Common practices for kids app promotion.

1. Playbook for
Promoting Kids'
Apps
By Benjamin Zhang

2. Overview*
Before launching
Right after launching
After launching for a while
* The practices discussed in this presentation are applicable on both App Store and Google Play

3. Before launching
App description
Have a short and easy to understand tag line telling people why
this app is so special*
Emphasize the educational aspects of your app*
Make full use of description, screenshots, keywords, and reviews**
* http://blog.momswithapps.com/2011/01/17/7-tips-for-promoting-your-app/
** digitalmediadiet.com/?p=721, http://mashable.com/2010/11/08/marketing-mobile-app/

4. Landing page
Create promo videos*
Build a splash page with device images, branding messages,
basic details of app, social media links, and newsletter sign up**
* digitalmediadiet.com/?p=721, http://mashable.com/2010/11/08/marketing-mobile-app/
** http://mashable.com/2010/11/08/marketing-mobile-app/

5. Internationalize your app
translate your apps into local languages
* http://blog.momswithapps.com/2011/01/17/7-tips-for-promoting-your-app/

6. Right after launching
Media outreach
Youtube, Twitter, emails, forums, press releases, and
Facebook should all be included in your outreach strategy*
Submit your app to reviewers from kids’ app website,
and correspond with the reviewers via twitter*
Parenting blogs/communities could be very helpful**
Always include your promo video in press releases and
emails to bloggers*
* http://blog.momswithapps.com/2011/01/17/7-tips-for-promoting-your-app/
** http://www.amarketingexpert.com/publishing-insiders-wrap-up-secrets-to-creating-childrens-book-apps/

7. Get user ratings
High ratings would lead to more downloads
Identify a loyal segment of users that would most likely
to rate your app positively*
Pricing promotion**
Make sure your app’s price is in line with similar apps
offer promotion like “$4.99 app for $1.99
for a limited time
* http://www.localytics.com/blog/2013/8-ways-to-promote-your-app/
** http://www.brandchannel.com/images/papers/531_apppli_wp_mobile_app_marketing_1011.pdf

8. Concentrate your efforts
Attract as many downloads in as short time as possible*
(according to the algorithm of App store, this would have a positive effect
on app’s ranking)
Usually you need to sell 50+ copies of paid apps on several
consecutive days in order to be in the top 100**
* http://www.brandchannel.com/images/papers/531_apppli_wp_mobile_app_marketing_1011.pdf
** http://blog.momswithapps.com/2011/01/17/7-tips-for-promoting-your-app/

9. After launching for a while
Advertising
Advertise on other apps of the
same category or targeting the
same audience
Advertise where target
audiences hang out** (parenting
blogs, communities, early education
websites, etc.)
** http://www.entrepreneur.com/article/230010#ixzz2mXH2Aqw9

10. Social media campaign*
Example:
**
Social media engagement**
Interact with fans or followers, send out promotion
information and discounts, teach them about the app’s
different features, announce upcoming events, etc.
* http://www.localytics.com/blog/2013/8-ways-to-promote-your-app/
** Runkeeper is a free app remaining top 10 in the category of Health and Fitness

11. Celebrity endorsement
Example: Jennifer Lopez & Enrique Iglesias endorsing
Draw Something*
“draw something Jennifer Lopez and Enrique Iglesias”
generated almost 1 million search results on Google**
* http://www.localytics.com/blog/2013/8-ways-to-promote-your-app/
** http://parisafoster.com/2012/08/29/celebrity-endorsements-mobile-apps/

12. Appendix
Kids App Review Sites with High Traffic*
Estimated traffic over the
last 30 days
Website
smartappsforkids.com
bestappsforkids.com
igamemom.com
398,200
211,100
308,400
funeducationalapps.com
theimum.com
166,700
154,700
theiphonemom,com
momswithapps.com
160,000
115,200
* Traffic info retrieved from http://www.trafficestimate.com
Social Media clout
Facebook: 42,545 likes
Twitter: 14,674
Facebook: 3,516
Twitter: 2,988
Facebook: 2,771
Twitter: 4,438
Facebook: 4,985
Twitter: 6,945
Facebook: 7,659
Twitter: 7,794
Facebook: 3,748
Twitter: 5,898
Facebook: 15,486
Twitter: 10,936

13. Thank you!