Advertising operations in three major industries: real estate, home decoration and home furnishing, and wedding photography!

As spring comes and flowers bloom, marketing in various industries has already been ready to go!

Following the five major industries of e-commerce, games, automobiles, finance, and education (click here to review the five major industry launch guides), today Meishujun will share with you the digital marketing launch strategies for the three low-frequency consumer industries of real estate, home improvement and home furnishings, and wedding photography. We hope this will help relevant marketers to come out on top in the new year!

1. Real estate industry

Advertising production strategy

1. Dig deep into the preferences and pain points of the target audience, design pictures of different styles from the perspectives of the surrounding environment, supporting facilities, exterior views of the property, interior scenes (decoration style, layout, etc.), and display them in a personalized way to stimulate more users' desire to click on the ads.

2. Copywriting can be based on preferential information (price, down payment, etc.), property advantages (geographical location, transportation, house type, orientation, supporting facilities, etc.), emotional interaction (sense of belonging, quality of life, family warmth, etc.), etc., and tested repeatedly until the creative idea with the best conversion effect is optimized.

3. If you place information flow ads, you can make the title copy look like a valuable piece of information, such as "When buying a villa, why do you have to buy one by the lake?", "A list of the latest housing prices in various districts in Beijing", so as to weaken the advertising attributes and attract users to click.

4. Advertisements should avoid falsehoods and exaggerations. Instead, they should convey selling points with real pictures, real property information, etc., so as to communicate with the audience in the most authentic, warm and effective way.

Advertising strategy

1. Real estate sales are subject to obvious geographical restrictions. Therefore, during the delivery process, it is recommended to set up regional targeting such as cities, business districts, and POI locations to lock in more valuable audiences.

2. According to Meishu’s experience in launching advertising and relevant data surveys, the following characteristics are found in the homebuying population: men born in the 1980s are potential stocks; in terms of device preference, most are Apple fans; they often use tools, videos, social networking, and music and audio apps; games and videos are their first choice for entertainment and relaxation; they have strong purchasing power and focus on quality of life; their interest tags include shopping, finance, cars, sports, health, etc. Therefore, it is recommended to target the audience labels (age, interests, etc.) during the delivery; and you can choose to promote through media channels such as social (Weibo, WeChat, etc.), video (iQiyi, Youku, etc.), news (Toutiao, NetEase News, etc.), browsers (UC, Baidu), and tools (Youdao Translation, WPS, Wifi Master Key, etc.).

3. Summarize crowd behavior habits and seize the best time nodes to launch campaigns at full capacity (such as the "Golden September and Silver October" every year, daily morning and evening commuting, and the 20:00-23:00 period, etc.), which will attract more high-quality potential crowds.

2. Home decoration industry

Advertising production strategy

1. In terms of creative material design, if you can match different styles of real-life renderings of decoration according to different age groups, personalities, interests, etc. of the crowd, the conversion effect will be better; and multiple sets of pictures, carousels, nine-square grids and other display forms can help consumers perceive the advertiser's services more clearly and are more attractive.

2. Summarizing users’ home improvement demands from user portraits (such as concern about decoration price, aesthetics/design, quality, environmental protection and health, etc.) and writing original copy will make the advertisement more provocative and impactful.

3. You can design a "quotation-type" landing page (that is, users leave information and get free decoration quotes) to increase the trust between merchants and users while obtaining effective conversions and user data.

Advertising strategy

1. Married and pregnant, married and pregnant women, and people of marriageable age who were born in the 1980s (accounting for more than 50%) and 1990s (accounting for more than 30%) are the key targets of this campaign, and this group of people can be targeted for campaigns.

2. Social networking, e-commerce, video/short video, and news information applications are the most commonly used mobile software by home improvement and home furnishing users, so they can all be used as the preferred delivery channels; in addition, live broadcast, reading, and music applications are also optional key channels.

3. The home furnishing and decoration industry attaches great importance to in-store experience before consumption, with obvious regional characteristics. Therefore, advertisers with physical stores are advised to use LBS point radiation (business districts, store surroundings, etc.) + regional targeting functions to target people in core areas with high consumption motivations, thereby improving the effectiveness of the delivery.

4. Generally speaking, the selectable demographic labels for home decoration and home furnishing advertisements include: real estate/parenting/mother and baby/finance/automobiles/beauty/sports/health/travel, etc.

5. "Golden September and Silver October" also applies to the home decoration and furnishing industry; in addition, there is also a decoration boom from late March to early June. Therefore, home improvement and home furnishing advertisers can achieve efficient exposure and improve conversions by launching preheating campaigns 1-2 months before the peak season.

3. Wedding Photography Industry

Advertising production strategy

1. The beauty of the picture is a "sharp sword" that strikes the user directly. Therefore, on the premise of understanding people's personalities and preferences (such as preference for fresh style, pastoral style, aesthetic romantic style, retro style of the Republic of China, etc.), matching high-definition and refined image materials will effectively increase the eye-catching rate of advertisements. In addition, it is recommended to use puzzle and multi-grid display styles (unified style and high overall coordination) to show more product advantages and attractions.

2. In addition to picture materials, video materials are vivid and realistic, so they can quickly attract users' attention and create a sense of immersion, and the conversion probability is also extremely considerable. It is recommended that the video be kept within 15 seconds, mainly showing the real shooting subject scene, and high-definition and textured images are preferred.

3. In addition to the shooting effects, price, shooting location, style, etc. are also the appeal points of the target audience. Therefore, "interest point" copywriting (Sanya sea view wedding photos for only 3999!) is more likely to attract user attention and clicks.

Advertising strategy

1. It is recommended to target women born after 1985 and 1990, and select labels such as "single", "newly married", or "beauty", "skin care", "fashion", etc. to improve the accuracy of advertising.

2. You can combine Valentine's Day, 520, Chinese Valentine's Day, Double Eleven, National Day, New Year and other festivals to do enough advertising to increase brand exposure.

3. The media channels with the best conversion effects in the wedding photography industry are browsers (such as 360, UC, etc.), short videos (such as Douyin), social networks (such as WeChat Moments), and apps with a high concentration of female users (such as Mayu). Brand owners can focus on these channels for promotion to find more potential users.

Although the three major industries of real estate, home decoration and wedding photography are rigid demands, they are low-frequency consumer products, and consumers take a long time to consider and make decisions. Therefore, marketers should not try to achieve very effective promotion results by using a small budget and running one or two advertisements. Instead, they should choose a professional online promotion platform based on their understanding of their own product/service characteristics, advantages, audience attributes, consumer needs, and insight into the competitive situation, and use its huge traffic advantages, powerful data analysis advantages, and professional, intelligent and precise delivery advantages to jointly develop a set of effective promotion strategies. Only in this way can the fission effect be better achieved.

Source: Meishu Technology