How to use 10 million to bring 20 million users to APP

See the title, it is estimated that many people will think I am joking. Of course, if you use the traditional method of promotion, of course, impossible. The so-called traditional APP promotion method, in fact, is to find the starting channel to find other APP change, brush list. And then is spending cpa, cpc, etc., these methods rely essentially on the only path is the channel. So the channel has become the lifeblood of all APP, this primitive promotion method is deeply rooted in all people's brain China.

Under the influence of this kind of thinking, the APP channels in the mobile Internet have become the objects of all APP public relations studies. The traditional methods occupy all the mainstream ideas of mankind under the circumstances of relatively slow development of social informatization. The drawback of relying entirely on channels is that the price to the final channel is getting higher and higher, and the cost of APP promotion is also high. In the tycoon APP competition, no money APP also has no promotion opportunities, accounting for the rankings that is that one of the 20 APP, other APP almost no chance. Therefore, we must change the concept of APP promotion, I have no people, I have gifted, gifted people I change, that is a constantly beyond thinking.

Now I write to write an APP only spent 10 million created 20 million users experience.

Event marketing sparked concern

Once we have done an APP, with nearly a year's time has finally been extended to 1 million activated users. One of the most tiring things for people who do the channel, we have more than 200 channels, and it is really a waste of time to make almost 200 packages every time we update an app. Later, we wanted a new way to promote our APP, which is event marketing. As we approach the end of the year, we see that train tickets have become a big news spotlight. Just as our APP and train tickets have some connection, we decided to use the train ticket as a tipping point for the incident. Select the train ticket as the tipping point of the incident, because every Spring Festival and the holidays when the train tickets are the highest degree of attention, and the train is the crowd of our APP population. Selected train tickets for the incident after the tipping point, we do a detailed planning program, the APP quietly implanted into the entire program. The program is divided into the early, mid and late, and the implementation of each issue is not the same, the final approval of the program, we began to enter the implementation.

The detonation of an incident requires a media platform. According to our observation and understanding of various media platforms at the time, we chose a relatively well-known forum at that time as the detonation platform for the incident and the forum as the detonation platform to show the authenticity of the incident and to cause more common users s concern. After the forum detonated, we gradually spread to other platforms, including blogs, Weibo, online media, print media, video media, etc., of which we used a lot of resources. After our man-made detonation incident, coupled with the pre-existing artificial proliferation, a network hot spot gradually formed and aroused media attention, forming a gradual eruption from the netizen to the media to the insiders to the high-end media to the official Chain concerns.

These network hot spots, gradually captured by more online media and print media, aroused more concern. The first media of attention was Shanghai Oriental Satellite TV, followed by various southern TV stations, including the attention of provincial TV stations , According to records, triggered more than the media in the prefectural city of more than 100 eventually led to the concern of a set of CCTV, CCTV in the hottest time period, reported on the issue of APP, under the influence of CCTV, the focus continues More media headlines, our APP on the fire. APP growth in the amount of activation of each channel doubled, looking at the background data, very surprised, because this event marketing completely exceeded our expectations.

Under the exposure of CCTV, the incident has aroused the attention of relevant departments and also made the relevant departments get the attention. Ever since, we follow the pace of the incident, make the APP version of the remedial measures, and as a turning point, but also triggered a series of media coverage and attention, so far, we six months for the event marketing is painting A successful sentence, with our little change for the event marketing draw a successful conclusion.

Data growth exceeded expectations

Mainly written above is the entire event marketing process, I wrote below the data of the event marketing growth. A week after the start of the event marketing, the APP data began to grow, after APP's daily activation was around 1000 daily. One week after the launch of event marketing, the daily activation of APP began to grow, first to 2000, then to 5000, then to 10,000 in January, to 20,000 in a month and a half and to 40,000 in two months later , The overall data from one million a year ago to more than 25 million a year later, we spent less than a year's time. We spent less than half a year from 25 million to 30 million. Under the benign growth of data, the law of data growth is that as the base is larger, the growth rate is faster. Three years later, this figure reached 40 million. According to my estimation of the entire event marketing data, the entire event marketing has brought us more than 20 million users, and our spend less than 100,000. In the process of popularizing this APP, I only used two methods for online promotion, that is, laying channels and obtaining recommended bits. After two years, we used the starter and the changer, and on the promotion of APP, we relied on the channel to be very small. We focused more on promoting my app to users. During the event marketing period, I saw that APP's activation volume doubled in nearly 150 channels, and we did not make any excessive requests for channels.

Finally, I want to say is that by brush volume and change to bring more users will not be too much value, the real loyal users is the value of your APP, and the real promotion is the brand promotion, event marketing Only one of them, by forever BD can not solve the problem. Real victory is the victory of the brand, in today's society, there is no beyond the product, only beyond the brand, especially those bosses, hoping to take advantage of the situation, change their thinking, must not stick to the rules, or only a dead end .