How to Plan for Successful App Launch

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  • Dot Com Infoway - Whitepaper/ Mobile Apps Marketing

    How to Plan for a

    Successful App Launch?

    Make your Apps Discoverable

    www.dotcominfoway.com

    Whats Inside?

    Lay Down the Groundwork

    Setting Yourself Apart

    The Fundamentals

    Generating Hype

    Dont Make these Mistakes

    The Number One Key

  • How to Plan for a Successful App Launch

    NUMBER OF APPS AVAILABLE ACROSS VARIOUS STORES

    mobile apps have been developed in

    3 years.

    300,000+585,000

    450,000

    82,234

    DAILY SMARTPHONE APP CONSUMPTION,

    MINUTES PER CATEGORY

    24%

    27%12%

    11%

    7%

    Games Social Media News

    Entertainment Other

    www.dotcominfoway.com

    SOURCE : FLURRY ANALYTICS 2012

    SOURCE : MOBITHINKING STATISTICS 2012

    Everyone and their brothers seem to be

    launching new applications. The app market is

    booming in concert with widespread smartphone

    dissemination.

    Statistics on this matter suggest that the

    saturation point is still well into the future, and that

    the market will continue to be very strong for a

    long time.

    Its not surprising that many believe applications

    will continue to become increasingly central to

    peoples lives, nor is it much of a stretch to agree

    with them. Many applications serve very useful

    functions, while many others are remarkably even

    impressively useless.

    Everyday, new applications are introduced,

    and more and more consumers cant function

    properly without these things that didnt even exist

    a few years back.

    Interestingly enough, the degree of an

    applications utility doesnt really have any

    relationship with that same applications

    popularity or pricing. Both the useful and the

    silly have the same potential for profit and

    notoriety.

  • LAY DOWN THE

    GROUNDWORK

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  • LAY DOWN THE

    GROUNDWORK

    Much of the popularity and success of an application lies in the preparation that

    goes into its launch. Many potentially killer apps have fallen by the wayside because

    of lack of such preparation. A poor launch will generally translate into poor overall

    dissemination, which will end up spelling the death of such a venture.

    What can you, as an application developer or marketer, do in order to ensure that

    your application launch will be a highly successful one? There are several general

    points to consider. We can definitely take a look at scores of examples of successful

    launches and glean commonalities from the data. We also need to keep in mind that

    ingenuity and creativity shouldnt stop with the development of the app itself.

  • SETTING

    YOURSELF APART

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  • SETTING

    YOURSELF APART

    With millions of applications in existence, you need something extra-special to

    put your own app front and center on the public stage. Launch marketing is more

    important than ever for application success, and will continue to be as long as this

    market is a moneymaker.

    Thousands of the applications in existence nowadays are exceptionally ingenious

    dare we say revolutionary but very few of them are going to make it anywhere

    solely on inherent strengths.

    The primary key to a successful application launch is good marketing. In this paper we

    will be discussing several key aspects of such marketing.

    Hopefully after reading this you will have a very clear and well defined idea of the

    degree and scope of preparation you need in order to put together the best

    application launch you possibly can.

  • THE

    FUNDAMENTALS

    Maybe you think youve got something special with your app, and maybe it

    really is. But without a very specific launch strategy its not going to be that golden

    ticket to fortune and success for which youve been praying. The small things are very

    important; there are several of them that must be fully considered and executed

    before your launch will be feasible.

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  • www.dotcominfoway.com

    Number one, you need a good brand name for your application. Angry Birds

    probably wouldnt have taken off the way it did without its evocative and funny title,

    so think of something that sums up exactly what it is but is fun and memorable as

    well.

    Make it short and sweet, and youll probably have a better time of things. You should

    come up with a list of five possibilities, and then run them by your colleagues, family,

    and anybody else whose opinion you value.

    Also invest thought and money into the creation of your logo and icon. You

    probably already know from experience some logos just ask to be clicked, while

    others languish in anonymity.

    Make yours something fresh, eye-catching, and pertinent to the nature of your

    application. Youd probably do well to hire out for creative input on this, but if you

    have excellent artists, drafters, or graphic designers in house, then get at it and enjoy

    the experience.

    BRANDINGBRANDING

  • www.dotcominfoway.com

    Competitive Analysis

    Figure out what your closest competition is out there, and the best way to compete with

    them. Youd think that having a unique application would be the best thing, but honestly its

    much easier to market and launch an application that serves a familiar function. This being

    said, dont imitate or ape the competing applications. Find a way to set yours apart as

    different, better, and innovative when compared to the others.

    App Store Submission Tips

    As of the writing of this paper, the App Store online is the place to launch applications. If

    there happen to be any others by the time you read this, then you should gear your launch

    for as many of these other stores as possible. The most important part of putting your

    application on the App Store is selecting which category to put it into. There are several

    subcategories as well. Figure out which one is suitable, as well as which one will best allow

    your product to stand out.

    Pricing Your App: Factors to Consider

    Youll need to decide on a consumer price for your product. Make sure you put both

    market research and basic accounting to work here dont just come up with a random

    figure. See what other apps in your category are priced, and what those apps offer compared

    to yours. Figure out how many people you think will want to purchase your app take a low

    estimate. Then do some math and figure out what the gross profits will be at different price

    points. Of course you shouldnt overprice, but you should be aware that underpricing will

    make your product seem insignificant too. Find a happy medium.

    FIND YOUR PERFECT PLACE IN THE MARKET

  • www.dotcominfoway.com

    It is a big plus if you are able to produce several editions of your application, each one

    geared to a specific type of customer.

    If it is feasible, make one for different age groups, types of employment, different

    language-speakers or ethnicities, etc.

    You get the idea people like customization. In addition, it would be wise to make

    Gold, Platinum, or Executive editions with more widgets and features for those

    discriminating types out there.

    Anything to make the customer feel that you have them specifically in mind is a good

    thing. Such diversification will also possibly make it easier for you to feature your

    application under more than one category in the app store.

    SPECIALTY NICHES

  • GENERATING

    HYPEGive them More than Words

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  • GENERATING

    HYPEThere are some ingenious steps you can take in order to get the online market

    buzzing about your product that involve a more nerdy approach. Other app

    developers and marketers have been using these successfully for themselves. First

    of all, you really need to set up a website for your app. Without this step, you cant

    really do much of anything else online. Put it all out there, but dont get too wordy

    attention spans are at an all-time low too long; didnt read is a popular critique

    these days.

    Aside from your impeccably written, terse, majestic and sparkling website, a couple

    or a few splash pages wouldnt be a bad idea as well. A splash page is like a satellite

    website that directs traffic to the main site. Splash pages work the best when they

    work different angles on the same product. Try to be as creative as you possibly can,

    and make sure the writing and design are on point. In addition, try to do some research

    into effective, contemporary App Store Optimization in order to generate more hits

    and increase visibility.

  • www.dotcominfoway.com

    Create Buzz

    Your sites should be consistently updated. Not only does this have a positive effect on

    Search Engine (Google) rankings, but it gets potential customers excited about the

    product.

    Word of Mouth

    Bloggy blurbs are just fine, but you really ought to give them something more than

    just reading material. Buzz is created with experiences, not just compelling literature.

    So give them some sneak previews. Screenshots of the application in action are

    always good, but dont give too much away. Put out some kind of video that teases

    potential customers, leaving them wanting more. Release promotional games, songs,

    stories, etc., as long as its not anything too lame. Have a promotional edition of your

    application available, and send codes to people who you think might help in

    generating word of mouth. These could be friends and colleagues, or it could be a

    professional app blogger (one of the thousands out there) with whom youve

    developed a relationship.

    Beta Test

    One of the most effective ways to generate buzz is to muster together a squadron

    of volunteer beta-testers. Internet nerds love and live for this kind of thing, as it sort

    of validates the months and years theyve spent in front of a computer screen. Get

    this group of independent volunteers to systematically test your app, providing them

    with a form to fill out and allowing for any other additional feedback. The more they

    get into it, the more theyre going to talk about their cool experience with others.

    GIVE THEM MORE THAN WORDS

  • DONT MAKE THESE

    MISTAKESBe Nitpicky, and Serve your Customers

    www.dotcominfoway.com

  • DONT MAKE THESE

    MISTAKESMake sure you get everything planned out ahead of time. Things might not go

    completely according to this plan, but at least you have some type of template that

    will give you some structure. Without a plan, youre just winging it and are going to

    look exceptionally unprofessional. Nobody is going to know what is going on with

    your launch, not even within your own firm, and dissension is quite likely to make its

    way quickly through the ranks.

    No, if you dont have all your ducks in a row, your applications launch is going to be a

    big mess, so get a very detailed plan together. On top of this, you ought to make sure

    that your product is well tested for bugs and glitches. Theres nothing worse than an

    application on the market that causes more problems than it solves.

    Such a situation is indicative of an app developer who is more concerned with getting

    their product to market than with serving customers. Not a good way to be seen by

    the public.

  • www.dotcominfoway.com

    Customers are the ultimate judges as to whether an application will be successful

    or not. Whatever you do, do not let their feedback go unheeded. Make sure that

    customers have their own lines of communication, so that you can hear exactly

    what they think about your product. And actually listen to what they say! The fact

    that they themselves are not the developers is totally irrelevant, and is actually quite

    beneficial.

    Customer feedback is, quite often, exceptionally detailed and helpful a good way to

    avoid the need for expensive consultations which will tell you the same thing about

    your product. A lot of apps these days disappoint their customers. The developer will

    tout their new app as the greatest thing since Shazam, and it ends up being just some

    bug-ridden and insignificant waste of time and money. Customers dont like these

    types of situations, and will likely avoid anything you put out in the future. Bottom

    line: Make sure your app does exactly what you say it is going to do.

    Problems with poor delivery and improper testing usually, more than anything else,

    have a lot to do with a lack of adequate time for the applications development. So

    make sure that you and your staff give yourselves as much time as is necessary, and

    then add a month or two onto that. Be as meticulous and methodical as you can

    possibly be, and your chances of reaping the rewards will increase tremendously.

    BE NITPICKY AND SERVE YOUR CUSTOMERS

  • THE NUMBER

    ONE KEY

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    Youre not going to do much of anything if you dont get experienced and successful

    app developers & launchers on your side! You can do it yourself all you want, but if you

    dont have any experience in this field, your chances for success are slim.

    Experience counts in all fields, but especially in new, developing genres of marketing.

    If you pay attention to the approach your help takes initially, you may be able to do

    much more for yourself whenever the next launch rolls around, but youd be much

    better off with some good help this time around.