How to cleverly use celebrities to achieve a cold start for a product?

For those who work in operations , the word they come across most often is “cold start” . What is a cold start? It is the process of user growth of a product from nothing to something, from 0 to 1. This growth process also reflects the value of operations.

Cold start has always been the biggest concern for operators, but it is also the most troublesome. In today's environment, the cost of a user is much higher than before, and user habits have been generally educated. Now when a new product comes out, it is much more difficult to form brand awareness, so many operators would rather not talk about cold start.

But there is no way. Cold start is a necessary experience for an operator to move from primary operation to senior operation. Not participating in or being responsible for the process of a project from 0 to 1, at least in my opinion, is not a good operation.

There are many ways to cold start. Those who have money can spend money, and those who don’t can just take it slow. The number of users will always undergo a qualitative change. This time we will talk about how to cleverly use industry leaders to showcase your products to users and form accurate positioning awareness.

1.

Let’s first take a look at an example of how a product cleverly uses celebrities to achieve a cold start.

There is a content management tool . In order to avoid becoming their spokesperson, I will temporarily call it A. It is a free tool focusing on self-media knowledge payment and community operation . Its main function is to analyze user behavior, such as how many people listened to the audio today, when the user logged out, and the number of users subscribing every day, etc. This is an online management tool for content entrepreneurs that allows content creators to clearly see user behavior data and the paid conversion rate that they care most about.

Through the above analysis, it is first of all a good product . If there is such a good tool, and if you are the operation manager of this product at the beginning of its launch, how would you promote it?

Because this product is a tool and has no brand effect. Therefore, it faces the problem of cold start. If it uses the traditional method of spending money on hard advertising, the effect will definitely not be that good. In addition, as a new product, whether it has the background of BAT giants or not, spending money on promotion, and financial support is also a problem! So is there any clever way to let targeted users know about this tool?

Find a celebrity to endorse the product, but not an internet celebrity. This product is a management tool for paid self-media knowledge, so we should look for big names in the content field. Who are the big names in the content entrepreneurship industry? I can count them on five fingers. Luo Zhenyu , Wu Xiaobo, Li Jiaoshou, etc. But there must be a reason why the operation team of this product finally chose Wu Xiaobo.

I guess the reason is this: since Luo Zhenyu founded "Get", audio and other content are no longer released first on some audio platforms, but moved to his own APP, so there is no shortage of data analysis . Besides, it is estimated that the cost of getting Luo Pang's recommendation is quite expensive, so it can be passed. Li Jiaoshou is even less likely to be the boss. He just runs a public account and was just acquired by Baidu, so he probably isn't short of money. Isn't he busy with digital marketing ? The only one left is Wu Xiaobo, who is considered to be quite good at community and audio work. He just needs a tool to improve efficiency and solve these problems.

Therefore, this product has found the right person in Wu Xiaobo, because this product is not just an endorsement, Wu Xiaobo will also support this product. So if this product is really good, with the recommendation of Wu Xiaobo, a big shot, there will definitely be a lot of people using it. In this way, there will be users and word of mouth will also come. Therefore, whether in Wu Xiaobo’s sharing session or on the product’s official website, a self-media payment management tool that Wu Xiaobo uses has been branded. It's a win-win situation.

2.

Let’s look at the second case, which is a cold start through offline activities .

At the end of December, there was a summit that was quite popular in the operations circle , that was the NOMS National Operations Summit hosted by Duiba. This summit mainly focuses on the most cutting-edge practices, thinking and judgments in the operations industry, and discusses the new opportunities and challenges of operations in the second half of the Internet.

Speaking of Duiba, those who work in points mall may not be unfamiliar with it. It is a third-party service platform that helps App developers improve operational efficiency. It appeared in 2014, so in the field of points mall, it is no longer a cold start of a product. But why do we use this as an example?

The operating helicopter is an internal entrepreneurial project incubated by the Duiba marketing team based on the company's internal operating experience and operating market needs. In this way, it is a new product. Although it came out with a golden key, it is still a relatively new product after all.

How did he gradually become known to the operators?

Mainly through holding summits. He held various exchanges in the operations industry and toured the country, inviting operations experts to share their experiences at each summit, and gradually gained recognition from operators.

In particular, at the National Operations Summit that started on December 17, which was held simultaneously in Beijing, Hangzhou and Shenzhen, operations experts from Alibaba , Tencent, Didi Chuxing, LeTV, WeChat , Moji Weather, Baozou Comics, Changba, Ergeng and other companies gathered together to discuss the various challenges of operations in the second half of the Internet and their thoughts on the operations industry around the theme of "First Bump". This was the first gathering of operators, and it also marked the beginning of the important role that operators will play in the second half of the mobile Internet .

At this summit, all the invited guests are big names in the field of operations. These celebrities themselves have a dissemination effect, and they also played a role in fueling the dissemination of this operations summit. The most important thing is that this summit is the first exclusive conference for operators. Before this, the market's awareness of it was blank, but after this conference, operators will realize that Operation Helicopter is a platform that brings together operators.

3.

There are many ways to cold start. The two cases above are about finding the right product positioning and finding celebrities who have the same needs as the product positioning to do promotional implants. This can not only attract users, but also create accurate positioning in the user's mind.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!