Apps For Health Enhancement Clients – No Cost
What’s an App and What’s an App Marketing Strategy
How Does a Web Site Compare to Phone/Tablet App
- A web site is expected in today’s marketing environment.
- An App is unexpected. It draws attention to itself because of its uniqueness. If a customer or prospect carries a cell phone, then your App is always with them
- A web site usually tells your whole story. At the point when a web site is introduced in the sales cycle, the prospect has a general interest in your company and not necessarily in a particular product or service. (MAXIMUM CONTENT)
- An App is usually focused on a particular product or service. When viewing your App, the prospect is at a place in the sales cycle that is more focused on a particular service or product. (FOCUSED CONTENT)
- A web site does not usually work well as an App since its purpose is to tell a different story. The sales cycle is at a different place. If your prospect asks you for information about a particular product or service, the best response is a specific response. You should not expect your prospect to wade through pages of irrelevant information. You need to be ready to respond with specifics. This can be best done best with an App. This is how an App can best support a web site.
- A web site does not usually work well on a smart phone due to limited real estate on most “smart” devices (cell phones and tablets).
- The majority of online research and shopping (nearly 60% and growing) is done on a smart device. Industry experts claim that smart devices will completely replace PCs in two years (Wired Magazine). At minimum, smart device traffic is growing exponentially. PC based web traffic is not growing. We would argue that it is more important for a business to have an App presence on a smart device than a web presence.
- A web site can address this “online marketing” reality if the web site is designed correctly. User ease of navigation (page formatting and site organization) is critical to how easy a web site is to use. Therefore, organizations should have both web sites and Apps since they address different marketing/sales support needs.
- Web page design and maintenance is much more complicated and expensive. A web site cost is often several hundreds of dollars or more than an App.
- An App is usually simpler to implement and maintain. You will provide copy that describes your products and services. You will provide logos and photography. Maintenance includes adding and changing pages. This price assumes that you do the photography that will be used to communicate features and benefits. We offer a full range of services to support what you choose not to do.
- The majority of your prospects have a smart device, a cell phone, in their pocket or purse. Your business needs to be on the device that is with them.
- Your prospects do not usually carry a computer with them. In fact, computer sales are down and will continue in that direction. Cell phones and tablets are becoming more powerful and easier to use and maintain.
- A web site’s marketing strategy is a “build it and they will come” strategy – the “Field of Dreams” strategy. That’s why Google will charge you hundreds of dollars so that you can be found. Potential buyers discover your web site by searching the web or they “find” the web site address somehow.
- App marketing strategy is a significantly different marketing strategy based on outreach that leverages existing buyer relationships. The App marketing strategy assumes that buyers are motivated to share both positive and negative buyer experiences. App marketing takes advantage of buyer community networks. Potential buyers network with family, friends, and both casual and close acquaintances. Bottom line: people like to talk about smart purchases and satisfying buyer experiences (works the other way as well). The App facilitates this strategy by being easy to share between smart device users. Our experience has verified this assumption.
- Retailers and service providers can take advantage of the inherent buyer motivation to share experiences but do not have to rely on it. The App can further encourage satisfied customers to share by rewarding them for sharing. Buyers cannot easily share entire web sites or even individual pages.
- The App strategy addresses the high cost and ineffectiveness of most advertising alternatives by enabling past and potential buyers to easily share your App by email, text (SMS) or even post it to social media sites. This is not convenient or, in some cases, not even practicle with web sites. Present and potential buyers can then easily pass on incentives to purchase from your business to other potential buyers. Former and existing customers “work” to help you grow your business.
- Web sites are difficult and expensive to change.
- Apps are not. As a consequence, USERS can easily engage buyers with new promotions that can be added to the App as frequently as practical. A retailer may change his/her App as frequently as they want. The App becomes a highly interactive medium where buyers are “programmed” or encouraged to check in for new incentives to purchase or to share with others. Checking in is a key marketing strategy that allows buyers to take advantage of special promotions that are timing dependent.
- If you have a web site, you can place a UR code of your App on your web site. You can place the UR code your marketing materials and products. A UR code is read by a phone or tablet. Once read, your App is downloaded to the phone or tablet. The user can then install it. A UR code is a shorthand process that avoids having to “manually” enter or type an App’s address in order to view or install it.
- You can also place your web site address on the App.
- A UR code can then be used to direct potential customers to your web site and your App.
- A UR code can therefore be used in many creative ways so that customers and potential buyers can install and share your App from their smart device.
So if having an App for your business sounds promising, here’s how you get one.
Incidentally, if your company is a client in good standing, Health Enhancement will install and maintain an App for your business at no charge.
we will provide any number of additional apps at a very reasonable cost, you may want more when you see how well they work.
How This all Works:
- We both agree, in writing, that Health Enhancement Center, will build and support your App. You agree to maintain compliance with your drug free workplace policy and procedures. That’s how you remain in “good standing”.
- We jointly develop your company’s marketing plan. We will send you a marketing plan questionnaire to start with.
- Together, we will analyze your marketing needs and define App content and functionality.
- We jointly define the photography needed and who produces it. You secure releases to use photographs. Photography can be provided by Proctor Photography at an additional cost. Of course you have a smart phone camera and can do it yourself.
- We define the descriptive information that goes with each photograph and section of your App. You prepare the copy. Optionally, we can prepare copy at an additional cost. Of course you can do this yourself. Who better knows your products and services and prospects.
- You provide logos and trademark material. Again, we can help you do that as well. You probably already have these.
- We prepare, deliver and host your App at no cost to you. Depending on how busy we are, this can take three to four weeks.
- We train your staff to produce App updates. This amounts to simply providing us with a file that can be read by Microsoft Word. If providing new photography, we can read most any file format.
- We then update/maintain your App with new photography and descriptions at no cost to you.
- We jointly update marketing plans as we discover what works and doesn’t.
That’s all there is to it.