When attracting new users through APP, don’t forget to use “old customers bringing in new customers”!

If your users are willing to help you promote , they may be the best "salesmen".

This is a very common phenomenon. The boss sets goals for this year, and the time from proposing an idea to approving the budget may be as short as one or two weeks, or as long as one or two months. If other problems arise in the middle, the process may take a quarter. However, at weekly meetings, monthly summary meetings, and quarterly summary meetings, the boss wants to see the progress of the project (he can't say he's waiting for the budget at every meeting). So, how can we attract new users without a large budget?

To put it simply, there are some cost-free or low-cost promotions (the low cost here refers to your salary), such as: Baidu Tieba , social software ( WeChat Moments , QQ groups, Momo , etc.), these are all places where you can post for free, but the efficiency is too low, and there may be only a few downloads every day. Therefore, we still need to turn our thinking back and see how we can make good use of the resources we have to attract new users?

Although posting on Tieba forum is not feasible, we can also analyze some problems: Why are there tens of thousands of people visiting Tieba forum every day, but the effect of your post is very small? The reason is simple:

First, these people don’t understand your product. The content you post is too short and doesn’t clearly explain the functions of the APP. If it is too long, others will not take the time to read it.

Second: They don’t know you and don’t understand you. Today’s Internet users are very vigilant and in their eyes, you may just be a cyber-troll or a liar.

To sum up, if we think about it the other way around and promote the product to people they trust and who understand the product, will there be surprising results? So where can we find such people?

This group of people are the users you have now!

They understand your product and know who around them needs your product, so if they are willing to help you promote it, they may be the best "salesmen".

Okay, now we have the people, so the next thing to consider is how to get their help?

( Recruit them all as salesmen? No kidding)

People are all profit-seeking! So the best way to impress them is to give them benefits! First you need to sort out what resources you have at hand.

01. Case product : Loan

Budget: The boss is considering it, you do it first

Well, with this brief, we immediately went to the Marketing Department (the department responsible for event execution).

"Sister, have you done any activities or promotion plans recently?"

"The boss has been keeping a tight rein on us lately, and we don't have much of a budget. We only have interest-free coupons, APP points, and doll peripherals, etc."

So we asked to look at the gift redemption conversion rate of the current APP in the past month, as shown below:

Obviously, for old users, interest-free coupons are what they are most interested in (why not iPhone? If you have points that can be exchanged for iPhone, you should have at least 10 Maseratis). Next, we made the following activity plan:

Activity purpose: To acquire new customers and encourage old customers to continue to apply for loans

Target group: Old users

Budget: Guess

Promotion form: APP in-site promotion

Activity method: Old users invite friends to register and download the APP by sharing the H5 landing page

Reward mechanism:

Because there is a cash reward mechanism, in order to avoid wool parties or malicious registration, it is decided to give users rewards in a tiered manner

1. The invitee successfully registers - the inviter receives an interest-free coupon worth RMB 888;

2. The invitee applies for a loan and is successfully granted credit - the inviter directly receives a cash reward of RMB 5.88;

3. The invitee successfully withdraws cash - the inviter can unconditionally withdraw 1.5% of the cash reward.

The remaining cash rewards can only be claimed after a certain loan amount is met. This can prevent users who are only interested in receiving cash, such as those who are looking to get free loans, from participating in the event with a high probability. As for old users, since they already have loan needs, this is equivalent to giving them an extra benefit!

In order to add some tension to the event, the event duration is set to 14 days. The activity data is:

Number of registrations: 2630; Number of downloads: 1882; Number of loan applicants: 203; Number of successful credit approvals: 168; Number of successful loan disbursements: 155;

Judging from the data, although the user application rate brought by this activity is relatively low (most users just find friends to register for the interest-free coupons), the credit success rate is indeed relatively high, which shows that the friends invited by old users are all users with relatively good credit.

02. Case product: e-commerce

Budget: Make your own plan

The most famous e-commerce customer acquisition activity is Pinduoduo, which recently went public. Although this mode of activity is too crude, you cannot deny that it is a low-cost and most effective way to generate fission. It is much easier to invite their friends to participate in the event than to promote and acquire customers by yourself.

So we immediately asked the customer to ask what prizes or coupons could be used for the event (generally e-commerce platforms will have a lot of inventory, which is said to be used to offset the platform fees... It goes without saying for direct customers). Then we made a simple brief

Activity purpose: customer acquisition

Target audience: old users

Budget: Warehouse stock prizes, coupons

Promotion form: APP in-site promotion

Activity method: Old users invite friends to help bargain by sharing the H5 landing page (bargaining requires registration, the method is mobile phone number + verification code)

Reward mechanism:

Users can ask different friends to help bargain and purchase their favorite products as many times as they want. To prevent users from applying for too many products for free, the basic bargaining algorithm logic must have:

1. The further you bargain, the less you bargain (a large amount at the beginning will give users a sense of anticipation)
2. Set the minimum number of successful bargaining attempts for a product (for example, a vacuum cleaner costs 180, and the registration cost of the current APP promotion channel is 15, then the minimum number of successful bargaining attempts for users should be 180 / 15 * 3 = 24 times)
3. Old users who can issue invitations to bargaining activities must be users who have made purchases in the APP
4. After a user successfully receives a free prize, the difficulty of bargaining for the second product release increases by 2 times
5. If a user invites a friend to participate in a bargaining activity and fails, he or she can get a certain coupon (5% off for purchases over 100, 10% off for purchases over 200, etc.)

Similarly, in order to increase the sense of tension for users, you can add information such as the remaining quantity of the product, the end time of the event, the number of people currently participating in the event, etc. to the product bargaining page. After the launch of this activity, the daily registration volume of the APP increased by 12% , and only 14 prizes were given away during the 7-day period.

03. Case product: tourism

Budget: Make your own plan

For travel apps with a certain scale, it is already very difficult for them to attract new users (there are only a few well-known travel apps on the market, and the prices are similar. In addition, if a friend invites you to go out and play, the friend only needs to place an order himself).

For them, the most important thing is how to let users choose their products from so many competitors' products. What characteristics would these people have? Organize a group tour, compare prices, compare routes, services, brand awareness, and more. We cannot control the route, brand awareness, etc., so we still have to think about the price.

Send coupons directly? The simplest and most direct method is to use the coupons, but the disadvantage is that it is too easy for users to obtain the coupons, and their perception will inevitably weaken. These coupons are likely to "die" in the user's wallet... Therefore, we still need to appropriately increase the difficulty for users to obtain the coupons, such as "grouping to share red envelopes, group travel for more discounts, etc.")

Then I made a simple brief

Activity purpose : old users repurchase + new users registration

Target audience: old users

Budget: 3-5 yuan per person

Promotion form : APP in-site promotion

Activity method: Old users invite friends to share red envelopes by sharing the H5 landing page (registration is required to share red envelopes, the method is mobile phone number + verification code)

Reward mechanism:

Users can ask their friends to help share red envelopes and purchase travel products. The logic of the red envelope sharing algorithm must include:

1. The red envelope share is 3-5 yuan per person;
2. The amount of red envelopes that can be shared by a product shall not exceed 10% of the product's profit;
3. When placing an order, users can directly fill in their friends' accounts and apply for the other party's travel red envelope (this is very important and can improve the user experience . Only one person is needed to place an order);
4. New users need to log in to the APP once before they can activate the red envelope (actually, it means asking new users to download and activate the product).

What? The marketing department said there are no coupons or gifts? Well, set up a sign-in to give points, or ask the boss for 200 yuan to buy some phone cards, or dolls or something, and set up a "0" yuan free lottery event on the site! Invite one more friend to register and you will have one more chance to win the lottery. Is this okay? If you are embarrassed to ask your boss for it, you can spend it first, and when the effect comes out, when your boss asks you what you did wrong, you can tell him, I believe your boss will reimburse you~

To sum up, don’t waste your best resources. Your old users are the ones you should pay most attention to. How to bring them continuous benefits, retain old customers, and make them active is the best route for the sustainable development of APP!

Source: Lao Xu