SlideShare a Scribd company logo
JT Klepp        & Chris Jones
www.jtklepp.comwww.codengo.com
 1                 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Agenda – Marketing Mix for Mobile Apps


I.   Introduction to CodeNgo

II. Product

III. Place

IV. Price

V. Promotions

VI. Case Study – The Tonight App
Alternate App Store Distribution
✓
✓
✓

✓
✓




✓
http://youtu.be/ent8QxaOxNo
PRODUCT

6   © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Understand your Value
Proposition


        Benefits
Value =
          Cost
Understand your Value
Proposition



                                          r




 Example: Value proposition for Smartphones

 Source: www.jtklepp.com
Understand your Value
Proposition
                              Status

                          Entertain

        Benefits       Discovery

Value =
          Cost         “Notification overload”
                        “Bathurst effect”


 Example: Foursquare

                              9
Engage
                     Increase user
                     activity


Discover                                 Monetize
Increase installed
user base                                Increase revenues


                     Analyze
                     Optimize your
                     value proposition
                     and revenues
Practical Example: Value
in the first line
 Instagram
 15 Million Users Love Instagram! It’s a free, fun and simple way to make and share
 gorgeous photos on your iPhone...
           Quick to the point: Explain value prop,
 Spotify what solution the app provides, what
 We’re the #1 music app in the App Store - check out the 5 star ratings below!
           people can do with the app
 Draw Something Free
 Play the Free version of Draw Something, the most popular social drawing and
           Provide social proof (if possible)
 guessing game in the App Store with over 7 Billion drawings created!

 Tumblr
 Follow the world’s creators. Post anything: Share photos, video, quotes, chats,
 links, and text...


                                                                 11
Practical Example: Value
   in the first line
         Instagram
         15 Million Users Love Instagram! It’s a free, fun and simple way to make and share
         gorgeous photos on your iPhone...

         Spotify
         We’re the #1 music app in the App Store - check out the 5 star ratings below!

         Draw Something Free
         Play the Free version of Draw Something, the most popular social drawing and
         guessing game in the App Store with over 7 Billion drawings created!

         Tumblr
         Follow the world’s creators. Post anything: Share photos, video, quotes, chats,
         links, and text...



Source: POM8.com
Practical Example: Wrap
up and keep it real
   Keep the language non-techie. Add
   testimonials

   Be honest: If this is a fremium app, or a
   trial – let people know they will have to pay
   to unlock the full app

   Make sure to have calls to action


                                       13
PLACE

14                 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
     http://www.hard-lessons.com/wp-content/uploads/2010/02/Confused-Etc-Road-Signs.jpg
Over 1.1 Millions Apps!
 30 Million Unique
        Visitors/Month

 100 Million Downloads/Month
 The World’s Best
Selling Smartphone
Vendor


 App Store Pre-
loaded to Millions
of Handsets
 Generates 3x more
revenue/daily user
than Google Play

 Expanding to
Europe
“Too Damn Hard Bucket”
Is Your App Sold Here?
22
     PRICE
     © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Decide on you model

                                                                                    Pay-per-
     Ads                   In-app
                                                                                    download
       Format                                Virtual
       (Banners,                             currency
       text, rich media)

       Ad exchange                           Try/buy

       Ad network                            Subscriptions




23                         © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Or simply sell it




24       © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Understand differences




AUD: 7.76      7.38                                                  6.61   7.49


25          © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Understand differences




26     © Copyright 2012 Codengo Pty Ltd. All rights reserved.
Understand differences
                                                           •    Research top app
                                                                stores in your target
                                                                markets
                                                            •   Price according to
                                                                what the market is
                                                                used to




27     © Copyright 2012 Codengo Pty Ltd. All rights reserved.
PROMOTION
http://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
Your App??
http://youtu.be/VLiLaXgpStc
Click Thru Rates
                      for Mobile & Digital
                      Campaigns are
                      typically less than
                      0.5%

Non-Incentivized
PPD means you
pay for downloads
and increases the
likelihood that the
consumer actually
wants your app
A Case Study in Offline Marketing – Rob Kawalsky
Thank You!




Fan Us: facebook.com/CodengoDevelopers

Follow Us: @AppSubmissions

Register Your Free Account: CodeNgo.com

 Email: info@codengo.com

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The 4Ps of Mobile App Marketing

  • 1. JT Klepp & Chris Jones www.jtklepp.comwww.codengo.com 1 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 2. Agenda – Marketing Mix for Mobile Apps I. Introduction to CodeNgo II. Product III. Place IV. Price V. Promotions VI. Case Study – The Tonight App
  • 3. Alternate App Store Distribution
  • 6. PRODUCT 6 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 7. Understand your Value Proposition Benefits Value = Cost
  • 8. Understand your Value Proposition r Example: Value proposition for Smartphones Source: www.jtklepp.com
  • 9. Understand your Value Proposition Status Entertain Benefits Discovery Value = Cost “Notification overload” “Bathurst effect” Example: Foursquare 9
  • 10. Engage Increase user activity Discover Monetize Increase installed user base Increase revenues Analyze Optimize your value proposition and revenues
  • 11. Practical Example: Value in the first line Instagram 15 Million Users Love Instagram! It’s a free, fun and simple way to make and share gorgeous photos on your iPhone... Quick to the point: Explain value prop, Spotify what solution the app provides, what We’re the #1 music app in the App Store - check out the 5 star ratings below! people can do with the app Draw Something Free Play the Free version of Draw Something, the most popular social drawing and Provide social proof (if possible) guessing game in the App Store with over 7 Billion drawings created! Tumblr Follow the world’s creators. Post anything: Share photos, video, quotes, chats, links, and text... 11
  • 12. Practical Example: Value in the first line Instagram 15 Million Users Love Instagram! It’s a free, fun and simple way to make and share gorgeous photos on your iPhone... Spotify We’re the #1 music app in the App Store - check out the 5 star ratings below! Draw Something Free Play the Free version of Draw Something, the most popular social drawing and guessing game in the App Store with over 7 Billion drawings created! Tumblr Follow the world’s creators. Post anything: Share photos, video, quotes, chats, links, and text... Source: POM8.com
  • 13. Practical Example: Wrap up and keep it real Keep the language non-techie. Add testimonials Be honest: If this is a fremium app, or a trial – let people know they will have to pay to unlock the full app Make sure to have calls to action 13
  • 14. PLACE 14 © Copyright 2012 Codengo Pty Ltd. All rights reserved. http://www.hard-lessons.com/wp-content/uploads/2010/02/Confused-Etc-Road-Signs.jpg
  • 16.  30 Million Unique Visitors/Month  100 Million Downloads/Month
  • 17.  The World’s Best Selling Smartphone Vendor  App Store Pre- loaded to Millions of Handsets
  • 18.  Generates 3x more revenue/daily user than Google Play  Expanding to Europe
  • 19. “Too Damn Hard Bucket”
  • 20. Is Your App Sold Here?
  • 21. 22 PRICE © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 22. Decide on you model Pay-per- Ads In-app download Format Virtual (Banners, currency text, rich media) Ad exchange Try/buy Ad network Subscriptions 23 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 23. Or simply sell it 24 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 24. Understand differences AUD: 7.76 7.38 6.61 7.49 25 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 25. Understand differences 26 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 26. Understand differences • Research top app stores in your target markets • Price according to what the market is used to 27 © Copyright 2012 Codengo Pty Ltd. All rights reserved.
  • 29.
  • 31.
  • 32. Click Thru Rates for Mobile & Digital Campaigns are typically less than 0.5% Non-Incentivized PPD means you pay for downloads and increases the likelihood that the consumer actually wants your app
  • 33. A Case Study in Offline Marketing – Rob Kawalsky
  • 34. Thank You! Fan Us: facebook.com/CodengoDevelopers Follow Us: @AppSubmissions Register Your Free Account: CodeNgo.com  Email: info@codengo.com

Editor's Notes

  1. Intro The fact that we’re discussing the 4Ps of marketing is due to the recognition that building a great product is no longer sufficient for ensuring success but rather a min req Need for an effective marketing strategy is crucial to ones chances for launching a successful app
  2. CodeNgo is an Aussie-based startup with a goal of helping developers make more money by providing them tools to run their businesses more efficiently We do this by specifically focusing on the non-technical challenges in the mobile ecosystem that prevent developers from maximizing their revenues Our lead service is our App Store Submissions service. With this service you fill out one submission form and can submit your app to multiple app stores In addition, we’ll soon be adding automatic image re-sizing and language translation services – again, non-technical challenges that often impede your ability to make money
  3. Currently we support up to 20 different stores Some you’ll have heard of like Google Play, Amazon and Getjar Others like Mobango, SlideMe and Soc.io Mall are less well known but with millions of users and hundreds of millions of downloads
  4. With CodeNgo we handle the busy work for you Our objective is to help devs and pubs make more money. We do this by specifically focusing on the non-technical challenges in the mobile ecosystem We’re starting with our App Store Submissions service and to that we’ll soon be adding automatic image re-sizing and language translation services
  5. Did you know Rovio has 50 other titles than Angry Birds?Rovio is expected to exceed Nokia in valuation
  6. Discover: Friend finding (address book integration, social network integration), Social Network Publishing, Localization, Cross-promotions/friend recommendationsEngage: Online profiles, leaderboards, achievements, emails, push notifications, location awareness
  7. Common wisdom is that iTunes and Google play represent the best opportunity to sell your app. At a macro level that is probably true But the reality today is that inclusion in the iTunes and/or Google Play stores is the minimum requirement to distribute your app but it is far from sufficient to ensure success With over 1 million apps available between them, the chances of your app bubbling to the top are pretty small.
  8. There are other alternativesGetjar is the largest independent App store Support all major OSes and very developer friendly
  9. My wife has a SamSung Galaxy As the largest smartphone vendor in the world they’ve got an enormous installed base
  10. The world’s largest online retailer’s offering is closest to Apple’s They have millions of credit cards on file Their rev/daily user is only 11% less than Apple’s They curate the apps available through them and have superior merchandising features to almost every other store in the market
  11. Then of course you’ve got your carrier stores which tend to immediately fall into the Carrier stores can still play a role but for the small-midsize publisher, they’re likely not worth the effort at this point. Maybe our friends over at MIA can help us change that
  12. And this all is just the tip of the iceberg. There are over 100 independent app stores and marketplaces all with their own communities of users. This is where we at CodeNgo want to help devs and publishers get their apps to where the consumers are instead of pushing them to where you are.
  13. Fill in 1 form. Manage all of your updates. All from 1 location enabling you to spend more time on the other parts of your business
  14. Goldstriker iPhone 3Gs Supreme: $3.2m
  15. - Promotion – of all of the 4Ps this one is the most daunting for the majority of app developers. Most developers aren’t trained marketers and the range of options and advice out there are seemingly endless.What’s going to work best? PR, Search, Social Media, Blogging? How are you to know what’s best for you? Where to spend your limited time & resources? Unfortunately there is no 1-size fits all app marketing plan so we’re not going to present that to you. Also, the likely range of apps created by people here make an in depth review of the benefits of each of the channels of little value. So, we are going to work under the assumption that no one here has $1 million bucks to spend on promoting their app, and I’m going to focus on 4 areas.
  16. - Another Aussie startup explained the benefits of partner marketing as well or better than I can so I’ll let them do it
  17. Language localization is typically done by the bigger development houses. Most developers build in English and then submit it for distribution globally.CodeNgo will be helping developers with this b/c the data is overwhelming that publishers are missing a trick if they’re only building in English This recent Distimo report shows the % of revenue generated by apps in local language for iPhone and the proportion of Apps available in local languages. As you can see, by and large, your chances of success are improved greatly if the app is in the local language for that market