Exhibition optimization case, how to reduce conversion costs by 80%?

This article shares with you a case study of customer information flow advertising in the business service industry - exhibitions . It targets people and locks in demand points for precise exposure, keeping costs within customer demands. The amount of exposure and leads has been greatly improved, and the conversion cost has been reduced by 80%.

Case Background

Main content of the exhibition: Home and interior decoration exhibition

Crowd positioning and needs

Target audience: high-end home furnishing and interior decoration, business creative gifts, etc.

Demand points: recent gift giving, electronic geeks, furniture and home appliances

Examples of exhibited products: porcelain, mobile electronics

Customer assessment (delivery target)

Exposure 50% + conversion 50%, cost control within a fixed value

Audience & Needs Analysis

Industry data

Industry Insights:

Data source: public information, compiled by Zhiyan Consulting

1. The scale of the exhibition market in the Asia-Pacific region has continued to grow for five years, with a compound annual growth rate of 7.36%, ranking first in the world.

2. From 2013 to 2016, the number and area of ​​domestic exhibitions showed an upward trend, and the exhibition industry grew rapidly.

analyze:

According to customer needs and industry trends, we recommend that customers allocate their budgets as follows: exposure first, conversion second, with a ratio of 6 to 4, so that the planned budget can be allocated reasonably.

Data source: public information, compiled by Zhiyan Consulting

1. From 2010 to 2015, the demand for the gift industry grew rapidly and its scale continued to expand.

2. Sales reached 2.9789 trillion yuan in 2015, and the market is expanding.

Analysis: As the demand for gifts continues to expand, people have higher requirements for gifts. The gift furniture exhibition just fits the current development trend of the gift industry, and the market is in a stage of sustainable growth.

Industry data:

Other channel data: The conversion costs of customers through other channels vary

Industry market: The duration of time for exhibition customers to go online ranges from 5 days to 30 days; most of them only invest in one market

Product & selling point analysis:

Products: Home Exhibition

Household products: daily household products and daily necessities (mid- to high-end) and technology smart products exhibition.

Interior decoration: decorative artwork

Selling point : Tickets

You can get free tickets in advance. Get tickets in advance.

You can customize the door number in advance, no need to queue up on site

Account Optimization

Before optimization:

Targeting: Build plans based on account keywords and product categories.

It does not conform to the sandbox methodology, and targeting should be divided according to the population!

After optimization:

1. Targeted Optimization

Intent word direction (crowd classification)

① Furniture exhibition, home appliance exhibition, technology exhibition

② Furniture and home appliances

③ Business gifts, high-end gifts

④ Potential traffic: business district, office buildings (only invest in one city and run directly)

Interest area (expansion)

Core groups: building materials and furniture, home appliances and digital products

① Use interest as a trigger condition and invest solely in interest to expand the volume.

② Use interest + intent words, use interest as a screening criterion, and circle another part of the traffic.

2. Creative Optimization

3. Landing page optimization

Comparison of effects before and after optimization:

Data source: Account background

1. Traffic comparison:

The overall traffic situation is good and within controllable range. However, after the budget was increased, the display volume increased exponentially (on weekends). In the later stage of optimization, traffic tends to be stable and changes with the budget.

2. Conversion comparison:

It can be clearly seen that the number of leads is increasing. If the budget is doubled, the number of leads will increase by 7-10 times.

The final slight decline is due to the limited overall budget of customers.

Optimization Summary

Targeting: Intent words are divided into groups with different needs

Creativity: Combine different groups of people and connect with different creative ideas

Landing page: The front form shows the exhibition details, highlighting the free collection and the scarcity of tickets

Form: Get free tickets, pay attention to gaining trust from details

Conversion-Exposure Details

Exposure: CPM is stable, more than 1 times lower than GD's unit price

Conversion: 80% reduction in lead cost

Improvement ideas:

Phase 1: Construction - Explore peer data stimulation

Phase 2: Growth - Adding new time periods and styles (multiple images, videos, etc.)

The third stage: Stable - the exposure price is lower than GD, and the targeting is more detailed. The budget affects the traffic stratification

Phase 4: Expanding the volume - business circle, interest, flash DPA, intent label

Summary - consumption and effect improvement:

The total number of leads is 121. Consumption increases and lead costs decrease.

Analyze the crowd: First, analyze the intentions and needs of the crowd.

Match needs: then match creativity and selling points, and ultimately achieve conversion.

Finally, after optimizing both data items, the client’s delivery objectives are achieved and their needs are met.

Author: Baidu Marketing Center

Source: Baidu Marketing Center