How to create an online promotion plan for a product

Currently there is a popular financial management scenario called "Dream Plan", which allows users to set a target value and then achieve the goal through regular investment or irregular deposits. Please design an online promotion plan for Dream Plan financial management.

This question can be designed from the aspects of product design, target user groups, early promotion stage, mid-promotion stage and late promotion stage.

1. Product Design

The main function of this product is to help users accumulate wealth slowly so that the wealth value reaches the user's psychological expectations and allows users to achieve one of their own small goals. All promotion plans and targeted groups must be based on the core functions of this product and must not deviate from the purpose of the product itself.

There are already countless financial products on the market. If you want to launch a new financial product, then this product must be flexible, simple in function, easy to use, and have strong promotion. Fixed investment or irregular deposit of funds is relatively flexible, which is an advantage of this product.

2. Targeted User Groups

This type of more flexible financial product usually has a low threshold and a low rate of return, and is more suitable for people who have just entered society and have lower incomes, who are usually around 18-30 years old.

People over 30 usually have stable jobs and higher incomes, and they prefer advanced and complex financial products. These products have high barriers to entry, but bring relatively more returns, so the "Dream Plan" product targets users aged 18-30 with unstable or low incomes.

3. Initial stage of promotion

Promotion stage: The initial stage of promotion is also the introduction period of the product; this period is very important, and the product must be introduced to the market so that the target groups can have a certain understanding of the product through various channels.

Promotion goal: The promotion goal of this stage is to let users fully understand the functions, effects, usage scenarios and benefits of this product, so that users have a full understanding of the product.

Promotion form: First we need to have a full understanding of the target user group, and then carry out online promotion.

Men usually like financial management more than women, so our promotion should focus slightly on men aged 18-30. These men usually like to watch sports channels and play games, such as NBA, football, League of Legends games, etc. In this case, we can place advertisements in sports columns and online competitive game platforms.

One very unique advantage of online advertising over physical advertising is that online advertising usually allows users to click directly and then immediately jump to the app interface to download the product; the fewer steps between seeing the ad and downloading and using the app, the fewer users will be lost at this stage.

For female users, the platforms that can be used for advertising include those with a larger number of female users, such as Xiaohongshu, NetEase Cloud Music, travel websites, etc. The content of the advertisements must be designed for the users; the advertising content of the female platforms can focus more on saving money to go to high-end restaurants, buy luxury goods, travel, etc.; the male platforms can focus on buying a high-performance computer, buying a sports car, etc. This type of targeted advertising is more likely to resonate with users.

4. Mid-term promotion

Promotion stage: In the middle stage of promotion, the product enters a period of rapid growth and has accumulated a considerable number of long-term users, and competition from competing products has intensified.

Promotion goal: The promotion goal during this period should tend to stabilize old users of the product, improve the retention rate of product users, and launch some new features that are more clearly differentiated from other competing products.

Promotion form: The promotion form at this stage needs to change. Use the existing user information to create user portraits. The more detailed the data collected in the early stage, the better the user portraits can be. Customize different promotion strategies and different financial management activities based on different user portraits, so that the probability of each user participating in the activity will be greater.

5. Late stage of promotion

Promotion stage: After the promotion, the product enters the mature stage, and the user growth rate will slow down or even decrease.

Promotion goal: The promotion goal of this stage is to maintain old users and recall previous lost users.

Promotion form: At this stage, large-scale brand promotion is no longer needed, because most of the target groups already have more or less knowledge of the product; the level of information mastery of existing users has also reached a peak. At this time, official accounts, service accounts and push notifications are a very good way of promotion.

The investment cost is low, and the effect is determined by the content. We can push some targeted tweets to users who use the product infrequently and invest little money to stimulate their desire for financial management. We can also conduct some surveys on some old users to understand whether there are any functions that need to be improved during their use of the product.

Author: Unrequited Love

Source: Unrequited Love