The product, in this case an App, was so amazing that we wanted to make sure that we gave it every possible opportunity for success. To make the case more interesting, the client needed us to keep costs to a minimum.
The app is called MyEmergencyApp, You can go take a quick look at the concept on the website we created for them, http://www.MyEmergencyApp.com.
The client was going to make this a free app, and rely on income from advertisers on the app as the only revenue stream. However, there was great value in the app itself. The decision was made to sell the app at the nominal figure of $1.99. This established a value proposition, and allowed for the potential use of discount codes or even to make the app free to certain classes.
The major revenue source was to come from the advertisers on the app. There are twelve possible advertisers on the app. Plumbers, locksmiths, urgent care, dentists, emergency hospitals, towing services, roofers, electricians, window repair, garage door companies, and appliance repair service. We needed to have a method for reaching those potential advertisers.
These emergency services businesses rely heavily on Google Places, now known as Google+ Local. If they aren’t highly ranked on the Google Everything Search or the Google Places Search, their phone doesn’t ring. It costs a lot of time and/or treasure to stay highly ranked for these categories.
MyEmergencyApp would be a work around. Instead of competing on Google and having to share the space with competitors, the advertiser would have an exclusive spot on an app. In order to tell that story we created a video that you can watch below or go to YouTube and watch here http://www.youtube.com/watch?v=oIa-W86JOMA .
So, now we needed to drive traffic to these videos. We would send links by email and just get on the phone and call the companies. We also wanted clients coming to us, ready to buy.
The key was to have those videos highly ranked on YouTube, Google video search, and Google Everything Search for such categories as Locksmith Marketing or How To Market an Emergency Plumber.
To do that, we decided to create separate videos for each category. Here is an example of the one we did for a locksmith. http://www.youtube.com/watch?v=FkY7Hd6IdP4
Emergency Lockmith Video Promoting My Emergency App
Once having created these videos, we needed to promote them. We created a press release at PRlog.org for each one, and did blog posts about them on our various blogs. We also put the videos up on other video sites like Revver or Daily Motion using different Titles. With 12 videos, 12 press releases, 24 blog posts, and 120 videos, we felt there was a good chance that the phone would ring.
Finally, we published information on all social media to create even more buzz.
What do you think about our approach? Are there other things you think we should have done? In a future post we’ll provide results of this campaign.
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