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

Target: A national wedding photography chain client wants to deliver information flow from March to May. The client hopes that the front-end form cost will be less than 120, and the business will cover street photography and travel photography, etc.

Now you need to formulate a delivery strategy based on the competition situation in the industry and the client's assessment requirements. If you are asked to help the client formulate a delivery strategy from several aspects such as delivery mode and bidding setting, targeting setting, creative setting, landing page setting, etc., how would you conceive it?

Sharing of excellent delivery strategies

1. Delivery strategy logic

2. Delivery model and bidding strategy

It is recommended to use target conversion bidding (oCPM bidding) , optimize according to conversion goals, and charge according to impressions. Improve conversion rate, reduce conversion cost, and run faster!

Bids are placed at 120%-150% of the industry's historical costs, from high to low, first paying a high price to get exposure and then lowering costs.

3. Targeted strategy

For customers with regional placements, targeting is a link with a weaker impact.

1) For the local wedding dress industry with strong regional characteristics, a targeted approach can be adopted

Geographical restrictions + general investment (geographical restrictions result in a smaller number of people being covered, so it is recommended to make targeted general investments in addition to the region).

Combine the wedding industry’s click population package, fan population package and other DMP population packages for targeted delivery.

2) For national travel photography advertisers

Region: Nationwide + Gender: Female + Marriageable age (20-35 years old). (When there are 20 data points in the cold start period, the orientation can be appropriately released)

2) Combine with DMP population package. (Excluding deduplication, precise population: click population package of the wedding industry, fan population package and other DMP population packages)

4. Creative Strategy

The creative materials and copywriting are the entrance for users to click on the advertisements, and are also an important part of screening the crowd. The core of the creative strategy is to grasp the most essential psychology of the target users; you can think about it from the following four points:

1) Product perspective

What is the product? What is the product used for? What benefits do function points bring to users? Brand value, cost-effectiveness?

2) Audience psychology

Love beauty, greed for cheapness (benefits), convenience and simplicity, safety and reliability, vanity and following the crowd, curiosity, don't want to miss out, etc.

3) Scenario-based

Time, place, needs, stage, etc.

4) Creative style

Native (close to information flow content)

User tone, increasing credibility

Dynamic word packages, close to users

Large picture/group picture/small picture/video in multiple formats

Popularity: Surprise, consequence, number, husband and wife's name

Direction summary:

Test type, lucky draw type, free photo shoot type, discount type (travel photo shoot including accommodation)

Take a test to see how much your favorite wedding photos cost

Your wedding photos can be fully free of charge, and you can draw a cashback red envelope after booking

Do you like this view? Register online to receive 5 photo walls.

How much does it cost for 3 days and 2 nights, including accommodation and going to [location] for photo taking?

5. Landing page strategy

The landing page is the key to acquiring customer information after customers are attracted. You can start by thinking about the main screen design and form format of the landing page.

1) Landing page production-main screen design

The material of the first screen of the landing page is very important. It must be combined with the delivery material. Do not use a retro and grand delivery material and a fresh and simple landing page material. This will affect the customer experience and make them feel deceived.

Make a simple and straightforward introduction to the offer, highlighting only one point and not going for too much.

The finale can be in sliding screen mode, such as various theme scenes, dresses, etc.

2) Landing page creation - form format

Wheel mode, lottery.

Card voucher form (cash voucher redemption).

Submit the form to get the latest quotation form.

The latest theme scenes are only available for online registration.

Sign up for consultation and you can get a wedding dress, wedding ring, nine-square grid and other practical items.

Register online for consultation and enjoy the upgrade of customized photography team to take your own wedding photos.

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How about it, are you satisfied with today’s content? Welcome all students to share their practical experience in the comments. At the same time, welcome everyone to actively discuss in the comment area, put forward their own ideas and optimization suggestions, learn together, and grow together~

Author: Toutiao Marketing Certification

Source: Toutiao Marketing Certification