iphone* and ipad* Apps MARKETING
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1 iphone* and ipad* Apps MARKETING SECOND EDITION Secrets to Selling Your iphone and ipad Apps Jeffrey Hughes que1 800 East 96th Street, Indianapolis, Indiana USA
2 1 '! : ' ". ' " : : Introduction 1 I Your Marketing Message 1 Your iphone and ipad App Marketing Strategy: Grand Slam or Base Hits? 9 We've Seen This Movie Before 10 The Big Win Grand Slam 14 The Steady Win Base Hits 18 The No Win Strikeout 20 Benefits/Drawbacks of the Big Win and Steady Win Strategies What Makes a Winning iphone/ipad App? 25 Build Something Unique 26 Deliver New Features 28 Tie Your App into Trends and News 30 Tie Into Seasons and Holidays 32 Tie Your App to Part of a Wider Solution 32 Apps Created from Other Platforms 33 Winning Game Apps Identifying Your App's Unique Value 37 The Four Questions 39 Who Are Your Competitors? 40 Identifying Your Competition 42 Learning from Your Competition 45 What Are the Key Features of Your iphone/ipad App? 47 What Are the Benefits of Your iphone/ipad App? 48 What's Unique About Your App? Competitive Worksheet 52 4 Identifying Your Target Audience 55 Refining Your Audience 57 Segmenting Your Market 57 Picking Your Market Segment 62 Targeting Your Market Building Your Apps Total Message 67 Choose an Effective App Name 70 App Store Text: Lighten It Up 77 Make Graphics Your Focal Point 79 Make Your App's Icon Jump 80 Build a Simple, Clean Product Website 82
3 Table of Contents v Strive for Immediate Positive Reviews II Delivering Your Message 6 Electronic Word of Mouth 89 Positive External Reviews 92 Coordinated Marketing Effort 94 Generating Demand 95 Reaching Interested Buyers 96 Choosing the Right Delivery Methods 96 Three Key Areas 97 Direct Marketing for Your App Using Social Media in Your App Marketing 111 Selecting Your Social Media Tools 114 Using Facebook 115 Tweeting 118 Using Blogs 120 Using Linkedln 121 Using YouTube Timing Your Marketing Activities 125 App Buying Cycles 126 Winning Marketing Activities 129 Timing the Launch of Your App Getting the Word Out About Your App 135 When to Write a Press Release 136 Do You Have What It Takes? 138 Writing Your Press Release 139 Embedded Links 145 Attaching Multimedia to Your Press Release 146 Press Release Signature 147 Publishing and Distributing Your Press Release III Pricing Your iphone/ipad App 10 Pricing Your App 153 Competing Against Free Apps 155 Some Pricing Misconceptions 158 Offer a Free Version ofyour App 160 Setting Your App's Price Conducting an App Pricing Analysis 167 Cost/Benefit Analysis 168 Breakeven Analysis
4 VI iphone & ipad Apps 12 Selling Value over Price 179 Selling Value I82 Additional Thoughts on Selling Value Breaking into the App Store Top Develop a Great App 19 Beat Up Your App...Mercilessly 192 Have Friends in High Places 192 Cross-Promote 194 Keep the Size Under 20MB 194 Price It Right 195 Integrate Your App with Other Apps 195 Optimize Your Web and App Store Copy 196 Develop Your Brand and Promote It Like Crazy 196 Reach Out to Apple Level the Playing Field with a Free App 201 Build a Paid App Standalone 203 Build a Free App, Build a Following 204 Build a Paid App and a Free App at the Same 1'ime 206 Free Apps with Ads 209 Can iads Help You to Monetize Your App? The App Pricing Roller Coaster 215 Raising Your Price 217 Lowering Your Price 218 Temporary Price Drops 220 Value-Add Sales 221 Launch Your App Free for a Limited Time App Promotions and Cross-Selling 223 Promotional Marketing for iphone/ipad Apps 224 Cross-Selling Using iphone/ipad Analytics 235 Analytics Components 236 Utilize Paid Ad Campaigns 240 Top Analytics Vendors 240 Analytics and Privacy IV Implement a Marketing Plan/Launch Your App 18 Why Have a Marketing Plan? 249 Top 10 Reasons Why You Should Have an App Marketing Plan
5 Table of Contents VII 19 Components of an App Marketing Plan 257 Marketing Goals and Objectives 259 Market Analysis 260 Business Environment 261 Strengths, Weaknesses, Opportunities, and Threats Analysis 262 Marketing Focus 264 Financial Information 265 Marketing Calendar Marketing Essentials and the Right Mix. 269 Keep Your App Store Content New and Exciting 270 How Much Should I Spend? 270 Striking a Balance Essential iphone/ipad Marketing Activities 275 Delivering Your iphone/ipad App to the World 276 iphone/ipad Pricing and Promotions 279 App Product Website 280 Social Media Marketing 281 Other App Marketing Activities Implementing Your Plan 287 Determine Goals for the Marketing Campaign What Results Do You Hope to Achieve? 288 Establish Measurement Criteria 289 Gather Prospects to Target for Campaign 290 Tracking Results Measuring Marketing ROI 290 Managing Your App Marketing Activities iphone/ipad Apps for Corporate Marketing 295 Is an iphone/ipad App Right for Your Company? 297 Build an App to Extend/Reignite the Brand 298 Apps to Extend a Web-based Product's Use
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