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How to Market Your App using PR
Renate Nyborg discusses strategies for driving app discovery through PR, events, and marketing. Key points include crafting a compelling story, targeting journalists, and utilizing various media assets to engage the audience. The document highlights the significance of offline marketing and experiential events in enhancing app visibility and driving downloads.
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How to Market Your App using PR
- 1. Driving app discoveryusing PR, events and marketing RENATE NYBORG GLOBAL DIRECTOR OF MOBILE 11 July 2013
- 2. Hello! I’m @renateon Twitter Tweet me! I’m @renate
- 3. 4 Tips CRAFT YOURSTORY DRIVE PRESS COVERAGE CREATE EXPERIENCES LEAVE BREADCRUMBS
- 4. What is yourstory?
- 5. Why will peoplecare? 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 getmedia 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 Isend 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 astart 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
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- 11. LAUNCH EVENT Create aconversation about why this app is unique and different
- 12. CNN: It’s notan 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 Enhancetheir experience of the event
- 14. EXPERIENTIAL Angry Birds livehas 18 million YouTube views
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- 16. Consider where youalready connect with customers – social media, in store, via email?
- 17. Gourmet Burger Kitchen Loyaltyapp 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
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- 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 usingPR, 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 DanielJ. 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