Market penetration and growth for a children’s app through a GTM focused on the transactional buying process

Target Market Identification

The target audience was identified based on the ‘best fit’ with product features and the benefits offered, focus was on standing out in a busy app market.

Partner Strategy

To gain traction in a noisy marketplace, a partner strategy to influence both the customer and the consumer was created and implemented.

Communications Plan

Based on the customer’s identified buying cycles, a timely communications and campaign plan was developed with the most impactful messaging.

Educational App

DiaryZapp was conceived and launched as a children’s app that supports literacy and learning. The feedback from users was impressive, so the product was clearly good, but a year after the launch, it had not penetrated the market as forecast.

Tidal Marketing were brought in to create a marketing strategy and plan focused on growth and market penetration and like every project, the starting point was an audit to understand the strategy, message and approach.

The customer ‘personas’ were re-evaluated alongside their influencers and the competitive landscape was examined to determine the differentiation and positioning. The objective was to ensure all messaging was targeted, appealing and action-orientated. A new route to market was identified and actioned to take advantage of the power of the ‘influencers’ in the marketplace and a value proposition was written for each of the target audiences. A strategic partner model was created to gain stronger penetration as quickly as possible.

A focus group was held to test the product benefits and methods of communication with the audience, which helped to shape the communications strategy and identify future ‘add-ons’ for the product.

Tidal Marketing designed a digital and traditional campaign plan to be more focused on the best times to communicate throughout the year, and the messaging and channels to influence the market and motivate downloads were identified.

Having conducted an audit, the website is now being redesigned to be more enticing for engagement and downloads, and the ‘in-app’ marketing has been improved through app store optimisation (ASO).

DiaryZapp is now delivering against the content, SEO, social and PR plan, with traditional campaigns being produced to influence the market. Their ‘Go to Market’ strategy has been shared with their third-party representatives and their PR support say they are ‘blown away’ by the work Tidal Marketing has produced.


We launched DiaryZapp a fun children’s holiday diary app about 12 months ago, we had invested in the product and created something which we believed in and loved. Yet it wasn’t selling. We were questioning whether we continue to invest or do we cut our losses. We were also unsure whether we could invest the capital required to deliver marketing campaigns – so we called in the experts.

The first hour we spent with Tidal Marketing far exceeded any of our previous meetings with consultants. We felt they really grasped what DiaryZapp was about and were able reinvigorate us as a team and get us excited again about the opportunities ahead of us.

They demonstrated the importance of bringing a product to market effectively through marketing tactics that are strategically aligned to our customers and opened our eyes to the full audience including how to touch and motivate conversions.

We are currently implementing the marketing tactics recommended and are really pleased with the results. Working with Tidal Marketing has given us the drive to really focus on the marketing strategy they put together to bring our product to life in the market place. My only regret is that I didn’t bring them in sooner!!

Jon Dance, Creator, DiaryZapp

Our Work

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Tidal Marketing joined us when we were looking to grow our marketing and build our brand. With an existing, deep knowledge of the property market they were able to quickly add value and did a fantastic job of putting the foundations of our brand and marketing strategies in place.

Jon Notley, Co-Founder & CEO, Zero Deposit

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