Advertising strategies for 8 popular industries including education, home decoration, wedding photography, and tourism

In the blink of an eye, 2019 has come to an end. While major companies are reviewing their performance for the year, they should also plan their marketing budget for the second year in advance. Only by planning ahead and taking a long-term perspective can we firmly grasp the initiative in advertising and marketing amid fierce competition.

In this article, the editor summarizes the advertising strategies for 8 popular industries, including education, home decoration, wedding photography, tourism, e-commerce, catering, parent-child, and life services , to provide ideas for optimizers' advertising placement , so that you can read this article without worries.

Education and training industry

It takes ten years to grow a tree, and a hundred years to cultivate a person. In recent years, competition in the education industry has entered a red ocean, with enrollment costs rising sharply and customer churn rates remaining high, causing educational institutions of all sizes to complain. WeChat Moments advertising has become an important tool for business owners in the education industry to break through the competition. With the increasingly rich media environment changing, how should education and training institutions optimize and upgrade advertising to reduce costs and increase efficiency?

1. Delivery period

The hot marketing time for K12 education and training institutions is concentrated in the winter and summer vacations and the start of the school season. Preparations should be made one month in advance and reasonable marketing strategies should be arranged. Non-academic language training and skill training institutions should increase their marketing investment during the hot advertising periods before and after relevant exams.

2. Targeted Tags

There are many sub-industries for education and training companies, and there are differences in marketing nodes and target groups for different business formats. Target customers can be targeted by age, gender, marital status, interests and behaviors , effectively improving the accuracy of advertising and ensuring advertising effectiveness. At the same time, using the custom radiation function of local promotion, educational institutions can quickly circle customers in stores, residential areas, and business districts within the brand's radiation range, divert traffic to offline stores, and improve advertising efficiency.

3. Advertising outer material

The clients of educational training institutions are basically parents. The advertising materials should focus on parents' concerns about their children's academic performance and highlight the course content and price advantages . It is recommended to use student models or actual course scenes as pictures to impress customers through real scenes and stimulate decision-making.

4. Ad landing page

The advertising landing page should flexibly use the form of free splicing + form. The customer information collection form should be placed in a key position on the first screen to attract customers to retain information. Pictures should include teacher portraits and real classroom scenes . The copy should introduce the special courses and teaching methods in detail to highlight the core advantages of the brand and attract potential customers.

Home furnishing industry

The home improvement industry has a strong regional attribute, and the market is divided up by local workshop-style home improvement companies. Most home improvement companies lack brand influence. At the same time, customers’ renovation frequency is low, the single renovation cycle is long, and the repurchase rate of old customers is low. Attracting new customers is the primary problem that plagues home improvement companies. WeChat Moments ads solve the pain points of home improvement companies by attracting new customers and increasing brand awareness .

1. Delivery time

The hot advertising periods for home improvement companies are in spring and autumn, and generally they should preheat their activities 3-5 days in advance and make arrangements in advance.

2. Geographical targeting

Home improvement companies have strong regional attributes and should leverage the LBS targeted delivery function to accurately deliver advertisements to potential customer gathering areas (newly delivered communities, etc.), lock in high-intent customers, and reduce the waste of advertising resources.

3. Tag targeting

In the early stage of advertising, home improvement companies can choose a large number of keywords for exposure . In the later stage, by selecting competitive keywords + oCPM smart bidding tools , they can reach high-intent customers with low cost and improve ROI.

4. Advertising outer material

The outer layer of a home improvement company's advertisement can adopt a 6-grid carousel style to display a variety of decorative styles and meet the different demands of customers. The copy should be concise and focused. You can use local vocabulary + customer interest points to simplify and convey key information and improve the advertising reach.

5. Ad landing page

The advertising landing page of a home improvement company can adopt the form of a leave information form + multiple pictures stitching together, which can not only collect customer leads but also highlight promotional activities, stimulating customers to leave information and come to the store for consultation. At the same time, adding activities such as free room measurement, free quotes by inputting area, and calling for model rooms to advertisements can effectively attract customers to retain their information.

Wedding photography industry

The wedding photography industry is highly competitive, with relatively high average order values ​​and long transaction cycles, which can easily lead to customer loss in the process. Moments advertising can accelerate customer conversion and allow customers to settle in the brand’s own private traffic pool, thereby promoting conversion, through methods such as leaving information forms and attracting followers on public accounts.

1. Delivery time

Advertising hotspots in the wedding photography industry are concentrated in the second and third quarters. The main goal of peak season marketing should be to increase conversion rates, while efforts should be made to obtain more leads during the off-season.

2. Targeted Tags

Because female clients have more decision-making power when choosing a wedding photography agency, we should set reasonable labels for female clients and lock in the target female clients based on age, education, marital status, interests and behaviors.

3. Outer material

It is recommended to use high-quality amateur customer photos for A/B testing on the outer layer of the advertisement. Amateur customer photos are more realistic and can enhance the customer's sense of involvement. Select the best ones based on the test results, and make multiple-image carousels (6-grid or 9-grid) of images with high effects and click-through rates. The copy can include shooting benefits, promotional activities, etc. to promote clicks.

4. Ad landing page

When you need to collect sales leads , you can place the retention form on the first screen of the mobile phone, and place promotional text such as discounts for the last digit of your mobile phone number, discounts for women of specific zodiac signs, etc. next to the form to increase customer retention rate. In addition, the landing page can directly jump to the official account follow-up interface to attract customer attention and make long-term reserves, build a private domain traffic pool, and subsequently promote conversion through content cultivation.

5. Festival Marketing

Wedding photography companies can do enough advertising during festivals such as New Year's Day, Valentine's Day, Chinese Valentine's Day, and National Day, and simultaneously launch cost-effective promotions to attract customers.

Catering and food industry

For advertisers in the catering industry, advertising conversion is one of the most concerned issues. By attracting new customers through high-quality WeChat Moments advertising, and then using official accounts to attract fans and mini-programs to retain and convert customers, catering advertisers can direct customers to offline stores for consumption, thereby leveraging large profits with small costs.

1. Delivery time

The catering industry can reasonably arrange the launch nodes from the perspectives of store opening, new product promotion, festival promotions, old customer activation and member marketing .

2. Geographical targeting

The target customers of catering enterprises are concentrated within 5km of catering stores, so the LBS positioning function is very important. Catering companies should accurately place advertisements to potential customers around the stores, and at the same time use discount coupons, vouchers and other promotional activities to attract popularity and effectively stimulate customers to consume in stores.

3. Advertising materials

Special cuisine, store environment and people-centered scenes should be used to highlight the texture of special dishes. Only food that is both delicious and beautiful can impress customers. It is recommended to directly reflect the discount information and other text in the outer layer of the advertisement. The text link for receiving the coupon can be placed in the lower left corner of the picture and text to attract customers to click and receive it.

4. Activate old customers

Catering companies can adopt the approach of "content cultivation + sedimentation in private domain " to stimulate user interest with precise content, continuously promote products, guide customers to follow official accounts, sediment private domain traffic, and promote customer repurchases through content marketing.

5. Advertising + Tools

Catering companies can adopt an integrated advertising + mini-program solution to accelerate customer conversion. Accurate advertising exposure attracts target customers, and online ordering through mini programs improves customer experience, reduces customer churn, and improves efficiency from attracting new customers to conversions.

E-commerce industry

The monthly active users of WeChat have exceeded 1.151 billion, and the daily active users of mini programs have exceeded 300 million. In 2018, the direct GMV generated by direct-operated e-commerce through advertising on Tencent’s advertising platform exceeded 10 billion. As the growth in the total number of users of major e-commerce platforms slows down and traffic becomes increasingly expensive, acquiring new traffic and accumulating and deepening the operation of one's own private traffic have become the key to e-commerce companies' success.

1. Delivery time

The hot advertising periods for e-commerce companies are the 618 promotion in the first half of the year and the Double 11 promotion in the second half of the year. In addition, festivals such as New Year's Day, Spring Festival, and Mid-Autumn Festival are also hot advertising periods for e-commerce companies.

2. Targeted strategy

E-commerce companies should start from the characteristics of the products and analyze the characteristics of the existing user groups. They can import the purchased population packages into the MP background, create custom delivery populations, and expand similar populations based on population portraits. The same advertising material is tested using the A/B testing method, with different targeted delivery methods established in groups. The effects of different targeting methods are analyzed based on exposure, clicks, and conversions to select the optimal targeting combination.

3. Advertising materials

The outer layer of e-commerce companies' advertisements is mainly product pictures, which are eye-catching and attract users to click. While highlighting the brand tone, they are combined with preferential copy to stimulate user pain points and improve advertising conversion effects.

4. Advertising + Mini Program

Advertising + mini program solution attracts customers to place orders directly and accelerates customer conversion. Mini programs are integrated into multiple locations on WeChat. Through social fission behaviors such as "group buying" and "bargaining", they reach customers multiple times and promote new customers and repeat purchases. At the same time, by following public accounts, mini-programs and other behaviors, target customers are accumulated in the WeChat ecosystem, enabling e-commerce companies to obtain multiple returns such as attracting new customers, efficient conversions, and repurchases from old customers.

Maternal and child industry

According to data, by the end of 2019, the monthly active users of the maternal and infant industry had exceeded 80 million. With the implementation of the two-child policy, young families with higher requirements for parenting and stronger paying ability have become the main consumers in the maternal and infant market. The prospects for the maternal and infant industry are very broad. However, behind the soaring market size, the industry is mixed and user trust is low. How should maternal and child companies "win fans" of the new generation of young parents?

1. Delivery time

Advertising in the maternal and infant industry will tend to be tight in early May. Before the summer vacation arrives, advertising promotion should be carried out in advance to divert online traffic to offline stores.

2. Targeted strategy

Among the potential customers in the maternal and infant industry, young mothers hold the dominant power in consumption, so in terms of advertising targeting, we should use labels such as interests and behaviors to target young mother customers, reduce the waste of advertising resources, and improve the effectiveness of advertising.

3. Advertising materials and copywriting

It is recommended to choose brighter material colors, and use scenes of parent-child play, pictures or videos of children's smiles to grab the attention of young parents. The copy should be in line with the product positioning. It is recommended to use youthful, lively and vivid sentences, and at the same time use limited-time activities and limited quotas to give customers a sense of tension, suggesting that they seize the time to participate in the event and touch the young parent group.

4. Online and offline joint promotion

Maternal and child parenting companies generally have offline stores, so advertising should be combined with offline activities, such as distributing event coupons, welfare discounts, etc. Offline activities should be coordinated with the delivery rhythm of WeChat Moments advertising. Each activity should be designed with unique features and attractions to strongly target potential mothers to bring their children to the store for consumption.

Tourism Industry

As people's living standards continue to improve, tourism has gradually changed from a "luxury" to a "necessity" in people's lives. The diverse scenic area resources, vivid stories and historical and cultural feelings attract a large number of consumers to visit the scenic area to explore. While tourism companies are paying attention to local potential customers, efficiently targeting potential customers from other places is the key to customer growth. Moments ads place tourist attractions on a small screen, allowing the tourist attractions to have close contact with customers and attracting a large number of customers to visit.

1. Delivery period

The peak advertising periods for the tourism industry are during the Qingming Festival, May Day, summer vacation and before the National Day holiday . Faced with the upcoming holidays, potential customers who are willing to travel will plan ahead and look for relevant information online. Advertisers in the tourism industry should make preparations for advertising in advance.

2. Targeted strategy

The tourism industry's advertising appeal is mainly to attract new customers. It can be precisely targeted through interest and behavior tags, such as: travel, outdoor sports, parent-child travel and other keywords to lock in potential customers. At the same time, targeted tags can be set up based on the main features of the scenic spot. For example, for tourist attractions that mainly promote parent-child themes, parents aged around 25-45 can be targeted and placed in provinces and cities around the scenic spot.

3. Advertising materials

The outer pictures should be close to the real tourist scenes, such as photos of tourists having fun, famous landscapes in the scenic area, special activities and other pictures are very eye-catching; in terms of color selection, it should be in line with the theme of the scenic area and seasons, spring is warm and gentle, summer is passionate, autumn has maple leaves on the branches, and winter is snowy. The materials and colors are closely related to the landing page design. In addition, update the materials regularly to increase the freshness of exposure.

4. Cultivation of public accounts

By combining exposure expansion with official account operations, the landing page can directly jump to the official account follow-up interface to reduce user jump loss. The official account continues to operate, awakens old users, activates repeat purchases, enhances fan stickiness and interaction rate, and improves long-term retention.

5. Highlight the advantages of the activity

Advertisements should be combined with special activities to trigger interaction among viewers. It is recommended to insert limited-time member discounts, advance registration for special activities, etc. into the ad landing page . It should also be mentioned in the outer copy of the advertisement, which can effectively increase exposure and lead efficiency.

Life service industry

In the past, life service companies mainly attracted customers through offline door-to-door sales and dispatching orders, which was time-consuming and labor-intensive, and the conversion effect was not ideal. How can you find your target users among the crowds in a big city and achieve efficient conversions while maintaining stable advertising costs? Moments ads use LBS targeted delivery and precise behavior and interest targeting to lock in customers, allowing life service companies to easily find high-intent customers and guide them to convert in stores.

1. Advertising appeal

The main purposes of life service companies to launch WeChat Moments advertising are local promotion, lead collection, card and coupon distribution, attracting customers to stores, member recruitment, and public account promotion . Before placing an ad, be sure to communicate your core demands with the optimizer first, be targeted, and don't be greedy or try to cover everything.

2. Geographical targeting

With the help of the LBS targeted delivery function of Moments ads, life service companies can radiate delivery to residential areas and business districts within an appropriate distance radius around their stores. At the same time, Moments ads have a multi-store delivery function, and multiple store information can be added to one Moments ad. The advertising system will intelligently pull and show the nearest store to the customer, guiding users to convert in-store.

3. Advertising materials

In terms of material selection, life service companies can choose pictures on the outer layer of the advertisement that reflect the professionalism of the service and have a strong sense of contrast to attract customer attention . High-quality service details and ingenious display can help improve user favorability. In order to establish users' favorable impression of the brand as soon as possible, promotional copy is added to the first screen of the landing page. By displaying limited-time promotions and other content, users' attention is won and user retention conversion is further promoted.

4. Similar group expansion

In advertising promotion, life service companies ' customers' consumption decisions will be accompanied by certain social needs. They can use the similar group expansion function of Moments ads to find potential customers with similar interests and behaviors through initial seed customers. In addition, the @friend function in Moments can be used to stimulate viewers' willingness to comment and interact, thereby bringing more brand exposure through social fission and improving customer conversion.

The above are the advertising strategies and cases of the eight popular industries summarized for you this time, which provide ideas for the advertising of optimizers. Please remember to forward and collect them~

Author: Meng Xiaoju

Source: Weimeng Mengju