How to Market and Promote Your iPhone App
Making, developing and promoting iPhone applications is one with the hottest entrepreneurial opportunities out there. Through the latest count, you will find 200,000 iPhone applications alone available for sale at Apple's Application Store because its June 2007 debut. This equates to an astounding pace of 182 new applications a day. Authorities now conclude the explosive recognition of iPhone and iPad will dramatically expand this quantity even more in the many years to come.
"For every iPhone developer who surges to success, there are thousands with their applications who do small more than gather 'digital dust' on Apple Application shelves," says Scott Lorenz President of Westwind Communications iPhone app marketing firm.
"These designers need to rise above the clutter and get noticed. To get an concept of the depth, width and height of that clutter, just go to the Apple App Store and see all the apps accessible. Pay particular attention to competitor's apps and take some time to dig into the choices the App Shop offers to promote your product," claims Lorenz.
"Some designers rely upon word of mouth to marketplace their applications. Word of mouth is an excellent device but you'll need PR to fuel up word of mouth. What is really needed is a PR plan that reaches both the end customers - the buyers - and the media who can achieve individuals buyers," adds Lorenz.
"Developers of technology of any kind have a tendency to talk to other tech individuals in their own globe. And that makes sense. They trade suggestions, swap insight, discuss roadblocks, and share code. But to market and ultimately sell their iPhone apps, designers must reach out to the folks who speak to their conclusion customers. They need to reach non-technical journalists who can mention an app on a Tv newscast, write a newspaper column that reaches a couple of hundred thousand readers or a syndicated stereo display with 100,000-plus listeners across the United States," stresses Lorenz.
"A public relations firm or publicist has an extensive list of media contacts with whom he has developed a professional relationship and history that may be pitched. The contacts and relationships a PR specialist has are 1000 percent much more apt to obtain a stereo interview or inclusion in a newspaper column than the technology developer who can't be expected to possess these types of contacts. That's why an iPhone app developer needs to invest time and resources using the publicist greatest equipped to create the app nicely enough recognized in the right places that it will turn out to be a well-liked seller," says Lorenz.
iPhone App Reviews
When Lorenz works with an application builder, he begins by assessing what he thinks the media potential is for that application and asks these questions. "Would the media even be interested? Is it a niche app or is it an app that would be of wide consumer interest?" Then he determines which journalists, columnists, television, bloggers, and radio and Tv producers will be interested in that app and pitch them.
"We'll also go beyond conventional media and consist of item reviewers at major media outlets as well as bloggers and individuals with large followings on Twitter, Facebook and MySpace. We'll begin to produce a buzz on the internet and generate traffic towards the developer's website or and the iPhone App Shop. If suitable, I'd get celebrities to use my client's application after which get a testimonial from the celebrity to talk about how great the app is and its use. With one recent iPhone application promotion our YouTube views elevated by 13,500 from 11pm to 6am after an interview on Wall Street Journal Radio and a couple of highly trafficked review websites. Evaluations matter. PR matters," says Lorenz.
iPhone App Marketing
Lorenz suggests that iPhone app designers use Google ad words (PPC) to drive people to their website exactly where customers can discover a website link to an on the internet demo that clearly shows what the application is all about. He also claims developers need to possess a YouTube video that may capture consumers looking on YouTube for a new app or who stumble upon it while searching for some thing else. Lorenz states make certain the URL towards the YouTube movie and the URL towards the website demo website link each be used in all promotional materials to drive sales and traffic.
Lorenz shares a pitch he made for any client that illustrates how he caught the attention of busy columnists and TV-radio pros. The pitch reads:
"A new prize-winning iPhone App that locations energy in the hands of the folks is on pace for 25,000 annual downloads. It's remarkable because it's a California ONLY App but could go national. The new App also won 2nd location within the 2009 University of Southern California Student Innovator Showcase. The press release beneath has more info. If you would like to talk to the 25 year old developer, please contact me."
"The release, early on put forth links to the developer's web site and also to a YouTube movie for a demo. It had been on the really quick download pace and actually was ahead with the Bible for downloads about the iTunes Store," claims Lorenz.
Heading Viral with Your iPhone Application
Lorenz carried out a comparable campaign for a musician/teacher who produced educational rap music to become used in the classroom. Press releases incorporated links to where the music could be downloaded free, to YouTube movies and to his website, MrDuey dot com. "We created buzz on YouTube along with other Internet hotspots that drove sales and pushed him above all other movies on TeacherTube (like YouTube but primarily for teachers and students). At last check we were approaching 1.5 Million Views of his "Fractions" video making it the most popular movie on TeacherTube," mentioned Lorenz.
In another on the internet campaign Lorenz helped Angel Acres make it to the "Top 10" in a $1 Million shelter makeover contest sponsored by Zootoo.com, a web site for animal and pet lovers. As component with the effort, he enlisted a talented musician to write and record a song to be used in an online video and for public service announcements. "It was a cool way to get some additional attention by using music," says Lorenz.
iPhone Application Public Relations
"The bottom line," claims Lorenz, "Hire a publicist to cut via the clutter and reach into the niche marketplace that will location your application within the middle of shoppers, purchasers, and extremely curious end customers. Building the app was, I hate to say it the easy component."