Kid and Family Friendly Marketing (Casual Connect 2013)
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Presented at Casual Connect USA 2013. Children and family app developers are caught in a crowded, competitive universe where discoverability is critical to financial viability, yet traditional channels of marketing and revenue generation are fraught with troubles. Advertising to children is taboo. One slip of a freemium model and your studio is a villain for life because some child charged a gajillion dollars to his parent's credit card. This session explores methods of marketing your content to maximize reach in a family-friendly way.
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Kid and Family Friendly Marketing (Casual Connect 2013)
- 6. Existential crisis: questioning whether life has any meaning, purpose, or value.
- 7. Appistential crisis: questioning whether an app has any meaning, purpose, or value.
- 9. Focus on marketing strategies that lead users to make a purchase and tell their friends.
- 10. Preexisting Conditions • You built a product worth talking about. • You tirelessly work editorial connections at the app store(s) and press outlets. • You did your homework on SEO, keywords, etc. • You implemented “rate my app,” sharing, and analytics if reasonably acceptable to do so. • You track competitor mentions for intel, press leads, etc.
- 12. Because you’re operating a business, right?
- 13. Word of mouth matters.
- 15. Parents’ Media Sources • Parent watches or plays the content first 56% • Recommendations from friends 34% • Reputation of the company or network 33% • Child finds it his/herself 25% • Website reviews 13% • Newspaper or magazine reviews 5% Source: Parenting in the Age of Digital Technology
- 16. Approach marketing like a record label
- 24. Set goals and hold yourself to them Sell 10% more apps each week.
- 25. What message are you sending?
- 27. Clear Messaging “When I went to the Williamspurrrrg landing page, despite scrolling through all the images, I had no idea what the game was about, who it was intended for or even what genre it is. I only got some of that info after reading several reviews.” - Completely unsolicited email No. Yes.
- 28. Focused Purpose – Download!
- 29. Eye gaze effect.
- 30. Video trailers 1. Help consumers “try out” the game 2. Reviewers often embed videos, so you maintain more control on the message
- 31. Source: Moz.com http://moz.com/blog/eyetracking-google-serps Videos draw eyeballs on search pages.
- 32. Have a mobile-friendly site
- 33. About half of teens do most of their online browsing on mobile Source: http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings.aspx
- 34. Source: http://blog.sharethis.com/ iPhone vs iPad Content Sharing
- 36. Humans share items that cause emotion, especially positive feelings. Interest Amusement Surprise emotionwisegroup.org
- 41. Timely + Funny
- 53. Guest Blog to boost your web visibility but make sure your content is still **worth sharing**
- 54. Participate *authentically* in FAQs and resource sites And gracefully hock your wares
- 57. Dr. Carla’s Appistential Crisis Marketing Tonic • Engage the customer personally • Focused message • Foster emotion (particularly surprise, interest, and amusement) to encourage sharing
- 58. Source: http://blog.sharethis.com/ Do all this in the places your audience spends time
- 59. Resources • Moz.com • Made to Stick by Chip and Dan Heath • UnMarketing by Scott Stratten • Influence by Robert Cialdini • Pitch Anything by Oren Klaff
Notas del editor
- Average prices are lowEducation category has 96k active appsGames has more than 150k
- You built a product worth talking about.You tirelessly work editorial connections at the app store(s) and press outlets. You did your homework on SEO, keywords, etc.You implemented “rate my app,” sharing, and analytics if reasonably acceptable to do so.You track competitor mentions for intel, press leads, etc.
- http://moz.com/blog/top-three-inbound-marketing-strategies-for-mobile-appsRecommendations from people I know 92%Consumer opinions posted online 70%
- Parenting in the Age of Digital Technology StudyParent watches or plays the content first 56%Recommendations from friends 34%Reputation of the company or network 33%Child finds it his/herself 25%Website reviews 13%Newspaper or magazine reviews 5%
- On the reputation of a network or brand…
- The reality of our business is that many companies are pursuing multiple brands at one time. Which means a more successful approach is to create an umbrella organization that is trusted and launch individual brands within that. Then you’re not always starting from zero users with a new Facebook page, a new Twitter account, etc.
- There’s only so much time in the day, which means we often feel that we have to reach as many people as possible, which means a mindset of spamming 500 people at once.
- In reality, it’s better to start from a place of engaging 100 customers personally. You’ll not only get valuable user feedback, but you’ll begin to foster a culture of personal service that’s going to go a long way toward building a trusted brand.
- And I know that’s a daunting task of engaging customers personally, but overnight success is not going to happen in this space. It’s a slow burn, a marathon, not a sprint, slow and steady win the race, or whatever metaphor you want to use. http://www.flickr.com/photos/briancribb/6212433551/sizes/o/in/photolist-asYm4i-acgYd9-9jRUm5-dN2z9S-aok5pB-a6Go3P-abUqkA-abRz6R-abRzkk-7B4tat-eyF5LK-eyJePU-9WmQPq-aveFCX-ana15L-8kADT1-7QwCWc/
- To that point, set goals and hold yourself too them. Rationalize salesSell 10% more apps each week. Yes, overtime it’s a lot of people, but if you start at 100, it’s only 10 more next week. If your biggest problem is that your 10% goals have become gaining 400 new users a day, then we should talk. And how do you hold yourself to them? Write them down, etc. People who wrote down their goals, shared this information with a friend, and sent weekly updates to that friend were on average 33% more successful in accomplishing their statedgoals than those who merely formulated goalsDr. Gail Matthews, Dominican University of California
- Know your elevator pitch so that your marketing materials are clearly communicating the same message. http://www.flickr.com/photos/joshwept/6001821114/sizes/o/in/photostream/
- “When I went to the Williamspurrrrg landing page, despite scrolling through all the images, I had no idea what the game was about, who it was intended for or even what genre it is. I only got some of that info after reading several reviews.”- Completely unsolicited email
- Clear purpose.
- A friend of mine was talking to me about Netflix as a case study for clear messaging and another psychology concept known as the eye gaze effect.
- Video trailersHelp consumers “try out” the gameReviewers often embed videos, so you maintain more control on the message
- In the mysterious world of search engine optimization, it turns out that videos are a significant looking place on search pages.
- Over 30 days ShareThis monitored 4.9 billion “social signals”. Sharing was 2x more likely on mobile devices. Blue is iPhoneRed is iPad20% family & parenting iPhone17% iPadThe only thing shared more on iPad was Food & Drink
- Fosters interest and amusement
- A recent blog post of mine that had a significant number of pageviews and shares. Fosters interest and surprise. It’s Sexy Headlines 101, but hey, it works
- Surprise – who violates and NDA!?!Interest – they’re sharing sales data!Amusement – it’s a vine video of a crayon drawying
- Bragging gets shared, too. Interest and surprise.
- I’m not saying go to slide share unless you know your audience is there. But it’s a great microcosm for examing what gets shared.
- http://moz.com/blog/5-data-insights-into-the-headlines-readers-click
- http://moz.com/blog/5-data-insights-into-the-headlines-readers-click
- So the moral of the story is ride spongebob’s coattails…
- In completely other news… Forget judging your guest blog opportunities based solely on the PA/DA of the site and start thinking more about site engagement. If I see a website with a domain authority score of 40 but there are no comments from readers and minimal social shares, then I would generally ignore this site, in favour of a site with lower DA but more comments/social shares. This is particularly important when building links to a blog, so as the old saying goes - don't judge a book by its cover!“Many blogs and other websites have 'useful links' or ' useful resources' pages. These pages generally list partner websites, relevant blogs or other sites that they work with. Although these types of links aren't going to result in ground-breaking link building wins they could, if you prospect correctly, provide a link that will not just give you an SEO boost, but actually generate traffic to your site as well. These types of links are particularly relevant for the travel industry.”
- Boosts SEO, a sale or two never hurts!
- http://www.flickr.com/photos/cloppy/276542116/sizes/o/in/photostream/
- Resources