From preparation to implementation, detailed steps of APP activity operation and promotion plan

How to make an event promotion plan? Many people get a headache when it comes to activity planning, so I won’t waste any more time and get straight to the point to share with you how to do it.

First of all, you need to clarify what the purpose of your activity is? The purpose of your activities is to attract new customers, promote activation, or retain customers.

Then determine what your own event promotion strategy is. Due to differences in target groups, APP promotion stages, event purposes, etc., strategies are also different, so you need to analyze the specific situation.

Then, consider the target group of the activity and combine it with your own products to dig deep into the target users and tap into potential users. This also depends on the purpose of your activity. If it is just to promote activity, you can dig deep into the needs of existing users.

Determine the theme of the event

Be clear about what kind of event you want to organize and what results you want to achieve through this event. See whether the theme of the event is attractive, has gimmicks and is easy to promote. If there is no gimmick and it is not attractive, the activity will not be successful. If you give red envelopes to users, you have to have a reason, right?

Preliminary preparation

Prepare the event copy, promotion channels (online or offline), required materials and staffing, etc. The preliminary preparations must be sufficient. If not, it will affect all aspects of the entire event, such as event prizes. The event is over and the time for distributing the prizes has come, but the users have not received them, which will hurt the users.

Propaganda methods

You need to determine your own promotional methods. Promotional methods are an important part. If the promotion is not in place, users will not be able to find relevant information and the effect of the activity will be greatly reduced. You must promote it. What are the means of publicity? Common ones, such as:

①Publish manuscripts through platforms such as Huxiu and 36kr;
② Carry out soft article promotion of the event through industry news platforms such as Sina Technology, Tencent Technology, Sohu Technology, NetEase Technology, and CCID Technology;
③ Publish information through WeChat official accounts and publish related activities through Weibo influencers; send information through WeChat Moments and repost related activities;
④Use this theme to report the activity through relevant industry media or comprehensive media...

Division of labor

Which department is responsible for preparing and executing what, such as ① Operations Department: preparation of corresponding copywriting, media, materials, channels, etc.; ② Marketing Department: actual offline operations; ③ Technology Department: development of relevant activity H5 pages, etc....

Cost budget

Make a good budget and apply for the corresponding expenses. Don't be underprepared, which will affect the progress and results of the entire event.

Effect estimation

You need to have a prediction for the effect of your own activities, and estimate what benefits this activity can bring to your APP. For example, how many new users this activity can bring, how much the activity of existing users can be improved, how many silent users can be awakened, whether the user retention rate will be greatly improved, and how much the brand awareness can be expanded through PR publicity... If the prediction results are not ideal, there is no need to do it.

Activity summary and analysis

A summary of the activity should be made after the activity is over. Organize the relevant data and analyze it, summarize what went well and what was not done well in this event, make continuous modifications, and create an event template that suits your product, so that you can apply this template in the future. Generally, there are three templates for attracting new customers, promoting activation, and retaining customers. However, they all take time and trial and error to summarize. O2O products also need to be segmented based on the cities and regions where they are promoted. After all, the customs and habits of each city and region are different, unless you are giving out cash red envelopes.

Final event copywriting

There should be detailed information on the event time, location, content, prizes and rules. The content should explain the activity clearly, the prizes should be attractive or creative, and the rules must be strict.

The above are just my personal opinions, and I hope to discuss and exchange ideas with you.