A Perfect Recipe for App Promotion
The How We Love Food series celebrates the iPad launch of How We Love Food, an annual collection of recipes from Yvonne Tocquigny, founder and CEO of Tocquigny, and focuses on the convergence of food, marketing, and technology. Download the app now for just $1.99, and all proceeds will be donated to nonprofit Urban Roots.
By now, I hope you’ve downloaded the newest version of How We Love Food – now available as an iPad app. From print to online to mobile and social, How We Love Food has evolved, just like my interactive marketing agency, Tocquigny, has over the last 30 years.
While the way we share recipes has drastically changed since 1980, the way we share food hasn’t changed much at all. Everyone knows that food is all about sharing with friends or family. A meal well prepared is a meal best enjoyed with great company. Just like a successful dinner party is dependent on inviting the right attendees, the success of a mobile application strongly depends on promotion.
That’s why we put so much thought into how we would best promote How We Love Food. An integrated transmedia campaign was led by two email blasts, driving users to the App Store. A landing page and a Facebook application also helped share the buzz about the application and pushed users to the App Store. Internally, the agency celebrated our proud creation by sharing links with our personal networks and – as you’ve seen all week – by contributing to 17 Stories with posts about our passion for the convergence of food, technology, and marketing.
The icing on the cake? Making things really social by contributing all download proceeds to Urban Roots, a signature program of the youth empowerment nonprofit YouthLaunch, which uses sustainable agriculture as a means to transform the lives of young people and increase access to healthy food. After all, How We Love Food – like most food experiences – has always been about sharing.
Over time, tracking key performance indicators like downloads, unique visits to the landing page, email click-through rates, referral visits to our agency site, and social media mentions has helped to prove the effectiveness and efficiency of different tactics.
In the end, Field of Dreams was a bit off. In marketing, if you build it, they won’t come. Promotion is the critical binding ingredient. So the next time you’re cooking up a mobile project, don’t forget to invite everyone over for dinner.
