Comprehensive analysis of event marketing, learn how to promote App in one minute

 With the advent of the mobile network era, apps have become a battleground for many Internet companies. However, the development and creation of an app may not be very difficult, but the promotion of the app has become a problem for most companies.

According to the general thinking of operators , the most important thing to be solved in app promotion is the channel. It seems that if the channel is solved, the promotion can be accomplished. Therefore, most people spend a lot of energy and money on promotion channels, which causes the continuous increase of channel costs. In the end, the promotion costs also increase. To successfully promote an app, it often takes a huge economic price.

Today, I will tell you a low-cost and fast secret to app promotion: app event marketing .

From the numerous App and major brand event marketing cases , it is not difficult to get a glimpse of the tricks of App promotion. Event marketing has won the hearts of operators with its advantages of low price and speed. When it comes to event marketing today, you must be creative and seize opportunities. Only by combining the two can you take event marketing to new heights.

How to plan app event marketing?

Compared with other event marketing, app event marketing is actually easier to execute. First of all, you need to plan an event or topic, or you can draw on current hot events and topics. The former requires more effort, but the user stickiness it attracts will be relatively higher. The latter is simpler and can take advantage of existing popularity. However, the users attracted are more immediate and have lower stickiness.

After a hot event is planned, it needs to be followed up, and it is best if it can trigger chain attention. For example, after planning a hot event, a life service app is likely to attract the attention of local media and TV stations through the dissemination of netizens and online media, thus forming a communication chain of netizens-online media-local media-official media. Once the chain is formed, the speed and span of transmission will be greatly improved.

In terms of APP promotion , Mayu ’s event marketing case at that time is worth learning from. After Mayu launched the bizarre benefit of "female employees can ask for menstrual leave from the company", the incident quickly became popular after being reported by the media and exposed on Weibo, and many users posted on Weibo to discuss topics related to menstrual leave. Based on this background, Mayu App took advantage of the opportunity to launch the Weibo topic "I want menstrual leave", which triggered a lot of complaints and heated discussions from netizens.

After netizens formed a heated discussion, Mayu promptly took advantage of the hot topic to continue to expand the impact of App event marketing. The effect brought about by this was immediate. Within two days of the incident, the Mayu Baidu Index increased fivefold, and hundreds of thousands of people discussed it on Weibo. So, why was the Mayu App event marketing successful? What rules of event marketing can be analyzed from this case?

Event marketing needs to grasp the user's pain points

The success of Mayu App’s event marketing lies in the fact that it grasped two important themes: one is care, and the other is positive energy. The incident resonated with many female friends and made menstruation a topic of concern to the whole society. The heated discussion on the Internet about whether or not to take "menstrual leave" is reasonable. Putting aside the fake menstrual period incident itself, we should consider an essential issue: whether users paid widespread attention to the topic when it was initiated and whether there was social controversy. This is the key to whether the event itself can have an effect.

Event marketing requires good fan interaction

He who wins the fans wins the world. The number of fans and their level of activity determine the quality of the App. Fans will have a stronger emotional resonance with positive topics such as #I want my period leave#. These die-hard fans will be the first to come out and participate in the discussion and testify to the topic. The voices of hardcore fans formed intensive discussions within the same time period, quickly creating heat at a single point in time and becoming the core group that ignited the topic.

Every time a brand organizes an event, it might be helpful to think about who its loyal users are, where they are, and how to mobilize them to participate in the event. Don’t just look for big accounts to forward the message and think there is no other way.

Event marketing needs to match product features

Event marketing also needs to match the characteristics of the product. As we all know, not all hot spots can be used for marketing. The essence of marketing lies in the promotion of products and services. In this process, companies can carry out targeted brand communication and word-of-mouth marketing, allowing users to deeply experience the company's products and services through interactions with hot events.

Precisely because a better entry point was found, Mayu’s App event marketing had an unexpectedly sensational effect and dominated the hot topic list for a long time. Mayu used this hot event to create topics and guide users to pay attention and discuss, which in itself is an interpretation and dissemination of its product concept.

Event marketing requires a combination of channels

Although APP promotion has now bid farewell to the era where channels are king, we still have to pay attention to the important position of channels in promotion. A good topic will hardly achieve the desired effect if it does not have a good channel to spread. In addition to the conventional social media Weibo and WeChat, which can serve as a strong communication platform for event marketing promotion , there are many related apps that can be considered for resource exchange, and software stores also have many free resources to provide. App stores that focus on social distribution, such as App Store , Baidu Mobile Assistant , and Gionee Software Store , can fully consider in-depth cooperation with software stores due to their advantages such as occupying a large number of user entrances and having strong social genes. The forms of cooperation are not limited to business cooperation models such as CPT and CPD, but also include special recommendations, interactive activities and other forms that can be considered.

From the above event marketing case analysis, it is not difficult to find that creating and leveraging popular events can make marketing more influential. As long as you grasp the user pain points, do a good job of fan interaction, match the product features, and use a good combination of channels, you will definitely be able to attract a large number of audiences to actively participate, thereby achieving twice the result with half the effort in marketing.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was exclusively contributed by @金立软件店 Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!