As you will be able to see in the video above, thanks in particular to the testimony of the Prime Minister, even the government did not adopt the application. We can say that TousAntiCovid is a failure or that it did not Congo Email List is clear: Based on the application figures at the time of this writing, 6,381,276 million people have downloaded TousAntiCovid. That’s roughly 1 in 10 French people. Yes, if we don’t count the Russian bots. More seriously, take a look around: how many people have downloaded TousAntiCovid and used it more than once? The other figures partially give the answer: Only 2,739 people have been notified.
Of having been in contact with a Covid-19 case and 26,133 have declared themselves to be carriers of the virus on the application. If we make a simple ratio, 26,133 declarations / 6,381,276 users, that’s 0.04%. Far from the 10% that we are regularly told in the press. The numbers speak for themselves and it was ultra-predictable. As proof the following 3 errors. To successfully launch an innovative product like TousAntiCovid is, you need a concrete communication plan that takes into account the 4 stages through which potential customers will go before adopting it or not! I’m sure you’ve seen this before in business: the chef invested in software as proud as roach and there.
Product launch: TousAntiCovid, a catastrophic start
Nobody uses it. Failure! Finally no, it did not work, we do not use the word taboo. The reason is always the same, the same as for TousAntiCovid: we did not take into account the 4 stages of the adoption process! These 4 steps here they are: The stage of denial: your thing is good, but it’s not for me!” The questioning stage: ” OK, I want to try it out, but I don’t understand anything, I can’t do it, I fire it!” The remobilization stage: “ ah when I click there I have my certificate. Yeah, you have to fill everything up every time sucks! And finally the commitment step: ” well, in fact.
It’s not bad your thing!” And voila, adopted! The thing is, these 4 steps don’t just happen… Especially if it’s a brand new thing that freaks out… Like TousAntiCovid. Already, the old people… who are all the same well concerned… Well, they have trouble with the telephones… And then, there have been quite a few questions lately on data security. So, if you content yourself with shouting “ here is TousAntiCovid, download the app, it will save the world that cannot be enough. You need precise Marketing messages and actions for each of the 4 steps that we have seen. We start with the Denial phase: at this stage, potential users refuse to believe that the app will bring them something.
TousAntiCovid: a communication plan incomplete
Here they just see the disadvantages but not the advantages. We must therefore convince them through a vast awareness campaign… not just a press conference that nobody watches eh. More advertising wouldn’t have hurt and I think bringing in influencers here would have been beneficial. I explain why in the following video: After that, once the users are convinced of the interest, they say to themselves that they could adopt the trick but there, they doubt… Will they succeed in using it correctly and especially get all the benefits from it? benefits? There, no choice: for this step, you need training, tutorials … What we clearly did not see for TousAntiCovid.
Yet it is crucial: look at this curve. See the bottom of the wave? Digitalization of companies and the mourning curve. If the necessary is not done for step 2, we arrive at the critical point, and there something ultra predictable happens: the 6 million people who have downloaded TousAntiCovid, at best they keep the app on their phone and will never open it again ( admit that you have dozens of useless apps on your phone! ) and at worst, they uninstall it and they will never come back to it. This is an essential point to take into account if you are launching a new product or if you are investing in a new tool in your business.