Now that our Funnelcake app is in the App Store, marketing is King. Long live the King! Unfortunately, our recent marketing efforts have not achieved the robust results that we wanted (see recent blog posts). We’ve done some good work, but it hasn’t substantially moved the needle, as measured by new signups. Sponsored posts on blogs did not work well, and while other online reviews may be successful in the long run, they have not appeared yet and may or may not work. Our efforts weren’t wasted – they were just an experiment that didn’t fully pan out.
Therefore, we have to try a different tack in marketing Funnelcake. But what? We know from studying other products and their development that word of mouth will likely be important to sharing the news about Funnelcake. Those personal recommendations from one person to another are going to be critical to an application that has a social sharing aspect. We want people talking about Funnelcake.
But how to accomplish this? We have to go back to first principles, namely, our initial market group, parents with small children who own iPhones. That’s who we are trying to reach. Where are the parents? In what settings can we reach them to demonstrate the benefits of Funnelcake? They are online of course, but it’s difficult to reach them and influence them there without spending a lot of money. Our online presence will be important, but to get people talking about Funnelcake, we need to reach people one at a time, in person.
Thinking this through further, we find that parents are often in: kid’s birthday parties, daycares, schools, playgroups, churches, and child-related stores (and probably other places we haven’t thought of). Of these, schools seemed like the most manageable place to reach parents in the sort of numbers we need. Birthday parties and playgroups are too scattered, daycares often too small to have the reach we want, churches and stores are problematic for several reasons (unless we can think of ways to use Funnelcake to increase engagement in them).
How to get into the schools? I confess that I don’t really know, but I know how to find out. Rather than try to brainstorm this problem, I decided to go to the source and ask what would work. To that end, I’ve been interviewing school teachers and administrators on this topic. My goal is to find a way to get into schools that provides a mutual benefit to schools, parents, and of course, to us. I’ll let you know how it goes.