Market trends and placement techniques for franchise advertising!

In recent years, the main battlefield of advertising promotion in the investment and franchise industry has shifted from SEM marketing to mobile advertising. With the improvement of the entrepreneurial environment, the overall budget for mobile advertising has increased significantly.

Based on the data tracked by App Growing, the number of franchise advertisements has increased significantly. In general, the investment and franchising industry has the largest proportion of materials in the form of pictures (single picture) and picture sets, accounting for 86.1% of the total number of advertisements.

We counted the number of advertisements for the investment and franchising industry on each platform and sorted out the key advertising platforms for investment and franchising as follows (in no particular order). Further statistics were collected on the proportion of advertisements in the investment and franchise industry on different platforms. The proportion of advertisements in the investment and franchise industry on Sogou Singularity Platform and Baidu Information Flow was relatively high. It is speculated that search and browser resources are more attractive to traditional investment and franchise advertisers.

Further analysis of the advertising intelligence of the three major mainstream mobile advertising investment and franchise industries shows that group pictures are the most commonly used material format, and the number of advertisements accounts for a relatively high proportion. In terms of popular advertising positions for investment and franchise advertisements, Baidu's information flow three-picture II style, pure text style and three-picture I style are the key advertising positions.

Based on AI intelligent analysis, investment and franchise advertisements are segmented according to specific industries. In April, the investment and franchise advertisements of the three major mainstream advertising platforms, Tencent Advertising, Bytedance, and Baidu Information Flow, were mainly in the catering and food categories, building materials agency categories, and home furnishings and decoration categories. Among them, the number of advertisements for catering food on the three major platforms exceeded 50% .

To analyze the promotion strategy of the entire investment and franchising industry, it is necessary to start with the entrepreneurial group that investment and franchising is targeting. What is the psychology of people who choose to invest and join in entrepreneurship?

Based on years of delivery experience, we have summarized the following features:

1) This group of people are generally first-time entrepreneurs with no relevant experience who want to develop by standing on the shoulders of mature and operating "giants".

2) The current timeline is tight and different decisions require convenient, fast and efficient operations.

3) Whether it is an offline store or an online platform, brand effect is needed to attract traffic.

4) Current hot topics are changing rapidly, so how to start a one-stop business with low risk is also a key consideration for the target audience.

Based on the audience psychology, let’s take a look at how different industries of investment and franchising reflect their core selling points in the landing page. Overall, the focus is on highlighting the key points such as franchise policies, system improvement, and post-guidance.

Next, we will start with typical cases in the mainstream investment and franchising industry and share how to formulate corresponding publicity priorities for different investment and franchising sub-industries.

1. Catering and food

2. Building materials

3. Alcohol

4. Nail salon

5. Education

6. Furniture and home decoration

In general, people with different characteristics choose different investment and franchising industries.

For first-time entrepreneurs with limited funds and during the summer consumption peak, more people will choose "light" entrepreneurship: industries like catering and manicures that have fixed consumption patterns and lower risks.

Those who value industry development, focus their efforts, have sufficient funds and work in a team will tend to choose relatively "heavy" risk industries, such as home improvement, building materials and education.

Whether it is data analysis or creative materials, we must target groups of people with different acceptance levels and make the delivery more efficient.

Author: App Growing

Source: App Growing