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10 questions you need to answer if you want your app to succeed!

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So, you've got an app and nobody wants to load it down? Here is a list of 10 questions you need to answer if you want your app to become a success. It is a summary of our knowledge and our experience as app marketing specialist.
My colleague Karsten Hoppe is founder and managing director of TDUB Communications Consultancy in Hamburg, Germany (also called "Tsching, Derassa & Bum").

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10 questions you need to answer if you want your app to succeed!

  1. 1. 10 questions you need to answerA lecture by Karsten Hoppe,Managing Director TDUB & App Marketing Specialistif you want your appto succeed!June 2013
  2. 2. Apps are not a hype.They help us organize our mobile life.They are going to stay.
  3. 3. So, here is your app ... Uh, where?
  4. 4. You might need some help.•  Does your software developer know the rules of app store sales?•  Does your business development manager know smart phone user‘sneeds and habits?•  Does your online marketing manager know about in-app purchases?•  Does your mobile division know social marketing mechanisms?•  Does your PR officer know the most important app multipliers?
  5. 5. Which disciplines are part of appmarketing?•  Product Marketing, Business Development•  Appstore Optimization (“ASO“)•  App PR and Blogger Relations•  App Promotion, Ads, Cooperations•  Long Term Development, Storytelling•  Business Expansion: Internationalization, additional platforms &technologies
  6. 6. So, here are 10 Questions ...... you need to answer if you want your app to succeed!
  7. 7. 1. Which target do you want to reach?What does your app aim at? What does it offer?•  Brand building?•  A special mobile service?•  Unique app content?•  A new access to an existingweb platform? Define a strategy!
  8. 8. 2. Which revenues do you expect?Will the app have to refinance the investment?Which revenue model does it follow?•  Free•  „Freemium“: In app purchase or multi app strategy with separatefree and paid versions•  Subscription mechanism•  Long term development with paid sequels and pricing promotions What is its adequate price?
  9. 9. 3. Is your app ready for launching?Every app should go through a valuation process beforelaunching•  Technical procedures to make external tests possible •  Bug checks•  User activation checks: Clear and coherent content,implemented news channel,social media integration Obey the unwritten lawsof usability design!
  10. 10. 4. How will your app be promoted?Paid, Earned or Owned Media?•  How useful are paid download services?•  Can you influence user reviews in the store– and should you do it?•  Which role can ads play? Or traditional PR?•  How do you reach the critical mass for realword-of-mouth? Check out all alternativesto expensive promotion activities!
  11. 11. 5. How is the app positioned in the store?•  Selection of the right language and category•  Key words•  Effective app logo design•  Optimum descriptive store texts and image material•  Comprehensible presentation of features •  Balanced feedback channels etc. Ever heard about „ASO“ (App Store Optimization)?
  12. 12. 6. Do you address the right multipliers? Take care: Your usual media contacts probablywon‘t report on an app – but there are specialtech news platforms and bloggers who will! „App of the Week“
  13. 13. 7. Is the app to become a long term seller?•  Download rates tend to form waves•  Repeated activities smoothen the descent after each peak•  For a permanent top ranking a critical store position needs to bereached firstLaunchcampaignBasicpromotionCooperation UpdatecampaignBasicpromotionKick off
  14. 14. 8. Which is the most effective activity?Analyze continuously, which activity has the best directeffect on download rates!MonitoringEvaluationOptimization
  15. 15. 9. Do you use all global opportunities?•  Which international stores promise the highestrevenues?•  How can you be present effectively on several nationalapp markets, taking into account regional peculiarities?•  How can this be organized – and what will it cost?
  16. 16. 10. Do you rely on the right partners?•  Don‘t trust a service provider who can‘t explain what he is doingfor you.•  Check your partner‘s strategic approach – a single and isolatedactivity won‘t help much.•  Nobody can offer every service everywhere on the same top level.Check out your partner‘s partners.
  17. 17. Any questions? Please ask! Thank you!Any questions left? Please ask!Karsten Hoppe, TDUB Communications Consultancy, kh@tdub.de

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