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Marketing and Promotion

Marketing and Promotional Overview

Alexa Skill Marketing Brief and Promotional Overview

Marketing your skill is a key aspect of creating a successful Alexa Skill.  Below are best practices and general examples to consider while marketing your skill.

Process

  1. Educate Listeners about Alexa skill 

  2. Educate listeners how to properly enable and open Alexa skill

  3. Determine relative impact on listener adoption from different promotional techniques 

  4. Identify successful promotional techniques by market size/format and drive listenership with promotional campaigns

Objective

  1. Listeners easily discover and enable skill

  2. Listeners develop listening habit

  3. Drive Time Spent Listening Metrics

Techniques to Consider

  • On air promotions (Jock Liners, Native Advertising, Sweepers, Promos)
  • On air promotions with Dot giveaways
  • Email campaign
  • Website page announcement 
  • Demo videos
  • Social media announcement

Phrasing Considerations

Before a listener can use your custom skill, they need to enable it on their Alexa device. It is important to educate listeners on how to enable and access the skill in your promotional materials. We’ve compiled specific recommendations below on phrasing best practices and general education for your promotional materials.  

Phrasing Best Practices

  1. Teach listeners they have to enable your skill prior to opening.

    • Alexa, enable *invocation name* skill. 

    • Example: You can listen to XAPP FM live from your Amazon echo. Just ask your Amazon device to enable XAPP FM skill.

  2. Teach listeners how to open your skill after enabling it 

    • Alexa, open *invocation name*.

    • Example: Once you enable the XAPP FM skill, just ask your echo or dot device to open XAPP FM and start listening.

  3. Understanding the “Alexa” Word in Promo Material

    • Potential to wake up listeners’ devices

    • Market to the device - enable for the consumer


Test Design Considerations

Use cross-channel marketing promotions to measure initial listener adoption lift followed by incremental lift for subsequent techniques. Apply multiple techniques in sequence to account for initial impact versus incremental impact.  Isolate the techniques by a few days to differentiate impact and normalize for the day of the week each begins. Finally, experiment with isolated techniques as compared to an integrated approach where all of the techniques are used in concert.  At the conclusion of the promotional tests, identify which approaches generated activity from listeners.

Sample Promotional Test Campaigns

Single Station

 

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Station

Liners

Native On-Air Advertising

Promos

Website

Sweepers

Email


Multi-Station

Format

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Music

Liners

Native On-Air Advertising

Promos

Website

Sweepers

Email

Sports

Liners

Native On-Air Advertising

Promos

Website

Sweepers

Email

News/Talk

Liners

Native On-Air Advertising

Promos

Website

Sweepers

Email

Hybrid

Liners

Native On-Air Advertising

Promos

Website

Sweepers

Email


Sponsorship

Amazon’s general rule of thumb is to avoid adding additional advertising to their platform; However, there are still monetization opportunities to sell sponsorship within a promotional spot for a skill to play over the air or sell sponsorship within pre-roll before a stream starts playing.  Here are examples for each:

Promo Sponsorship Played Over Radio

  • Find your favorite station playing the best of today’s hits on your Amazon device by enabling XAPP FM’s skill brought to you by Higbie Ford Motor Cars.

Pre-Roll Sponsorship Played Within Skill

  • Thanks for tuning into XAPP FM. Playing the best of today’s hits.  Brought to you by Higbie Ford Motor Cars.

Urging Consumers to Review

Skills with reviews constantly reach the top pages when a keyword is searched. Therefore not only is it important to encourage users to engage with the skill but also rate the skill if they enjoy it. Amazon values user feedback and will promote skills with higher scores on the Alexa skill page.


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  1. Max Weiner

  2. Posted
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