Wedding industry marketing promotion-Tencent social advertising skills!

Dreamy wedding dress, exquisite setting. Every girl wants to record the happy moment of herself wearing her wedding dress. With the continuous improvement of living standards, a new generation that advocates "personalization" and "diversity" has become the new force in the wedding photography industry. Their advanced consumption concepts and strong spending power have driven the huge consumer market behind them. In other words, whoever can grasp the appetite of young people will get the entry ticket to the trillion-level market.

As a low-frequency, high-end consumer product, the traditional marketing thinking of relying solely on search advertising to acquire customers is no longer able to effectively attract the attention of young consumers. The marketing model needs to be upgraded! Tencent Social Advertising’s Tencent News Advertising, Tencent

Video ads and daily express ads cover the two major mainstream media resources of Tencent News and Entertainment. The strong resource position and precise crowd targeting make users stand out from the competition for traffic in the wedding industry. This is a profound opportunity for the wedding industry, which has a strong development momentum.

A marketing boost that matches your needs. But even the best resources require mastering the skills of delivery. The first-hand resource placement skills you want, wonderful marketing materials will be delivered immediately~

Three Tencent social advertising resources, a strong advertising solution for the wedding industry

Tencent Social Ads' Tencent News Ads, Tencent Video Ads, and Tiantian Kuaibao Ads resources have four personalized ad display formats, including single image and text, multiple images and text, full-width large images, and full-width videos.

Hobbies and interests appear in the information flow in a native way.

Advertising resources come in various forms and are endless. When you peel off the outer "sweet veil", the irreplaceable advantages of marketing resources themselves are the core points for advertisers to choose.

1. Strong traffic product platform

For the wedding industry, a huge problem it currently faces is the extreme shortage of traffic. The ultra-high traffic resource positions of Tencent News Ads, Tencent Video Ads, and Tiantian Kuaibao Ads can meet the traffic needs of the wedding industry to the greatest extent.

1. Tencent News is an information app that focuses on "facts". It has 240 million monthly active users, who have the habit of reading authoritative information and in-depth content. The average daily page views of hundreds of billions open up a traffic pool of hundreds of millions for wedding dress brands.

2. Tencent Video is one of the mainstream entertainment platforms for the current younger generation and the first entry point in the domestic mobile video field. With over 500 million monthly active users, it is a strong platform for wedding dress brand value marketing.

3. Tiantian Kuaibao is an interest-based reading product based on Tencent’s “big content” ecosystem. Personalized content, using hot information to spark attention, can attract potential customers to the greatest extent.

2. Multiple ad placement styles

Tencent News Ads, Tencent Video Ads, and Tiantian Kuaibao Ads have various display forms, which can meet the diversified promotion needs of the wedding industry. The editor provides you with some tips on using ad positions:

1. For single-image and text ads, the title can only use promotional copy to attract users’ attention, and at the same time, it can be combined with highly relevant content scene articles to quickly increase customer attention through the scene + content method. The average CTR increase can reach 1.88%~2.72%.

2. Multi-image advertisements, three-image linkage display, coherent creative expression, and multi-angle scene samples to stimulate customers' consumption desire. The average CTR increase can reach 1.16%~2.20%.

3. Full-width large-image advertising breaks the size limitations of traditional small images. Full-width large-image advertising breaks through scene divisions to increase the sense of scene and fully display the beauty of wedding dress samples. The average CTR increase can reach 1.71%~2.80%.

4. Full-width video ads are the most creative form of advertising, which fully display the beauty of wedding dress samples and shooting highlights in a novel way. Rich advertising formats, driven by creativity, interactivity and scenario-based marketing, can make marketing more vital, and the average CTR can be increased by 1.21%~3.40%.

2. Highly compatible population coverage

The target group of the wedding dress industry is people aged 20-35 with high spending power. At the same time, in this battle for "sweet dreams", women are often more powerful decision makers. Such "her" economy makes advertising placement subtle

Penetration becomes crucial - you need an advertising platform that is highly compatible with your advertising.

The target age group of the wedding dress industry is between 20 and 35 years old, which is highly consistent with the population covered by Tencent News Advertising, Tencent Video Advertising and Tiantian Kuaibao Advertising resources. In addition, Tiantian Kuaibao and Tencent Video have a relatively large proportion of female users in this age group. At the same time, users of the three major resources also have the characteristics of high stickiness and high income. Relying on these resource attributes, advertisers can better achieve marketing conversion goals.

3 major advertising strategies + 4 creative techniques, the first-hand guide to Tencent social advertising resources

In order to achieve the marketing effect of "1+1>2", in addition to choosing a strong platform and high-quality resources, mastering efficient delivery techniques is also an important part of success. First-hand advertising skills and plenty of marketing information, delivered instantly.

1. User building strategy

1. Build by resources or ad positions: In order to ensure the effectiveness of the campaign, in the early stage of the campaign, it is recommended that advertisers build by resource positions or ad positions, so as to test the resource positions that are more suitable for the wedding industry based on the platform data and determine the direction of the subsequent campaign.

2. Plan budget on demand: In terms of budget, advertisers need to make plans based on marketing goals. For advertisers with small order demand, a low-budget strategy can be used. It is recommended to control the budget to around 1,000 yuan. Generally, such a budget plan can guarantee one order per day. Ideally, the effective customer consultation cost can be as low as 200 yuan, and the conversion rate can reach 10%. For advertisers with large order demands, a high-budget strategy can be implemented. It is recommended to set the budget at more than 2,000 yuan to ensure a larger number of converted orders.

3. Higher bid: When bidding for an ad, you need to consider the scope of the target audience. When the target audience is wider, you need to bid appropriately lower and pay attention to controlling costs. When the target audience is narrow, you need to increase the bid to ensure a higher level of exposure. But overall, the actual bid should be 20% to 30% higher than the reference bid, and the average bid should be maintained between 0.8 and 1.3 yuan.

4. Stable delivery: Since information flow ads have strict control over freshness, in order to effectively obtain higher exposure, it is recommended to ensure that each ad position has more than 5 new design materials every day to maintain the freshness of the resources. When the number of active online ads remains above 8, advertisers can ensure the stable delivery of high-quality ads by selecting the best ones through A/B testing.

2. Advertising placement strategy

In the above, we introduced 4 advantages of ad positions. Now, the editor recommends several advantageous ad positions and their delivery strategies.

1. Increase the price once to meet the strategy: For the bidding strategy of resource positions, the editor recommends that the initial bid should be 20%~30% higher than the recommended bid given in the background. In the subsequent bidding operations, it is recommended to increase the bid directly to the expected price at one time. This will result in better exposure and conversion.

2. Small price reduction strategy: It is recommended to make a small price reduction of 0.1 to 0.2 yuan every 1 to 2 hours on average. It is most appropriate to do it in small quantities and multiple times. This can effectively avoid the situation where the advertising effect is unstable due to excessive reduction.

3. Material selection strategy

In terms of picture materials, it is recommended to combine personalized elements such as crowd preferences, seasonal characteristics and regional characteristics to cater to the current young people's pursuit of freshness and self-aesthetic taste.

For example, the aesthetic, playful and fresh style that girls born in the 1990s like. Add to that the summer sea view, the neon lights of the city...or the alleys of Beijing, or the yurts of Xinjiang, and personality is the killer.

4. Material design skills

Tip 1: Use small images across the entire page

When selecting samples for full-width small pictures, you should generally highlight colors and character expressions. Use strong colors for distant views, and at the same time, use samples that reflect intimacy to attract the eye. For close views, you should use samples that reflect the happiness of the newlyweds, and pay attention to highlighting the characters' expressions.

Tip 2: Multiple graphics and text design

When selecting samples for multi-image advertisements, the main image in the middle of the three images should be highlighted, which is more in line with netizens' vision and more eye-catching. The layout should be neatly aligned. The content of the picture should adopt the same theme, combining distant and near scenes to set off each other, and present the theme through viewing pleasure and sense of story.

One main and two auxiliary

One Far and Two Near

One light and two dark

Tip 3: Full-width image design

Based on a certain sense of design and coherence, through strong PS technology, different material contents are integrated into one picture to present the viewing experience and sense of story. Pay attention to ensuring the clarity of the background and characters, the overall beauty of the picture, and choosing bright colors with high saturation.

Character Fusion

Imitate multiple image combinations

Happy story

Tip 4: Optimize copywriting

The title copywriting needs to fit the scene and be more engaging. The following three types of copywriting directions are recommended:

1. News reports: Use news report copy that fits people’s reading habits in information scenarios, such as “This bridal shop is popular! It’s not expensive and not tiring.”

2. Revealing secrets: Using the user’s curiosity to indirectly increase the attention of the advertisement, such as: “Chengdu wedding photo price list exposed!”

3. Notifications: Presenting content directly can reduce user disgust and increase ad click-through rate, such as: "Good news! This year's wedding photo shoot benefits are here!"

Excellent case sharing: Panzi Nürenfang

Corporate Background

It specializes in Chinese-style ancient costume photography and is one of the largest companies in the ancient costume photography industry in China.

Marketing pain points

During the peak season for the wedding dress industry, Panzi Nürenfang hopes to further increase its customer base and increase overall exposure and conversions.

Marketing plan

Panzi Nürenfang uses Tencent social advertising's Tencent News advertising and Tencent Video advertising resources to jointly launch a strategy to target consumer groups from multiple dimensions, and combines relevant "Three Lives Three Worlds" themed Chinese style materials on the landing page to stimulate users' potential needs.

With billions of traffic and strong user stickiness, the social advertising platform of Xunxun uses brand promotion and preferential stimulation to ultimately promote order conversion.

Delivery effect

1. The average daily customer consultation volume is as high as 1,600+;

2. Customer consultation cost ≤ 50 yuan, a decrease of 30%;

3. The average click-through rate is 2.8%.

Do you want to complete a gorgeous marketing turnaround through advertising? All you need is a Tencent social advertising campaign. The "sweet date" of wedding dress industry advertisers is waiting for you!

Related reading:

1. Tencent social advertising, tips for collecting customer consultation in the wedding photography industry

2. Creative strategies for placing wedding photography information flow ads!

3. How to promote wedding photography? Mayu platform marketing and promotion strategy!

4.4 steps to solve the advertising problem, analysis of advertising strategies in the wedding photography industry!

5.Case analysis: Wedding photography advertising case in WeChat Moments!

6. Methodology for information flow delivery in wedding photography, food and other industries!