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Appvertising - How to Brand and Market Your WebApp
The document discusses the significance of marketing in the web app industry, highlighting key changes in marketing strategies and philosophies over time. It outlines essential marketing concepts such as the 4Ps, 4Cs, and various actionable dos and don'ts for effectively promoting a web application. Additionally, it emphasizes the need for innovation, customer engagement, and the importance of brand identity to achieve success in the competitive web app market.
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Appvertising - How to Brand and Market Your WebApp
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- 2. That’s Me Wolf Becvar @wdbecvar ProductManager @hotgloo #appvert #riaworld Source: Scott Beale /Laughing Squid, laughingsquid.com
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- 5. 12/2008 02/2009 03/2009 04/2009 > Hannes Diploma > Start Development 08/200902/2010 > Go HotGloo! > Beta Launch 08/2009 LAUNCH> Start Communication NOMINEE for Best of RIA 2009 O’Reilly InsideRIA
- 6. This IS NOTabout ...
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- 8. Contents • The importanceof marketing in the webapp business • The game rules of marketing have altered • 23 DOs and DONTs when marketing a webapp
- 10. Why is marketingso damn important?
- 11. Marketing is thehardest part in building a web business.
- 12. n=66 Source: TechCrunch Survey2009 http://bit.ly/90DX0N Average monthly marketing spend 55 % 9 % 17 % 12 % 3 %5 % 0 $0 - $100 $100 - $1.000 $1.000 - $10.000 $10.000 - $50.000 $50.000 - $100.000
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- 18. FEATURES “What it has” 1900 BENEFITS “Whatit does” 1925 EXPERIENCE “What you’ll feel” 1950 IDENTIFICATION “Who you are” 2000 Evolution of Marketing Source: Marty Neumeier, The Brand Gap
- 19. SENDER MESSAGE RECEIVER OldCommunication Model Source: Marty Neumeier, The Brand Gap
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- 21. New Communication Model SENDERMESSAGE RECEIVER Source: Marty Neumeier, The Brand Gap
- 24. Consumers People Product Experience IdentityPersonality Function Identification Communication Dialogue Service Realtionship
- 25. Marketing is theactivity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” - American Marketing Association “
- 26. EVERYTHING IS MARKETING.” - JasonFried, 37Signals “
- 36. EVERYTHING IS MARKETING.” - JasonFried, 37Signals “
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- 38. 4Cs of Marketing C Consumerwants and needs C Cost to satisfy C Convenience to buy C Communication
- 39. 4Cs of Marketing C Consumerwants and needs C Cost to satisfy C Convenience to buy C Communication
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- 42. 4Cs of Marketing C Consumerwants and needs C Cost to satisfy C Convenience to buy C Communication
- 44. • what wouldyou pay? • charge in $ USD • don‘t be innovative • be really boring
- 47. Give something awayfor free!
- 48. 4Cs of Marketing C Consumerwants and needs C Cost to satisfy C Convenience to buy C Communication
- 49. Who are yourcustomers?
- 50. Where do youfit in?
- 51. 4Cs of Marketing C Consumerwants and needs C Cost to satisfy C Convenience to buy C Communication
- 52. MARKETS ARE CONVERSATION.” - 1stThese, Cluetrain Manifesto “
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- 54. A Brand isa person’s gut feeling about a product, service, or company.” Marty Neumeir, Liquid Agency “
- 55. Your LOGO isnot your BRAND!
- 56. Who are you? Whatdo you do? Why does it matter?
- 57. Source: banksy.co.uk/ #3 Don’tignore your BRAND
- 58. The best softwarehas a vision. The best software takes sides. When someone uses software, they’re not just looking for features, they’re looking for an approach. They’re looking for a vision.“ - Jason Fried, 37Signals “
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- 60. • Meaningful • Distinctive •Future-oriented • Modular • Protectable • Positive • Visual
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- 63. If everyone ZIGS,ZAG!” Marty Neumeir, Liquid Agency “
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- 75. #8 Do itlike HOLLYWOOD
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- 78. #10 Choose yourweapons of choice
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- 80. • Research • Identify •Listen • Learn • Act • React
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- 84. #13 Beta orNOT?
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- 91.
- 93. “Working with HotGloo hasbeen a dream come true.” Mark Unger / Director of Interactive/Partner of Push.
- 94. • Compiled List http://hubpages.com/hub/Promote_your_Webapp •TechCrunch http://www.crunchbase.com/ • WebAppers http://www.webappers.com/ #12 Promote your Webapp
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- 98. Set up aWorkshop
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- 109. It takes monthsto find a customer but seconds to lose one.” “
- 113. Listen to yourcustomers, but then ignore them. Remember your vision.” - Jason from Mint.com “
- 114. If you screwup, tell! Source: banksy.co.uk/
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- 116. www.hotgloo.com Referring Sites Feb 14,2010 - Oct 31, 2010 Comparing to: Site 0 1,000 2,000 0 1,000 2,000 Feb 15 Mar 10 Apr 2 Apr 25 May 18 Jun 10 Jul 3 Jul 26 Aug 18 Sep 10 Oct 3 Oct 26 Visits Referring sites sent 69,914 visits via 1,730 sources Site Usage Visits 69,914 % of Site Total: 35.13% Pages/Visit 2.72 Site Avg: 3.01 (-9.38%) Avg. Time on Site 00:02:35 Site Avg: 00:02:54 (-11.07%) % New Visits 63.91% Site Avg: 47.09% (35.73%) Bounce Rate 49.15% Site Avg: 48.55% (1.25%) Source Visits Pages/Visit Avg. Time on Site % New Visits Bounce Rate garmahis.com 5,864 3.01 00:02:45 72.63% 38.78% webdesignledger.com 4,861 2.27 00:02:14 78.40% 48.10% c2.com 4,751 2.64 00:02:26 80.78% 44.54% speckyboy.com 4,689 3.05 00:02:37 77.27% 35.40% hotgloo.com 3,476 1.53 00:01:35 53.54% 78.08% thenetawards.com 2,476 1.78 00:01:17 85.10% 67.45% swiss-miss.com 2,326 2.36 00:01:45 64.88% 58.25% smashingmagazine.com 2,292 3.11 00:03:10 70.03% 39.18% twitter.com 1,872 2.07 00:01:23 47.01% 65.76%
- 118. • CPA • ARPU •Churn • LVT Cost Per Acquisition Average Revenue Per User Churn % Lifetime Value Per Customer
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- 123. #Don’t give up! Source:banksy.co.uk/
- 124. Wolf Becvar wolf@hotgloo.com HotGloo Celsiusweg 15 22761Hamburg Germany www.hotgloo.com Tweet @wdbecvar Link www.xing.com/profile/WolfDieter_Becvar www.linkedin.com/in/wdbecvar THANK YOU!
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- 126. • Venture Hacks- http://venturehacks.com/ • A Smart Bear - http://blog.asmartbear.com/ • WebAppers - http://www.webappers.com/ • TechCrunch - http://techcrunch.com/ • Smashing Magazine - http://www.smashingmagazine.com/ • Inspired Magazine - http://www.inspiredm.com/ • UX Booth - http://www.uxbooth.com/ • Signal Vs. Noise - http://37signals.com/svn • Mashable - http://mashable.com/ • Think Vitamin - http://thinkvitamin.com/ Blogroll
- 127. • Getting Real!,37 Signals http://bit.ly/akgT4U • 10 Golden Principles of Successful Webapps, Fred Wilson, http://bit.ly/ddS8DL • How to promote your Webapp, Kevin Rose, http://bit.ly/andFnv • Grasshopper 5000 Case Study, http://bit.ly/cRbIsA • Don’t just roll the dice, Neil Davidson, http://bit.ly/ddsSP9 • SaaS Revenue Modeling, http://bit.ly/aRvNoI Inspiration
- 128. Image/Video Credits • http://www.flickr.com/photos/arkfinder/2526216546/ •http://www.banksy.co.uk/ • http://www.laughingsquid.com • http://www.neutronllc.com/ • http://www.flickr.com/photos/tripwolf/2725540652/ • http://www.flickr.com/photos/maxvoltar/3148397005/ • http://www.flickr.com/photos/briansolis/2735401175/ • http://www.flickr.com/photos/stabilo-boss/ • http://grasshopper.com/5000 • http://www.flickr.com/photos/myklroventine/2372327933/ • http://www.youtube.com/watch?v=hqQ1ROREP24 • http://www.youtube.com/watch?v=RWyr8SOh4dk • http://www.youtube.com/watch?v=pUOfMI8SY1c