1. Once upon a time, there was an idea; ;

2. Requirements sorting, communication analysis, and product design sketch (the product manager makes a product functional brain map based on the results of communication, communication and analysis);

3. Draw the prototype of the product (① global flow chart to facilitate the later docking with the process; (2) product business flow chart, according to the specific requirements of the project; ③ Prototypes and tools of simple interaction: axure, ink knife, etc. );

4.UI design and acceptance;

5. Project planning (① Detailed requirements; (2) Technical scheme; ③ Project management: project schedule and task decomposition);

6. product development;

7. Delivery test, acceptance and online;

8. Action promotion.

(app promotion framework diagram)

APP environment:?

According to incomplete statistics, thousands of apps are born every day, which means that a new app is born every minute or so, and the life cycle of most apps does not last for three months. I believe that many CPS feel the same way, and the promotion of app is getting harder and harder. The reason is that it is not difficult to find that the homogenization of application apps is too serious, and there are countless apps that provide the same functions and services. For example, there are hundreds of cameras, such as Aauto Quicker, Beauty Camera, Camera 360, Daily P Picture, Play Picture, Beauty Camera, Beauty Camera, etc. Many of them have similar names. The environment is so severe, what should I do as a product operator?

First of all, before the product goes online

What should we do before a new app goes online?

1. Make every little detail of your product clear, and ask how to explain it to others in the future if you don't understand it.

2. Understand the product positioning, what is our product and what functions are there? Who are the product audiences and where are they? What problems can our products solve under what circumstances? What services are provided to users? In fact, if you understand these four questions, you will find out where the promotion point of the product is, and your later promotion direction will be there.

3. Investigate and analyze competing products. Do you have to know what similar apps are available on the market? Understand the download and traffic of competing products on ios and android. Understand what hot words are produced in competing products? You can use APPying to search the popularity of competing brand words and whether these words have been on the hot search list. See what competitors can learn from in promotion.

4. Detailed description of the product, including product description copy, product screenshot, keywords, one-sentence description, etc. It is best to prepare some data analysis templates, including the retention, activity, new users and promotion effects of various channels of app.

5. It is very important to launch the official app Weibo and WeChat official account. Weibo and WeChat are popular products, which are basically installed on smart phones.

The opening of these two official media has several advantages:

First, when the product goes online, users can easily follow you, interact with you and get information feedback through Weibo or WeChat official account. Moreover, good Weibo or WeChat official account content is easy to cause users to forward and expand publicity.

Second, these two official media will become an important channel for post-marketing promotion activities, because they can cultivate a group of loyal users and are often the source of seed users.

6. Establish encyclopedia entries such as Baidu and sogou, and ask questions. Of course, this is also very important, because in the early days of the launch of the app, the description of your app on the Internet was basically blank. Establishing an app encyclopedia will become an important channel for users to understand your products. At the same time, if you do brand marketing later, it will attract more potential users for you.

When you build an encyclopedia, you must be clear and the language should be easy to understand, because your app may face people of different cultural classes. At the same time, it should be accompanied by a clear screenshot of the app. Don't underestimate the encyclopedia. The technology here is very high. Some domestic app encyclopedias are really bad, and some are too professional, not from the user's point of view. Some of the touches are wordy and confusing.

The core thing of encyclopedia is to tell users with pictures and texts what functions my products use to meet the needs of users in what scenarios.

7. Apply for the accounts of developers in major application markets, and sort out the documents required for the initial launch in major markets. Since many app stores have new product recommendation columns for newly launched apps, you need to understand the rules they recommend.

8. According to the above preparations, it is best to plan several activities first, because the later promotion is busy and I am afraid there is no time.

The preparation work is more complicated. Of course, the example I gave is only a part, and different apps will be prepared differently. Cps can make corresponding adjustments according to their product positioning.

Second, after the product goes online.

For the promotion after the launch of app, here I divide the promotion channels into four categories: online, offline, self-media and comprehensive channels.

Online promotion

1. Online major Android platforms and app store. Now there are activities in all major Android markets, and they are all free. You can apply. Lenovo, Xiaomi, Huawei, Jifeng and sogou have special topics every week. If your products are polished very well, you can also get new product recommendations free of charge, such as Appbo, Xiaomi, 360, Huawei's new product recommendations, Meizu's early adopter list, the spicy taste of Lenovo Music Store, Baidu's Golden Bear's Palm Award, pea pods Design Award and so on. These resources are all good, you can try them.

2. brush the list and rush the list. The price of brushing the list is relatively high. The price of the top 25 in the domestic list is about 10000 per day. Even so, it is very popular in China, especially in the appstore. After all, most iphone users will go to the appstore to download the app. At this stage, except for spending money on the list, or there are major news for users to take the initiative to go to the app Store to search and download, it is basically impossible for the general app to search for the list.

Let's briefly introduce the popular WeChat integral wall. The biggest difference between "WeChat integral wall" and traditional integral wall is the carrier. It uses the official WeChat account as the carrier and embeds the code of the integral wall into the official WeChat account. Wechat users are rewarded by completing various advertising tasks on the integration wall.

The basic process of "wechat integration wall" can be summarized as "paying attention to the official wechat account"-"completing the novice task (binding micro-signal, Apple account and mobile phone ID)"-"downloading the task"-"getting the reward". This series of operations is not too complicated. Basically, you can download a game or application within three minutes and get corresponding points or rewards, which undoubtedly reduces the user's time cost. Moreover, the cost for users to obtain content is much lower than before. Users don't need to download an App separately, they can complete tasks and redeem rewards in WeChat.

From the advertiser's point of view, WeChat integral wall can reduce the occurrence of brushing behavior and improve the authenticity of data. When registering, WeChat strictly restricted the binding with the mobile phone number, which increased the cost of "customers", and then paid attention to manual operations such as WeChat official account, which shielded malicious billing to a greater extent, thus ensuring the authenticity of the data.

3. News promotion, a good way to promote, can make products get a lot of exposure in a short time. Writing a press release requires a little budget, pay attention to the title of the article, be sure to be eye-catching, and publish it to several mainstream news portals at the same time, creating momentum and giving people a feeling that this product is very hot.

4. Change the amount, mainly talk about the replacement between apps. The specific forms of volume exchange include content cooperation, open-screen advertising, pop-up, focus map, in-app recommendation, etc.

Suggestions: ① When evaluating whether to change the quantity, it is necessary to consider whether the users of the two companies are consistent, whether there is a competitive relationship, and the brand image of the other party. ② When changing the quantity, don't stick to the same quantity or change the quantity at the same time, but pay attention to whether the resource values of both sides are basically equal. 3 CP with better resources should help small partners with limited resources. I believe that they will eventually achieve the effect of mutual benefit.

offline promotion

1. Push, the biggest advantage of push is to let our potential customers meet, not just watch. It is easier for people to remember the time when local promoters personally delivered product information to the public.

Many people think it takes time, effort and money to push it, but it is not necessary. In fact, word-of-mouth publicity in the early stage is very important. Push is one of the most direct communication and promotion methods with accurate users, which can make potential users feel trust in your products. And in the process of ground promotion, it is easy to find out which aspects of your product need to be improved to enhance the user experience.

Methodology: ① The small gifts are printed with product logo or QR code of product introduction, and the staff are wearing T-shirts printed with product logo; ② Can you put a sun umbrella with the product logo printed on it at the bus stop? Download the bus wifiapp

3 old users pull new or reward;

4 word-of-mouth marketing and so on.

Note: Pay attention to the scene when promoting. What does this mean? That is to say, you'd better promote your product in the scene that users need most, and even make users feel forced to use your product. Take chestnuts for example. One day when you came home from work, it was raining heavily outside, and you couldn't get a taxi. At this time, if someone drives to the door of your company and says, "I am Didi's driver, Shenzhou ... and I am willing to take you home, and it is cheaper than taking a taxi." Then are you willing to sit down? Maybe you will tell your friends about it.

2. Mobile phone manufacturers pre-install, big manufacturers: Huawei, Coolpad, Lenovo, oppo, Vivo, Xiaomi, Meizu, ZTE and Samsung. Small and medium-sized manufacturers mainly refer to small and medium-sized manufacturers in Shenzhen, such as Yitong, Banghua and Vito. You may rarely see these brands of mobile phones because their channel manufacturers are different from the above characteristics. It is to establish channels below the fourth-tier cities. Moreover, their sales methods are different. They don't advertise, but mainly rely on giving high commission to sales staff to sell.

Methodology: The larger the pre-installed quantity of big brand manufacturers, the more difficult the relative negotiation, and the longer the user start-up period. At the beginning, it is best to talk about some projects that are not very flagship models, establish relationships in the process, and then cover the entire product chain.

For mobile phone manufacturers to pre-install, as long as they have money, it is not a problem to pre-install hundreds of thousands or even millions at a time.

3. Brush the machine and cooperate with the mobile phone shop.

New media promotion

1. Weibo promotion is an important channel, because on average, more than 80 million people browse Weibo every day. If you find a fun app in Weibo, it may be easy to download, so it will be very effective to promote it in Weibo. The focus of microblog promotion lies in the writing of copywriting content.

Methodology: ① personify the product, output it in the form of storytelling, build a scene and show the function of app (see Durex);

(2) The carrier can be a picture or a video, and the picture or video comes with a download link (some people here will set up an automatic jump to the download store, and the download volume may be improved, but user accuracy and retention are also things you need to consider. You can compare whether to set up an automatic jump).

How to promote Weibo's copywriting;

① Pay attention to industry-related Weibo accounts, maintain interaction and improve exposure;

②? With the help of hot events and hot people, take advantage of the situation to promote marketing; (3) Planning activities: prize forwarding, please pay for large forwarding; 4 Weibo Jiugongge or Space Jiugongge, the product exposure is not bad, and the price is not expensive; ⑤ Other channels cooperate with publicity and promotion.

2. Post on the Post Bar forum, find 20-30 forums with high weight to post, do a good job in post maintenance, answer users' questions in time, and collect users' information and suggestions regularly.

Methodology: ① Posts must be essence posts, and there are not many posts, but in essence, essence posts can appear in front of the community for a long time, thus obtaining the most ideal effect; It is better to repeat the same position than to blindly hire the water army. Never post in the form of advertisements, no one will read it or follow it. (3) If you have resources and conditions, contact BBS or post bar administrators to promote related activities.

3. The promotion of WeChat, qq and official WeChat accounts is similar to that of Weibo and BBS, especially suitable for cold start, early cultivation and late harvest. If a considerable number of fans are accumulated in the early stage, the product will detonate at the same time after it goes online, and the effect is related to the number of fans and the quality of the article.

4. Public relations promotion. In the Internet age, everyone is the disseminator and director of information content. No matter Weibo Kol, WeChat official account, columns of media websites or major social networking sites, we need to study how to use these platforms to tell the story of a good brand. Of course, these platforms will also be the best channels for users to generate UGC for brands.

Methodology: ① The unknown story behind the founder, the sad history of the founder, the story of the product, the story of the brand ... ② The story is polished repeatedly, but it can't be over-packaged, grasping the pain points of users and causing users to scream.

Integrated channel

CP suitable for obtaining venture capital. It can quickly expose products and occupy the market, which is conducive to the establishment of brands.

1. Coordination between TV advertisements and online advertisements

Specific forms: ① celebrity endorsement, online advertising (search engine, advertising alliance, navigation advertising, super advertising platform, etc. );

(2) variety show sponsorship or TV implantation and online advertising (search engine, advertising alliance, navigation advertising, super advertising platform, etc. ).

...

2. Cooperation between outdoor advertising and online advertising

Specific forms: ① Building elevator advertisement and online advertisement; ② Bus station advertisements and online advertisements; ③ Body advertisements and online advertisements. ...

3. Cooperation between social advertising and BD Alliance advertising

Specific forms: WeChat, WeChat official account, Weibo and cooperation between community and BD alliance (association alliance, campus alliance, trade alliance, horizontal alliance, media alliance, community alliance, etc.). ) ....

4. cooperation of multiple (> 3) channels