Most developers aren't willing to focus on marketing an app, let alone drumming up hype with press. However, PR is a critical component in the marketing mix that sets the momentum for an app’s success. Here are a few app PR tips offered by AppFlood that you should keep in mind in preparation for your app's launch.
Beijing, February 6, 2014 - (PressReleasePoint) - After weeks and months of painstaking efforts of coding and managing the development of iOS/Android app, not surprisingly most developers aren't willing to focus on such seemingly trivial matters like marketing an app, let alone drumming up hype with press. However, public relations is a critical component in the marketing mix that sets the momentum for an app’s success. With that in said, here are a few app PR tips offered by AppFlood that one should keep in mind in preparation for app's launch.
What makes the app special?
Before anything else, decide on the app’s unique positioning and offer a value proposition. Focus on app’s best qualities: Does it offer a unique solution to a problem? Does its UI make it stand out from the crowd? What makes it special and one-of-a-kind? Try to be as precise as possible, but don’t get carried away with description – make it real, don't offer something that would not live up to users’ expectations.
Finalize it before the Big Day
It may seem like an obvious point, but one has no idea how many apps end up dead in the water post-launch because of bugs and other issues that were detrimental to the user experience. The journalists receive a massive amount of PR pitches daily and one can generally only get one shot to impress them.
If the app launch deadline is approaching faster than expected and the app just isn’t ready for the prime time, opt for a limited release and target local journalists in target regions. This strategy gives more time to polish the app before launch day. If an app makes a poor first impression, it might not get another chance.
Find and target appropriate audiences
Read reviews about competing apps much beforehand, search for the journalists’ names and contact info and reach out to them directly.
Executing PR yourself might be a challenging and often time-consuming burden if one doesn’t know what strings to pull. Invest in a professional PR firm such as Inner Circle Labs in the U.S. or Dimoso in the U.K that can help with PR strategy.
Make sure that app submission has been approved by the app store. At least a few weeks before the launch, use beta test platforms like TestFlight so that journalists are given a first-look and the chance to play around with the app. Prepare a journo-ready “preview” of the app and set an embargo date – the time and date that the press can publish their reviews. This gives the application chance to convert the initial flood of traffic into users, which would help it climb app store rankings at launch.
Control the PR ‘Buzz’.
There are always some unexpected obstacles at launch. Don’t get discouraged! Monitor closely what users are saying, and quickly deal with any issues they discover. Make sure to observe what’s said in the press about the product. Keep in mind that even unfavorable controversy can be flipped around. As the saying goes in PR, “any press is good press.”
Expanding on the “limited release” app PR strategy
Putting a beta app right in front of the press where it’s vulnerable to scrutiny might be risky and stressful. What one can do is release the app quietly, and give a window of time to iterate and make improvements. One can also focus initial PR on a small region, where the chances of app hitting mainstream press is minimal. Once the local press is receptive to the app, turn attention to the more influential journalists. Approach them with a major app update, milestones, or any other newsworthy story. However, don’t wait longer than 6 months to approach the thought leader journalists. There is a better chance of journalists covering the app when it’s still fresh and new.