kid and family friendly marketing (casual connect 2013)

Source: http://148apps.biz/app-store-metrics/

Existential crisis: questioning whether life has any meaning, purpose, or value.

Appistential crisis: questioning whether an app has any meaning, purpose, or value.

Focus on marketing strategies that lead users to make a purchase and tell their friends.

Preexisting Conditions• You built a product worth talking about.• You tirelessly work editorial connections at the app

store(s) and press outlets. • You did your homework on SEO, keywords, etc.• You implemented “rate my app,” sharing, and analytics if

reasonably acceptable to do so.• You track competitor mentions for intel, press leads, etc.

Because you’re operating a business, right?

Word of mouth matters.

Parents’ Media Sources • Parent watches or plays the content first 56%• Recommendations from friends 34%• Reputation of the company or network 33%• Child finds it his/herself 25%• Website reviews 13%• Newspaper or magazine reviews 5%

Source: Parenting in the Age of Digital Technology

Approach marketing like a record label

Engage 100

customers personally

Set goals and hold yourself to them

Sell 10% more apps each week.

What message are you sending?

Craft your elevator pitch.

Clear Messaging“When I went to the Williamspurrrrg landing page, despite scrolling through all the images, I had no idea what the game was about, who it was intended for or even what genre it is. I only got some of that info after reading several reviews.”

- Completely unsolicited email

No. Yes.

Focused Purpose – Download!

Eye gaze effect.

Video trailers1. Help consumers

“try out” the game2. Reviewers often

embed videos, so you maintain more control on the message

Source: Moz.comhttp://moz.com/blog/eyetracking-google-serps

Videos draw eyeballs on search pages.

Have a mobile-friendly site

About half of teens do most of their online browsing on mobile

Source: http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings.aspx

Source: http://blog.sharethis.com/

iPhone vs iPad Content Sharing

Humans share items that cause emotion, especially positive feelings.

Interest Amusement Surprise

emotionwisegroup.org

Timely + Funny

https://www.facebook.com/tocaboca

Guest Blogto boost your web visibility

but make sure your content is still

**worth sharing**

Participate*authentically*in FAQs and resource sites

And gracefully hock your wares

Dr. Carla’s Appistential Crisis Marketing Tonic

• Engage the customer personally• Focused message• Foster emotion (particularly surprise, interest,

and amusement) to encourage sharing

Source: http://blog.sharethis.com/

Do all this in the places your audience spends time

Resources• Moz.com• Made to Stick by Chip and Dan Heath• UnMarketing by Scott Stratten• Influence by Robert Cialdini• Pitch Anything by Oren Klaff