APP promotion: This should be the most complete ground promotion plan!

APP promotion online promotion is important, but it is also inseparable from ground promotion , especially at present, relying on ground promotion can not bring more accurate users, and it is suitable for most companies to implement. The following is a summary of the ground promotion plan :

【Three stages of ground promotion】

It can be simply divided into three stages: the seed user stage, the event promotion stage, and the stage of burning money to gain market share. What kind of promotion plan is suitable for your company?

Phase 1: Seed User Phase

For start-ups (seed/angel round), funds are limited, and the positioning of the first batch of seed users must be accurate enough so that they can become core users in later operations . The user acquisition cost during this period can be slightly more expensive. On the one hand, it is to give your users a higher level of expectation for their initial experience and acceptance, and on the other hand, it is easier to poach users at a high cost.

Depending on the industry, JD.com classified them according to consumption frequency some time ago, roughly into five levels. The first layer is take-out, the second layer is snacks and fresh produce, the third layer is housekeeping, the fourth layer is medicine, and the fifth layer is low-frequency items (education, flowers, etc.).

Select your first batch of seed users according to their consumption frequency. When the number of users reaches the predetermined target, stop the field promotion. Operate this batch of seed users into core users (die-hard fans) to quickly optimize your product or platform.

The second stage: activity promotion stage

After the first stage is over and you are raising funds (Round A, Pre-B Round), this stage should be the stage where you rely mainly on activities to attract users, do event marketing based on the theme of the activity, and conduct ground promotion in a certain location. The overall ground promotion cost at this stage will not be too high.

The third stage: Spending money to gain market share

This is the stage to get more money. You have to compete with your competitors for market share. At this time, you need to optimize based on previous experience and quickly replicate the model throughout the city, the province, and the country.

【Online preparation】

Before launching a marketing plan, you should think about all the issues comprehensively, including what is the purpose of the marketing, attention, download, activation, etc., the marketing time, marketing location, marketing network environment, prizes, personnel, etc. Let's talk about it in detail:

1. What is the purpose of ground marketing?

Bringing depth to user volume (daily activity, orders, downloads, etc.)

Show users the functional attributes of the product

Promote products, psoriasis-style push

Follow the trend and attract attention (major events, festivals)

After clarifying the purpose, more thinking is needed to ensure that the activity can achieve the corresponding goal.

How much energy and resources should be invested?

What effects are expected from the activity?

Does this effect have practical significance?

What about the short-term/long-term benefits?

What is the breaking point?

2. Think from the user’s perspective?

What is this activity? How to participate? Download activation cost?

Is the reward enough to attract users to download or activate?

Are users willing to spontaneously share on social networks such as WeChat Moments?

Will users uninstall the game after downloading it? How can we retain users?

Is there secondary marketing?

3. Statistics on the completion of field promotion activities?

Can the rewards delivered reach the expected value?

Do we need to conduct secondary marketing to the users of this event within a short period of time?

[Several categories of ground promotion]

Campus marketing , residential community marketing, shopping mall marketing, commercial district plaza marketing, industrial park and science and technology park marketing.

Campus channels are one of the most effective offline promotion methods. Common promotion channels:

1. Basic means: brochures, posters, flyers, cards, building numbers, calendars, class schedules, rulers, friendly reminders, etc., these belong to infrastructure construction. The building number is used to remind everyone which floor they are on. Friendly reminders are generally: "Please keep quiet, do not disturb during lunch break, protect the environment, etc."

2. Planning activities: For example, the campus network once successfully planned an activity to provide free chartered buses to take students to the train station. Another example is that some SNS websites organize entertainment activities, charity activities, etc. on university campuses.

3. Sponsored events: Unlike planned events, sponsored events are not held by the parties themselves. The general format is: "**.com wishes the ***** event a great success."

4. Online promotion: for example, through school forums, Baidu Tieba, QQ group messages, etc.

5. Soft article promotion: Every school has its own magazines, newspapers, online media, etc. In order to give the website more publicity opportunities, campus ambassadors usually choose to write some soft articles and publish them in relevant media.

6. Class speeches: Although it is tiring to give speeches in one class after another, the effect is often very good. First, the benefits are wide-ranging and direct.

7. Administrative means: Some campus ambassadors have extensive connections in the school, or they themselves are key cadres of the Youth League Committee, Student Union, or community groups, so they use administrative means to force others to register.
8. Word-of-mouth publicity: Mention the website whenever you meet someone. For example, some campus ambassadors often promote the website when they present slides at important meetings or speeches.

9. Hype and publicity: Campus ambassadors, if they have the means, often like to create hype events under certain conditions. Such situations are often marked by events.

10. Promotional methods: giving gifts upon registration, or getting discounts upon registration. Many people know that Xiaonei.com initially acquired its users in exchange for chicken legs and Coke.

11. Banner promotion: Not every campus ambassador has the connections to hang banners, but many people still use this method. The main reason is that banners often have a great publicity effect, especially banners hung on main roads, which can attract the attention of the crowd.

12. Campus commuter bus promotion: Larger schools often have special commuter buses or school buses, which are mainly used by students to go to and from classes. Advertising on car bodies often produces good results. Because the commuter bus runs through the school every day.

13. Attention-grabbing publicity: For example, the school network has special T-shirts, and people wearing school network clothing can often be seen walking around the campus. Due to the special nature of the clothing, it is easy to attract people's attention.

14. Internet cafe promotion: The usual means are posters, making temporary computer cards, friendly reminders, computer numbers, setting as browser homepage, etc.

15. Other special measures:

1. Bookmarks in the library magazine room. The magazine room in the library is usually very popular. Inserting an exquisite bookmark can often have a good effect.
2. The school shows movies on weekends and inserts FLASH promotional videos in the middle. This method has wide-ranging benefits and is very stimulating.
3. Develop departmental ambassadors. Each campus ambassador has college ambassadors and department ambassadors under him. This method is very practical.
4. The school holds reports, lectures, and large-scale events. Before the event starts, a beautiful advertisement is placed on each table. Usually, in this environment, everyone has more time.
5. Before the school cafeteria opens for mealtime, a small advertisement is put up so that everyone has something to read while taking a break after meal.
6. Blackboard propaganda, write propaganda slogans on the classroom blackboard.

Shopping malls, commercial plazas

The threshold for field promotion is relatively the highest, it is difficult to enter the venue, and resources are "scarce". Few are used. Generally, it is negotiated with the mall in advance. Needless to say, there are costs involved. There are also human resource costs, venue costs, etc.

Residential and Industrial Park Science and Technology Park:

Relatively speaking, it will be reduced a lot. The community should analyze the flow of people, select major traffic routes, and further optimize the ground promotion plan. Moreover, from the flow of people, we need to understand the crowd structure, gender ratio, etc. For example, maternal and child software is very suitable for promotion among mothers, while O2O software is very suitable for activities under office buildings.

Preparation of on-site promotional materials

The most basic thing for an event is to know how to create momentum, including roll-up banners, posters, and leaflets! Invite people to participate in the event on site, and you can see the promotion of this travel APP everywhere. If you have bees, even better!

Ensure the popularity of the scene (create momentum)

Have you noticed that users tend to follow the trend when it comes to promotions? As long as the gifts given are not bad, and a bunch of people gather around them, they will want to learn more. If this is the case, are you still worried that no one will participate? Don’t be afraid! You have to know that humans are social animals and always like to go to crowded places. If you are worried that the scene will be deserted, just let the staff line up and act as a stand-in. There will always be curious people coming to find out what’s going on!

The choice of gifts ensures a certain amount

Regarding gifts, who says that gifts must be high-end? If you think that a gift worth 3 yuan is too low to be used as an event gift, it only shows that you are not a good promoter! I won’t tell you that those exquisite gift bags contain small gifts worth 3 dollars! Just say “Scan the QR code to receive a gift!” and someone will definitely come!

Premium Experience

With more people, a stable Internet speed is naturally required, which is directly related to the user experience! Just imagine, if the network had been stuck at that time, I don’t know how many users who wanted to download would have been lost, and what kind of riot would have been caused. The scene is too bloody and I dare not think about it.

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