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perspective

markathon|may 2013

TechCrunch, Bebga, Edublogs etc. The MessageMe blog went live on March 9, official source for all the latest news and happenings with MessageMe. They had a feature where people can connect to each other using their PIN. This resulted in people commenting on the MessageMe page their PIN’s. They also created a buzz where the famous American rapper, Soulja Boy, was shown quoting his MessageMe PIN so that others can connect to him. The HackPSU Contest: MessageMe tried to increase its presence by going to the school students (The lower end of the target market). The students were required to represent their school and get an opportunity to win a FREE iPad Mini. The procedure was- downloading MessageMe and inviting friends from the respective school to the app to create a New Group Chat to represent the school. The HackPSU participants with the largest group for their school will be entered into a raffle to win the iPad. Winning such a contest was a big thing for school students thus it resulted into a large scale installation of the app with less spending. As was said the best feature for MessageMe’s popularity is the doodle facility, so even in their blogs they picked up some of the most creative doodle that were made by the users and showcased in their blog so as to appreciate effort, creating a sense belonging to the company.

competencies. Thus by asking the right questions they will get the right answers. The first step to the promotional campaign is to create

How did others do it?

What are our marketable competencies

How do we market those competencies

awareness about the offerings we are making. This creation of awareness will lead to building of trust if the service shows consistency of performance. Generally this trust building happens mostly by Word of Mouth when we hear about the richness of the service by our peers and colleagues. Thus making a great texting app preferably with differentiation is imperative. After the trust building process, it will result into repeat usage of the texting app which will further help in creating awareness among the user base and expand their network. It is worth noticing that just creating awareness by spamming the customers can backfire as well. So awareness campaign should be done spasmodically.

Creating Awareness

Takeaways We see that marketing in this space is as of yet very nascent in stage. People are still trying to discover how to reach to their customer better. Many of the ads and the promotion campaign that have been tried went viral while a great many of others failed to produce results. In general what the upcoming companies are doing is that they are closely watching the successful companies/campaigns to find out what has been successful for others then see what we have to offer to the customers and finally how do we market our

Repeat Usage

Trust Building

Thus we see a lot can be learnt by looking at these examples to reach to a coordinated and coherent approach. First step is to make a great app and then do consistent pre and post launch promotion with various different channels. With this hard work put in we can built a hugely successful mobile app going viral and claiming large-scale acceptance by the users.

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IIM Shillong Markathon May 2013  

IIM Shillong Markathon May 2013

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