I like to call this Stunt Marketing/PR at it’s best. Schiau Studios, the creators of Alchemize, an iPhone game – have caused quite a stir in the iPhone App blogosphere. Tired of all the complaints that their game was priced too high at $2.99, Schiau Studios went and (brilliantly) did the unmentionable – they RAISED the price of their game to $39.99! While only a temporary price increase, the drastic change made a point and got a ridiculous amount of press. The price of a game in the iTunes store is still considerably cheaper than buying a console game. But the best part of this stunt – free publicity! People (including you after reading this) now know about the game, Alchemize. And the more people who know about the game, the more people will check it out and possibly purchase it.
At Appency, we’re in the business of marketing iPhone apps, and publicity is one of the services that we offer. People often ask, what kind of publicity can you bring to a new app? My definition, anything that gets people to take notice and/or talk about your product. As long as they are talking, you are building brand awareness. In most cases, a press release and pitching to journalists/bloggers can be a great first step to getting people’s attention. It helps if you have an angle – first game of its kind, new use of technology, great game play, or in Schiau Studios case, most expensive iPhone game ever!!
Before you take action, we recommend you take a good look at your app. What’s your angle? Why did you make this app in the first place? Do you have competition in the marketplace? If yes, why should people download your app versus the competitor’s? Is it priced fairly? Does it have a good user experience? Check any current reviews and make any necessary tweaks. When you’re ready to make a big noise, make sure your product can stand the heat!
Kudos to Schiau Studios! Nicely done.
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