Tips on Winning (and Keeping) the Business - Mobile Apps

This question was posed on Quora: "What should agencies care about regarding mobile apps for brands - winning awards or getting downloads?" 

Here is my response:

I. Winning the business
Clients want apps that 


1) Look cool 

2) Are better than the app they saw that made them decide to get an app 

3) Are EZ to use 

4) Load fast 

5) Drive brand awareness. 

Awards = irrelevant as are # of downloads (this happens after they pay). 

II. Winning and keeping clients, general advice
1) Be easy to work with


2) Talk in simple terms not techy 

3) Provide a few tables/pie charts showing how competitors have benefited from a similar app. Nobody wants to be behind the curve.

III. Keeping the business
Show results. 


With an app, the best way to show results is to offer some useful capability for free, that also relates to the brand message. This is marketing, sales and branding all at the same time.

Apps like these get people to download and use. To build awareness of the app, integrate on sites and perhaps in other apps where the target goes anyway - drawing new prospects in.

So for example if you are promoting a boutique hotel, create an app that geonavigates people to local hotspots and gives them a discount for scanning w/ the smartphone upon arrival.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.