Introduction 1
Part I: Your Marketing Message 7
Chapter 1: Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits? 9
Weve Seen This Movie Before 10
The Big WinGrand Slam 14
The Steady WinBase Hits 18
The No WinStrikeout 20
Benefits/Drawbacks of the Big Win and Steady Win Strategies 21
Summary 23
Chapter 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 of a Wider Solution 32
Apps Created from Other Platforms 33
Winning Game Apps 35
Summary 35
Chapter 3: Identifying Your Apps Unique Value 37
The Four Question 39
Who Are Your Competitors? 40
Identifying Your Competition 42
Learning from Your Competition 45
What Are the Key Features of Your iPhone/iPad App? 47
What Are the Benefits of Your iPhone/iPad App? 48
Whats Unique About Your App? 50
Summary 51
Competitive Worksheet 52
Chapter 4: Identifying Your Target Audience 55
Refining Your Audience 57
Segmenting Your Market 57
Picking Your Market 62
Targeting Your Market 63
Summary 65
Chapter 5: Building Your Apps Total Message 67
Choose an Effective App Name 70
App Store Text: Lighten It Up 77
Make Graphics Your Focal Point 79
Make Your Apps Icon Jump 80
Build a Simple, Clean Product Website 82
Strive for Immediate Positive Reviews 85
Summary 86
Part II: Delivering Your Message 87
Chapter 6: Electronic Word of Mouth 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
Chapter 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
Chapter 8: Timing Your Marketing Activities 125
App Buying Cycles 126
Winning Marketing Activities 129
Timing the Launch of Your App 130
Summary 132
Chapter 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
Part III: Pricing Your iPhone/iPad App 151
Chapter 10: Pricing Your App 153
Competing Against Free Apps 155
Some Pricing Misconceptions 158
Offer a Free Version of Your App 160
Setting Your Apps Price 160
Summary 166
Chapter 11: Conducting an App Pricing Analysis 167
Cost/Benefit Analysis 168
Breakeven Analysis 175
Summary 177
Chapter 12: Selling Value over Price 179
Selling Value 182
Additional Thoughts on Selling Value 186
Summary 188
Chapter 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
Chapter 14: Level the Playing Field with a Free App 201
Build a Paid AppStandalone 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
Can iAds Help You to Monetize Your App? 211
Summary 213
Chapter 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
Chapter 16: App Promotions and Cross-Selling 223
Promotional Marketing for iPhone/iPad Apps 224
Cross-Selling 227
Summary 233
Chapter 17: Using iPhone/iPad Analytics 235
Analytics Components 236
Utilize Paid Ad Campaigns 240
Top Analytics Vendors 240
Analytics and Privacy 244
Summary 245
Part IV: Implement a Marketing Plan/Launch Your App 247
Chapter 18: Why Have a Marketing Plan? 249
Top 10 Reasons Why You Should Have an App Marketing Plan 250
Summary 256
Chapter 19: Components of an 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
Chapter 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
Chapter 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
Summary 285
Chapter 22: Implementing Your Plan 287
Determine Goals for the Marketing CampaignWhat Results Do You Hope to Achieve? 288
Establish Measurement Criteria 289
Gather Prospects to Target for Campaign 290
Tracking ResultsMeasuring Marketing ROI 290
Managing Your App Marketing Activities 291
Summary 293
Chapter 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 Products Use 301
Summary 305
