Activity Operation丨How to Play APP Online Activities and Offline Promotion

Today, I will summarize some methods of online activities and offline promotion of App based on my operational experience, and I hope it will be helpful to everyone.

1. Basic skills

1. Whether it is an online or offline activity, you must do the basic work before starting - pre-promotion analysis. Starting from users and needs, combined with products, we analyze, position and communicate the brand.

User analysis: user portrait (age, region, gender, etc.), user usage scenarios, channels for contacting users, and audience psychological analysis.

Demand analysis: Demand analysis, ways to meet user needs. How to classify and meet the different needs of different customers in the same scenario.

Product analysis: How to use existing products to meet customer needs, how to innovate products to improve user satisfaction, what actions have competitors taken

Brand analysis: Brand refers to personality. How to use personality to resonate with users, generate empathy, increase emotions, enhance brand loyalty, and become loyal users.

2. How to play online promotion

1. When conducting online user analysis, you must pay attention to several common misunderstandings.

The more frequent the activities, the greater the user stickiness

The more users participate, the more successful the activity is.

The more activities the better

The threshold is too high, everyone can participate

2. There are four factors to pay attention to in online user activities:

Don't do activities for the sake of doing activities

Any activity that is not for the user's purpose is hooliganism

Impact of activities on brands

The activities must have a positive and active impact on the brand, and be cautious when doing anything controversial.

Activity Budget

The budget determines how the activity is reported, not whether it can be held.

Purpose and direction of the activity

Brand communication, sales, improving stickiness, cultivating user habits, completing KPI, etc.

3. Online activities for users must be creative. How to give the activities a sense of creativity, freshness and attraction can be started from the following points.

Create a sense of scarcity

Scarce resources are always what users pursue. , users are naturally insensitive to too many things

Stimulate competition

Competition and rivalry are human nature. We just need to create a space for it and this nature will be stimulated.

Give some kind of show

Show off and let users share their reasons

Creating a sense of value through contrast

Give a sense of respect and being valued

Create strong emotions and identification

Let me give you an example from the “Three Lessons” copy that everyone is familiar with:

·Simplified version:

Three classes are provided for product managers and product operations. They are the best in the industry and are really awesome. Come and sign up for classes!

· Create strong emotions and identification copy:

We are several product managers and operators in the Internet industry. We have been in the industry for ten years and have worked our way up from an unknown small company to become directors of first-tier Internet companies such as BAT.

We have been through these ten years of hard work on our own. What I remember most is that in the first three years after we entered the industry, no one ever systematically explained to us what products are, what operations are, and how to do products and operations.

This is a process of growth that can only be achieved through self-exploration, which is painful, inefficient, long and helpless.

Having experienced all this, we know too well how urgent and necessary it is for newcomers to have a systematic learning content that can explain products and operations clearly and also has certain practical guidance.

This became our original intention to make this course well.

Now, after three years and more than 1,000 hours of offline teaching, we have finally turned it into a set of online courses. Hope it helps you a little bit.

4. There are five points to pay attention to when planning and preparing for an event.

Clarify the purpose of the activity

Creative and eye-catching copywriting

Take advantage of the situation

Unleash the power of users

Get the most support for your event

5. Once the event planning is ready, the next thing to pay attention to is execution and control. Whether an event is successful or not, execution and control are the key. No matter how perfect the planning and creativity are, execution is what matters.

Data Control

Hotspot mining

Rhythm Control

Awards Announcement

6. Many people emphasize, but often overlook, the review work

3. How to play offline promotion

1. First, let me list some common offline promotion methods: university agents, social channels, and professional promotion platforms.

2. When promoting offline activities , we must strictly control the quality

3. I believe many people are aware of other operational methods for promoting offline activities, so I will not go into details. Here I would like to summarize my own understanding of the "offline promotion methodology" - detailed, in-depth, focused and promoting.

Well, that’s all I have to share with you about online and offline promotion methods for App operations for now. If you have other ideas and opinions, please leave a message below and we can communicate and learn together.

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Author: Operation Xiaokaxiu

Source: Operation Xiaokaxiu