Category Archives: Marketing and Advertising

Choosing Features for App Development

Steps to Creating an App

In the past weeks and months, I have been working tirelessly on developing some brand new web and mobile applications. Throughout the process, I have gained some great insight into the process behind making a great app. By no means is application development rocket science or an impossible feat, however there are definitely many pitfalls you need to be aware of that I encountered in the creation of my electronic room condition report application called uCondition.

5 Steps to Designing an App

  • Strategize: The most successful apps are developed by careful and methodical planning. When casting your vision for your new mobile application, you need to understand the exact functionality and features your tool will need to be successful. It is so easy to continually add features because it might enhance the app. However, the more you add, the clunkier the app can get.
  • Design: What separates an average app from a great app is its design. Take time to study similar apps and see what they’ve done right and see how they could improve and then take your research and apply it to your app. Go to to get inspired.
  • Break: Testing your app is crucial. Intentionally go through the app and find bugs. Try different combinations that you think may not work and see just how good your app is.  Give your app to a few other people and see what they can do. Make sure that every corner of your application is tested thoroughly so that it will never fail.
  • Slim: Your app needs to go on a diet. I think Apple does the best job of slimming down products to make them extraordinary. After reading the biography of Steve Jobs, my eyes were opened to the power of slimming down your product to make it ultimately beef up your wallet. Jobs constantly revised his products taking a minimalist approach so that anyone could use Apple’s products and applications because they were simplistic and straightforward. Slimming down your app and removing clunky or unnecessary features is crucial in successful app creation.
  • Polish: Once you have come up with a great design that implements all the features you strategized and planned for while still being slim, it’s time to put on the finishing touches. Go through and double and triple check to make sure everything looks amazing and everything runs smoothly. Don’t let your app be released until your app is virtually perfect. Once you have followed the steps, it is time to put your newly created app out there on the market for all to use.

Satisfaction of Having an App

Publishing an app could very well be one of the most satisfying rewarding feats. When you search your product’s name in the App Store, you see it appear and you can count the downloads. Or when you tweet about it, you can see your app icon appear with a download link.

Good luck as you and your team venture out to create an app! Hopefully these steps will help you be successful in producing a revolutionary application!

Marketing by Experience

What is Experiential Marketing

At some point in your professional career at a networking event or tradeshow, I am sure you have asked someone what they did and they responded with “marketing.” That is just about as generals as a college degree in business. My recent goal in my career is to transform the way I do marketing for my clients. In the past, I titled my unique approach “progressive marketing.” However, I feel that the most appropriate title is experiential marketing. This new wave of marketing is taking a holistic approach to marketing, yet being very specific in its goals. In this post I hope to clarify and define experiential marketing and what it means for your business.

Experiential Marketing Definition

There are three steps to the experiential marketing process as I will explain below. The big idea and underlying goal of this method is to create an experience for the customer that is worth Tweeting about, or at least worth sharing with their friends.

  • Phase 1: Entice your target audience.
    All marketers want consumers to love a brand. This is the essence of traditional marketing. From developing a logo to core competencies to product design and campaign strategy, marketers have always tried to lure in their target market. However, unlike traditional marketing, this is simply the first step of the experiential marketing process.
  • Phase 2: Create a remarkable sales experience.
    This area is the most crucial area in experiential marketing. Getting a customer into your store or to your website is the easy part. Creating a sales environment online or in person that is “worth Tweeting about” as Dan Cathy of Chick-fil-A says, is the hard part–but it is pivotal. Fostering a memorable experience is what will get customers to return and bring their friends or even better still, brag about their experience on the spot to their friends via social media channels and as a result their friends will come on their own. If you go to a restaurant and love a dish, you are going to return to that restaurant and get that same dish. It is simple classical conditioning. It is the same way with experiential marketing. You need to design an atmosphere that the customer can interact with, an environment that is fun and geared towards your target market to lay the foundation for a successful customer experience. Phase two of the experiential marketing approach focuses a lot on what has traditionally been labeled as customer service.
  • Phase 3: Strengthen and maintain customer relationships.
    Of course, any form of progressive marketing you will need to include some social media marketing techniques. While creating an experience worth remembering is important, continually feeding and strengthening that customer relationship is also key for the ongoing success of your brand. This is the idea of running ongoing promotions, creating new products and launching new campaigns and strategies to get customers to constantly interact with your brand.

The three phases above are the general categories that define experiential marketing. There is far more depth and detail to the concept, but in a nutshell hopefully this post clarifies the idea of what experiential marketing is. I will be writing some more posts in the near future of experiential marketing examples and companies that are doing it well whether or not they know they are even following the approach.