100,000 dollars how to bring 20 million users to the app? Occasion Event Marketing

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If the traditional promotion method, 100,000 yuan to bring 20 million users is impossible. But the author (mobile Internet Jianhua, micro-letter: tianyi86913) Share this article, combined with their own experience, to tell you in addition to more and more expensive channels, there are other methods available. I'll take you to see.

See the title, it is estimated that a lot of people will feel that this is impossible, if the traditional method of promotion is of course impossible, the traditional app promotion method, I think we all know, find channels to start, find other app change volume, brush list, and then spend money cpa,cpc and so on these promotional means, Rely on the only path is the channel, so whether the success of the channel is the success of all the standards of the app, this original method of promotion will always be cured of all people's brains, like selling mobile phones, selling computers, the traditional method is also rely on channels, This method in the development of social information has been slow to occupy the mainstream of all human thought, under the influence of this idea, the mobile internet app channel has become the object of all the app PR research, we squeeze the brain to rely on channels, to the final outcome is the price of the channel is more and more high, App promotion costs more and more, in the Tyrants app competition, no money app will not have the opportunity to promote, occupy the list is that ten or twenty app, other apps have little chance. So app promotion must change the concept, people have no I have, people have my excellent, people gifted I change, said is a kind of constantly beyond the thought.

Below I write an app that only costs 100,000 yuan to create 20 million of the user experience.

Events Marketing triggers concern

Once we did a app, it took nearly a year to finally promote the activation of 1 million users, to do the channel is very tired of one thing, we paved more than 200 channels, every time to update the app to play nearly 200 bags, is indeed a very exhausting thing. Then we thought of a new way to promote our app, that is the event marketing, near the end of the year, we saw the train ticket became a big news focus, just our app and train tickets can hook up some relationship, we decided to take train tickets as the tipping point of events, select train tickets as the tipping point of the event, Because every time the Spring Festival and the festival, the train ticket attention is the highest, and the train of people are our app crowd. Selected train tickets for the incident after the tipping point, we do a detailed planning program, our app quietly implanted into the entire program, the program is divided into the early, medium and late, and each phase of the implementation of the event is not the same, the program finally passed the audit, we began to enter into execution.

The detonation of an event, need to use a media platform, according to our observation and understanding of the media platform at that time, we chose at that time a more well-known forum, as the trigger platform for the event, to the forum as the trigger platform, more can appear the authenticity of the event, but also more can cause the attention of ordinary users. After the forum exploded, we gradually spread to other platforms, including blogs, micro-blog, network media, print media, video media, which we used a lot of resources, in our man-made explosion after the event, coupled with the early artificial proliferation, and gradually formed a network hotspot, and caused media attention, formed from netizens, To the media, to the industry, to high-end media, to the official one of the gradual outbreak of the chain of concern.

These network hotspots, gradually by more network media and print media capture, triggered a greater concern, the first video media attention is Shanghai Oriental TV, followed by the south of the satellite TV, including the attention of provincial satellite TV, according to the record, triggered by more than 100 of the city media, and finally triggered a set of CCTV attention , CCTV in the hottest time period, reported on the problem of the app, under the influence of CCTV, the focus continues to move to more media headlines, our app is on fire. App has doubled the amount of activation in each channel, looking at the backstage data, very surprised, because this event marketing is completely beyond our expectations.

In the CCTV's explosion, the incident triggered the attention of relevant departments, but also the relevant departments received attention. So we followed the steps of the event to make the app version of the later remedial measures, and take this as an opportunity, and triggered a series of media coverage and attention, so far, we for its six-year event marketing is a complete sentence, to our small changes for the event marketing painting a complete stop.

Data growth more than expected

It's mainly about the whole event marketing process, and I'm going to write about this event marketing data growth. A week after the event marketing began, our app data began to grow, prior to the app's daily activation of around 1000 per day, after the event marketing launch of the week, app Day activation began to grow, first to 2000, then to 5000, January after the increase to 10,000, 1.5 months after the increase to 20,000, Two months after the activation grew to 40,000, overall data from 1 million a year ago, to more than 25 million a year later, we used less than a year, from 25 million to 30 million we used less than half a year, in the benign growth of data, the data growth law is with the base, the faster the growth. Three years later, the data reached 40 million. Based on my estimate of the whole event marketing data, the event marketing brought us over 20 million users, and our cost was less than 100,000. In this app's promotion process, the online promotion I only use two kinds of methods, is to pave the way and get recommendations, after two years, we only used the first and the volume, in the app's promotion, our dependence on the channel is very small, we focus on the user to promote my app, in the event marketing, I've seen that app activation has doubled in nearly 150 channels, and we're not looking for a channel to do anything too much.

Finally, I want to say is that through the amount of brush and change to bring more users are not too much value, true loyal users is the value of your app, and the real promotion is the promotion of the brand, event marketing is just one of the ways, by forever BD can not solve the problem. The real victory is the victory of the brand, in today's society, there is no beyond the products, only beyond the brand, especially those bosses, hope to homeopathy, change the mind, must not stick to the rules, otherwise only dead.