One of my first projects at Naxos was to plan the launch of an iPad app based on the already-successful My First Classical Music Book.

With no precedent to follow, we had to devise a sensible pricing strategy and find a way to communicate the value and functionality of a new type of enhanced book product to parents around the world.

Marketing included:

• Launch event at the Royal Overseas League club
• In-person demonstrations to key press and servicing to international media
• Demonstration video
• Significant store placement on iTunes
• Targeted pay-per-click advertising
• Participation in Apple’s educational Volume Purchase Program

My First Classical Music App went on to become one of Naxos’ best-selling digital products of 2011.