Tips for placing Tencent ads in the automotive industry

1. Industry prospects and current situation

With the gradual improvement of my country's economic living standards, cars have become a means of transportation in ordinary people's homes. After my country successfully joined the WTO, the Chinese people have been given great preferential policies and benefits for purchasing cars, such as substantial price cuts, which has stimulated the purchasing power of many ordinary people for private cars. With the increase in the number of cars for transportation, the demand for automobile after-sales service market is also increasing. The automobile film market is a huge golden development industry currently under development.

my country's automotive film industry is still in a period of rapid development. The market consumption demand for the automotive film industry continues to increase, and the market scale is also growing. According to the market scale data of my country's automotive film industry, it increased by about 10.72% year-on-year in 2020.

The development status of the car film industry:

Because my country's car film market has only been formed for a short time, more than ten years, the current market is still relatively chaotic. There are several main manifestations: "Counterfeit famous brands" are often used by companies as a trick that can easily confuse people. The channels for purchasing goods are rather chaotic, and there are a large number of small businesses that are just filling in the gaps. Although the car film market is relatively chaotic, cars have gradually become a frequently used means of transportation in human life, and the development prospects of the car film market are indeed sustainable. Personal safety is often the most important thing when driving a car. Cases of personal safety being threatened due to broken or cracked car glass occur from time to time, and there are also accidents such as "unknown objects in the air smashing car glass and scratching glass". Car film was developed to effectively resist the frequency of accidents. As the service continues to improve, the car film market will gradually play its greatest value.

2. Car film classification

There are four types of car films: glass film, heat insulation film, color change film, paint protection film (the first two are window films, and the last two are body films)

The corresponding demands for different types of car films are relatively different. Currently, the most common car film on the market is heat insulation film, which is mainly pasted on the inside of the car window glass. It can isolate ultraviolet rays, protect the car window glass, insulate and block light, and protect privacy.

3. Delivery Link

1) Click on the outer layer of the Moments ad - jump to the mini program landing page - fill in the form and make an appointment with one click: the target user clicks the button, a WeChat one-click authorization mobile phone number appointment pops up for confirmation, and the form is submitted.

2) Click on the outer layer of the Moments ad - jump to the landing page to learn more - add corporate WeChat

3) Click on the outer layer of the Moments ad - jump to the landing page to learn more - call the merchant's business card number + address navigation

IV. Case Analysis

External display

The car film industry places ads in Moments, and the outer layer of Moments can display: 4-picture ads, card-style picture ads, card-style video ads, etc.

As shown in the picture, the outer copy combines the Double Eleven festival hot spots and the intensity of promotional activities to form a selling point, and adds vivid and interesting emoticons to increase the appeal. The outer picture shows the original scene of the film and the finished film, attracting users to click on the picture to jump in to view and understand.

Landing Page

Jump to the landing page display, clearly promote the product project, such as "invisible car cover, color-changing film", and then put a picture of a car to indicate that it is a car film. Secondly, put the phone number and address below for guidance, as well as a one-click appointment button. Click the authorized WeChat mobile phone number to submit the form, receive the car film discount, and the merchant obtains customer information for follow-up conversions.

Secondly, the finished products of car films are displayed, including color-changing films. There are various finished products and types to attract users to appreciate the different styles of car films, thereby highlighting the professional advantages of car films.

Then the store environment is displayed, which is clean, tidy, spacious and comfortable. They provide attentive service for car film pasting, so that car lovers can enjoy high-quality service. As shown in the picture, real-life photos of the store are placed, and text is used next to them for beautification, such as "dream dome, dust-free workshop, European and American internet celebrities, etc." The picture of the service team is placed below, reflecting the division of labor and cooperation among multiple people, providing professional service for each car film and creating personal exclusive private customization.

Directional settings

Distribution area: 10 kilometers around the store

Gender: Male

Age: 20 to 50 years old

Behavior tags: car information, car services, car supplies, used cars, cars (by price), cars (by type), cars (by power), car rentals, cars (by channel), car trading platforms, cars (by brand), car film, color change film, car color change film, car color change film, car body film, full car film, car film color change, car film, new car film, professional car film

Interest tags: car lovers (by price), car lovers (by type), car lovers (by power), car enthusiasts, car color change film, car color change film, full car film, car film color change, car film, car body film, professional car film, new car film, car film shop

Later, according to the delivery data, the form cost was around 100 to 200, the advertising conversion rate was 2.89%, and the eCPM increased by 50%. The overall delivery data feedback was good, and a certain number of forms were obtained, which increased revenue and obtained form leads.

V. Conclusion

Understand the market background and current situation of the car film industry, seize the golden opportunity for the development of the car film industry, and then use the Tencent advertising platform to place advertisements and promotions, and use Tencent's blue ocean traffic to obtain certain customer resources. Before launching the promotion, you need to prepare in advance, combine the strength of your own store's promotional activities, and offer discounts on hot holidays such as Double Eleven, Double Twelve, Christmas, New Year's Day, May Day, National Day, etc., to stimulate user traffic and consumption of services. Confirm the delivery link, implement the advertising materials, build the advertising plan in the background and submit it for review. Tencent will review it within 2 working days, and generally the review result will be available in 1 day at the fastest. After the review is passed, adjust the audience targeting settings, and the advertising plan can be launched and promoted online normally, gradually obtain customer information leads, and let your car film industry develop long-term in the industry market.