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[App]vertising
Wolf Becvar
That’s Me
Wolf Becvar
@wdbecvar
Product Manager
@hotgloo
#appvert #riaworld
Source: Scott Beale /Laughing Squid, laughingsquid.com
The Online Wireframe App
Concept Development Design
12/2008
02/2009
03/2009
04/2009
> Hannes
Diploma
> Start
Development
08/2009 02/2010
> Go HotGloo!
> Beta Launch
08/2009
LAUNCH> Start
Communication
NOMINEE for Best of RIA 2009
O’Reilly InsideRIA
This IS NOT about ...
This IS about ...
Contents
• The importance of marketing in the
webapp business
• The game rules of marketing have
altered
• 23 DOs and DONTs when marketing
a webapp
Appvertising - How to Brand and Market Your WebApp
Why is marketing so
damn important?
Marketing is the hardest part
in building a web business.
n=66
Source: TechCrunch Survey 2009 http://bit.ly/90DX0N
Average monthly marketing spend
55 %
9 %
17 %
12 %
3 %5 %
0
$0 - $100
$100 - $1.000
$1.000 - $10.000
$10.000 - $50.000
$50.000 - $100.000
has changed.The World
Source: http://www.flickr.com/photos/myklroventine/2372327933/
has changed.The Web
Source: http://www.flickr.com/photos/xingty/3421423768/sizes/l/
has changed
forever.
Marketing
FEATURES
“What it has”
1900
BENEFITS
“What it does”
1925
EXPERIENCE
“What you’ll feel”
1950
IDENTIFICATION
“Who you are”
2000
Evolution of Marketing
Source: Marty Neumeier, The Brand Gap
SENDER MESSAGE RECEIVER
Old Communication Model
Source: Marty Neumeier, The Brand Gap
Source: http://www.flickr.com/photos/tripwolf/2725540652/sizes/o/
New Communication Model
SENDER MESSAGE RECEIVER
Source: Marty Neumeier, The Brand Gap
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Consumers People
Product Experience
Identity Personality
Function Identification
Communication Dialogue
Service Realtionship
Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.”
- American Marketing Association
“
EVERYTHING IS
MARKETING.”
- Jason Fried, 37Signals
“
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
EVERYTHING IS
MARKETING.”
- Jason Fried, 37Signals
“
4Ps of Marketing
P
PRODUCT
P
PRICE
P
PLACE
P
PROMOTION
4Cs of Marketing
C
Consumer wants
and needs
C
Cost to satisfy
C
Convenience to
buy
C
Communication
4Cs of Marketing
C
Consumer wants
and needs
C
Cost to satisfy
C
Convenience to
buy
C
Communication
Why?
Innovate
4Cs of Marketing
C
Consumer wants
and needs
C
Cost to satisfy
C
Convenience to
buy
C
Communication
Appvertising - How to Brand and Market Your WebApp
• what would you pay?
• charge in $ USD
• don‘t be innovative
• be really boring
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Give something away for free!
4Cs of Marketing
C
Consumer wants
and needs
C
Cost to satisfy
C
Convenience to
buy
C
Communication
Who are your customers?
Where do you fit in?
4Cs of Marketing
C
Consumer wants
and needs
C
Cost to satisfy
C
Convenience to
buy
C
Communication
MARKETS ARE
CONVERSATION.”
- 1st These, Cluetrain Manifesto
“
#1
Define your
Vision and Values
A Brand is a person’s gut
feeling about a product,
service, or company.”
Marty Neumeir, Liquid Agency
“
Your LOGO is not your BRAND!
Who are you?
What do you do?
Why does it matter?
Source: banksy.co.uk/
#3 Don’t ignore
your BRAND
The best software has a vision.
The best software takes sides.
When someone uses software,
they’re not just looking for features,
they’re looking for an approach.
They’re looking for a vision.“
- Jason Fried, 37Signals
“
#3
Care about
your NAME
• Meaningful
• Distinctive
• Future-oriented
• Modular
• Protectable
• Positive
• Visual
Source: http://www.flickr.com/photos/stabilo-boss/
#4
be
different
If everyone ZIGS, ZAG!”
Marty Neumeir, Liquid Agency
“
Appvertising - How to Brand and Market Your WebApp
Source: http://www.spaceff.com/Aeron1.jpg
Appvertising - How to Brand and Market Your WebApp
#5
Create A
Personality
around your
Brand
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
#6 be
emotional
Appvertising - How to Brand and Market Your WebApp
#7
Be
TRANSPARENT
Appvertising - How to Brand and Market Your WebApp
#7
Tell
A Story
#8 Do it like
HOLLYWOOD
#9
Communicate
since Day -XY
http://www.flaek.com/
#10 Choose your weapons of choice
Source: http://www.flickr.com/photos/briansolis/2735401175/
• Research
• Identify
• Listen
• Learn
• Act
• React
[App]itecture
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
#13 Beta or NOT?
Appvertising - How to Brand and Market Your WebApp
#16 Worship
your UX
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
#11 Get A-List
customers
Appvertising - How to Brand and Market Your WebApp
“Working with
HotGloo has been
a dream come
true.”
Mark Unger /
Director of Interactive/Partner
of Push.
• Compiled List
http://hubpages.com/hub/Promote_your_Webapp
• TechCrunch
http://www.crunchbase.com/
• WebAppers
http://www.webappers.com/
#12 Promote your
Webapp
#14 Sell your
By-Products
#15
Bridge
the GAP
http://www.flickr.com/photos/qypeuk/3637620452/sizes/o/in/set-72157619894149838/
Throw a Party
Set up a Workshop
Sponsor Booths/Events
#17 Join the
CONVERSATION
Appvertising - How to Brand and Market Your WebApp
#18
Build loyal
foundations
Appvertising - How to Brand and Market Your WebApp
#19
Use the
power of
the crowd
Appvertising - How to Brand and Market Your WebApp
Go Viral!
Source: http://grasshopper.com/5000
#20
take care of
your USERS
It takes months to find a customer
but seconds to lose one.”
“
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Listen to your customers, but then
ignore them. Remember your
vision.”
- Jason from Mint.com
“
If you screw up, tell!
Source: banksy.co.uk/
#22
Know your
metrics
www.hotgloo.com
Referring Sites
Feb 14, 2010 - Oct 31, 2010
Comparing to: Site
0
1,000
2,000
0
1,000
2,000
Feb 15 Mar 10 Apr 2 Apr 25 May 18 Jun 10 Jul 3 Jul 26 Aug 18 Sep 10 Oct 3 Oct 26
Visits
Referring sites sent 69,914 visits via 1,730 sources
Site Usage
Visits
69,914
% of Site Total:
35.13%
Pages/Visit
2.72
Site Avg:
3.01 (-9.38%)
Avg. Time on Site
00:02:35
Site Avg:
00:02:54 (-11.07%)
% New Visits
63.91%
Site Avg:
47.09% (35.73%)
Bounce Rate
49.15%
Site Avg:
48.55% (1.25%)
Source Visits Pages/Visit Avg. Time on
Site
% New Visits Bounce Rate
garmahis.com 5,864 3.01 00:02:45 72.63% 38.78%
webdesignledger.com 4,861 2.27 00:02:14 78.40% 48.10%
c2.com 4,751 2.64 00:02:26 80.78% 44.54%
speckyboy.com 4,689 3.05 00:02:37 77.27% 35.40%
hotgloo.com 3,476 1.53 00:01:35 53.54% 78.08%
thenetawards.com 2,476 1.78 00:01:17 85.10% 67.45%
swiss-miss.com 2,326 2.36 00:01:45 64.88% 58.25%
smashingmagazine.com 2,292 3.11 00:03:10 70.03% 39.18%
twitter.com 1,872 2.07 00:01:23 47.01% 65.76%
Appvertising - How to Brand and Market Your WebApp
• CPA
• ARPU
• Churn
• LVT
Cost Per Acquisition
Average Revenue Per User
Churn %
Lifetime Value Per Customer
#23
Learn from
those who‘ve
been there
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
Appvertising - How to Brand and Market Your WebApp
#Don’t give up!
Source: banksy.co.uk/
Wolf Becvar
wolf@hotgloo.com
HotGloo
Celsiusweg 15
22761 Hamburg
Germany
www.hotgloo.com
Tweet @wdbecvar
Link www.xing.com/profile/WolfDieter_Becvar
www.linkedin.com/in/wdbecvar
THANK YOU!
Booklist
• Venture Hacks - http://venturehacks.com/
• A Smart Bear - http://blog.asmartbear.com/
• WebAppers - http://www.webappers.com/
• TechCrunch - http://techcrunch.com/
• Smashing Magazine - http://www.smashingmagazine.com/
• Inspired Magazine - http://www.inspiredm.com/
• UX Booth - http://www.uxbooth.com/
• Signal Vs. Noise - http://37signals.com/svn
• Mashable - http://mashable.com/
• Think Vitamin - http://thinkvitamin.com/
Blogroll
• Getting Real!, 37 Signals http://bit.ly/akgT4U
• 10 Golden Principles of Successful Webapps, Fred
Wilson, http://bit.ly/ddS8DL
• How to promote your Webapp, Kevin Rose,
http://bit.ly/andFnv
• Grasshopper 5000 Case Study, http://bit.ly/cRbIsA
• Don’t just roll the dice, Neil Davidson,
http://bit.ly/ddsSP9
• SaaS Revenue Modeling, http://bit.ly/aRvNoI
Inspiration
Image/Video Credits
• http://www.flickr.com/photos/arkfinder/2526216546/
• http://www.banksy.co.uk/
• http://www.laughingsquid.com
• http://www.neutronllc.com/
• http://www.flickr.com/photos/tripwolf/2725540652/
• http://www.flickr.com/photos/maxvoltar/3148397005/
• http://www.flickr.com/photos/briansolis/2735401175/
• http://www.flickr.com/photos/stabilo-boss/
• http://grasshopper.com/5000
• http://www.flickr.com/photos/myklroventine/2372327933/
• http://www.youtube.com/watch?v=hqQ1ROREP24
• http://www.youtube.com/watch?v=RWyr8SOh4dk
• http://www.youtube.com/watch?v=pUOfMI8SY1c

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