How to advertise in the photography industry?

"Family portrait" is an important sub-industry in the photography market. Judging from the demand and performance of the family portrait market in recent years, the increasing user demand year by year confirms its market potential. Various photography agencies or companies will launch similar activities such as "Family Portrait Collection" or "Show Family Portraits" with different themes at major festivals every year to attract people's attention to family portraits.

So, as advertisers in the "family portrait" photography industry, how can we achieve efficient advertising on the Tencent advertising platform?

• Overview of Family Portrait Photography Market

(Data source: Tencent Advertising Industry White Paper)

The number of newborns each year during the period 2016-2018 exceeded 16 million. Even though there will be a decline starting in 2019, there will still be 28.42 million newborns in 2019-20, which will bring certain family structure demographic dividends to the development of the family portrait photography market. Although the number of births each year has declined, national consumption continues to grow.

2. Family Photography Marketing Nodes

Family portrait photography has a full nodal flavor. Divide the marketing nodes throughout the year and strengthen regional coverage. Dig deep into high-end users, expand young and older groups, and thereby drive business conversion and improvement.

3. Family Portrait Photography Business Link

Analyze the industry marketing chain in 4 steps, making the customer acquisition process clear at a glance. As shown in the figure below: reach users, acquire users, convert users, and serve users.

4. Insights into the Family Portrait Photography Crowd

Tencent Advertising has a huge amount of user data and can accurately reach the target audience. Carry out user market analysis, segment and reach groups, and make customer acquisition more accurate.

1. New forces

1. Urban youth: 20-30 years old, living in first-, second- and third-tier cities.

Crowd characteristics:

(1) Urban people who closely follow trends and value for money;

(2) Low mortgage pressure and considerable disposable income;

(3) They have more leisure time and are the main force of entertainment apps.

2. The new generation born after 1995: mainly new mothers and fathers born after 1995 and 2000, living in first-, second- and third-tier cities.

Crowd characteristics:

(1) “Internet natives” love online shopping and consume for their own enjoyment;

(2) Continuously trying new things, expressing one’s self through consumption, and striving to create a unique persona;

(3) Appearance economy, the second dimension, and focus on circles.

2. Core Force

1. Exquisite mothers: women who live in first-, second-, and third-tier cities, are pregnant or raising children under 12 years old, and have strong spending power

Crowd characteristics:

(1) Love children and pay attention to product health and safety;

(2) Love yourself, pay attention to your health, and spend more on fitness, yoga and other services;

(3) A health guardian for the whole family, spending money to buy convenience.

2. New white-collar workers: They are company employees, civil servants, financial practitioners, etc. aged 25-35 (born in 1985 and 1990) living in first-, second- and third-tier cities, and have strong consumption power.

Crowd characteristics:

(1) High income, high consumption, and invisible poor people;

(2) They lead fast-paced lives and are willing to spend money on convenience;

(3)Quality life practitioners.

3. Senior middle class: They live in first-, second- and third-tier cities, are company employees, civil servants, financial practitioners, etc. aged 35-45 (born in the 1970s and 1980s), and have strong consumption power.

Characteristics of the crowd: Consumption reflects personal taste, and they enjoy offline experience consumption; their consumption is also relatively rational.

3. Blue Ocean Crowd

1. Urban blue-collar workers: aged 25-45, living in first-, second- and third-tier cities, with average spending power.

Crowd characteristics:

(1) The cost of living is high, and people mainly live in the suburbs;

(2) Long commuting time and long online entertainment time;

(3) Follow-up consumption, focusing on product cost-effectiveness.

2. Urban silver-haired: aged >50, living in first-, second- and third-tier cities.

Crowd characteristics

(1) The Internet is an invisible gold mine, which can help save consumption;

(2) Offline consumption is still the main form of consumption, and the users are heavy users of instant messaging;

3. Urban middle-aged and elderly people: aged > 35, living in first-, second- and third-tier cities.

Crowd characteristics:

(1) Extreme cost-effectiveness and follow-up consumption;

(2) Focus on socializing with acquaintances;

(3) They have more leisure time and are the main force of entertainment apps;

5. Family photography marketing needs

Understanding the marketing demands of the industry and analyzing the difficulties and pain points, Tencent Advertising helps the family portrait photography industry to acquire customers and improve efficiency

(I) Obtain more customers: Highlight the advantages of family products or packages, combine them with the characteristics of the platform, and take the initiative to acquire more high-quality customers.

(II) Reduce customer acquisition costs: The perfect platform technology advantages and intelligent delivery tools realize marketing automation, improve resource utilization efficiency, and reduce customer acquisition costs.

(III) Improve order conversion: Utilize the platform’s targeting capabilities to reach potential users, and use platform tools to quickly find high-conversion groups for delivery, thereby helping advertisers obtain more order conversions.

(IV 4) Improve brand exposure: A platform with abundant traffic and resources is needed to improve customer acquisition capabilities and radiation range, and enhance brand awareness and influence.

The above is an interpretation of the traffic of the family portrait photography industry on Tencent Advertising and an analysis of user demands. We hope that this will help advertisers in the family portrait photography industry gain understanding of Tencent Advertising’s promotion strategy.

Author: Silk Road Praise

Source: Silk Road Praise