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Post App Launch Marketing: Best ways to grow awareness/adoption of a free 'geofence Groupon' app?

I have released a free geofenced Groupon app to all countries that have Groupon. This app triggers notifications to the user when they get within 50 yards of any business that has a current Groupon local offer. It then takes you directly to that Groupon offer's page: it is called TripWire for Grouponand our business model is as an affiliate from Groupon. We could apply this same tech to any of the other verticals or competitors to Groupon. The app turns off GPS when you aren't moving for more than 20 seconds.

I have tried a ground floor approach with Twitter and Facebook and am slowly building an audience, but this is very costly and seems inefficient. I am clearly out of my comfort zone in terms of new user acquisition. I need guidance, a proven strategy, perhaps a partner whose strength is acquiring a targeted audience, in the US this is clearly Mom's from 19 - 55. I have begun a campaign to petition the Mom blog authors and expect this to become one of the 3 key pillars of my current strategy. I will also continue to comment on lists that discuss Groupons, pros and cons.

I have also applied to Apple's CarKit program to add this to the cars, think of when you are driving into a car wash, it would notify you on your car's dashboard display, allowing you to take 70% off this car wash - like magic.

Are there ways to expand my reach without breaking the bank, free to low cost user acquisition strategies. The technology is patent-pending, but the idea is relatively simple, we just really need a way to get the message out in a repeatable, affordable way.

I can keep polishing the app, but without the necessary ground swell of users, it won't make a difference to my bottom line. My current new user acquisition costs have been between .10 to upwards of 5.00 per user. Expected payback of around 6-8 months. We are evaluating an in-app upgrade to eliminate unwanted categories from notifying you for 1.99, but at this point there aren't enough metrics to justify it. We also have been delayed in releasing the Android version due to a limited runway. The shelf life of this app is fate shared with Groupon and it needs to make an impact quickly or we need to pivot.

Any guidance, links, or support is most welcome.

Respectfully,

Peter M. Gits
GeekGaps.com

6 Replies

Neil Licht - HereWeAre
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Want To find-close Business Online without competition Before They Google Search? We solve this problem 1(508)-481-8567
If you are not getting traction for what should be a naturally utilized app, what's the reason? What could you do to change that?

- Here's a path that can work


Because the web is now the new and powerful "word of mouth" knowing how to leverage its many social media aspects to reach and influence the target audiences groups & discussions where your prospects "hang out" is critical for growing business.

Its also how, without any competition, you become the "go to guru" in the right target audiences, get called and acquire paying customers via the web.

I use the following with my clients to help them gain that all important "go to guru" strategic position with genuine prospects and the right target audiences:

While we all want to grow our businesses as painlessly as possible, there is some important homework to be done first in order to see the paths and avenues to take when trying to gain traction for a product, service, and build long term customers so sales can happen.

Look at these key issues in strategic positioning, messaging, understanding your target audiences and actual selling approaches that need to be addressed to get YOU sales:

o Where is my target audience? Who are they? Where do they "hang out" online?
o What do they care about?
o How do they source?
o Where do they go for industry updates and information and how do you get featured "there"?
o How do I think from the point of view of my target audiences so I can relate and connect?
o What do I specifically "say" that can instantly capture the targeted audiences, prospects so they want to talk
o How do I differentiate myself from the pack so i get called?
o How does my target audience evaluate issues and solutions?
o How can I define my key audiences and position to be of service to each audience so they want what I offer?
o How do I become a featured speaker at events and establish my position as a go to expert?

That reveals where target audiences are, where their "influencers" are and where you should be active via articles, social media, blogs, email, newsletters to create a "go to" national presence and reputation.

Next, using what you found, apply 2 key sales axioms as the road map for tapping into what you learned, using/leveraging each identified path and for messaging accordingly in each avenue you found that can create calls, buyers, get attention and position you as the go to source:

* Axiom #1: People do things for their reasons, not yours.

* Axiom #2: Imagine the prospect has a sign on his forehead that says "so what?"

These two principles guide the selling process, whether in letters, emails, your web page, blog or in person. If you remember these two axioms, your sales reach outs and what you say in them will come out as grabbers and connectors with issues and concerns that prospects interested buyers have, not as product pitches and then link/position what you "offer" as a way to solve those issues.

Understanding this thinking in target markets and constructing your reach outs based on the 2 sales axioms can get you the desired national presence and reach that you want plus the all important interested "real" prospect that you want.

Neil Licht, Managing Director, HereWeAre


Eldad Sotnick-Yogev
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Eldad Sotnick-Yogev Entrepreneur
Global Lead Data/Analytics at Huawei, Consumer Business
Hi Peter, How can we connect as I'm certain I've got the methods and experience to help.
Will Andre
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Will Andre Entrepreneur
Interim CMO
Hi Peter,

Two things that you can implement immediately and see results (good or bad) would be 1) a press campaign that drills down to a very succinct value proposition e.g. "Get Groupon Deals Here, Now." and 2) updating your app website to a proper TLD and simplifying it to include perhaps just the value proposition and an iOS App Store download button as it's fairly unintelligible at this stage.

Happy to discuss further, but I'd say you need to simplify the messaging and limit the escape reasons and routes - right now the UX is a big reason and there are too many routes to the wrong places.
Neil Licht - HereWeAre
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Want To find-close Business Online without competition Before They Google Search? We solve this problem 1(508)-481-8567
Peter Michael Gits So peter, what's your take on the advice so far. Mine was quite detailed and I'm hoping it has helped. Please rsvp and update us a bit.
Peter Michael Gits
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Peter Michael Gits Entrepreneur
Director of Mobile Development @ skunkworks startup
Thanks Will. That is good advice and a cleaner crisper message makes sense. Appreciate the feedback Will.
Valeriia Timokhina
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Valeriia Timokhina Entrepreneur
Eastern Peak Software: Custom software development
Hello! I would like to recommend you a couple of articles that would be useful for anyone who wants to avoid app promotion mistakes:App Promotion Strategies That Don't Work: Top Mistakes to Avoid
And also here you'll find our analysis of the incredibly successful Pokemon Go marketing strategy. This is a great case study to learn and example of proven marketing methods.
All the best!
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