The official app marketing playbook - created by Oren Todoros, CEO at AppsMarketing.mobi.

1. App Marketing Strategies May, 2011

2. APPSMARKETING INTRO Launched in Dec 2009, AppsMarketing Works with independent developers and development firms to promote their app through the various app stores. CLIENTS SNAPSHOT Soundtrckr: Geo Music DiscoveryFeatured in the App Store in 27 places. The Penguins of Madagascar: #1 Top iPad Book App. Packed with activities that entertains kids of all ages. Bar Refaeli: Official App Exclusive videos from interviews and campaigns. MegamindStoryBook: Featured New & NoteworthyBased on the DreamWorks Animated Movie. The Game Trail: App Game Trailers and Discovery. The Soul Mate Within: Unleash the law of attraction, Attract your ideal soul mate.

3. APP MARKETING STRATEGIES WORLD OF PAID WORLD OF AWARENESS

4. THE STATE OF APP DISCOVERY Discovering apps today, is like drinking from a fire hose. We’re right back to where the web was in the early 90’s Overload of apps - Too many app stores - Short amount of time WEB Seach vs. APP Discovery WEB – Good search but lack of discovery MOBILE - Good discovery but lack of search.

5. THE STATE OF APP DISCOVERY AppsFire Chomp AppFreeway Appolicious FAAD Not to mention app discovery services on the web / social networks: AppShopper – 148Apps – AppBoy – Appolicious, etc… Clearly there’s a serious problem here. “We prefer to see it as an opportunity”

7. Ease of purchase – One Click - Thanks Apple

8. The speed of innovation – App development time is fairly short

9. 300,000+ iPhone Apps – 200,000 + Android Apps

10. If you can do it on your PC you can do it on your phoneUser Perspective -Taking your content or tasks with you on the go Marketing Perspective - Reaching you anywhere, anytime Moving forward apps are going beyond mobile. Not only to tablets but also to the web (Chrome Web Store), the desktop (Mac App Store) and the billions of connected devices out there from TVs to cars.

11. THE BIG APP CHALLENGE YOU AND I are not Oprah…Brand names are taking up very limited retail space. The bar is being raised. Apps have to have significantly high value to make an impact. No MARKETING mechanism on the Apple App Store. Monetization Free, Paid, Freemium, Ads???

12. MORE APP CHALLENGES More games for iOS than 4 generations of game consoles. ROI Measurement is somewhat problematic. Requiring code to be implemented in the app. Will it be approved? Investing hundreds to a few thousand dollars on an app that may not be approved. "We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it.”

14. Adventure

15. Arcade

16. Board Games

17. Etc… Books are as competitive as Games. TIP: If your app is not a GAME pick a better category. TIP: Guessing how much your app should be sold for is not a strategy. http://www.mobclix.com - Stats

18. REAL APP STORE STATS Resource: http://www.mobclix.com Detailed app stats, segmented by categories http://www.appannie.com Insights into 297,899 apps by 68,836 companies across 90 countries http://www.appstorehq.com/ Library of great apps with a social flavor

20. APP LANDING PAGES

21. LEVERAGE USER GENERATED CONTENT

22. LOVE LETTERS – NOT PR PITCHES

23. GOOGLE’S HOT SPOT

24. IN APP CROSS PROMO

26. OWN YOUR SOCIAL PRESENCE

27. SAY IT WITH IMAGES AND VIDEO

28. APP LANDING PAGES

29. LEVERAGE USG Hundreds of Thousands of Views

30. LOVE LETTERS – NOT PR PITCHES Hello, You don't know me, my name is Bruce and I am a Moose! I live in a new iPhone app called "Find Bruce" (because I like to hide and you should find me!). It's an iPhone game made for little kids! I know there are some other new "apps-for-kids", but I like to think that I'm special…

31. APP EXPOSURE Megamind on AppBoy Bar Refaeli App on TiPb BugFest YouTube Reviews Penguins of Madagascar New and Noteworthy ChatSquare on The DailyApp Show iSpy Phonics on CrazyMikesApps

32. PR GOING BACK A STEP

33. GOOGLE’S HOT SPOT

34. IN APP CROSS PROMOTION YOUR APP HERE "iShotgun Pro" is the full version of the successful and addictive skeet shooting game "iShotgunLite"

35. KEEPING UP WITH THE TIMES Halloween, Christmas, Valentine's Day, pretty much any holiday is perfect leverage for promoting your app. Try to schedule your apps release just in time with a major occasion, weather that be a holiday or other worldly event. This was especially true for soccer game apps around world cup time. Vuzvuzella app anyone!? Rovio “Angry Birds”Christmas, St-Patrick’s Day Easter….

36. APP STORE’S ADDED VALUE Reviews are essential for any application’s success 2. Your apps title is also prime opportunity to grab a user’s attention. iDoodle Jump – BE WARNED: Insanely Addictive! Screenshots, this is your time to shine! make sure you wow them with the most visually stunning screenshots your app has to offer. Got featured? Make it known!

38. Ad Based Apps are annoying, but not annoying enough.

39. Paying even a little money for an unknown app is something people don’t want to do. And by people, I mean me.3 out of the top 5 "TOP GROSSING" apps are FREE! Actually they're Freemium based meaning you grab the game for free but pay a couple of extra bucks to progress through levels or buy virtual currency. Debating your pricing strategy? This should tell you something dear developer.

40. CASE STUDY THE PENGUINS OF MADAGASCAR Landing Page Content Video Teaser Promotion (8,690 views) Press Release Distribution (2,000 reads) Blogger Outreach (200 app reviewers) Facebook, Twitter Visibility AdMob Campaign (sucked) Tracked stats via AppAnnie.com Updated App Description Results - #1 Storybook App US – Nov 14th, 2010

41. KEY TAKEAWAYS Pricing: It’s always easier to go down than up Don’t Assume people will simply find it. Say it with Images and Video Investin Design Sell the need, not the features No Amount of Marketing Will Make a Bad Product good. CONTACT US AppsMarketing.mobi E-mail: info@appsmarketing.mobi Phone: +972 52 759 6521 Skype: Oren.Todoros Twitter: @Apps_Mktg Facebook: AppsMarketing Page