Question

Topic: E-Marketing

Selling A $149.99 Off-road Nav App

Posted by Anonymous on 1/23/2013 at 6:37 PM ET 125 Points
I am part of a marketing team at a mapping and publishing company, specialising in on and off-road paper maps, atlases & guides as well as digital products (a personal GPS system and 3 apps).

We have had an off-road nav app since early 2012, with no allocated budget and no help the app sold well thanks to our validity in the 4WD touring industry. However it fell badly as expected, so late last year when we updated the app I proposed we use the new version as a launchpad to recreate the marketing message and relaunch the app per se. The app is expensive at $150, so I put great emphasis in the marketing on the message of 'Plan, Navigate, Share with (app name)'. I have attempted to offer consumers a direct message that will get them past the price tag, by letting them know they the app is a self-contained GPS navigation tool that will do everything for their next off-road adventure.

During the relaunch I sent out a consumer EDM to 12,000 subscribers, in addition to creating a landing page on our website. On our Facebook & Twitter page we 'Promoted' multiple posts about the app's relaunch and watched the numbers tick over. We don't have a set marketing budget but have funds there if we can effectively justify the pay-off. Over the first 2 weeks after the launch we had great success, but now the inevitable drop in hype means we have to work harder to consolidate our sales goals. On my list is obviously to continue emarketing to cut down on the call-to-action length:

1. EDM marketing
2. Social media
3. Consumer forum involvement
4. Banner ads on relevant 4WD forums? (not sold on its effectiveness)

Aside from these, I am at a slight loss on how to continue the momentum around the launch. I believe our product offering is clear so the issue is not the message itself but where to disseminate it.

From the information above, what avenues of emarketing should I focus on or investigate to continue the momentum from the initial launch of the app?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/23/2013 at 10:14 PM Member
    When people are thinking of going off-road, what other products/services would they also likely need? Can you co-market with vendors providing them?

    Are there people/organizations doing some amazing off-road adventures? Can you sponsor them and in exchange, have them write/video a daily journal (to share with your social network)?

    Can you prove that your app is a smart investment (better than your competition)? If so, then your offering becomes "the obvious choice".
  • Posted on 1/23/2013 at 10:54 PM Author
    Thanks for the response Jay, you've given me some very clear directions to look in. We have actually just given 20 copies of the app to an off-road accessories company for their competition celebrating 20,000 Facebook fans. There will be 20 prize packs and 20 respective winners, so your advice correlating with that gives me confidence it will be a success! They are actively going to be linking the competition to our website, our app landing page and our Facebook page.

    I will definitely be on the lookout for those 'other' alternative gems that we could perhaps sponsor too.

    I suppose I'm not just looking for ways to align the product, but the actual spaces to place the marketing. Should I pursue the banner ads on the 4WD forum? Should I place my emphasis on Facebook advertising?
  • Posted by Moriarty on 1/24/2013 at 1:31 AM Accepted
    James,
    who else is in the market for this?

    The competition is a great idea, and the response from this will be valuable. Look at who is interested and why. That should be useful when setting up some kind of Adwords/PPC campaign - directed at those who are interested and you should find it effective (even if it is limited in scope). Once you get that working, you can scale it upwards and outwards as ideas flood in.

    I hope this helps, I'll be back later as I am in Leipzig today.
  • Posted on 1/28/2013 at 4:43 PM Author
    Thank you for the responses Jay, I will definitely be putting those suggestions into practice.
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