How to set the app's promotional goals

Now a lot of new apps to do app promotion or just take over an app promotion project, will be required to write a promotional plan and goals, the goal of setting up and your promotion cycle, such as your promotional cycle is a year, you have to write the promotion goal of one year, specific see Set the promotion cycle is how long time, I'll assume your promotion cycle is one year, to set your promotional goals.

Suppose your promotion cycle is one year, the promotion target user 1 million activates the user, then the promotion can divide into three stages.

The first stage is the seed user promotion period.

The so-called seed user promotion period, is the app just on line, the market is basically blank, the entry did not, Micro Bo did not, the user discussed the topic No, the news did not. For the app itself, app just developed, but simply did the test, the quality is not very high, not through a large number of models of complete testing, quality may still have some problems, at the same time, many of the features of the app is also relatively elementary, just a beta version, the interface is relatively simple and rough. The external channel aspect, also did not write on, in the promotion aspect basically is blank.

This time the promotion period is mainly the seed user period, the goal is to promote a part of the primary users, the target can be set to 1.1 million, when the user reached this scale, the basic need for three months, this three months, the software is not easy to use, functional problems, adaptation issues, as well as user feedback issues , it will allow a product manager to see more problems with this app and need to improve. The main job of the promoter in these three months is to build an encyclopedia entry, official microblogging, the official microblogging will be established first, at the same time, you can first four or five of the medium-sized channels, look at the download volume and user comments, together with the product manager to collect user feedback, to identify product problems, accelerate product updates and upgrades, Make the function and quality more perfect.

Generally after two or three months of seed user testing cycle, basically a app in terms of quality, functional aspects, the market is basically relatively perfect, this is the basic period, the foundation period is completed, it is necessary to start a large area of user growth promotion cycle, that is, I said the second promotion cycle.

The second stage is the growth of the user promotion period.

In the user's rapid growth stage, is to promote the full force of the period, the goal is to let the user of the app quickly to achieve growth. This time in the promotion of more people, a person can shop full-time channels, a person can be full-time responsible for business cooperation, the promotion of the line can open the basic full state, the application store, software download station, browser channels, activities channels, operators channels, starting, recommendations and other means to exert force, the fly is also small meat, So do not miss the edge corner, so don't let your home channel staff idle.

At the same time, business cooperation and online businesses, the store under the line can cooperate fully start cooperation, especially the consumer goods storefront, more individual users, can bring many users. I'll see if I can talk to you about cooperation. In addition, there are newspaper and magazine cooperation to be the focus, remember a word, any time and the media cooperation is not a loss, the media is a big horn, the media to help you say a word, than you say a sentence more effective, this is a truth, and media cooperation, can be exchanged resources, can spend a little money, can be, Because the media behind the crowd, is more users and circles. The media can not only bring you brand effects, but also bring users, and the media cooperation is the most worthwhile, we have and the old magazine "story" to reach a strategic cooperation, that brings a very large brand awareness.

In addition, if there is a budget, can be put into the budget, began to spend, of course, spend money, choose the channel to be cautious, try to choose some good quality channels, such as a friend to recommend to me the Business Hall shop pre-installed channels, mainly through the staff of the business Hall to the store to the user a one loaded up, Such a user source is the most reliable, although the amount is not large, but the user before installation know what this software is used, the software has to understand, this is much stronger than the silent and built-in are many times, the good aspect is the user has perceptual knowledge, later if good, the user may also introduce to his other friends, forms the Word-of-mouth effect. and silent and preset, there is no such effect, to the user experience is forced installation. We want users who are aware of the app, rather than zombie users, people who know are the most valuable users, because they can bring the most business value, the goal at this stage can be set to 100,000-500,000, the cycle is three months, so the seed user period and the growth of the extension period of time is 6 months, For the later explosion-type users to increase the most solid and tamping matting.

The third stage: explosion-type user promotion period.

The so-called eruption, like a 10 near the big stone thrown into the reservoir, can lift a lot of spray. The front of the seed user promotion period and the rapid growth promotion period, in fact, are foreshadowing, is also a prelude. The method of the explosive extension period may be more.

Mainly the exposure of the brand, we see the first cycle of the promotion of the main in the app itself, the second promotion cycle of the main is in the app promotion staff, then the third promotion cycle is the brand exposure and the comprehensive use of industry resources, mainly event marketing. such as the Yu Jiawen event of the super timetable, Jingdong tea sister incident, Durex of a skirt event is the event marketing, these in the industry more than 1 million of the spread of the event, this is the real event marketing, the real event marketing is known to all, can climb Baidu search the clouds list, just call event marketing. Therefore, the outbreak of the promotion, it is necessary to do event marketing, the effect of event marketing is to climb the Baidu search list. This event marketing if the fire, the amount of app is brush to go up, this time the assessment is the idea, not the goal, because the assessment target will limit creativity, to learn all in.

Event Marketing If you do, you can find a PR company, you can find from the media, you can find new media can find, the best to find innovative media and products, such as the latest product form? Micro-video can be counted as a circle of friends can be counted as a, since the media can also be counted, seemingly know that is also a, a lot of big guys to answer questions. The new product form has exuberant vitality and development potential, users will automatically see, more easily let users feel stimulated and happy. If you do event marketing, and then based on the traditional forum, then you may be out of date, because the forum is too old, personal blog, that is more outdated, so, to do the times, to follow the times, in the tide of the times, seize the most innovative products, as an event marketing outbreak point, this is the first step.

The second step is to find the form of the event, such as milk tea and East elder brother, belong to the girl Uncle Love, Jia Wen incident belongs to the Durex of the arrogance, a skirt color belongs to boredom to find out type .... To sum up, the planning of the incident a little to mix facial features, the cliché don't do, no one wants to look, to innovate, stimulate, dog blood. Follow-up, event marketing will also involve a lot of things, such as the dissemination of legal, controllable, should be timely grasp, at least to find a market director to control the marketing of the rhythm Bar.

This last move, is to promote the big strokes, with good, users are small problems. The third phase of the goal is set to 1 million, if to 10 million, please give me a big red envelope. Promotion of two aspects is the Channel + brand, if you have done the ultimate, you will succeed.