Mobile application marketing presentation. MobileDevNJ Meetup (Union, NJ) 9/14/2011

1. Mobile Application Marketing
Ingredients for Success
Rich Fernandes
MobileDevNJ Meetup
September 14th, 2011
Union, NJ
rich.fernandes@kapturem.com

2. Topics of Discussion
• Conceptual Ideas and Segmentation
• Prototype and Validation
• Beta Testing
• Distribution Strategy
• Social Media
• Customer Acquisition
• Strategic Partnerships

3. Conceptual Ideas and Segmentation
• Formulate your idea
– What is your application trying to
accomplish?
– How will you accomplish your goal?
– Will people use your application in
the way that you intended?
• Segment your users
– Who is your target user?
• kapturem
• 18-30 year old male
• Lives in urban area
• Loves to joke around

4. Prototype and Validation
• Create a prototype
– Paper prototype
– App prototype
– Interactive prototype
• Validate the prototype
– Is what I am trying to accomplish
actually going to work?
– Is there initial interest for my
product?
– Is this worth investing in and
developing?

5. Beta
Tes(ng
• Sign
on
beta
testers
early
in
the
process
– Build
hype
– Build
demand
– Build
a
want
for
your
product
• Manage
the
beta
on-­‐boarding
process
– LaunchRock
– Unbounce
– My
Beta
List
– KickOff
Labs
• These
users
will
become
your
power
users
and
applica(on
champions

6. Distribution Strategy
• How do you plan to distribute your
application?
– Off-Market
– Android Market and App Store
– 3rd Party Markets (Cydia, GetJar, Amazon
App Store, etc.)
• Is it wise to distribute through all
channels or some channels?
• How does my distribution affect my
reach?
• How do I differentiate myself in the
market?
– Targeted keywords
– SEO

7. Social Media
• How do you get your message out
to the public?
– Facebook Fan Page
– Twitter account
– YouTube Video
• Reach out to bloggers – low
probability of getting published, but
still worth a shot
– TechCrunch
– TheNextWeb
– Mashable
– VentureBeat
– Android Central
– TUAW

8. Customer Acquisition
• Exploit all customer acquisition
techniques available
• Advertising
– Facebook Ads
– AdMob
– iAd
• Promotions
– T-Shirts
– Stickers
– Misc. Merchandise
• Events
– Meetups
– Conferences
– SXSW
– TechCrunch Disrupt

9. Strategic Partnerships
• Who can I partner with to leverage their
user functionality and/or user base?
• kapturem has announced a partnership
with the leading photo editing API
provider in the space with right now –
Aviary
• We are going to soon integrate their
newest mobile feather SDK into our
application
• What did we gain?
– Tons of press coverage across multiple blogs
for free
• Always look for potential strategic
partnerships to enhance your
application and never forget
business development

10. Q&A
Questions?