ptg7041380 iPhone and iPad Apps ® ® MARKETING SECOND EDITION Secrets to Selling Your iPhone and iPad Apps ptg7041380 Jeffrey Hughes 800 East 96th Street, Indianapolis,Indiana 46240 USA iPhone® and iPad® Apps Marketing: Editor-in-Chief Secrets to Selling Your iPhone and Greg Wiegand iPad Apps Acquisitions Editor Copyright © 2012 by Pearson Education,Inc. Katherine Bull All rights reserved.No part ofthis book shall be reproduced,stored in Development Editor a retrieval system,or transmitted by any means,electronic,mechani- Kendell Lumsden cal,photocopying,recording,or otherwise,without written permission from the publisher.No patent liability is assumed with respect to the Managing Editor use ofthe information contained herein.Although every precaution Kristy Hart has been taken in the preparation ofthis book,the publisher and author assume no responsibility for errors or omissions.Nor is any lia- Project Editors bility assumed for damages resulting from the use ofthe information Samantha Sinkhorn contained herein. Jovana Shirley ISBN-13:978-0-7897-4833-1 Indexer ISBN-10:0-7897-4833-9 Erika Millen Library ofCongress Cataloging-in-Publication data is on file. Proofreader Printed in the United States ofAmerica Language Logistics,LLC First Printing:September 2011 Technical Editor Trademarks Zimana ptg7041380 All terms mentioned in this book that are known to be trademarks or Publishing Coordinator service marks have been appropriately capitalized.Que Publishing Cindy Teeters cannot attest to the accuracy ofthis information.Use ofa term in this book should not be regarded as affecting the validity ofany trademark Book Designer or service mark. Anne Jones Warning and Disclaimer Compositor Every effort has been made to make this book as complete and as Nonie Ratcliff accurate as possible,but no warranty or fitness is implied.The infor- Que Biz-Tech Editorial Board mation provided is on an “as is”basis.The author and the publisher shall have neither liability nor responsibility to any person or entity Michael Brito with respect to any loss or damages arising from the information con- Jason Falls tained in this book or from the use ofthe CD or programs accompa- Rebecca Lieb nying it. Simon Salt Bulk Sales Peter Shankman Que Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales.For more information, please contact U.S.Corporate and Government Sales 1-800-382-3419 [email protected] For sales outside ofthe U.S.,please contact International Sales [email protected] CONTENTS AT A GLANCE Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 I Your Marketing Message 1 Your iPhone and iPad App Marketing Strategy:Grand Slam or Base Hits? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 2 What Makes a Winning iPhone/iPad App? . . . . . . . . . . . . . . . . . . . . . . . .25 3 Identifying Your App’s Unique Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37 4 Identifying Your Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 5 Building Your App’s Total Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67 II Delivering Your Message 6 Electronic Word ofMouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89 7 Using Social Media in Your App Marketing . . . . . . . . . . . . . . . . . . . . .111 8 Timing Your Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125 9 Getting the Word Out About Your App . . . . . . . . . . . . . . . . . . . . . . . . . .135 III Pricing Your iPhone/iPad App 10 Pricing Your App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153 11 Conducting an App Pricing Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . .167 12 Selling Value over Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179 ptg7041380 13 Breaking into the App Store Top 100 . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189 14 Level the Playing Field with a Free App . . . . . . . . . . . . . . . . . . . . . . . . .201 15 The App Pricing Roller Coaster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .215 16 App Promotions and Cross-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223 17 Using iPhone/iPad Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235 IV Implement a Marketing Plan/Launch Your App 18 Why Have a Marketing Plan? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249 19 Components ofan App Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . .257 20 Marketing Essentials and the Right Mix . . . . . . . . . . . . . . . . . . . . . . . . .269 21 25 Essential iPhone/iPad Marketing Activities . . . . . . . . . . . . . . . . . . .275 22 Implementing Your Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .287 23 iPhone/iPad Apps for Corporate Marketing . . . . . . . . . . . . . . . . . . . .295 TABLE OF CONTENTS Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 I Your Marketing Message 1 Your iPhone and iPad App Marketing Strategy:Grand Slam or Base Hits? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 We’ve Seen This Movie Before . . . . . . . . . . . . . . . . . . . . . . . . . .10 The Big Win—Grand Slam . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 The Steady Win—Base Hits . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 The No Win—Strikeout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Benefits/Drawbacks ofthe Big Win and Steady Win Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 2 What Makes a Winning iPhone/iPad App? . . . . . . . . . . . . . . . . . . . . . . . .25 Build Something Unique . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Deliver New Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 Tie Your App into Trends and News . . . . . . . . . . . . . . . . . . . . .30 Tie Into Seasons and Holidays . . . . . . . . . . . . . . . . . . . . . . . . . 32 Tie Your App to Part ofa Wider Solution . . . . . . . . . . . . . . . .32 Apps Created from Other Platforms . . . . . . . . . . . . . . . . . . . . 33 ptg7041380 Winning Game Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35 3 Identifying Your App’s Unique Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37 The Four Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 Who Are Your Competitors? . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Identifying Your Competition . . . . . . . . . . . . . . . . . . . . . . . . . .42 Learning from Your Competition . . . . . . . . . . . . . . . . . . . . . . .45 What Are the Key Features ofYour iPhone/iPad App? . . . . .47 What Are the Benefits ofYour iPhone/iPad App? . . . . . . . . .48 What’s Unique About Your App? . . . . . . . . . . . . . . . . . . . . . . . .50 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51 Competitive Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52 4 Identifying Your Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 Refining Your Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57 Segmenting Your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57 Picking Your Market Segment . . . . . . . . . . . . . . . . . . . . . . . . . .62 Targeting Your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65 5 Building Your App’s Total Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67 Choose an Effective App Name . . . . . . . . . . . . . . . . . . . . . . . . .70 App Store Text:Lighten It Up . . . . . . . . . . . . . . . . . . . . . . . . . .77 Make Graphics Your Focal Point . . . . . . . . . . . . . . . . . . . . . . . .79 Make Your App’s Icon Jump . . . . . . . . . . . . . . . . . . . . . . . . . . . .80 Build a Simple,Clean Product Website . . . . . . . . . . . . . . . . . .82 Table of Contents V Strive for Immediate Positive Reviews . . . . . . . . . . . . . . . . . . .85 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86 II Delivering Your Message 6 Electronic Word ofMouth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89 Positive External Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92 Coordinated Marketing Effort . . . . . . . . . . . . . . . . . . . . . . . . . .94 Generating Demand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95 Reaching Interested Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . .96 Choosing the Right Delivery Methods . . . . . . . . . . . . . . . . . . .96 Three Key Areas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97 Direct Marketing for Your App . . . . . . . . . . . . . . . . . . . . . . . . .97 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109 7 Using Social Media in Your App Marketing . . . . . . . . . . . . . . . . . . . . .111 Selecting Your Social Media Tools . . . . . . . . . . . . . . . . . . . . .114 Using Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .115 Tweeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .118 Using Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120 Using LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121 Using YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .124 8 Timing Your Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125 ptg7041380 App Buying Cycles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .126 Winning Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . .129 Timing the Launch ofYour App . . . . . . . . . . . . . . . . . . . . . . .130 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132 9 Getting the Word Out About Your App . . . . . . . . . . . . . . . . . . . . . . . . . . .135 When to Write a Press Release . . . . . . . . . . . . . . . . . . . . . . . .136 Do You Have What It Takes? . . . . . . . . . . . . . . . . . . . . . . . . . .138 Writing Your Press Release . . . . . . . . . . . . . . . . . . . . . . . . . . . .139 Embedded Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145 Attaching Multimedia to Your Press Release . . . . . . . . . . . . .146 Press Release Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .147 Publishing and Distributing Your Press Release . . . . . . . . . .148 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .150 III Pricing Your iPhone/iPad App 10 Pricing Your App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .153 Competing Against Free Apps . . . . . . . . . . . . . . . . . . . . . . . . .155 Some Pricing Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . .158 Offer a Free Version ofYour App . . . . . . . . . . . . . . . . . . . . . .160 Setting Your App’s Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .160 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166 11 Conducting an App Pricing Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . .167 Cost/Benefit Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .168 Breakeven Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177 VI iPhone® & iPad® Apps 12 Selling Value over Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179 Selling Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .182 Additional Thoughts on Selling Value . . . . . . . . . . . . . . . . . .186 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .188 13 Breaking into the App Store Top 100 . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189 Develop a Great App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190 Beat Up Your App...Mercilessly . . . . . . . . . . . . . . . . . . . . . . . .192 Have Friends in High Places . . . . . . . . . . . . . . . . . . . . . . . . . .192 Cross-Promote . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194 Keep the Size Under 20MB . . . . . . . . . . . . . . . . . . . . . . . . . . .194 Price It Right . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .195 Integrate Your App with Other Apps . . . . . . . . . . . . . . . . . . .195 Optimize Your Web and App Store Copy . . . . . . . . . . . . . . . .196 Develop Your Brand and Promote It Like Crazy . . . . . . . . .196 Reach Out to Apple . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .198 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .199 14 Level the Playing Field with a Free App . . . . . . . . . . . . . . . . . . . . . . . . .201 Build a Paid App—Standalone . . . . . . . . . . . . . . . . . . . . . . . . .203 Build a Free App,Build a Following . . . . . . . . . . . . . . . . . . . .204 Build a Paid App and a Free App at the Same Time . . . . . . .206 Free Apps with Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209 ptg7041380 Can iAds Help You to Monetize Your App? . . . . . . . . . . . . . .211 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213 15 The App Pricing Roller Coaster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .215 Raising Your Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217 Lowering Your Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218 Temporary Price Drops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .220 Value-Add Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .221 Launch Your App Free for a Limited Time . . . . . . . . . . . . . .222 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .222 16 App Promotions and Cross-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223 Promotional Marketing for iPhone/iPad Apps . . . . . . . . . . .224 Cross-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .227 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233 17 Using iPhone/iPad Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235 Analytics Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .236 Utilize Paid Ad Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . .240 Top Analytics Vendors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .240 Analytics and Privacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .244 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .245 IV Implement a Marketing Plan/Launch Your App 18 Why Have a Marketing Plan? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249 Top 10 Reasons Why You Should Have an App Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . .250 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .256 Table of Contents VII 19 Components ofan App Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . .257 Marketing Goals and Objectives . . . . . . . . . . . . . . . . . . . . . . .259 Market Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .260 Business Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .261 Strengths,Weaknesses,Opportunities, and Threats Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .262 Marketing Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264 Financial Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265 Marketing Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .268 20 Marketing Essentials and the Right Mix . . . . . . . . . . . . . . . . . . . . . . . . .269 Keep Your App Store Content New and Exciting . . . . . . . . .270 How Much Should I Spend? . . . . . . . . . . . . . . . . . . . . . . . . . .270 Striking a Balance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .271 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .274 21 25 Essential iPhone/iPad Marketing Activities . . . . . . . . . . . . . . . . . . .275 Delivering Your iPhone/iPad App to the World . . . . . . . . . .276 iPhone/iPad Pricing and Promotions . . . . . . . . . . . . . . . . . . .279 App Product Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .280 Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .281 Other App Marketing Activities . . . . . . . . . . . . . . . . . . . . . . .283 ptg7041380 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .285 22 Implementing Your Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .287 Determine Goals for the Marketing Campaign—What Results Do You Hope to Achieve? . . . . . . . . . . . . . . . . . . . . . . . . . .288 Establish Measurement Criteria . . . . . . . . . . . . . . . . . . . . . . .289 Gather Prospects to Target for Campaign . . . . . . . . . . . . . . .290 Tracking Results—Measuring Marketing ROI . . . . . . . . . . .290 Managing Your App Marketing Activities . . . . . . . . . . . . . . .291 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .293 23 iPhone/iPad Apps for Corporate Marketing . . . . . . . . . . . . . . . . . . . .295 Is an iPhone/iPad App Right for Your Company? . . . . . . . .297 Build an App to Extend/Reignite the Brand . . . . . . . . . . . . .298 Apps to Extend a Web-based Product’s Use . . . . . . . . . . . . .301 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .305 VIII About the Author Jeffrey Hughesis the creator and lead instructor for Xcelme’s (www.xcelme.com) iPhone and iPad App Marketing course,which has helped hundreds ofindependent developers market their iPhone and iPad apps effectively in a very competitive mar- ket.He has two decades ofexperience as a marketer,publisher,and speaker,working with high tech companies including McAfee,Blue Coat,and Novell. Jeffrey consults and gives seminars around the world to developers,corporations, and universities on how to position their apps,improve their marketing approach, and win new customers.Hughes is the author of13 books including Android Apps Marketing:Secrets to Selling Your Android App.Hughes has a B.S.degree in market- ing and a minor in computer science from Brigham Young University.He resides in Scottsdale,Arizona. Dedication This book is dedicated to my daughters Laurin and Mckenna who inspire and encour- age me each day.May your dreams come true. ptg7041380 Acknowledgments I would like to acknowledge senior acquisitions editor Katherine Bull whose guid- ance and support over the past several years has been unwavering.She is one ofthe best in the business and always finds time to encourage and remove obstacles along the sometimes bumpy path ofpublishing.Moving words around the computer screen can be hard work,and nobody understands this better than Katherine as she provided gentle reminders ofupcoming deadlines. I would also like to thank Romny French for her amazing editing and organiza- tional skills.She was able to pull this project together to meet critical deadlines and keep the project on track.I also want to thank Samantha Sinkhorn for her speedy production ofthe book into its final form.She has worked tirelessly under very tight deadlines and does incredible work. Finally,I want to thank the many developers who have contributed to this book with their marketing suggestions and ideas,app photos,and other support.This is a remarkable industry with incredible growth similar to the early years ofthe Internet.It is exciting to be a part ofthis growth and help many developers achieve success with their apps. IX We Want to Hear from You! As the reader ofthis book,you are our most important critic and commentator.We value your opinion and want to know what we’re doing right,what we could do bet- ter,what areas you’d like to see us publish in,and any other words ofwisdom you’re willing to pass our way. As an associate publisher for Que Publishing,I welcome your comments.You can email or write me directly to let me know what you did or didn’t like about this book—as well as what we can do to make our books better. Please note that I cannot help you with technical problems related to the topic of this book.We do have a User Services group,however,where I will forward specific technical questions related to the book. When you write,please be sure to include this book’s title and author as well as your name,email address,and phone number.I will carefully review your com- ments and share them with the author and editors who worked on the book. Email: [email protected] Mail: Greg Wiegand Editor-in-Chief ptg7041380 Que Publishing 800 East 96th Street Indianapolis,IN 46240 USA Reader Services Visit our website and register this book at quepublishing.com/register for conven- ient access to any updates,downloads,or errata that might be available for this book.