How to market an app—The assignment

You have a shinny, flashy, hip new app for your business, and you even remembered to budget for its promotion.

Last week, in our public relations class we prototyped an app. This week, we'll be looking at marketing it.

But first... check out this video of an dude driving the wrong way in front of school during rush hour.


The app is for the King's Head Pub and Eatery in Winnipeg. They have no knowledge of this app, nor have they given permission for the prototype.

The app's purpose is to have a high rate of repeat business and increase revenue during off-peak times.

Let's take a peak at the PR side of marketing this app.

The PR's 4 principles of persuasion:

• identification
• action
• clarity
• familiarity and trust principles

The identification principle—What's in it for me?

Why should I download it?
What's the benefit for the end user?

Make it clear to them that they can save money by using the app. Tell them what the app does.

The idea with this app is to let users know of food and drink deals, the schedule of bands playing and an all-in-one place for everything King's Head, with an addictive game you can play while waiting for the bus.

The action principle—Make it easy for them
 
Make the app simple. Make it easy to use. A one-click-download from the website makes it easy for them.
Train the staff to install the app for the clientele and show them how it works.

Be active on social media: promote the app and answer questions they may have. Show them it's easy.

The clarity principle—Make it clear and easy to use.

Great, so they downloaded the app. Now what?

If it's not easy to use, or doesn't make sense, there's really no point.
Cut the fat from the app. Don't make them signup, but leave it as an option.
Make it an option for push notification. Let them know about these deals, but don't be annoying.


Show screen shots of the app, or make a short promotional video showing how easy it is to use.

There are screens attached to faucets in the washroom; Why not use them to show the screenshots or the promo video?

The principle of familiarity and trust—Oh, does Ace Burpee use it?
 
Why not get an opinion leader to review it for you?






Do you know a local celebrity? Ask them to check it out and let their followers know.

Send pitch emails to news media, radio personalities, and local bloggers and celebrities. They will have more sway than advertising, and it's cheaper. A review in the Free Press vs. repeat ads in the Free Press, one's free(they don't accept complimentary items) and one costs money.

Don't just expect to throw money at an issue, more than likely it won't be effective.Just remember as a business owner, or Joe Q. Public, it's always better to work smart, not hard.

What do you think about an app for your business? How much do you have to spend on one? Do you feel you would benefit?