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Apple Expo 2011	

Discovery, Marketing and Distribution	

How to Promote your Applications	




                             Prepared by:	

                                          	

                 Gary Yentin, App-Promo	

              David MacPhie, Sympatico.ca	

                                          	

                           July 12th, 2011	

                                                           1	

                      	

                             © 2011 App-Promo! Confidential
AGENDA
•  Introduction	

•  About App-Promo	

•  Mobile Marketing Apps in 7 Steps	

•  Sympatico Case Study 	

•  Conclusion	

                                                                       2	


                                         © 2011 App-Promo! Confidential
ABOUT APP-PROMO!	





                                               3	

           	

                 © 2011 App-Promo! Confidential
•  App~Promo is a full service marketing, advertising and PR
    agency specializing in the promotion of mobile apps. 	

    (Apple, Blackberry, Android, Nokia and Windows) 	

	

•  We work closely with our clients to develop consumer
    insights, build marketing and promotion plans, acquire
    more customers and drive app downloads.  	


•  Our clients include companies such as BlackBerry, Bell
   Canada, Intel, Kraft, Kellogg's, Nokia, Miller-Coors, Vitamin
   Water/Coca Cola and Universal Music. 	

                                                                                       4	


                                                         © 2011 App-Promo! Confidential
APP DISCOVERY
CHALLENGE	





                                              5	

          	

                © 2011 App-Promo! Confidential
Key developer
challenge is
app discovery
and market
exposure	

	

More than
50% of
developers
willing to pay
for premium
app store
placement	

	

            6	


     © 2011 App-Promo! Confidential
Monetization
is a key
challenge for
developers.	


1 in 5
developers
report poor
revenue	

	





                                    7	


      © 2011 App-Promo! Confidential
The three most
  common
  channels to
  market
  applications are:	

	

1)  App Stores	

2)  Direct Website	

3)  Commissioned
    Apps	

	

	

                                        8	


          © 2011 App-Promo! Confidential
WHEN TO START
MARKETING YOUR
APPLICATION	





                                           9	

       	

             © 2011 App-Promo! Confidential
Think About Marketing In The Development Cycle.
                                               	

                        	

                        	

                    •    What s unique about your app?	

                    •    Who is your target audience?	

                    •    Who are your competitors?	

                    •    What budget will you allocate to Marketing?	

        	

	

	

                                              Start Marketing
                                                       Early.
                                                            	

                                              	

      Planning	
   Development	
         Tes+ng	
      Submission	
       Launch	
  
                                                                                                          10	


                                                                             © 2011 App-Promo! Confidential
MARKETING
MOBILE APPS
 IN 7 EASY
   STEPS




                                           11	


              © 2011 App-Promo! Confidential
1. CREATE A UNIQUE APP	





                                                  12	

               	

                     © 2011 App-Promo! Confidential
•  One of the easiest ways to shine in the store is to create
   a unique app. 	


•  Your app will stand out if you are the first app in your
   category of product or you reinvent an existing category	





                                                                                    13	


                                                       © 2011 App-Promo! Confidential
2. SPEND TIME ON YOUR SUBMISSION	





                                                          14	

                       	

                             © 2011 App-Promo! Confidential
•  Provide snappy descriptions that zero in on the key
   selling points of your app.  	

•  Be thoughtful about your messaging and keywords as
   they will help your app get found.	





                                                                              15	


                                                 © 2011 App-Promo! Confidential
3. DESIGN A GREAT WEBSITE	





                                                   16	

                	

                      © 2011 App-Promo! Confidential
•  Your app should have its own online and mobile
   website showing the app in action and communicating its
   key features and benefits.  	

•  Make the website interesting as it will serve as a point
   of reference, a destination to send users and potential
   users.	





                                                                                  17	


                                                     © 2011 App-Promo! Confidential
3. MAKE IT SOCIAL	





                                                18	

             	

                   © 2011 App-Promo! Confidential
•  Getting people to talk about your app is critical for
   success.   	

•  Make the conversation about your app easy and engaging
   so people will want to share it on Facebook or
   Tweet about it.  	

•  The more people talk, the more visibility your app will get,
   which will translate into sales.	



                                                                                        19	


                                                           © 2011 App-Promo! Confidential
Facebook Pages
             	

             	

             	





                                   20	


      © 2011 App-Promo! Confidential
Twitter Channels
               	

               	





                                    21	


       © 2011 App-Promo! Confidential
5. PR IS IMPORTANT	





                                               22	

            	

                  © 2011 App-Promo! Confidential
•  Develop a PR campaign for your launch as news
   stories can create a big spike in downloads.	

•  Create a press release that plays to your strengths
   and highlights amusing or beneficial reasons why people
   would use your app.   	

•  Your app should be easy to write about and provide
   access to icons, screenshots and videos.	



                                                                                   23	


                                                      © 2011 App-Promo! Confidential
•  Dispense promo codes readily as they are a surefire
   way to put your app in the hands of the media.  	

•  Reach out to relevant consumer and trade
   publications and invite relevant blogs to give some
   promo codes away for free in a raffle.  	

•  Review blogs and tech websites are an important
   part of the eco-system, the traffic and buzz they generate
   are worth pursuing.

                                                                                      24	


                                                         © 2011 App-Promo! Confidential
Blogs/Forums
           	

                                        	

                                        	

                                        	





                                25	


   © 2011 App-Promo! Confidential
6. MOBILE ADVERTISING WORKS! 	





                                                      26	

                   	

                         © 2011 App-Promo! Confidential
•  In-app advertising can be one of the most
   successful vehicles to drive app-downloads.  	

•  If you have a premium app, begin by determining
   your target cost per acquisition.  	

•  For example, if you are charging $5.00 for your app and
   your cost per acquisition is $2.00, your profit is $3.00 per
   app.    	

•  For free apps, you may want to invest in a pay-
   per-download program.	


                                                                                      27	


                                                         © 2011 App-Promo! Confidential
•   Choose an ad network that allows you to target by
    keyword, context, demographics, mobile
    handset, mobile carrier location and publisher.	

  	

•  You can use an array of text, banners, rich media
    and video ad units to maximize the moment and attract
    the right consumers to your app. 	


•    Targeted ads lead to higher CTRs, more
     downloads, and more revenue for you.  	


•    Review your performance reports, so you can
     optimize your campaigns in real-time.	

                                    28	


                                                    © 2011 App-Promo! Confidential
Mobile Advertising
                 	

     WAP to APP (24%)
                    	

     APP to APP (35%)
                    	

                    	

                    	

        QR Codes (5%)
                    	

                    	

                    	

            SMS (10%)
                    	

                      	

                      	

    Mobile Search (26%)


                                         29	


            © 2011 App-Promo! Confidential
7. INVEST IN YOUR LAUNCH	





                                                  30	

               	

                     © 2011 App-Promo! Confidential
•  Marketing and promotion of your app the first few
   weeks around your launch is critical to build awareness
   and drive downloads of your app.   	

•  When you launch, MAKE IT BIG!	





                                                                                 31	


                                                    © 2011 App-Promo! Confidential
YouTube
               	

               	

	





                                   32	


      © 2011 App-Promo! Confidential
Humans vs. Aliens
                                                                                      	

                                                        Best Android Game 2011        	

	

	

	

https://www.youtube.com/watch?v=rmQ0ry0jgTIfeature=player_embedded	

	


	

                                                                                                     33	


                                                                           © 2011 App-Promo! Confidential
•    Send out an email, text message and hit all social
     media	


•    Launch a mobile advertising campaign targeted to
     relevant audiences	


•    Send out a press release, write up blog posts and
     inform your network	





                                                                                  34	


                                                     © 2011 App-Promo! Confidential
•    Try to be a featured app in the store (Apple, Blackberry)	


•    Give out promo codes on Twitter and in the
     blogosphere	


•    Run contests and give away prizes related to your app	


•    Analytics are key to understanding your users including
     what features they are using and what messages and
     channels they are responding to.	


                                                                                         35	


                                                            © 2011 App-Promo! Confidential
MARKETING CHECK LIST :
                     	

 Viral	

 Social	

 Paid Media	

 PR	

 Distribution	

 Promotion	

 Web	

 Search	

 Analytics	





                                                        36	


                           © 2011 App-Promo! Confidential
With mobile applications, do not
fall into the Build it and they will
come situation.   	

	

To succeed, you’ll need to put as
much effort into marketing as you
do into development.!

                                                                    37	


                                       © 2011 App-Promo! Confidential
Gary Yentin	

      gary@app-promo.com	

       416-464-2223 (Toronto)	

                  	

	





                                                                38	


                                   © 2011 App-Promo! Confidential
CASE HISTORY 	

            	

            	

                         David MacPhie	

                  David.MacPhie@bell.ca	

	

                                        !

                                                                          39	


                                             © 2011 App-Promo! Confidential
Background	


      •  In June of 2010, Sympatico.ca wanted to engaged Canadians through the
         World cup of soccer.	

      •  We new that if we were going to make an impact, we had to come up
         with a unique proposition that differed from the leaders in the space. 	

      •  We chose to “go social”
The Sympatico.ca Fans Soccer App	





•      Live chat with other fans	

      • 	

 Real-time results for each game 	

•      Bar finder	

                      •  Team rankings 	

•      Vote for favourite team	

        •  Statistics and full schedule for the
•      Share photos, videos and comments 	

 2010 World Cup
Promotional Plan	


Sympatico developed a promotional plan with App Promo that included:	

 	

      •  Mobile advertising	


      •  Major Media outreach	


      •  Blogosphere outreach
Results	

                  •     70,000 total downloads (47,000 unique, 23,000 updates)	

                  •     Number of Posts in discussions: 25,656	

                  •     Number of images Posted: 1,292	

                  •     Number of Video Posted: 17	

  	

 Countries where the application was used: 	

 	

Netherlands	

 	

           Tanzania	

   Denmark	

        Japan	

            Belgium	

   Morocco	

 	

Luxembourg	

  Algeria	

    France	

         Guyana	

           Canada	

    Qatar	


UAE	

                 India	

         Reunion	

     China	

    Mexico	

    UK	


Saudi Arabia	

        Ecuador	

       USA	

         Kuwait	

   Senegal	

   Germany	


South Africa	

        Switzerland	

   Hong Kong	

   Jordan	

   Italy	

     Dominican
                                                                                Republic
What we learned	

•  Be sure to check for trademarks in the keywords of the application. 	

•  Don’t rely solely on device language detection to set language. 	

•  Time your promotion to get noticed in the App store. 	

    •  Press release sent 3 days before the start of the World Cup	

    •  Mobile advertising was done the first 2-3 days of the event	

•  Alerts are a great way to engage the audience. 	

•  Have anchors in social media like Facebook pages and Twitter accounts to
     get the most from social promotion.
Fast Forward to Today!	

•     Sympatico.ca Mobile App Launched July 7th on iPhone, Blackberry and Android platforms	

•     We’re employing the same tactics – Media/Blogger/Storefront outreach, Media campaigns	

•     Downloads grow quickly which gets you picked up in the stores 	



•     Media Pickup	

       •     Mediacaster	

       •     Media in Canada	

       •     Freshapps	

       •     Mobile Syrup	

       •     Interactive Ontario	

       •     Android in Canada	

       •     BlackBerry Cool	

       •     AndroidPit.com	

       •     AndroidZoom.com	

       •     AppsAffair.com	

       •     LetAndroid.com
Thank-You!	

      
            
            	

                                  David MacPhie	

                                  Director, Mobile Network Partnerships	

                                  David.MacPhie@bell.ca	

                                  (416) 353-8247

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App promo apple expo presentation

  • 1. Apple Expo 2011 Discovery, Marketing and Distribution How to Promote your Applications Prepared by: Gary Yentin, App-Promo David MacPhie, Sympatico.ca July 12th, 2011 1 © 2011 App-Promo! Confidential
  • 2. AGENDA •  Introduction •  About App-Promo •  Mobile Marketing Apps in 7 Steps •  Sympatico Case Study •  Conclusion 2 © 2011 App-Promo! Confidential
  • 3. ABOUT APP-PROMO! 3 © 2011 App-Promo! Confidential
  • 4. •  App~Promo is a full service marketing, advertising and PR agency specializing in the promotion of mobile apps.  (Apple, Blackberry, Android, Nokia and Windows) •  We work closely with our clients to develop consumer insights, build marketing and promotion plans, acquire more customers and drive app downloads.  •  Our clients include companies such as BlackBerry, Bell Canada, Intel, Kraft, Kellogg's, Nokia, Miller-Coors, Vitamin Water/Coca Cola and Universal Music. 4 © 2011 App-Promo! Confidential
  • 5. APP DISCOVERY CHALLENGE 5 © 2011 App-Promo! Confidential
  • 6. Key developer challenge is app discovery and market exposure More than 50% of developers willing to pay for premium app store placement 6 © 2011 App-Promo! Confidential
  • 7. Monetization is a key challenge for developers. 1 in 5 developers report poor revenue 7 © 2011 App-Promo! Confidential
  • 8. The three most common channels to market applications are: 1)  App Stores 2)  Direct Website 3)  Commissioned Apps 8 © 2011 App-Promo! Confidential
  • 9. WHEN TO START MARKETING YOUR APPLICATION 9 © 2011 App-Promo! Confidential
  • 10. Think About Marketing In The Development Cycle. •  What s unique about your app? •  Who is your target audience? •  Who are your competitors? •  What budget will you allocate to Marketing? Start Marketing Early. Planning   Development   Tes+ng   Submission   Launch   10 © 2011 App-Promo! Confidential
  • 11. MARKETING MOBILE APPS IN 7 EASY STEPS 11 © 2011 App-Promo! Confidential
  • 12. 1. CREATE A UNIQUE APP 12 © 2011 App-Promo! Confidential
  • 13. •  One of the easiest ways to shine in the store is to create a unique app.  •  Your app will stand out if you are the first app in your category of product or you reinvent an existing category 13 © 2011 App-Promo! Confidential
  • 14. 2. SPEND TIME ON YOUR SUBMISSION 14 © 2011 App-Promo! Confidential
  • 15. •  Provide snappy descriptions that zero in on the key selling points of your app.  •  Be thoughtful about your messaging and keywords as they will help your app get found. 15 © 2011 App-Promo! Confidential
  • 16. 3. DESIGN A GREAT WEBSITE 16 © 2011 App-Promo! Confidential
  • 17. •  Your app should have its own online and mobile website showing the app in action and communicating its key features and benefits.  •  Make the website interesting as it will serve as a point of reference, a destination to send users and potential users. 17 © 2011 App-Promo! Confidential
  • 18. 3. MAKE IT SOCIAL 18 © 2011 App-Promo! Confidential
  • 19. •  Getting people to talk about your app is critical for success.   •  Make the conversation about your app easy and engaging so people will want to share it on Facebook or Tweet about it.  •  The more people talk, the more visibility your app will get, which will translate into sales. 19 © 2011 App-Promo! Confidential
  • 20. Facebook Pages 20 © 2011 App-Promo! Confidential
  • 21. Twitter Channels 21 © 2011 App-Promo! Confidential
  • 22. 5. PR IS IMPORTANT 22 © 2011 App-Promo! Confidential
  • 23. •  Develop a PR campaign for your launch as news stories can create a big spike in downloads. •  Create a press release that plays to your strengths and highlights amusing or beneficial reasons why people would use your app.   •  Your app should be easy to write about and provide access to icons, screenshots and videos. 23 © 2011 App-Promo! Confidential
  • 24. •  Dispense promo codes readily as they are a surefire way to put your app in the hands of the media.  •  Reach out to relevant consumer and trade publications and invite relevant blogs to give some promo codes away for free in a raffle.  •  Review blogs and tech websites are an important part of the eco-system, the traffic and buzz they generate are worth pursuing. 24 © 2011 App-Promo! Confidential
  • 25. Blogs/Forums 25 © 2011 App-Promo! Confidential
  • 26. 6. MOBILE ADVERTISING WORKS! 26 © 2011 App-Promo! Confidential
  • 27. •  In-app advertising can be one of the most successful vehicles to drive app-downloads.  •  If you have a premium app, begin by determining your target cost per acquisition.  •  For example, if you are charging $5.00 for your app and your cost per acquisition is $2.00, your profit is $3.00 per app.    •  For free apps, you may want to invest in a pay- per-download program. 27 © 2011 App-Promo! Confidential
  • 28. •  Choose an ad network that allows you to target by keyword, context, demographics, mobile handset, mobile carrier location and publisher.   •  You can use an array of text, banners, rich media and video ad units to maximize the moment and attract the right consumers to your app.  •  Targeted ads lead to higher CTRs, more downloads, and more revenue for you.  •  Review your performance reports, so you can optimize your campaigns in real-time. 28 © 2011 App-Promo! Confidential
  • 29. Mobile Advertising WAP to APP (24%) APP to APP (35%) QR Codes (5%) SMS (10%) Mobile Search (26%) 29 © 2011 App-Promo! Confidential
  • 30. 7. INVEST IN YOUR LAUNCH 30 © 2011 App-Promo! Confidential
  • 31. •  Marketing and promotion of your app the first few weeks around your launch is critical to build awareness and drive downloads of your app.   •  When you launch, MAKE IT BIG! 31 © 2011 App-Promo! Confidential
  • 32. YouTube 32 © 2011 App-Promo! Confidential
  • 33. Humans vs. Aliens Best Android Game 2011 https://www.youtube.com/watch?v=rmQ0ry0jgTIfeature=player_embedded 33 © 2011 App-Promo! Confidential
  • 34. •  Send out an email, text message and hit all social media •  Launch a mobile advertising campaign targeted to relevant audiences •  Send out a press release, write up blog posts and inform your network 34 © 2011 App-Promo! Confidential
  • 35. •  Try to be a featured app in the store (Apple, Blackberry) •  Give out promo codes on Twitter and in the blogosphere •  Run contests and give away prizes related to your app •  Analytics are key to understanding your users including what features they are using and what messages and channels they are responding to. 35 © 2011 App-Promo! Confidential
  • 36. MARKETING CHECK LIST :  Viral  Social  Paid Media  PR  Distribution  Promotion  Web  Search  Analytics 36 © 2011 App-Promo! Confidential
  • 37. With mobile applications, do not fall into the Build it and they will come situation.   To succeed, you’ll need to put as much effort into marketing as you do into development.! 37 © 2011 App-Promo! Confidential
  • 38. Gary Yentin gary@app-promo.com 416-464-2223 (Toronto) 38 © 2011 App-Promo! Confidential
  • 39. CASE HISTORY David MacPhie David.MacPhie@bell.ca ! 39 © 2011 App-Promo! Confidential
  • 40. Background •  In June of 2010, Sympatico.ca wanted to engaged Canadians through the World cup of soccer. •  We new that if we were going to make an impact, we had to come up with a unique proposition that differed from the leaders in the space. •  We chose to “go social”
  • 41. The Sympatico.ca Fans Soccer App •  Live chat with other fans • Real-time results for each game •  Bar finder •  Team rankings •  Vote for favourite team •  Statistics and full schedule for the •  Share photos, videos and comments 2010 World Cup
  • 42. Promotional Plan Sympatico developed a promotional plan with App Promo that included: •  Mobile advertising •  Major Media outreach •  Blogosphere outreach
  • 43. Results •  70,000 total downloads (47,000 unique, 23,000 updates) •  Number of Posts in discussions: 25,656 •  Number of images Posted: 1,292 •  Number of Video Posted: 17   Countries where the application was used: Netherlands Tanzania Denmark Japan Belgium Morocco Luxembourg Algeria France Guyana Canada Qatar UAE India Reunion China Mexico UK Saudi Arabia Ecuador USA Kuwait Senegal Germany South Africa Switzerland Hong Kong Jordan Italy Dominican Republic
  • 44. What we learned •  Be sure to check for trademarks in the keywords of the application. •  Don’t rely solely on device language detection to set language. •  Time your promotion to get noticed in the App store. •  Press release sent 3 days before the start of the World Cup •  Mobile advertising was done the first 2-3 days of the event •  Alerts are a great way to engage the audience. •  Have anchors in social media like Facebook pages and Twitter accounts to get the most from social promotion.
  • 45. Fast Forward to Today! •  Sympatico.ca Mobile App Launched July 7th on iPhone, Blackberry and Android platforms •  We’re employing the same tactics – Media/Blogger/Storefront outreach, Media campaigns •  Downloads grow quickly which gets you picked up in the stores •  Media Pickup •  Mediacaster •  Media in Canada •  Freshapps •  Mobile Syrup •  Interactive Ontario •  Android in Canada •  BlackBerry Cool •  AndroidPit.com •  AndroidZoom.com •  AppsAffair.com •  LetAndroid.com
  • 46. Thank-You! David MacPhie Director, Mobile Network Partnerships David.MacPhie@bell.ca (416) 353-8247