Your strategy should be to try to hit the grand slam but also keep making base hits. This way you hedge your bets. You may or may not hit the grand slam with your application, but with marketing you’re going to have some base hits in terms of consistent sales. Here are some ideas for hitting the grand slam with your application:
1. Identify an application that has never been done before. This is easier than it sounds. With tens of thousands of apps on the Application Store, the chance of you coming up with an application that has never been done is difficult, but not impossible. Sometimes you have to look for an application idea to solve a problem.
2. For example, we are starting to see apps that help you address the sheer volume of apps available on the application store. These “Recommendation Apps” as I like to call them will make headway here in 2010. Some apps are geared to recommending apps for a specific category or to several categories that might contain the same application. These Recommender Apps help you save time by giving you a list of apps that have been reviewed by the application developer or by peer review.
3. Sign an exclusive sponsorship deal. If you have a well written application that is seeing steady sales, you can search for corporations that are looking for an application that fits their marketing model. Most corporations either build an application or look to partner with a popular application that will give them a marketing presence on the application store. If your application is extremely well written and has broad appeal, you may be a candidate for such a partnership. Start by evaluating your application to see if it would be a fit for any company that might be interested in building a brand. The Gas Cubby application is a great example of such a partnership.
Gas Cubby has been selling well and has a strong following of users. With a partnership with Honeywell (FRAM), they are now offering a free Gas Cubby application for FRAM advertising on it. The developer of this application will receive ad revenue through an arrangement made with Honeywell.
4. Gain national and prestigious recognition for your application. This method can work for almost any application, but actually the apps with a fairly narrow buying audience may have an edge. This is because the editors of publications that would cover your application are probably easier to contact and may be more responsive to doing a story about your application. You can contact editors that would be interested in reviewing and writing about your application by going to their website and looking up their contact information. Landing a review from MacWorld would create tremendous buzz for your application.
A press release is one of the most powerful ways to get the word out about your application. A lot of independent developers don’t understand that a press release can serve as a launching platform to begin to get the word out about your application. In fact, you shouldn’t just consider one press release but many well-timed press releases to help you build momentum.
There are some key points to creating a successful press release. First, the press release must be well written to attract a following and “pick up,” which means getting news agencies, bloggers, and other online outlets to write about and run with the story in their publications.
Writing quality press releases is not for the faint of heart. It takes an experienced writer to capture and convey the key value of your application and interest your busy readers. Certain style elements must be followed in the press release so that it reads like a press release and not like an advertisement. Second, the press release must be positioned so that it gets into the right hands. Again, developers think that if they have a hastily written press release in hand, they can simply email it around to a few people and like magic the word will get out.
There are, however, a number of online outlets that will help you get the press release pushed into the path of prospective readers and news agencies. Some of these press agencies have broad reach into major news organizations, newspapers, and other publications.
These PR companies can be highly effective in helping you get your press release out to the masses via the Internet, giving you the muscle you need to get the word out. There are some PR firms that charge for their service and some that are free. As is usually the case, you get what you pay for.
In this article, we will first discuss how to write a press release for maximum impact. Next we will talk about how to deliver your press release to the right outlets to get the coverage that you will need. We will also cover some of the most wellknown PR firms that help you electronically distribute your press release around the world.
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