By reading "The Art of War", let's talk about how to promote and operate APP?

I have recently been studying " The Art of War " and have had many feelings. Combine the wisdom of military tactics to carry out comprehensive operation and promotion of APP, and attack simultaneously with the “sea, land and air” forces to directly reach the users of your products. After determining the target users , you need to go straight to the point and win them over in one fell swoop; you need to outflank potential users from the side and slowly convert them ; and you also need to capture cities and territories to snatch the core users of competitors.

If you want to do your work well, you must first sharpen your tools. When an operations commander goes to the battlefield with great strategies and plans, he also needs to wield a sword and a sharp weapon to kill and cut off unnecessary obstacles in time.

Strategic layout: Acquire new APP users through all channels and increase downloads

1. Navy: Gold Rush

The so-called gold rush rather than the sand rush is aimed at acquiring core "gold" users. Golden users play a vital role in the later product iterations, and users are always the teachers of product and operators. In the large-scale massive online application market , there are so many online promotion channels . What should you do, operations commander? Where should troops be sent first?

(1) Cast a wide net

If the financial budget is sufficient, you can cast a wide net in the massive market and launch your own APP on the application market. Spending money does not mean burning money. If an operator becomes willful and expands his money just because he has money, he will surely fail miserably. What's more, you may not be able to spend the money even if you have it now. You need to be flexible, familiar with the application market you are good at, have a good reputation in the industry, and establish effective communication with official personnel...

(2) Focus on catching fish

For example, when uploading your own APP to the App Store, you must carefully study the rules of the enemy's deployment of troops, such as aircraft carriers, to hit the target with one strike. Do not use small boats of unknown brands, as they may capsize accidentally. In order to quickly get online on the Apple App Store , I filled out the relevant information entirely in English. For our operations commander, real and reliable users mean obtaining enemy generals and leaders, gaining KOLs , and attracting a large number of potential users.

2. Army: Single Soldier Combat

The army’s attack is to occupy the “ offline promotion ” position. In traditional army warfare, individual soldiers are required to have very strong combat capabilities, while in operations and promotions , each field promotion point is required to be able to bring in the most accurate users.

(1) Position selection

The location of core target users and places with large traffic flow . Determine your core user type. If it is a maternal and child consumer product, then residential areas, kindergartens, infant and young children's education, life service centers, etc. are undoubtedly your starting points.

(2) Attack method

Scan the QR code to download. A simple and crude way to download APP. Print your own APP QR code on product brochures, posters, small gifts, cardboard... and even on the armor of elite soldiers. Previously, there was a field promotion activity where the staff wore promotional clothes with the APP QR code with the download link printed on it, which increased the download volume a lot. It should be noted that the clothes must be designed in a clever and reasonable way, with cool creativity, and the company's designers must spend a lot of time and effort on them. This is a battle flag! (Sorry, it is not convenient to attach photos)

(3) Review of results

The soldiers have already been sent to the battlefield and have fought hard under the scorching sun, rain or shine, throughout the entire promotion period. How should the Medal of Honor be awarded? Give each person a quantitative assessment. The project team has encountered internal conflicts caused by disputes over performance, which has really affected the team's cohesion and morale.

The commander should "love his soldiers like his own sons" and manage his own operational soldiers well, and make clear distinctions between rewards and punishments. Only with reasonable and true personal operational promotion data can he truly convince the public, and his outstanding achievements will be recorded on a white Excel spreadsheet. Let the team have no worries and focus on their own territory.

3. Air Force: Overwhelming

(1) Traditional media

This kind of air force-style promotion is fundamentally also propaganda in traditional media. Newspapers, television, and radio are already outdated, but if your user group is middle-aged and elderly people, this method is quite useful. The number of elderly people around you who use smartphones is also gradually increasing. However, the conversion rate is not high, so you need to be cautious in placing your own military strategic materials.

(2) New strategies and gameplay

The commander who can truly achieve overwhelming operational promotion must be a local tycoon-level general and a member of the commander-in-chief's direct line of troops. NetEase Cloud Music , we have to say it has gone to great lengths. Some time ago, NetEase Cloud Music successfully operated and planned the subway "Music Train". Recently, NetEase Cloud Music and an airline company jointly created a "music plane", which was filled with music elements and UGC playlists throughout the cabin, and attracted special attention. NetEase Cloud Music has risen to the top of the App Store music category, playing a good hand.

For the operation commander of UGC content-based products , he should fully understand the user's engagement in the APP and the sense of presence they leave. With the help of original, commentary, and interactive content contributed by users on the platform, we should seize the opportunity and use the straw boat to borrow arrows, let users help you charge into battle, occupy mountains and fields, make every move carefully, and activate the overall situation.

summary

There is a quote from "The Art of War" by Sun Tzu: "Know thy enemy and know thyself, and a hundred battles can be fought with no danger of danger. Knowing thyself but not the enemy will ensure one victory and one defeat; knowing neither the enemy nor thyself, every battle is certain to be dangerous." The bonus period of user traffic has passed. When it is so difficult to acquire traffic online and offline, we should make use of more operational methods rather than operational techniques, comprehend the wisdom of military strategies, and use the sword in our hands to fight the tough battle of increasing APP downloads.

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

This article was compiled and published by @操作小猴小尧 (Qinggua Media) by the author @操作小猴小尧. Please indicate the author information and source when reprinting! Site Map