So you got yourself an app.Now what?
Saturday 1 May 2010
Saturday 1 May 2010
Saturday 1 May 2010
ADNERDS IS SIMPLE
MATHSaturday 1 May 2010
AdNerds = A^T
A = AdvertisingT = Technology
TA
Saturday 1 May 2010
Mobile Marketing?
The Basics
Common Errors
Getting It Right
Saturday 1 May 2010
Saturday 1 May 2010
Ceci n’est pas une voiture
Saturday 1 May 2010
Smart Phone Apps will be a $4 billion industry by 2012.
Alan Mulally, President and CEO, Ford Motor Company
Mobile devices will be the No. 1 way of accessing the internet by 2015
Saturday 1 May 2010
screenshot Safari
Ford (as in cars) creates “Mobile Application Developer Network.”
Saturday 1 May 2010
Ford Sync Applink
Saturday 1 May 2010
screenshot Safari
Does it pay to be an Innovative Company?
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Saturday 1 May 2010
Bare Necessities
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1) Build a kick ass app
2) Get it on the app store
2) Get the bare necessities right3)
Saturday 1 May 2010
screenshot Safari
What are the Bare Necessities when it comes to Apps?
Saturday 1 May 2010
screenshot Safari
Inside the App Store vs. Outside the App Store
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Typical App Buyer Decision Process, Jeffrey Hughes
see icon click? app
page
app pics read? app
info
buybuy?
Inside the App Store
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1
2
3
45
7
6
Inside the App Store
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famous logo self-explaining include promo
1 App Icon
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2 App Title
descriptive easy to pronounce and spell
memorable
PndDrpprWeight Tips(tips & tricks to loose weight easily) Pound Dropper
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3 Description
not too lengthy bullets
• • •
summary with benefits
promotionson top
%include
positive reviews
“”
“what’s new/coming”
new
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4 Screenshots
use horizontal picswhen appropriate
use all 5 screens descriptive screens
1 aaa2 bbb3 ccc
only “obvious” screens
Aha!
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5 Size
S < M < L < XL <10 MB
10
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6 Prize
the valueof “free”
0 !price sensitive
market
! !# #
competitorpricing
A B C
WE?
price !
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7 Reviews
ask for feedback
?filter
feedback
!"#
respond tocomments
learn fromcompetitors
!"#
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Outside the App Store
monitorthe web
make it sharable
clear website
recyclecontent
••••like •••• ••••
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Saturday 1 May 2010
If you build it, they won’t come
Saturday 1 May 2010
Youtube
App Store
Saturday 1 May 2010
VIRAL?FORGET
IT!Saturday 1 May 2010
Anno Domini 1955 Anno Domini 1967 Anno Domini 2002
Saturday 1 May 2010
Social Epidemics*: the Law of the Few
*Malcolm Gladwell: “The Tipping Point”.
Influentials
MILLI"
NS
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Only Certain People Can Drive Trends
Saturday 1 May 2010
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ANY ATTEMPTTO ENGINEER SUCCES THROUGH
INFLUENTIALSIS ALMOST CERTAINLY DOOMED
TO FAILURE
Saturday 1 May 2010
The size of a forest fire often has little to do with the spark that started it and lots to do with the state of the forest.
Saturday 1 May 2010
Influentials cannot
tip a trend into existence
Success in a
networked society
is quite random
Saturday 1 May 2010
BIG-SEEDMARKETINGHARNESSING THE PASS-AROUND POWER OF
EVERYDAY PEOPLE
Saturday 1 May 2010
Expected number of new infectious people generated by each existing one
= R (“Reproduction Rate”).
Saturday 1 May 2010
Companies, unlike diseases, can use standard advertising methods to create potentially enormous seeds.
Campaign: bannering, TV,
e-mail, … n*
* some large number of conversions, people who are sufficiently interested to click on the web ad or embedded link.
Saturday 1 May 2010
n / (1-r)
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Saturday 1 May 2010
Do the right thing
Saturday 1 May 2010
Bare Necessities Hacking the iPhone App Store’s Algorithm Big-Seed Marketing
Covered!
Saturday 1 May 2010
NDA
Lawyer
Saturday 1 May 2010
HACKINGTHE iPHONE APP STORE
ALGORITHM
Saturday 1 May 2010
Today’sRanking
x8x5 x5
x2+ + +=Day Day - 1 Day - 2 Day - 3
focus your marketing efforts
during the first 4 days
algorithm assumption by FaberNovel
Saturday 1 May 2010
make sure to have your 4 days
over and done with,
before the weekend
Mon Tue Wed Thu Fri Sat Sun
Sales breakdown by day
Saturday 1 May 2010
Submission: get the bare necessities right!
D-7: inform blogs, press & review sites on upcoming launch
internal seeding
D0: press event & release,
start microsite, campaign & seeding
D1: newsletter and community seeding
D2: stimulate reviews
D3: collect feedback
launch
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BIG-SEEDMARKETING
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EVERYONEWITH AN iPHONE
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EVERYONEKNOWS SOMEONEWITH AN iPHONE
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DISPLAYADVERTISING
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SOCIALMEDIA
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Everyone is hyper-connected
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Competition*Incentive*2 criteria:
a certain skill (e.g. speed)social dexterity (bring friends to the party)
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FOCUS ONMOBILECONVERSIONS
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OF DOWNLOADS VIA THE MOBILE ECOSYSTEM
Sales breakdown by platform
8 %mobile appstore
Saturday 1 May 2010
SMS “MMF” TO
89550 ! / SMS SENT OR RECEIVED
stay up to date
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Saturday 1 May 2010
Focus on Mobile Conversions
Seed & Feed from close by
4 Days of Success
Never lose Sight of
the Bare Necessities!
Saturday 1 May 2010
adnerds.be
That’s it, for today.
Saturday 1 May 2010