Operation and promotion plan of offline and new media channels!

In the last issue, we mainly learned about the online promotion channels for operating promotion plans . In this issue, we will briefly discuss how to operate offline and new media channels.

1. Offline channels

1. Pre-installed by mobile phone manufacturers

It exists when it leaves the factory, has a high user conversion rate, and is the most direct way to develop users. The user ramp-up cycle is long, and it takes 3-5 months from test package submission - passing the test - trial production - mass production - sales to the user.

Promotion cost: The pre-installation payment price for application products ranges from 0.5 to 1 yuan, and the CPA price ranges from 1.5 to 4 yuan. For gaming products, free pre-installation and subsequent profit-sharing model are adopted, with the CPA price between 2-3 yuan. Companies in the industry include Huawei, ZTE, Coolpad, TCL, etc. The operation is difficult, there are many brands, many levels of personnel, and many product projects, and a professional team is needed to make targeted recommendations and maintain relationships.

2. Parallel imports

The volume increases quickly, and you can basically see users flashing their phones within 2-4 days. The number is large, and basically tens of thousands of phones can be flashed in a day. The phenomenon of repeated flashing is serious. Basically, a mobile phone will be flashed 3-5 times from the wholesale to the channel to the store. The promotion cost has increased dramatically, the user quality is poor, and it is difficult to monitor. Basically, the CPA of a single software for flashing the machine is 1-2 yuan, and the price of chartering a machine is between 5-10 yuan. Companies in the industry include XDA, Coolle, Leku, and Flash Wizard.

3. Licensed store

The users are of high quality and stickiness, the user payment conversion rate is high, and the speed of meeting users is fast. There are many stores and the training of store employees is complicated, which requires a complete assessment and reward mechanism. Basically, the CPA price is between 1.5-3 yuan, and the pre-installation price is between 0.5-1 yuan. Companies in the industry include Leyu, Zhongfu, Tianyin, Zhongyou, Suning, etc.

2. New Media Promotion

1. Content Planning

Before content planning, you need to do a good job of audience positioning and analyze the core user characteristics. Insist on producing original content, and keep updating about three interesting contents a day. Catch the hot spots of the week or day and follow up. Be creative and let your product tell a story and be personified.

2. Brand-based promotion

For encyclopedia promotion, brand entries are established in Baidu Encyclopedia and 360 Encyclopedia. For Q&A promotion, set up Q&A on websites such as Baidu Knows, Soso Q&A, Sina iAsk, and Zhihu.

3. Forum and Tieba promotion

Jifeng, Android, Anzhi... You can see many industry forums at the bottom of mobile phone related websites. It is recommended that promoters post promotional posts in the form of official posts or user posts. They can also contact forum administrators to do some event promotion. After posting, you should regularly maintain your posts, promptly answer questions raised by users, and collect user feedback so that you can update and improve the next version.

4. Weibo promotion

Content: humanize the product, tell stories, identify the characteristics of Weibo, and insist on producing original content. Follow up on the hot topics of the week or the day on Weibo and maintain a certain level of continuous innovation. You can refer to the successful Weibo accounts of your peers and learn from their experience;

Interaction: Follow relevant Weibo accounts in the industry, maintain interaction, and increase brand exposure;

Activities: When necessary, you can plan activities, forward on Weibo, etc.

5. WeChat promotion The operation and promotion of WeChat public accounts requires a certain amount of time to settle down. Here are a few steps for reference:

Content positioning: combine products to make content aggregation recommendations. The content does not have to be large, but it must be refined and in line with the positioning of the WeChat account;

Accumulation of seed users: In the early stage, a KPI indicator can be set, with a threshold of 500 fans. Seed users can be recommended by colleagues, friends, partners, Weibo, official website, etc.

Small account accumulation: Open a small WeChat account and import target customer groups every day;

Small account leads big account: recommend WeChat official account through the accumulation of fans of small account, and import fans to WeChat official account;

WeChat mutual promotion: When the number of fans reaches a certain expectation, you can join some WeChat mutual promotion groups. Regarding the sharing of WeChat promotion experience, we will discuss it in detail in the next few issues.

6.PR communication

PR is not hard advertising. It is very important to learn to tell a moving story in the right way. In the Internet age, everyone is a source of communication. Whether it is Weibo, WeChat public accounts, media website columns or major social networking sites, we need to study how to use these platforms to tell a good brand story. Conversely, these platforms will also be the best channels for users to generate UGC for the brand.

7. Event Marketing

Event marketing is definitely a physical and mental job, which requires the entire team to maintain a keen sense of the market. In addition, it requires strong execution capabilities and certain media resources so that the event can be launched as quickly as possible. The premise of event marketing is that team members need to be exposed to a large amount of fresh information every day. In order to integrate this information, they also need to develop the habit of recording some flashes of inspiration and creativity at any time and share them with other members in a timely manner. For creative points that can be linked to the product, brainstorming should be carried out immediately to reason about the beginning and the end of the event. If the plan is determined to be feasible, a communication plan to match it should be made immediately, and project budgeting should be started while channel resources are prepared.

8. Data Analysis

Spend some time every week to carefully analyze the data behind every Weibo, WeChat, and every channel, and you will definitely find the connections and correlations behind the highly disseminated content. This will greatly help improve the quality of content on your official Weibo and WeChat accounts, and make operations more down-to-earth.

Related reading:

1. Online promotion channels for product operation and promotion plans!

Author: Sichuan and Yunnan Rose

Source: Jianshu