Advertising cases in the automotive service industry!

In October this year, Shanghai's auto beauty service agency - Weiman Auto Beauty, seized the opportunity of Internet customer acquisition and cooperated with WeMall Mengju to launch WeChat Moments advertising . The advertisement received 20 customer leads within one day of being online, with an ad click-through rate of 4.62%. The conversion cost was less than 80 yuan, and the customer lead efficiency was as high as 100%.

In this article, the editor will show you how Weiman Auto is marketing.

1. Background

As of June 2019, the national car ownership has reached 250 million, and China is about to surpass the United States to become the country with the largest car ownership in the world. As we all know, automobile consumption is a long-term consumption process, and the subsequent automobile maintenance costs after purchasing a vehicle are also indispensable. At present, the scale of my country's automobile maintenance market has exceeded 900 billion yuan.

Shanghai Weiman Automotive Technology Co., Ltd., established in February 2019, is a service organization mainly engaged in automobile beautification. Its business scope covers all mainstream automobile brands, providing one-stop automobile beauty services such as car washing, waxing, glazing, and coating.

Although Weiman Auto Beauty is a start-up brand, its founder Mr. Wang has been working in the automotive industry for more than a decade and has his own deep understanding of automotive services. "Currently, local auto service companies in Shanghai are mainly physical stores with small coverage and poor management. Customers often have to wait in long queues for an hour for car maintenance, which is a waste of time. We have targeted this business opportunity and proposed door-to-door car beautification services, hoping to save customers time and effort with our refined car beautification services." said founder Mr. Wang.

Relying on door-to-door car beautification services, Weiman Car Beauty does not have an offline store. Car beauticians can provide door-to-door services according to the customer's location, which effectively expands the service scope. However, without the "physical" signboard of a store, how to enhance the brand's voice has become a major problem that troubles Mr. Wang.

Advertisers have tried offline delivery, advertising on local portals, etc., but with little success. The goal of this campaign is to promote the brand and collect customer information. Next, the editor will use the case of Weiman Chemei to show you how to acquire customers through professional marketing in the automotive service industry .

2. Delivery Strategy

Car beauty services are long-term consumption with a high repurchase rate. Only by cultivating strong user associations can we enable users to generate sustained consumption behavior and achieve the goal of “locking in customers”. With the optimizer's advice, advertisers' advertising designs accurately reach user needs and continuously influence consumer decisions.

1. The outer layer of the advertisement directly hits the consumer's pain points to attract users to click

The optimizer learned from the preliminary communication that Weiman was running a huge promotion with the original price of 256 yuan being reduced to 99 yuan. Taking this as an opportunity, the optimizer designed an advertising cover with the theme of professionalism and affordability.

Advertising outer layer

The outer layer of the 6-grid advertisement selects the equipment needed for car beauty , reflecting Weiman’s professional service capabilities. The copy and the outer picture complement each other. The "door-to-door car washing and maintenance technology" reflects the brand characteristics of Weiman and informs the viewers that in addition to the professional services shown in the pictures, Weiman provides "99 yuan for manual fine washing + full car waxing" super high preferential benefits. Door-to-door car washing and super high discounts directly hit the users' pain points, dispel the browser's doubts and attract users to click.

2. Smart forms + professional quality accelerate lead accumulation

The optimization idea for the WeChat Moments advertising landing page is to focus on customer retention and order conversion as the core goal. The overall main color of the landing page is calm black . The optimizer recommends setting the super high discount activity with the original price of 256 yuan and the current price of only 99 yuan in a key position on the first screen to give users a strong visual impact. At the same time, the information retention form is placed next to the promotional information to attract users to make appointments and leave information.

Landing page diagram

The second half of the landing page places on -site operation pictures of car services , coupled with Weiman Chemei’s service feature copywriting “360-degree car wash without dead ends” and “professional agents + fine hand brushes”, allowing the advertisement to carry more display information and let consumers better understand Weiman Chemei’s professional service capabilities. A customer acquisition button is set up on the last screen. By clicking it, you can call the customer with one click to accelerate user conversion.

Landing page diagram

3. Targeting changes from "tight" to "broad", accurately identifying target users

As a start-up brand, Weiman Chemei first launched "spotted" advertising in areas where old customers gathered. After testing label targeting for a period of time, it then carried out large-scale advertising in various districts in Shanghai.

Initially, the optimization team used the LBS positioning function to radiate within a 2.5km radius in Madang Road and Changshou Road, where old customers gather, to look for users aged 28-50 who were interested in car beauty and car beauty services. Afterwards, the advertisements covered Shanghai's Xuhui, Huangpu, Changning, Jing'an and other areas, and set up interest tags such as car beauty, car decoration, and car maintenance.

While providing broad targeting, we also combined Roca’s behavioral targeting function to accurately target users who are interested in car beauty, and an investment of 3k brought in over 60,000 sales. It is reported that Weiman Chemei will continue to cooperate with WeMall Mengju to place WeChat Moments advertisements and continue to attract high-quality local users in Shanghai.

3. Summary of Optimizer Delivery

1. Businesses that provide life services mainly place WeChat Moments ads for local promotion, lead collection, etc. The car beauty industry has special requirements for advertising presentation. For example, pictures that reflect service professionalism and have a strong sense of contrast are helpful in attracting attention, and service details and craftsmanship can help improve user favorability.

2. Understand the characteristics of the target customer group. When targeting middle- to high-end car owners, the outer image selection and inner layout should adopt a calm and restrained style as much as possible, and the basic color scheme should not be highly saturated. Multi-image carousel can regularly update materials to increase exposure and freshness.

3. In order to establish users’ favorable impression of the brand as soon as possible, add promotional copy to the first screen of the landing page , win users’ attention by displaying limited-time promotions and other content, and further encourage users to retain information and purchase.

4. In the promotion of Chemei service brand, it relies heavily on social word-of-mouth communication . It can appropriately use the similar crowd positioning function of WeChat Moments advertising, and exclude marketing and label profiling , positioning and other methods to lock in potential target customers.

Author: Weimeng Mengju

Source: Weimeng Mengju