A basic understanding of mobile apps - what they are, how big the marketplace is, what the rate of adoption is, what are financial literacy apps, why your organization may want one, and a sample marketing plan if you decide to build an app for your organization. Jenni Brand, Bastille Marketing jenni@bastillemarketing.com 202-714-0071

1. Financial
Literacy
in
a
Mobile
World:
Apportuni4es
Abound
Jenni
Brand
Chief
Strategist
Bas4lle
Marke4ng
September
30,
2014

2. What
We’ll
Cover
Today
! What
are
Apps,
Really?
! Do
Enough
People
Rely
on
Mobile
Phone/Tablets?
! What
Apps
are
People
Using
(Besides
Facebook)?
! Who
Is
Using
All
Those
Apps
Anyway?
! Types
of
Popular
Financial
Apps
! The
Strategy
&
Marke4ng
Of
An
App
! Entry
into
the
App
Market
–
Is
It
For
You?
! App
Audience:
Who
Should
You
Target?
! How
to
Successfully
Promote
Your
App
(or
How
Social
Media
Can
Drive
Awareness
(and
Usage!)
of
Your
App
! Bonus
Material

3. What
are
Apps,
Really?
! According
to
Google:
! Na4ve
(or
Mobile)
Apps
v.
Web
Apps?
! Na4ve/Mobile
–
Built
for
the
Device
&
Resides
on
the
Device
(Plays
nicely
with
it)
! Web
App
–
Built
for
the
Web
&
Runs
on
the
Mobile
Browser

4. Do
Enough
People
Rely
on
Mobile
Phone/Tablets?

5. Who
Is
Using
All
Those
Apps
Anyway?

6. What
Apps
are
People
Using
(Besides
Facebook)?
According
to
ComScore:
79%
of
SmartPhone
Users
(US)
access
apps
26
days
out
of
every
month

7. Mobile
Opportunity
for
Financial
Apps
! Entrepreneur
Magazine
es4mates
that
by
2017,
the
App
Market
will
be
a
$77BILLION
Industry
! According
to
mPay:
! 60-­‐100Million
Un-­‐
or
Under-­‐banked
people
in
the
US
! Un-­‐Banked
and
Under-­‐Banked
HAVE
CELL
PHONES
Represents
a
$2BILLION
Mobile
Opportunity

8. Types
of
Popular
Financial
Apps
! Banking
Ins4tu4ons
! Checking/Savings;
Mobile
Deposits;
Account
Management
! BillPay;
Mobile
Payments
! PayPal;
Google
Wallet
! Investments/Stocks/News
! Yahoo
Stocks;
iPhone
Na4ve
Stock
App;
LikeFolio
! Shopping;
Purchasing
! Amazon,
eBay,
iTunes
! Rewards;
Discounts/Coupons
! Wallaby,
Larky;
RetailMeNot
! Budge4ng
! Mint,
Budgt,
Spendee,
LevelMoney
! Literacy/Educa4on
(Gaming)
! Tools
&
Calculators
! Business/Travel
! Expensify
! Re4rement

9. The
Strategy
&
Marke4ng
Of
An
App:
Entry
in
the
App
Market
–
Is
It
For
You?
Ques4ons
&
Considera4ons:
! Do
you
have
the
BUDGET?
! Build
It,
Test
It,
Launch
It,
Performance
Daily
Maintenance,
Deliver
Regular
Updates,
Track
Performance,
and
Re-­‐launch
It
as
Technology
Changes?
! Where
(Which
Marketplaces)
Will
You
Release
It?
! iTunes,
Google
Play,
Amazon
App
Marketplace,
Blackberry
! What
Is
the
App’s
Future?
! Do
You
Have
a
Plan
for
Its
Sunset?
! Have
You
Researched
Compe4tors?
! Is
There
An
Exis4ng
App
That
Achieves
Your
Goals
–
That
You
Could
Partner
With/Promote?

10. The
Strategy
&
Marke4ng
Of
An
App:
App
Audience:
Who
Should
You
Target?
Ques4ons
&
Considera4ons:
! Know
Your
Exis4ng
Audience
(&
Involve
Them)
! Survey
them
on
Mobile
App
Usage;
Ask
Them
What
They
Want;
Release
it
to
Them
First…)
! Know
the
Mobile
App
Market
&
The
Rates
of
Adop4on
! While
your
target
today
many
not
be
school-­‐age
kids,
they
will
be
your
target
soon
–
consider
including
them
in
your
decision
making
process
for
the
longevity
of
the
app
! Consider
HOW
Each
User
Audience
Uses
Technology
and
Their
Comfort
Level
With
It
! KISS:
Keep
It
Simple,
Stupid….
! Design
for
Your
Users
–
Yes,
But
Design
for
Users
Who
Don’t
Yet
Know
You
–
What’s
In
It
for
Them?

11. The
Strategy
&
Marke4ng
Of
An
App:
Leveraging
Social
Media
for
App
Awareness
! Be
Specific
And
Strategic
in
Selec4ng
What
Plaiorms
to
Engage
In
! Do
You
Already
Have
A
Community
(audience)
Within
that
Site?
! How
Will
You
Engage
With
Your
Community?
! What
Will
The
SPECIFIC
Message
Be
for
that
UNIQUE
Audience
! Launch/Promo4on;
How-­‐To;
Customer
Service;
Reviews
&
Feedback

12. The
Strategy
&
Marke4ng
Of
An
App:
Leveraging
Social
Media
for
App
Awareness
General
App
Launch
Ideas
for
Social
Media
Plaiorms:
! Facebook:
Contest
&
Adver4sing
! Twijer:
Tweet
Reviews
and
Feedback
from
Other
Sites
! YouTube:
How-­‐To
Videos;
Q&A
Videos
on
Most
Frequently
Asked
Ques4ons
! Pinterest:
Screen-­‐shots;
News
Coverage;
How-­‐To
Docs
! Instagram:
Screen-­‐shots;
Contest
! Tech
Communi4es:
Pre-­‐Release
Tes4ng;
Reviews
! Blogs/Bloggers:
Contests/Giveaways
(Giveaway
a
SmartPhone
with
Your
App
Pre-­‐loaded)

13. Bonus
Material

14. The
Strategy
&
Marke4ng
Of
An
App:
“If
you
build
it,
it
they
will
come…”
This
is
no
Field
of
Dreams
–
You
NEED
to
tell
EVERYONE
about
your
app
Have
a
SOLID
plan
for
your
app,
including:
! Pre-­‐planning
the
app
! What
are
your
goals
for
the
app?
Do
they
align
with
the
target
audience’s
goals?
! Who
is
the
target
audience?
Are
you
sure…?
! What
else
is
out
there
–
how
is
your
app
bejer/different?
! What
are
your
compe4tors
doing?
Are
you
filling
a
need
or
jumping
into
an
already
crowded
pool?
! What
is
the
lifecycle
of
the
app?
! How
do
you
plan
to
sunset
the
app
and
when?
! Are
you
going
to
charge
for
the
app?

15. The
Strategy
&
Marke4ng
Of
An
App:
! Building
the
app
! Are
you
building
the
app
yourself
with
a
DIY
op4on
or
are
you
hiring
a
contractor?
! Have
you
budgeted
enough
to
cover
tes4ng
and
unforeseen
issues?
! Have
you
planned
for
tes4ng,
tes4ng,
and
more
tes4ng…
what
about
a
limited
release
to
beta-­‐testers?
! How
complex
do
you
want
your
app
to
be?
Is
that
necessary?
! DON’T
FORGET
TO
SUBMIT
THE
APP
TO
THE
iTunes
App
Store
–
approval
is
not
automa4c!
! Marke@ng
the
App
! Do
you
have
a
solid
marke4ng
plan
to
support
the
roll-­‐out
of
the
app?
! Is
there
a
strategy
behind
the
plan
or
is
it
just
promo4onal
efforts?
! Have
you
allocated
enough
dollars
for
the
marke4ng
ini4a4ves?
! How
does
the
marke4ng
of
this
app
fit
within
the
overall
marke4ng
plan
for
the
organiza4on?
! How
will
you
market
it
at
various
intervals
in
its
lifecycle?
! New
Feature
Upgrades
&
Roll-­‐Outs
(Timing/Schedule)

16. The
Strategy
&
Marke4ng
Of
An
App:
How
Will
Your
App
Be
Perceived
(in
real-­‐life)?
Answer
The
Following
QuesBons
BEFORE
You
Build
the
App:
! What
Is
It?
! This
should
be
a
1-­‐2
short
sentence
explana4on
–
a
10
second
or
less
elevator
pitch.
! What
is
it
–
is
NOT
about
you!
The
what
should
not
include
your
company’s
name,
goal,
mission
or
marke4ng
slogans…
! Who
Should
Use
It?
! Why
Should
They
Use
It?
! WIIFM
–
What’s
In
It
For
Them?
How
does
it
make
their
life
easier,
bejer…
! When
Should
They
Use
It?
! How
Should
They
Use
It?
! Why
Should
They
Tell
Someone
Else
About
It?

17. The
Strategy
&
Marke4ng
Of
An
App:
Once
You’ve
Nailed
Down
the
Message…
What
Are
the
Nuts
&
Bolts
of
Marke4ng
the
App?
! Website
! Feature
the
App
Descrip4on/Announcement
Prominently
on
Your
Website
with
a
Link
to
the
iTunes
App
Store/Android
Marketplace
! Email
Newslejers/Print
Mailings
! Inserts
in
unrelated
mailings
! Invoices,
Quarterly
Statements,
Lobbying
Updates,
etc
! Email
Signatures
&
Voicemail
! Press
Release
&
Tradi4onal
Media
Outreach

18. The
Strategy
&
Marke4ng
Of
An
App:
Social
Media
For
App
Awareness
! Social
Media
Release
&
Online
Outreach
! Industry
AND
Audience
Bloggers
! Don’t
target
everyone
&
anyone
–
be
strategic
about
who
you
market
to
with
which
message
! Offer
exclusive
content
! Release
it
strategically
online
BEFORE
the
tradi4onal
media
gets
it
! Rather
than
announcing
the
app
is
going
to
be
on
their
blog
in
your
social
media
outlets
–
LINK
to
their
blog
post
about
it…
Idea:
Know
a
blogger
with
a
huge
following
among
your
key
audience?
• Let
them
try
a
pre-­‐release
of
the
app
and
write
an
honest
review
• Let
them
be
the
ONLY
place
people
can
download
it
for
one
week
before
it
goes
live
in
the
App
Store
• Or
give
it
away
FREE
on
their
site
only
for
a
limited
4me

19. The
Strategy
&
Marke4ng
Of
An
App:
Social
Media
For
App
Awareness
(cont’d)
! Use
a
Plaiorm
Manager
Like
HootSuite
! Monitor
Before,
During,
Aoer
! Preload
Your
Messaging
! Frees
your
4me
to
respond/converse
authen4cally
! Use
the
sta4s4cs
to
analyze
the
effec4veness
of
your
messaging
! Adjust
if
necessary!
! Coordinate
Your
Social
Media
Ini4a4ves
! Make
sure
you
know
which
hand
is
doing
what
! Each
plaiorm
should
SUPPORT
the
others,
not
override
or
ignore
! Have
a
defini4ve
day-­‐by-­‐day
plan
! Which
plaiorm
(and
why
there!)
on
what
day(s)
! Customized
messaging
! Based
on
the
unique
characteris4cs
of
each
plaiorm
! Determine
which
social
media
sites
make
the
most
sense
! You
do
not
need
to
use
ALL
of
your
social
media
sites
–
be
strategic

20. The
Strategy
&
Marke4ng
Of
An
App:
Social
Media
For
App
Awareness
(cont’d)
TALK
(2-­‐way
engaged
conversa4on)
With
Your
Audience
About
The
App
! ASK
them
about
it:
! What
do
they
like?
What
do
they
not
like?
! What
else
could
you
add
to
it?
! Would
they
recommend
it
to
a
friend?
! LISTEN
to
what
they
are
telling
you
and
respond
accordingly
–
highlight
some
great
feedback
in
your
posts.
! SAY
THANK
YOU!
And
mean
it.
! Does
your
audience
want
a
change?
Make
it
and
TELL
them
you
did!
! Can’t
change
something?
Tell
them
you
HEARD
them.
! Did
you
screw
something
up?
SAY
YOU
MADE
A
MISTAKE…
! INVITE
them
to
tell
their
friends
–
and
make
it
easy
for
them…
! REQUEST
that
they
“Rate”
the
app
in
the
App
Store
or
Marketplace

21. Produc4vity
Apps
That
Rock!
Want
a
Lijle
More
Free
Time
in
Your
Day?
Check
out
these
Awesome
Apps
! Evernote
–
Your
Brain…On
Your
Phone
! HomeRou@ne
–
For
the
List
Maker
Junkies
! LucyPhone
–
Hate
Wai4ng
on
Hold
with
Big
Companies?
! Readability
–
Make
Mobile
Web
Browsing
Easy
to
Read!
! Slice
–
Mail
Order
Manager
Extraordinaire
! HoursTracker
–
When
Every
Minute
is
Billable
! Doodle
–
Scheduling
Mee4ngs
Made
Easy
! HootSuite
–
Manage
Mul4ple
Social
Media
Sites
at
One-­‐Time

22. References
&
Resources
! About.com/Mobile
Devices:
! hjp://mobiledevices.about.com/od/addi4onalresources/a/Na4ve-­‐Apps-­‐Vs-­‐
Web-­‐Apps-­‐Which-­‐Is-­‐The-­‐Bejer-­‐Choice.htm
! CNBC
–
Best
Financial
Apps
of
2014:
! hjp://www.cnbc.com/id/101312753
! CNN
–
15
Best
Financial
Sites:
! hjp://money.cnn.com/gallery/pf/2013/12/11/best-­‐financial-­‐apps/index.html
! LifeHacker
–
5
Best
Personal
Finance
Apps:
! hjp://lifehacker.com/5828438/five-­‐best-­‐desktop-­‐personal-­‐finance-­‐tools
! Entrepreneur
Magazine:
App
Market
$77B
by
2017
! hjps://smallbusiness.yahoo.com/advisor/2017-­‐app-­‐market-­‐77-­‐billion-­‐industry-­‐
infographic-­‐161200481.html
! Entrepreneur
Magazine:
5
Strategies
to
Get
Your
Users
to
Market
Your
Mobile
App
for
You
! hjp://www.entrepreneur.com/ar4cle/236477

23. Ques4ons?

24. Thank
You!
Jenni
Brand
jenni@Bas4lleMarke4ng.com
202/714-­‐0071