Marketing &
PR Offering

Tech worth talking about

In addition to the design and development of your app, we also can also provide an optional Marketing & PR Offering designed to help you launch your app; gain initial market exposure; and continue to grow your user base.

As a founder, you don’t care about having an app store optimization strategy, a social media strategy, or a paid advertising strategy—you care about finding the right users for your product.

There is no one size fits all solution for finding users, also known as traction. It will be different for every company and it will change over time. What you need is a process to help you find the right way to grow your company, and a partner that can guide you through that process.

Nessira

What you need is a process to help you find the right way to grow your company…

Nessira Randolph

Director, Marketing
@ Blue Label Labs

 

At Blue Label Labs, we use a process and methodology to help you find traction as quickly and as inexpensively as possible:

  1. 1. Explore all possible channels for selling your product. Cast a wide net and think outside the box.
  2. 2. Systematically test a few of these channels at a time, using real measurable experiments to see which ones can deliver the right kind of users your product.
  3. 3. When you find a channel that works, focus on it exclusively until it stops working—throw all of your resources into building and optimizing a marketing funnel around that channel.

What’s the goal

The goal of all of this is to drive the cost of acquiring customers down. Anything that isn’t contributing directly to that goal is a waste of your time and money.

Blue Label Labs can help you through every part of this process, from the early brainstorming of possible marketing channels, to setting up effective experiments, to implementing and refining a complete marketing funnel based around what we learn from those experiments.

We have expertise in implementing whatever strategy ends up being the right one for your business, whether it’s app store optimization, paid advertising or something else entirely.

We will never try to sell you on a list of services. We are selling a proven process, and the expertise to implement that process in the most effective way for your company.

There is a right way to grow your business. Let us be your guide.

Nessira

Nessira Randolph

Director, Marketing

Our Marketing & PR Offering is led by our Director of Marketing who commences each engagement with a strategy and planning phase.

During this planning phase, our Director of Marketing will work with you to understand your goals and determine the right set of Marketing & PR activities to meet those goals.

The below lists of services and prices are meant to provide you an order-of-magnitude sense of the pricing. Our Director of Marketing will work with you to create a custom package of services and associated pricing that may vary from those listed to better fit your needs. Typically, there is an overall Marketing Management fee of between $1,000 and $5,000 per month depending on the number of services we are helping to provide.

Pre-Launch

Blue Label Labs can help you through every part of this process, from the early brainstorming of possible marketing channels, to setting up effective experiments, to implementing and refining a complete marketing funnel based around what we learn from those experiments.

 

App Store Optimization

In other words, app store SEO the optimizes app description, keywords, app name, icon screenshots to increase app’s exposure and improve app “findability”.

Services Provided:

  • – App name and keyword research and recommendations
  • – iTunes App Store and/or Google Play Store competitive analysis
  • – (Re-)write app description
  • – Focus group review of app icon and screenshots
  • – Ongoing keyword optimization
Cost: $2,500 per month for iOS; $2,500 per month for Android

App Preview Videos

Work with video production team to manage the creation of your app’s App Store Preview video.

Services Provided:

  • – Provide video requirements and app highlights/summary to production team
  • – Review and propose edits to scripts and draft videos
  • – Distribute video in app store(s)
Cost: $1,500 to $3,000

(app preview video built according to app store specifications; cost varies based on length and complexity)

Product Explainer Videos

Work with video production team to manage the creation of your product’s marketing/explainer video.

Services Provided:

  • – Provide video requirements and app highlights/summary to production team
  • – Review and propose edits to scripts and draft videos
  • – Distribute video on homepage and within other marketing channels
Cost: $1,500 to $3,000 (animated explainer video) | $3,000+ (live action explainer video)

Costs vary based on length and complexity

Homepage & Email Templates

The creation of a website that varies in complexity based on your needs. Please see the below set of options:

Web Apps (i.e., a web version of the full-fledged mobile app we may be helping you with)
  • – No part of this standard offering.
  • – We can provide you a time and materials quote for this effort separately.

Wordpress

Fully-Custom Marketing Site (WordPress-based)

  • Example #1: YesU – http://yesuapp.com
  • Example #2: Moral Fiber – http://moralfiber.world/
  • Pros: Highly customizable, high-quality, on-brand design, scalable for future growth
  • Cons: Updates and maintenance are not DIY and will require on-going Blue Label Labs support
  • Cost: Time & materials added to the existing project budget and managed by the project PM, but generally these sites fall within a $7,000 to $10,000 range

Wordpress

Complex Templated Marketing Site (WordPress-based)

  • Example #1: LastSeat – http://lastseatapp.com
  • Example #2: GamerCal – http://www.gamercal.com/
  • The general format depicted here must be maintained to fall within this price point.
  • Pros: High-quality, on-brand design, scalable for future growth
  • Cons: Updates and maintenance are less DIY and may require Blue Label Labs support
  • Cost: $4,000 without copywriting and $5,000 with copywriting by Blue Label Labs

Wix

Simple Templated Marketing Site (Wix-based)

  • Example #1: HowUDish – https://www.howudish.com/
  • Example #2: ShuPlug – http://shuplug.com/
  • Pros: Updates and maintenance are highly DIY
  • Cons: No customization, limited on-brand design, low scalability for future growth
  • Cost: $2,000 without copywriting and $2,500 with copywriting by Blue Label Labs

Mailchimp

Email Templates (e.g., Mailchimp or a simple platform)

  • For use in sending newsletters, product updates or other information to interested parties.
  • Cost: $1,000 for set-up + your first email template + $500 each additional email template

Typical website features included within #2-#4 above:
  • – Description of the app
  • – App screenshots
  • – Product Explainer Video (not including cost of video creation/production—see the section of this document above for pricing)
  • – iTunes App Store and/or Google Play download links and badges
  • – Social media links (e.g., Facebook, Twitter and Instagram) for Like Us/Follow Us
  • – Links to EULA, Terms of Use, Privacy Policy (does not include the cost of drafting these legal agreements)
  • – Newsletter/pre-launch sign-up or information gathering
  • – Contact Us

Launch PR

Formulate your pitch and coordinate outreach to relevant blogs and online press outlets.

Services Provided:

 

Basic Package
  • – Weekly strategy call/update email
  • – Press friendly email pitch creation
  • – Press coverage goal (minimum of 3 blogs/news outlets with 100K+ monthly visitors)

Premium Package
  • – Weekly strategy call/update email
  • – Press friendly email pitch creation
  • – Product Hunt submission and promotion
  • – Help with getting featured by Apple
  • – Press kit creation (review guide, screenshots, images, etc.)
  • – Press coverage goal (minimum of 5 blogs/news outlets with 500K+ monthly visitors)
  • – Influencer marketing to over 10M followers (i.e., get your app written about by market influencers via social media and other channels)

Platinum Package
  • – Weekly strategy call/update email
  • – Press friendly email pitch creation
  • – Product Hunt submission and promotion
  • – Help with getting featured by Apple
  • – Press kit creation (review guide, screenshots, images, etc.)
  • – Press coverage goal (minimum of 7 blogs/new outlets with 1M+ monthly visitors)
  • – Influencer marketing to over 20M followers (i.e., get your app written about by market influencers via social media and other channels)

Costs: $3,000, $7,000 and $10,000, respectively;

all per one-month of PR support

Post-Launch

On-Going PR

Continued outreach to relevant blogs and online press outlets.

Services Provided:

  • – Weekly strategy call/update email
  • – Press friendly email pitch iteration
  • – Press coverage goal (minimum of 3 blogs/news outlets with 100K+ monthly visitors)
Cost: $3,000 per month

Paid User Acquisition

Strategy and execution of any/all paid user acquisition campaigns. This work is all about establishing KPIs, meticulous tracking and measurement using analytics tools, and small advertising “tests” via a number of different ad networks. Measurement and optimization are paramount here.

Services Provided:

  • – Development of goals/key performance indicators (KPIs)
  • – Recommendation of KPI-choice driven analytics solutions
  • – Analytics platforms depending on KPIs: AppBoy, LeanPlum, Appsflyer and/or BranchMetrics
  • – Create ad network testing strategy and execution roadmap
  • – Ad networks used depending on KPIs: Facebook, Twitter, Google and/or AdColony for early stage apps, Supersonic and Liftoff for more established apps
  • – Development of ad copy and graphics
  • – Execution of ad placement, monitoring and optimization
Costs: $2,000 to $3,000 one-time planning fees + $5,000 minimum monthly ad spend (paid directly to ad network/outlet) + 10% to 20% (of ad spend) management fee + $120 per hour for the creation of creative/graphics/videos

Engagement

Drive user engagement and retention for an existing user base using personalized, direct messages to individual users

Services Provided:

  • – Copy, graphics and management of in-app notifications, text & email messaging highlighting:
    • * New features
    • * Features unused by a specific user
    • * New friends/users joining
    • * Promotions
  • – Leverages 3rd party platforms like MixPanel, Swrve and Kahuna
Cost: $5,000 for initial integration + $10,000 to $20,000 per year (price dependent on number of users; suggested for apps with >10,000 users or high user growth rates)