Marketing Overview

Alexa Skill Marketing Brief

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

Objective

1. Listeners easily discover and enable skill
2. Listeners develop listening habit
   • User Retention
     
     

Techniques to Consider

• Marketing Campaign

  1. Email campaign
  2. Press release/media statement
  3. Text message campaigns
  4. Website page announcement

• Demo videos

  1. Using Alexa on-the-go:
     
     

• Gamification amongst markets

  1. Brandification
  2. Transmedia
  3. Through-the-line (TTL) & Below-the-line (BTL)
  4. Advergames
     
     

Social media announcement

1. How to use Alexa in Social Media Amazon encourages the use of the #AskAlexa hashtag in social media posts. Amazon does not use the #Alexa or #Echo hashtags in their social copy and encourages avoiding those.

Do Not:

• Do not use the terms "Personal Assistant" or "Virtual Assistant" to describe, or in the same context, as Alexa.
• Do not refer to your relationship with Amazon or Amazon Alexa as a "partnership".
• Do not show children under the age of 13, or that appear to be under the age of 13 ("children"), using Alexa in any marketing materials. While you may show families or children in your marketing materials, children should never be shown interacting with Alexa, and Alexa services should never be portrayed as being directed to or intended for children.
• Do not make any marketing of your device overtly attractive to children (e.g., the marketing should not encourage children to ask their parents to purchase your device).
• Do not use logos of any Alexa supported third-party service such as TuneIn or SmartThings on marketing or packaging unless you have reached out to those services for permission. Amazon cannot approve and does not authorize the use of third-party logos.
  
  

Trademarked Marketing Material

If you would like to use any trademarked name in your marketing material, for example, "Alexa, play Adele" or "Alexa, did the New York Giants win last night?", please obtain the written consent of the trademark owner and submit proof of such consent to Amazon with your marketing approval request.

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.

• Factored into discoverability/voice enablement
  
  

*Amazon rules are from the official Amazon Alexa Knowledge Base