These slides were used during the "Mobile Games Marketing" series of free webinars, held by Zenna Apps. To take part in the next series of free webinars, dedicated to mobile games marketing and global user acquisition, contact ksenia@zennaapps.com. http://zennaapps.com/

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9 CIRCLES OF HELL
Warning! Brings installs!
PR:
Webinar #6

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1 Circle: planning
2 Circle: press-release writing
3 Circle: distribution
4 Circle: back to the planning
5 Circle: to be or not to be?
6 Circle: tiny gifts
7 Circle: Twitter, Facebook, Linkedin…
8 Circle: published!
9 Circle: estimating results

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PR is a planned long term effort aimed to establish and
maintain friendly relations and mutual understanding
between the project and the public.
Publications Events
News
Community
Identity Media
Lobby
Social Investments
We need
PENCILS!

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1CIRCLE.
Planning
If you are thinking about PR campaign consider
your goals in the first place.
1. Terms: 3-4 weeks before the release.
2. Announcement, information about the
release, post-release PR.
Agency In-house PR

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1CIRCLE.
Planning
1. Goals, KPIs.
2. Detailed media analysis -> your message list.
3. Strategy, media planning.
4. Collection of the nesessary contacts.
5. Press-kit development.
6. Press-kit distribution.
7. Publications provision.
8. Commenting.
9. Your shares, your teams shares, friends shares,
bloggers shares, shares shares...

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2CIRCLE.
Press-kit development
1. Press-release:
• main messages and product benefits;
• key differences and advantages of the product;
• main features;
• main use cases;
• warning! Mistakes, typos...
• company description - up to 3 sentences;
• contacts.
2. Assets:
• sreenshots of the game;
• video which will impress within 10 seconds.
While working in social networks with opinion leaders get ready to
prepare the whole article by yourself. Just a press-release won’t be
enough.

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3CIRCLE.
Distribution
1. Segment: Tier 1, Tier 2 etc.
2. Twitter, Facebook, LinkedIn.
3. Use Mailchimp, Sunscriber etc.
4. Filter, distribute more.
5. Press-kit distribution.
6. Publications provision.
7. Comments.
8. Your shares, your teams shares, friends shares,
bloggers shares, shares shares...

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3CIRCLE.
Distribution

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4CIRCLE.
Back to the planning
1. Publication ensurement.
2. Publications schedule.
3. In-time comments
4. Your shares, your teams shares,
friends shares, bloggers shares,
shares shares...

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5CIRCLE.
To be or not to be?

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6CIRCLE.
Tiny gifts, promo-codes

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7CIRCLE.
Twitter, Facebook, Linkedin

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7CIRCLE.
Instagram, also

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9CIRCLE.
Estimating results
Task #1. Clear definition of each campaigns goals. Targets definition.
Adaptation of measurement indicators modular system
according to targets and goals.
Task #2. Provide emptive measurement of communication
campaign final results.
Task #3. Create and refine measurement tools up to
chosen indicators.
Task #4. Measurement stage is mandatory. Seek to make
measurement an element of communication campaign.
Task #5. Evaluation transparency and reproducibility.

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9CIRCLE.
Estimating results
DLs
CPI
% organic growth

16. ZENNAAll copyrights reservedAbout us:
Zenna has
always been
striving to
achieve the
best results.
United we win,
united we stand!
Why work with us?
Founded in 2012 by internet marketers, infected with the virus of
mobile apps, Zenna started with a simple idea: to help apps reach
the TOP-lists. Now we’re grateful to have the best people, best
work and best clients.
With all the excellence, creativity and humor, we become better
day by day by making superior apps that people don’t want to
close.
• We are the first successful agency for marketing and promotion
of apps & games in Asia, North America, Western and Eastern
Europe. Zenna team consists of 25 people from three various
continents.
• We’ve developed sustained experience & expertise in
promoting games and apps over the last 2 years. At the very
moment, we have 7 apps in the TOP of local stores in the USA,
Japan, South Korea, Canada, Western and Eastern Europe.
• Our clients’ total revenue is up to $200M. Among them are
Game Insight, Linekong, Kabam, Sport.com, Plarium and
many other highly respected developers and publishers.

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ZENNA Services:
Support mobile
marketing
Community management (SMM)
App Store Optimization (ASO)
PR-pitching
Promo video production
User-car
Traffic mobile
marketing
Non-incentive installs
(CPI/CPC)
Incentive installs
Complex mobile
marketing
Complex strategic marketing
Revenue share cooperation
model
Product mobile
marketing
Monetization & gameplay audit
Analytics integration
Finance management
Playtests
Localization & adaptation

18. ZENNAAll copyrights reservedOur Clients:

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+7(495)777-36-79 hello@zennaapps.com
skype: zenna.apps
Ukraine, Kharkiv,
Moscovsky ave., 199-D5
www.zennaapps.com