As an App promotion operator , event promotion is the most commonly used promotion method in our work, and App offline event promotion is a customer acquisition method that directly targets user groups. Especially now that the Internet dividend period has disappeared and traffic has been monopolized, the originally low-cost online promotion has become increasingly expensive. It is already difficult to obtain user traffic through pure online promotion, and offline event promotion that directly faces users has become a way out for many App promotions.
1. Clarify your goals
1. Clarify the purpose of the activity: The purpose of App offline activities can be to attract new customers, promote sales, divert traffic, promote the brand, etc. The purpose of the activity is different, so the plan of App offline activities will also be different. Therefore, you need to determine the purpose of the activity when writing the activity plan.
2. Determine the target user group: The gender, age, income, work and rest schedule, occupation, etc. of the product's target user group need to be analyzed based on the product's positioning, and targeted offline App promotion activities should be carried out.
2. Activity site selection
1. Combine crowd attributes
The address for offline app promotion should be analyzed based on the target user group attributes of the app product, and select places with more target groups of the app product. For example, when promoting in a cinema, discount, audio-visual, and leisure App products are very attractive; different types of App products are best to choose a more appropriate offline event promotion address, and the right choice will naturally complement each other.
2. Analyze the flow of people
After determining the venue for the event, we need to analyze the flow of people in this area and provide support for further optimization of the App offline event plan. From the flow of people in the venue, we need to understand: crowd structure, gender ratio, venue type, etc. For example, there is a car maintenance App software, which is more suitable for offline promotion activities in office buildings, parking lots, shopping malls, etc.
3. Choose a major traffic route
Also, it is best to set up booths for offline App activities on the main traffic arteries of the area, so that people entering and leaving the area can see the event.
3. On-site promotion
1. Preparation of on-site promotional materials
The most basic thing for an offline App event is to know how to create momentum, including making roll-up banners, posters, and flyers, as well as having promoters on site to attract people to the event, and having promotions for the offline App event everywhere.
2. Ensure the popularity of the site
App offline activities need to ensure the popularity of the site. If you are worried that no one will participate in the event, don't be afraid, because humans are social creatures and always like to go to crowded places, so offline activities need to ensure the popularity of the site; if you are worried that the site will be deserted, let the staff go around to attract some people to participate in the event, or set up some games, prizes, small gifts, etc. Only by ensuring a certain level of popularity on site, I believe there will always be some curious people coming to find out what is going on, which can ensure that there will be a steady stream of people participating in offline activities.
3. Selection of event gifts and ensuring a certain amount
Regarding the gifts for offline App activities, these gifts do not have to be high-end. I believe that there will be people who will participate in the activity of "scan the code to get gifts", but during the activity, we must ensure that the quantity of gifts is sufficient, otherwise it will easily arouse users' disgust and have a negative impact on the App product.
4. High-quality experience
Nowadays, users’ time is precious. We need to allow users to experience the core functions of the product in one step and quickly in the shortest time. This is more important than anything else. As long as we solve the user experience problem, I believe that the user conversion rate of the App’s offline activities will not be bad.
For example, most offline promotion activities of apps use QR code scanning as a promotion method . In this process, sales personnel often ask users to fill in the sales code to bind the relationship between the user and the sales personnel, as well as to count the sales performance of the team or individual. However ,the stepof filling in the local promotion codehasgreatly affected the user experience, andmanyusers are disgusted with filling in the local promotion code.
Openinstall can be usedto reduce costs. During the offline promotion of the App, users can scan the code to install the app without filling in the promotion code. This can bind the user to the promotion staff and count the promotionperformance and effect,thereby optimizing the user experience and improving the efficiency of the App's offline promotion activities.
