Our feature this week is an interview with Michael Vallez of Crazy Mike’s Apps, and Bryan Bowers of iProduce Apps and Bowers Technologies, who together collaborated on the Secrets To Effective iPhone App Marketing eBook. We asked them about their advice for making and marketing successful mobile apps. The best part about connecting with Mike and Bryan was realizing just how encouraging, accessible and supportive they are to developers. You’ll see what I mean when you read on…
What started the collaboration on The Secrets to Effective iPhone App Marketing eBook?
Mike: Bryan was a customer and we quickly determined we shared many common interests and goals. Within a week of meeting via CrazyMikesApps we became business pals and later business partners.
Bryan: Our conversations naturally evolved and we came up with a rough framework on how people could successfully market their apps. We took about a month to write the book, and build out the site to sell it.
From a marketing perspective, what do you think is one of the biggest mistakes a developer makes when launching their app?
Mike: Most developers make an app based on their idea, which is usually a good idea and may fill a void. However, some market research to see what the competition is in that niche would be a good place to start. If there is a lot of competition your app idea is going to have to be a cut above the other apps in the niche to sell. Example, if I make a “to do” list app it better be slick, user friendly, and bring something to the table the others don’t. If it doesn’t it will get lost in the sea of apps in the iTunes App Store. I also feel lack of market research, focus groups (not complicated focus groups), and lack of forethought really cause some developers and app idea generators to get up to their neck in spending money on creating an app that just plain won’t be a big seller. I think the biggest takeaway your readers should understand is most apps are not going to make you money!
Bryan: Many people are under the mistaken idea that if they build the app, sales will naturally follow. You have to engage in a comprehensive (multiple communications mediums: social media, press release, email marketing, blogging, etc.) approach to gain the attention of your potential customers.
Given the volume of apps you review, what features of an app still stand out as great, impressive and noteworthy?
Mike: By far the apps with an easy to use and understand user interface that save me time. My time and most other people’s time is precious these days so an app that will save me time is one that has a user interface I immediately understand. If an app is difficult to figure out, lacks a help or information tab and I spend more than 30 seconds to 1 minute trying to figure out will usually get deleted from my iPhone on the spot. User interface is supreme and the app really should be developed around the user experience not the developers idea of the app.
Bryan: From my perspective doing something unique and/or different that no one else has done. Imitators will follow but if you are the first mover and can build up momentum then you can quickly monopolize on a niche and be the leader in that segment.
Are you working on any of your own apps, and what has the review process taught you about your own app development?
Mike: Yes, we are beginning work on our own apps. In our case we are making a game together so my thought is keep it simple and fresh. The focus needs to be on excellent user interface, good graphics, easy to understand game play, and on building community into the app (in the sense that the developer needs to communicate to the end user through iTunes, web support, in app support messages, etc.).
Bryan: Mike and I are also developing a children’s app based on the story of Jonah and the Whale which we hope will be available in August. We have learned that user interface is critical and have spent more development time in that area than before.
Any other comments or overall advice to new mobile app developers?
Mike: Take a look at your “great” app idea and think it through before committing money and time. Thinking through means looking at the current competitor apps and assessing how it stacks up against the rest. Next, run a quick focus group of users who have no knowledge of your idea to garner feedback, don’t become personally attached to your app, and create a marketing plan that includes branding, a social media campaign, a marketing campaign, etc. In short, do your homework and don’t think your the only one with the next best app idea.
Bryan: I see competition getting even greater in the app store. After that, many independent developers will drop out of the app store as it will no longer be profitable for them to continue. Those who remain will either be larger firms, or those who have captured a niche.
Thanks guys for the helpful advice! Note to developers or other interested parties, don’t hesitate to reach out to Mike or Bryan if you have more questions. Find them on Twitter at @crazymikesapps and @iproduceapps.
