Advertising tips for education, tourism and gaming industries!

1) The Education Industry Data Yearbook shows that the core decision-makers for youth education and training are mothers aged 28-49 (accounting for more than 75%). Therefore, it is recommended to target women born in the 1970s, 1980s, and 1990s in advertising, and select population labels such as "married and pregnant", "parenting", or "beauty", "skin care", "travel", "health", etc. to improve advertising accuracy.

2) When helping their children choose offline training institutions, in addition to considering factors such as teachers, courses, brands, and environment, "transportation" is also one of their key concerns. Therefore, when placing advertisements, it is recommended to choose business districts and communities within 0-15 km of the training institution as the placement area, which may cover more convertible people.

In addition, when targeting surrounding communities and business districts, you can choose to launch online and offline campaigns (with a focus on ladder media) to lock in the target audience from all directions and improve marketing effectiveness.

3) Based on the education and training industry advertisements tracked by AppGrowing from January to April, statistical analysis shows that Sogou Qidian, Zhihu, Baidu Information Flow, Tencent Advertising, NetEase Yixiao, Ali Huichuan, and Qutoutiao are the traffic platforms that are more favored by advertisers in the education and training industry;

In addition, according to Meishu's experience in advertising, audio platforms such as蜻蜓FM and 懒人听书, learning and education platforms such as 智树 and 作用帮, and various browsers such as UC and 360 (parents may search online before choosing a training institution) are all gathering places for the target audience of the education and training industry and are consistent with the tone of the industry. Therefore, they can all be used as preferred delivery channels.

4) According to AppGrowing’s statistics on the number of advertisements in different resource positions in the education and training industry on various traffic platforms, it was found that single image and text, three images and text, and video information flow are common delivery styles in this industry. They can better display the relevant teaching scenarios, brand advantages, etc. of the education and training industry, and the user click-through rate is also relatively high.

▊Creative optimization strategy:

1) According to the analysis of advertising placement: "children", "college entrance examination", "improve scores", "grades", "learning methods" and "free" are common high-frequency words in education and training advertising creatives;

In addition, rhetorical questions/interrogative statements (it is best to point out the pain points) + solutions (such as "Are your English scores always lagging behind? XX Children's English will make your children fall in love with English and improve their scores easily!"), emphasis on discounts (such as "Summer benefits! English courses suitable for children aged 6-12, free trial!"), message reminders/information (such as "Urgent notice: This summer, a limited number of 1,000 yuan American English experience classes are available!") are common creative copywriting routines, which relevant advertisers can refer to when making materials.

2) In terms of image materials, scenes of children doing homework, teachers giving lectures, teacher-student interaction, classrooms, and blackboards are widely used, and generally pictures should present a positive and sunny atmosphere, so that the audience can associate and easily be involved, ultimately improving advertising conversions.

3) A related report from iResearch shows that factors such as teaching staff, reputation, curriculum, brand awareness, and price are key factors that influence parents’ choice of training institutions. Therefore, for relevant advertisers, finding the target audience and displaying interest-based advertisements to them based on the above factors will enable more effective communication with the audience.

4) According to the Advertising Law, education and training advertisements must avoid making explicit or implicit guarantees about the effectiveness of education and training, and must avoid using the names or images of scientific research units, academic institutions, educational institutions, industry associations, or beneficiaries for recommendation or certification. Therefore, advertisers must keep in mind the relevant taboos when producing materials to avoid their ads failing review.

2. Tourism industry

1) The "White Paper on Mobile Game Purchase Market Analysis in the First Half of 2019" released by App Growing shows that in the overall mobile game advertising, the number of video ads has exceeded that of image ads, which shows that the advantages of video ads are more obvious and more favored by advertisers;

In addition, the advertising styles of large pictures in information flow and three pictures in information flow are also preferred by advertisers. Therefore, it is recommended that relevant game advertisers should focus on placing advertisements in video formats (video information flow, short video information flow), large image information flow, and three-image information flow formats during the summer advertising.

2) The data also shows that Tencent Advertising, Bytedance, Baidu Information Flow, Ali Huichuan, NetEase Yixiao, Toutiao, etc. are all mobile advertising platforms that mobile game advertisers prefer;

In addition, according to the experience of advertising, the traffic covered by short video platforms such as Tik Tok and Kuaishou, video platforms such as iQiyi and Youku, social platforms such as WeChat Moments, Weibo, and Momo, as well as reading platforms such as Kuaikan Comics and Palm Reader, are highly consistent with the target population of the gaming industry and are suitable for the implantation of various types of information flow advertisements. Therefore, they can all be used as optional media for gaming brand advertising.

▊Creative optimization strategy:

1) The creativity of game advertisements can be roughly based on the following directions: display of core game elements (LOGO, slogan, game characters, game scenes, etc.), player experience demands (equipment, skins, skills, mounts, etc.), player psychological demands (decompression, adventure, heroes, etc.), story connection (friendship, love, rescue), etc.

It is recommended that game advertisers start from these aspects, create and test multiple versions of creatives, and ultimately discover the advertising style with the best conversion effect.

2) It is recommended to present game advertisements in the form of large information flow pictures or three information flow pictures to show the grandeur of the game scenes, the excellent production or the fun and uniqueness of the game, so as to attract players to download.

In addition, as far as graphic and text advertisements are concerned, it is recommended that there should not be too much text in the picture; when choosing the three-picture and one-text display style, it is recommended that the overall tone, texture material, text color/font, etc. of the three small pictures be kept consistent in style to achieve visual coordination; the three small pictures can be a group of multiple game scenes with the same style, or a large picture made into three pictures, or a combination of classic characters, etc.

3) In addition to static graphic ads, dynamic videos and short video ads can show the highlights and playability of the game in just a few seconds, and the conversion effect is also very impressive. As for video ads, it is recommended to display them in vertical format; and it is best to display the most exciting content in the first 3 seconds of the video.

4) The color scheme of the materials needs to be coordinated and unified with the tone and main color of the game itself. For example, for dark-themed games, it is recommended to use dark and rich colors such as black, gold, and red; for fairy-tale games, it is recommended to use aesthetic colors such as blue, white, pink, and purple.

In addition, the color contrast of the materials should not be too strong or the color scheme should not be too strong and saturated, so as not to make the game appear to be of poor quality.

5) If the game has a spokesperson (a popular star, internet celebrity or KOL), you can include him/her in the advertising material to use the fan effect to increase the popularity of the game.

6) Taking advantage of the summer vacation, the copywriting can be segmented into groups and scenarios for display, such as: "Games that anime fans cannot miss...", "In the hot summer, XX 5 mobile games will help you kill time" and other copywriting strategies, which can make game advertisements more easily attract the attention and interest of target players.

The summer marketing war has begun! I hope this article can give you some useful marketing ideas and inspiration, help you develop the most suitable advertising strategy for yourself, and make your business "hot" in this hot summer!