APP promotion tips: 100,000 yuan brings 20 million users

Last time, I wrote an article titled "How to Promote a New APP". Many friends in the industry said that it was too basic. However, I explained in the article that it was written for traditional companies that are preparing to enter the mobile Internet industry. Sure enough, after this article was sent out, many friends in traditional industries added me, which was regarded as recognition of my article. However, in response to the more basic questions raised by industry friends, I plan to write an advanced article to let everyone see the power of real brand promotion.

Seeing the title, many people will probably think that this is impossible. Of course it is impossible with traditional promotion methods. I think everyone knows the traditional APP promotion method, which is to find channels for first release, find other APPs to exchange volume, brush the rankings, and then spend money on cpa, cpc and other promotion methods. The only path to rely on is the channel, so whether the channel is successful has become the key to the success of all APPs. This primitive promotion method is always rooted in everyone's brain, just like selling mobile phones and computers. The traditional method also relies on channels. This method once occupied the mainstream thinking of all mankind when the development of social informatization was relatively slow. Under the influence of this idea, the APP channel in the mobile Internet has become the object of all APP public relations research. Everyone is scrambling to rely on channels, but the final outcome is that the price of channels is getting higher and higher, and the cost of APP promotion is getting higher and higher. Under the competition of local tyrant APPs, APPs without money will have no chance of promotion. There are only a dozen or so APPs occupying the rankings, and other APPs have almost no chance. Therefore, APP promotion must change the concept. I have what others do not, I am better than others, I can improve on others. This is a thought of continuous transcendence.

Next, I will write about the experience of an APP that spent only 100,000 yuan to attract 20 million users.

Event marketing attracts attention

We once made an APP, and it took us nearly a year to finally promote it to 1 million activated users. For people who work in channels, it is a very tiring job. We have laid out more than 200 channels, and each time we update the APP, we have to package nearly 200 packages, which is indeed a very exhausting task. Later we thought of a new way to promote our APP, which was event marketing. Towards the end of the year, we saw that train tickets had become a major news focus. Our APP happened to be related to train tickets, so we decided to use train tickets as the triggering point of the event. We chose train tickets as the triggering point of the event because during the Spring Festival and holidays, the attention to train tickets is the highest, and the people who take the train are the people of our APP. After selecting train tickets as the triggering point of the incident, we made a detailed planning scheme and quietly implanted our APP into the entire plan. The plan is divided into early, mid-term and late stages, and the execution events of each stage are different. After the plan is finally reviewed, we will start to implement it.

The detonation of an event requires the help of a media platform. Based on our observations and understanding of various media platforms at the time, we chose a relatively well-known forum at the time as the detonation platform for the event. Using the forum as the detonation platform can better demonstrate the authenticity of the event and attract more attention from ordinary users. After the incident exploded on the forum, we gradually spread to other platforms, including blogs, Weibo, online media, print media, video media, etc. After our artificial detonation, coupled with the previous artificial spread, it gradually formed a network hotspot and media hotspot, forming a gradually exploding chain of attention points from netizens, to the media, to industry insiders, to high-end media, to the official.

These Internet hot spots were gradually captured by more online media and print media, and attracted greater attention. The first video media to pay attention was Shanghai Dragon TV, followed by various southern satellite TV stations, including provincial satellite TV stations. According to records, it attracted the attention of more than 100 local media and finally attracted the attention of CCTV-1. CCTV reported on the issues about this APP during the hottest time period. Under the influence of CCTV, the focus continued to move to more media headlines, and our AOO became popular. The activation volume of the APP in various channels has doubled. Looking at the background data, I was very surprised because this event marketing completely exceeded our expectations.

With the exposure of CCTV, the incident attracted the attention of relevant departments and also received attention from relevant departments. So, we followed the pace of the event and made remedial measures for the later version of the APP, which triggered a series of media reports and attention. So far, we have brought a perfect end to its six-month event marketing and brought this event marketing to a successful conclusion with our small changes.

Data growth exceeds expectations

The above mainly describes the entire event marketing process. Next, I will write about the data growth of this event marketing. Our APP data started to grow one week after the entire event marketing began. Previously, the daily activations of the APP were around 1,000 per day. A week after the event marketing was launched, the daily activations of the APP began to grow, first to 2,000, then to 5,000, and then to 10,000 after a month. It increased to 20,000 after a month and a half, and to 40,000 after two months. It took us less than a year to increase the overall data from 1 million a year ago to more than 25 million a year later, and it took us half a year to increase from 20 million to 30 million. With the healthy growth of data, the law of data growth is that the larger the base, the faster the growth rate. Three years later, this number reached 40 million. According to my estimation of the entire event marketing data, the entire event marketing brought us more than 20 million users, and our expenses were less than 100,000 after discounts. During the promotion of this APP, I only used two methods for online promotion, namely laying channels and obtaining recommended positions. Two years later, we used first launch and exchange volume. In the promotion of APP, we rely very little on channels. We focus more on promoting my APP to users. During the event marketing, I saw that the activation volume of APP on nearly 150 channels doubled, and we did not make any excessive demands on the channels.

Finally, I want to say that event marketing is just one of the ways to promote APP, and event marketing is just one of the ways to promote brand. With the rapid development of smart phones and smart terminals and technological changes, traditional marketing methods and concepts will become outdated. Channels are just a way to promote products, but not the main way. There are only so many channels, but there are many ways to promote. Brand promotion is the ultimate goal. No matter how many users you bring in by brushing and exchanging volume, they will not have much value. Real active users are your value, and real promotion is brand promotion, and real victory is brand victory. In today's society, there are no products that cannot be surpassed, only brands that cannot be surpassed. Especially those bosses hope to go with the flow and change their thinking. They must not stick to the rules, otherwise there is only a dead end.