Presentation given to iPhone LA Developers Group on 10/26/2010

1. iPhone Dev LA
10.26.2010
The Basics of
Marketing Your App

2. CURRENT LANDSCAPE
ACTIVE APPS IN THE APP STORE
Total Active Apps: 282,979
Active Publishers: 58,044
COUNT OF APPLICATION SUBMISSIONS
This Month (Games): 2,161 (83/day)
This Month (Non-Games): 14.844 (571/day)
MOST POPULAR CATEGORIES
1. Books – 49,018 active
2. Games – 40,627 active
3. Entertainment – 31,382 active
4. Education – 22,167 active
5. Lifestyle – 18.701 active
Source: 148apps.biz 10/26/10

3. BEFORE YOU SUBMIT TO THE APP
STORE

4. KNOW THY APP
 Why did you make this app?
 Who is your audience?
 Are there other apps in the store just like
yours?
 What makes your app unique?
“We don’t need anymore Fart apps. If
your app doesn’t do something
useful or provide some sort of
lasting entertainment, it may not be
accepted.”

5. KNOW THY APP
CATEGORY & PRICING
Productivity

6. MARKETING MATERIALS
1. Icon
2. App Description
3. Keywords
4. Screenshots
5. Video Trailer
6. Website

7. Your app icon
sets the tone
for your app.
You want
consumers to
look at the
57x57 image
and instantly
know what your
app is about or
whom your app
is for.
MARKETING MATERIALS - ICON
All of the above icons are easy to distinguish.
The icons below don’t tell me anything.

8. MARKETING MATERIALS – APP
DESCRIPTION
 Put the most important aspect of your
app in the first sentence
 Don’t overdo it
 Localize for language
 Pull quotes or user reviews
 Highlight what makes your app different
and/or better than the competition

9. MARKETING MATERIALS –
KEYWORDS
100 CHARACTER LIMIT
 Don’t Use Spaces
 Don’t duplicate – take out title of app and your
company name
 No duplicate words or phrases
 Weight Loss and Wight Tracker
 Just us “Weight, Loss, Tracker”
 No competitor app names
 No copyright
And of course there is always an exception to the
rule..

10. MARKETING MATERIALS -
SCREENSHOTS
Think beyond an actual screenshot!

11. MARKETING MATERIALS -
SCREENSHOTS

12. MARKETING MATERIALS -
SCREENSHOTS

13. MARKETING MATERIALS -
SCREENSHOTS
VIDEO TRAILER
 Create a short (No longer than :90 seconds)
video showing how your app works
 Be Creative!
 Examples to check out when you get home:
 You Tube:
 Bolt Creative
 SMULE
 Tapulous
 Digital Chocolate

14. Website
Put video, link to
app, and all other
important info
right on the
homepage of your
site

15. WEBSITE

16. BEFORE YOU SUBMIT TO THE
STORE
THINK AHEAD
 Insert Code into your app NOW
 Analytics
 FLURRY
 Request Users to Review
 Apperator
 Chomp
 Run Media?
 AdMob
 Flurry App Circle
 TapJoy

17. PR STRATEGY

18. PR STRATEGY
Determine your INFLUENCERS!
 App Reviewers
 148Apps
 SlideToPlay
 Appolicious
 TUAW
 AppAdvice
 100s of sites/bloggers…..
 Targeted Press That Reaches Your User
 Parenting
 Business
 Gaming
 Tech
 Sports

19. PR STRATEGY
 Press Release
 Pitch Email
 Press Kit
 Photos
 Link to Trailer
 Link to Website
DOWNLOAD CODES
 Every time a new
version of your app is
approved, you get 50
download codes
 Each code only works
for 30 days
 Only pull codes when
you need them – or 10
at a time
 Don’t randomly send
them out, have bloggers
ask you for them
 Do give-aways with
popular sites, ie
SlapApp.com

20. PR STRATEGY
PR IS NOT A ONE TIME EVENT
YOU NEED TO BE
CONTINUALLY PITCHING
YOUR APP

21. PR STRATEGY
PR
ALONE
IS
NOT
ENOUGH
ANYMORE

22. BURST STRATEGY

23. CLIMBING UP THE CHARTS
PAID MEDIA
1. Pay Per Install
2. In-App Advertising: Banner
Ads/Text Ads
3. Top 25
4. Online Banners
5. Going Free!

24. CLIMBING UP THE CHARTS
Pay Per Install Campaigns
Minimum = $0.50 per install or higher
Typical Ad Campaign you would see CPA at $2.00
PROS: Lots of Downloads
CONS: Might not get a lot of actual
users

25. CLIMBING UP THE CHARTS
In-App Advertising
Text & Tile Ad
Banner Ad
CPC = $0.15
CPA = $2.00

26. CLIMBING UP THE CHARTS
PROS: Slingshot your app into the top of your category and TOP
CONS: Only good for FREE apps.
TOP 25

27. CLIMBING UP THE CHARTS
Online Banners
Best for Awareness

28. CLIMBING UP THE CHARTS
Going Free
 Free App A Day
 OpenFeint
Great for Paid Apps

29. SOCIAL MARKETING

30. SOCIAL MARKETING

31. NOW WHAT?

32. NOW WHAT?
Listen to your users
Play with the pricing
Update the app often
Change your icon
Update your description
Keep pitching to press!
Don’t give up

33. LIZ@APPENCY.COM
THANK YOU!