I like my iPhone. I have been bothered, however, about making apps for a device that has a relatively small market share compared to all the other PDAs that have Internet access; never mind the total cell phone population. Jennifer Deshler, Senior Director of Marketing for our fiction books, may have come up with an interesting solution.
On September 1st Thomas Nelson will launch Green by Ted Dekker. Jennifer will be launching a mobile site that will work on all Internet-capable devices, such as the iPhone, Blackberry, iPod Touch, tablets, computers, etc. Fiction will be driving traffic to the site through radio/advertising efforts. The week of September 7th, our Fiction division will be offering a full free download of Black (all epub formats or a pdf) to anyone who enters the mobile site and provides their email address.
Jennifer appears to have done a lot of things right:- Clearly defined customer need – Dekker Tribe wants to be first in the know
- Why the customer would visit our site – Learn about Green; get a free copy of Black
- How to drive site traffic – radio and other advertising
In addition, Jennifer has put in place a series of metrics to monitor the results of this effort, including Google Analytics.
We should know if the next month or so just how well this works. My hats off to Jennifer and the Fiction business unit for their creativity.
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3 comments:
Good post and information Tod.
I agree. With the way mobile is moving - we shouldn't be restricting ourselves to the iphone (though I love mine). The other big boy cellphone brands are finally catching on to this being the future. A cross-compatible site would be more cost efficient than creating an app for 1 brand. And Jen's campaign is a smart one, enticing the audience with a free book offer.
I'll connect with her to learn more about this as she progresses and learns the mobile market. So glad someone is jumping in!
-m
WIll be intriguing. Wonder what the results would be if a free copy of Green was given away? I'm guessing book sales would sore! And certainly...it's great to hit more mobile platforms, but iPhone is now over 40 million...(including the itouch) and expanding each month. Estimates for 2010 are over 50 million additional iphone/itouch's as the AT&T relationship draws to a close. Nothing to sneeze at.
Dan - No doubt iPhones are growing and becoming more and more important.
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