketing •  Help journalists help you •  Craft your story– tie it in to a wider business narrative or industry change •  Be selective – focus on ones that will champion your story •  Provide the right assets – YouTube video, USP’s, raw screenshots, promo code •  Tell a story •  Create a conversation about the apps’ unique features – for instance with a launch event •  Create an experience of the app – through experiential marketing, or at industry events •  Leave breadcrumbs •  Sign post the app in existing channels – in store, website, email, social media •  Offline / in-store marketing can be the most powerful way to drive downloads!
  • 22. Copyright ©2013 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”). Renate Nyborg Global Director of Mobile renate.nyborg@edelman.com THANK YOU