Solid info! 5 major customer acquisition models for APP promotion!

The essence of cross-industry cooperation is traffic exchange. You have a fan, and I also have a fan. If we recommend each other, then each of us will have two fans.

Therefore, for two brands of the same scale that are not in a competitive relationship, traffic cooperation is a beneficial way for both parties. For example, Didi Chuxing and General Electric have engaged in cross-industry cooperation. The source was that General Electric organized a pink ribbon charity event to care for women's health. On that day, all Didi taxis in Shanghai became pink ribbons, and General Motors also used its own platform to promote Didi's event. For example, when Uber was promoting itself in China, it collaborated with Magnum and MINI to organize Uber Ice Cream Day, where customers could take an Uber and get ice cream for free.

Many bosses require their employees to do free promotions, but traffic is so expensive now, many seemingly free promotions actually waste a lot of opportunity costs and are not cost-effective at all. In fact, as long as you get a good input-output ratio for advertising and promotion, there is nothing to worry about.

Advertising means exchanging money for traffic from giants. It is a relatively mature pricing model. The ones I have used and are more useful include: WeChat Moments ads : They can accurately target the target audience, and only cost a few cents for one display. As long as you can hit the user's pain points, it is a very easy way to recover costs and make a profit.

Just like Baidu bidding, now when users want to search for an application, they will habitually search in the application store. If your APP can be ranked at the front at this time, you don’t have to worry about the download volume. This is also the general logic of ASO optimization. Starting from the application market , we should optimize the display and search of the APP to increase exposure and downloads.

This is what everyone likes nowadays and what many bosses want to accomplish. After all, there are so many advertisements nowadays. If an advertisement is too hard, no one will pay attention to it in most cases. But if you can create an event, perhaps an idea, or a small favor, and trigger people to spread the word to each other, from one point to a large area, then the brand will quickly become popular.

For example, this is how Shenzhou Private Car became popular. According to statistics, 70% of Shenzhou Private Car's new users come from old users inviting new users. To put it bluntly, social network communication is to let your old customers act as your promoters for free. By designing the rules of the APP, you can encourage old users to enthusiastically attract new customers around them . For example, red envelope fission, for example, group purchase fission.

Pinduoduo has achieved surprising results in group buying fission. After users initiate a group buying or help on Pinduoduo, they share the product to their friends circle or other social circles, invite friends to help bargain, or invite friends to group buy. Both old and new customers can get discounts, and the goal of getting new customers to download the APP can also be achieved.

It looks similar to social network communication, but event marketing is more oriented towards communication, letting more people know about the APP and making it familiar. For example, the market economics of the Get APP :

Holding exhibitions and pop-up events are actually common promotional methods for brands, but what is eye-catching this time is that the exhibition was moved to a vegetable market, which can be said to have broadened marketers' understanding of communication media.

In fact, there have been cases with similar ideas in the past, such as brand promotion by renovating the packaging of old shops on a street, but the impact does not seem to be as great as this time.

The vegetable market economics themed exhibition organized by Getai is to promote a paid economics patent in its APP and the book of its columnist. The economics of life can be reflected in a very down-to-earth way in the vegetable market. The theme and form are highly consistent, and people will not have the marketing pain point of "only remembering the exhibition but not the brand".

Therefore, it can be seen that the current APP promotion methods are gradually maturing and becoming more entrepreneurial . More effective customer acquisition models are constantly emerging, which also gives us more direction and inspiration, so it is not difficult to do a good job in APP promotion. For example, attract bosses of large companies (like Jack Ma and Kai-Fu Lee ) and parents of primary school students to become your fans. The cost you spend is different, and the value of the fans will also affect the value of the fans.