This document discusses how to promote mobile apps. It recommends developing a unique app, spending time on app store submissions, designing a website, promoting on social media, pursuing PR opportunities, using mobile advertising, and investing in an app launch. It also provides a case study of how Sympatico promoted its 2010 World Cup app through mobile ads, media outreach, blogs, and social media to achieve 70,000 downloads. Key lessons learned include checking for trademarks, setting language properly, timing app store promotion, using press releases and alerts to engage users, and leveraging social media.

1. Mobile App Madness! Discovery and Distribution How to Promote your Applications! Prepared by: Gary Yentin Laurie Cutts March 31st, 2011

3. About App-Promo

4. Mobile Marketing Apps in 7 Steps

5. Sympatico Case Study

9. Key developer challenge is app discovery and market exposure More than 50% of developers willing to pay for premium app store placement

10. Monetization is a key challenge for developers. 1 in 5 developers report poor revenue

11. The three most common channels to market applications are: App Stores Direct Website Commissioned Apps

12. WHEN TO START MARKETING YOUR APPLICATION

13. 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 Testing Submission Launch Development

14. MARKETING MOBILE APPS IN 7 EASY STEPS

15. 1. CREATE AN UNIQUE APP

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

25. Twitter Channels

26. 5. PR IS IMPORTANT

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

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

32. 6. MOBILE ADVERTISING WORKS!

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

35. 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.

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

39. 7. INVEST IN YOUR LAUNCH

42. Humans vs. Aliens | Best Android Game 2011 | Best Android Games

44. Launch a mobile advertising campaign targeted to relevant audiences

46. Give out promo codes on Twitter and in the blogosphere

47. Run contests and give away prizes related to your app

49. Social

50. Paid Media

51. PR

52. Distribution

53. Promotion

54. Web

55. Search

57. Gary Yentin Laurie Cutts gary@app-promo.com laurie@app-promo.com 416-464-2223 (Toronto) 617-413-7377 (Boston)

58. David MacPhie David.MacPhie@bell.ca CASE HISTORY

60. 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.

62. Bar finder

63. Vote for favourite team

66. Major Media outreach

68. Number of Posts in discussions: 25,656

69. Number of images Posted: 1,292

70. Number of Video Posted: 17 Countries where the application was used:

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

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

74. Press release sent 3 days before the start of the World Cup

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

76. Alerts are a great way to engage the audience.