In the lead up to the launch of Steve Reich’s Clapping Music app, we’d like to tell you the story of our journey to this point.
Over the next few days we’re releasing ten blogs by project manager Barbara Palczynski, charting the ten months it’s taken to turn ideas into reality.
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Media Mashers – January 2015
“Success depends upon previous preparation, and without such preparation there is sure to be failure.” Confucius
Around this time, it occurs to us that although we seem to be on track to build a really super product, the time has come to make a plan to get our product out there. Marketing an app is really quite different to marketing a concert. We are aiming to get 20,000 downloads so we can get the data for our research. So we decide to recruit a Digital Marketing Consultant, to help us shape a Digital PR & Marketing strategy. She comes from planet Nintendo, and again, like Alice in Wonderland, we find ourselves in a strange world learning new words like Media Mashers, Media Munchers, Generation C, influencers, multipliers, KPIs. We want our users to compete for the highest score so they can enter a competition to come and perform with us live. How amazing is that prize?
Defining your target audience and knowing how to reach them has become the focus of our attention. The London Sinfonietta’s aim is to bring new music to new audiences, and through digital technology, we know this app can deliver so much to so many people. Not only do we hope to teach rhythm and to teach Steve Reich’s Clapping Music, but we also want to know whether the app would ultimately engage people more widely with this genre. So we start to plan and prepare the other areas of our app. We need content, videos, information, links, interviews and our workload doubles overnight!