Six Lessons in App Marketing

Good overview of what needs to be done by marketers “beyond creating an app” in order to drive awareness, usage and ROI!

By: Andrew Pavia    Advertising Age     Published: June 09, 2011

Lisa Bettany

So you’ve made an iPhone app, now what? Lisa Bettany, creator of Camera+, an app for the iPhone which has sold 2.6 million copies and has achieved the top spot in the App Store in the first release, gave CaT attendees tips on how to sell a product through the app store.

1. Create a Twitter contest. The contest that Camera+ ran had two simple steps: follow one designated account and post as many pictures as you want. “Twitter contests generate buzz,” she said referring to them later as “Tweet blasts.”

2. Sell strategically. Releasing an app on the weekends or a holiday, such as Christmas, has proven to be beneficial to sales numbers. Also, targeting the U.S. might be a good idea, since 58% of total iApp revenue was generated from the U.S. store.

3. Create a loyal following through engagement. Camera+ app users were sharing photos daily for a year. “If they’re loving it, they’re sharing it,” she said.

4. Wow your users. Research the features people actually want. Ms. Bettany advised to take app store reviews into consideration (while taking “You Suck” with a grain of salt, she said).

5. Fix bugs and boost performance. While this may be fairly obvious, she said Camera+ problems resulted in the app dropping from the top ten to roughly the No. 180 spot.

6. Don’t get kicked out of the App Store. Jokingly, Ms. Bettany referred to the time in which Apple took its app out of the digital store for creating the ability to take a picture using the volume button. Apple did not want that feature included in this app. Spoiler alert: It is going to be a feature on the iPhone 5 camera.

With the tremendous success of her Camera+ app, Mr. Bettany said, proudly, that “zero dollars was spent on traditional advertising.”

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