Find a promotion entrance for Renrendai APP

1. Find a promotion entrance for Renrendai APP

Assignment question: Find a promotion entrance for Renrendai APP

Course: Internet Operation P2 Series of courses

You are the person in charge of the operation and promotion of Renrendai Borrowing APP. Now you need to promote Renrendai Borrowing APP. First, you have to find potential promotion entrances for Renrendai Borrowing APP.

Please follow the four thinking directions for finding potential promotion entrances provided in the course to find potential promotion entrances for Renrendai APP.

The specific requirements are as follows:

Please think through the four directions for finding potential entrances, find at least one potential entrance in each direction, and submit it to the work area;

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The assignment you submit must include:

1) What is the direction of your thinking?

2) What promotion channels have you found in this direction?

3) At what specific location (entry) of this channel are you planning to promote?

4) What kind of content will you set on these entrances to attract users to click?

The following is my answer:

User portrait analysis

1. Search the keyword "online loan" through Baidu index and get the following results:

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1. Target users are geographically concentrated in first- and second-tier cities.

2. Most of the target users are aged 30-39, and can be inferred to be entrepreneurs; a small number are aged 40-49, and can be inferred to be migrant workers; and a small number are distributed in 20-29 years old, can be inferred to be white-collar workers in the workplace.

3. The gender of the target users is mostly middle-aged men.

2. The following results are obtained from the first quarter report of 2018 released by Renrendai:

1. Post-80s and post-70s are still the main force in lending, with the number of borrowers accounting for more than 66, the amount accounts for more than 63. Compared with the same period last year, the proportion of loan amounts for users of other ages is increasing. From a gender perspective, the proportions of male and female lenders are getting closer, and the gender ratio is gradually becoming more balanced.

2. The loan period of Renrendai Borrowing App users is mostly concentrated in 25 to 36 months, accounting for 92.6% of the overall ratio, which is a medium-term loan. It is inferred that because interest rates in the online lending industry are declining, P2P online lending is becoming a new long-term financing channel for small and medium-sized enterprises.

Based on the above information, it is inferred that the user profile of Renrendai App is:

Young professionals, middle-aged business operators and urban workers in first- and second-tier cities, mostly men.

But in fact the borrowers are distributed all over the country. In other words, there is no real target customer. Anyone who needs to borrow money among the general public can become your target customer.

Analysis of product attributes of Renrendai

1. Internet financial products, lending platform

Renrendai was established in 2010 and is a professional online lending information The intermediary service platform can quickly provide credit loan services to users. Users undergo a simple qualification review, no mortgage is required, and they can get a loan after completing the certification, which is much more convenient than bank loan or credit card application.

2. The quality of product reputation is mainly determined by the amount of credit, the speed of lending, the level of rates, and the simplicity and complexity of procedures

What Renrendai needs is visibility and the maximum possible exposure. Expose it so people think of it when they need to borrow money. What should be emphasized is safety, convenience, concreteness and credibility. The promotion content should focus on the four characteristics of high quota, low fee, simple procedure and fast loan.

3. Advantages of Renrendai

Registration process: The operation is complicated, the registration steps are too tedious, and a credit report is required, which must be submitted for review (not an advantage)

Interest rate: The profit model of Renrendai is the interest service fee, and the two are added together (not an advantage)

In comparison, in terms of high limit, fast loan disbursement and safety, it is regarded as Renrendai. Advantages and promotion can be concentrated from these perspectives.

Through the above analysis, the promotion logic obtained:

Increase product visibility and spend money to expose the product;

No need to segment precise users, and apply for loans according to the conditions Everyone is your user;

Carry out creative promotion based on product attributes, combined with Renrendai’s high credit limit and good security;

Focus on specificity and credibility, and avoid sensationalism and Exaggerated.

What do users see that will inspire them to register and use Renrendai Loan App

1) Users do not originally have strong loan needs, but their needs are stimulated after seeing the copywriting

Potential scenario: You will get something you like sooner or later, so own it immediately before paying for it.

Promotion channels: social platforms, media platforms, e-commerce platforms.

Channel entrance: WeChat Moments ads, Weibo headline information flow and open-screen ads, video media titles and interstitial ads, e-commerce platform homepage and product detail page banners, bus and subway platform and car body ads , elevator advertising.

Reference copy: Want to buy your favorite product but don’t have enough funds? You can try it here. 100,000 quota, deposited in 3 minutes, love now.

2) Users have loan needs, but do not give priority to using Renrendai

Marketing idea: Compared with banks, Renrendai is an online application with no mortgage and limited quota. High, fast review and fast loan disbursement. Compared with competing products, Renrendai is more professional and trustworthy.

Promotion channels: around banks, hospitals, sales offices, entrepreneurial forums, online loan home, online loan eye, etc.

Channel entrance: billboards at bank entrances, hospitals, sales offices, etc., banners and information flow advertising spaces in post bars and entrepreneurial forums

Reference copy: Online loans, choose the most reliable Spectrum of everyone loan. 8 years of compliant operation, professional and trustworthy.

Under what circumstances do users have to consider the Renrendai loan app

1) Small and medium-sized enterprises encounter difficulties, such as lack of start-up capital, broken capital chains, and temporary capital turnover difficulties.

Marketing idea: In the final analysis, it is all about money. Renrendai can give you money, and it can be given immediately.

Promotion channels: around banks, entrepreneurial forums, office buildings.

Channel entrance: billboards around banks and office buildings, banners on entrepreneurial forums and information flow advertising spaces.

Reference copy: Renrendai provides loans as quickly as the same day, making it easy to do business anywhere in the world.

2) Personal small loan needs. Generally include sudden changes (such as serious illness) and high consumption (such as house purchase and decoration).

Marketing idea: Decoration - I know you have decided to buy it, but you just don’t want to pay the full price at once and put so much financial pressure on yourself.

Promotion channels: new properties, decoration companies.

Channel entrance: new property billboards, posters, elevator advertisements.

Reference copy: Real estate category - the monthly payment is only 4,800, giving you a warm home of your own.

Which platforms are most of the target users of the Renrendai Loan App active on?

Generally, people who need to borrow money will have a tight life, and they will often hope to find a job to change their lives. status quo, or use a way to kill time to divert attention and relax.

Marketing idea: If you are short of money, come to Renrendai. You will not regret it.

Promotion channels: Online loan forums (Online Loan Home, Online Loan Eye), recruitment websites (58, Ganji), game apps (Doudizhu, King of Glory), Qiandu App (Douyin) , social media (WeChat, Weibo), video websites (Youku, iQiyi), low-consumption entertainment venues (Internet cafes, game arcades), residences (group rental apartments, restaurants, supermarkets, shops).

Channel entrance: Offline mainly includes promotional posters, online websites can consider advertising banners, video apps include pre-roll and interstitial ads, game apps include pop-ups and banner ads, and reading apps include News feed and open-screen ads.

Reference copy: To borrow money, go to Renrendai, which has a high limit, fast review, and faster disbursement.

When users have loan needs, how will they find the corresponding products and services?

Generally, when users have loan needs, they will first search online, enter the corresponding forums, and learn about relevant Information and Products. There will also be users looking for related apps in the app market.

Marketing idea: If you want a loan but don’t know what to choose, Renrendai will appear in front of you. If you want to choose another app, Renrendai is better than it.

Promotion channels: search engines and application stores, online loan-related post bars and forums.

Channel entrance: Because search engines and application stores control the entrance to information distribution, SEO for these two channels is the most important. Among them, bidding ranking makes Renrendai rank high, and keywords Optimization increases the frequency of Renrendai.

Special note: Online loan-related post bars and forums are where target users are most concentrated. Advertising banners, soft article marketing, ranking marketing and other methods can be considered for these two channels.

Reference form:

When users search for Renrendai, the credit rating, honors and partners of Renrendai will be displayed.

When users search for other competing products, Renrendai App appears in the promotion/recommendation position.

Renrendai ranks high in the rankings of various online loan apps.

2. Who can share the Renrendai borrowing process?

If you want to borrow money on a credit wallet, just follow the following process: 1. On WeChat Conditions in the "Credit Wallet" official account, then follow and enter; 2. After entering the official account, click "Quick Borrow" below; 3. Then it will jump to the login page and log in to your account; 4. Enter your The loan amount, and then submit the information, the review usually takes 5 minutes, and there is a chance to get interest-free when applying using WeChat.

3. Why did the mobile phone suddenly receive the verification code from Renrendai?

Answer: It may be that someone else is using your mobile phone number.

Don’t panic if you receive this kind of message on your mobile phone. In this case, either your mobile phone number has been used by someone else to get a loan, or it is a spam message sent randomly by others. Do not reply or call back when you receive this kind of text message. It may also be a text message. No matter what, it is best to deal with it coldly. If the other party keeps sending messages to disturb you, you can call the police directly.

4. Has anyone used the Renrendai loan APP? Is it useful? Let’s talk about it.

I have used the Renrendai borrowing platform. You can also refer to other people’s scams to prevent yourself from falling into this type of scammers