Advertising strategies in the circle of friends for the automobile repair industry!

1. Overview of the automobile repair industry

1. Industry Background

With the rapid development of the national economy, the automobile repair industry is rising rapidly. The rapid growth of the number of cars in my country has laid a solid foundation for the development of the automobile repair industry and is playing an increasingly important role in the development of the market economy. At present, my country has become one of the largest automotive aftermarkets in the world. The automotive services in the automotive aftermarket include car washing, repair, maintenance, modification, rescue, training, etc. The automotive repair industry has become a recognized sunrise industry. With the rapid increase in the number of cars in my country, the car maintenance fees, repair parts supply fees and other related service fees that car owners need to pay each year are increasing year by year. China's auto repair market will develop rapidly along with the auto market, and will have more and more development and profit space.

2. The purpose of advertising in the auto repair industry

With the advancement of science and technology, the overall quality of automobile technology has improved, and the failure rate of automobiles has decreased year by year, which has also brought challenges to the automobile maintenance industry. In addition to customer acquisition methods such as customer recommendations, cooperation with the media, and holding offline events, the auto repair industry needs more channels to acquire customers. Among them, Internet customer acquisition, which saves manpower and material resources, can help the auto repair industry quickly achieve the expected exposure in a short period of time, and the budget is controllable. For many local small auto repair industries, it is an option worth trying. Next, we will share practical experience with specific delivery cases.

2. How to place WeChat Moments ads in the auto repair industry

Customer X has been professionally engaged in the automobile exterior repair industry in Zhangzhou City, Fujian Province for several years. With a good reputation over the years, even though he rarely conducts promotional activities, users often come to him on their own initiative. As the business scope continues to expand, a branch was also opened in Xiamen. In order to further promote the store and attract more users to the store, customer X found us and hoped to help him operate WeChat Moments advertising, so that he could quickly reach users around the store through WeChat Moments advertising, receive more form information from potential users, and further obtain more customers.

1. Account opening options for the auto repair industry and the information required

The account opening industry for the automobile repair industry is automobile-vehicle maintenance. When opening an account, you need to upload the account opening link, the front and back of the legal person’s identity document, the business license or organization code certificate and business license, etc.

When applying for an advertising account, please note the following points:

If it involves automobile repair and modification services, you need to provide: "Motor Vehicle Repair Permit" or "Road Transport Business Permit" or "Business License" (and the business scope of the business license must have the qualification of "repair" business scope)

If you provide car rescue and training, you need to provide: "Road Transport Business License"

If it involves automobile inspection, you need to provide: "Inspection and Testing Agency Qualification Certificate"

If special vehicle modification is involved, the following documents must be provided: Special Vehicle Modification Permit

2. How does the auto repair industry specify marketing strategies?

Since the client is just the owner of a local auto repair shop and has no technical support from public accounts, mini-programs, shopping malls, etc., he hopes to acquire customers directly by collecting forms simply when trying Moments for the first time. In order to get users to fill out the form, you need to provide them with benefit points for filling out the form so as to further guide them. Since the average customer spending in the auto repair industry is relatively high, if customers cannot accept free trials or free gifts, then appropriate concessions can be made. For example, the promotion offered by Company X is that the paint for the entire vehicle exterior starts at 3,000 yuan, and the paint for a single panel on the vehicle body starts at 260 yuan.

3. How to set up the landing page for the auto repair industry?

The advertising landing page uses the native mini-program landing page, which adopts a one-click appointment button, and can support users to authorize the bound mobile phone number with one click, simplifying the content filled in by users and lowering the threshold for filling in. In addition to one-click appointment, the landing page also has a consultation phone button to facilitate users to consult by phone. The overall design style of the landing page is relatively simple and elegant, with less content and text, mainly pictures and supplemented by text. Some video materials are interspersed in the middle part of the landing page, showing some repair processes and high-end equipment, and showing some effect comparison pictures, proving the service strength through intuitive pictures.

The landing page content puts the limited-time discount content in the front and presents it in a striking design. The landing page content reflects the company's service attitude in a striking way. Slogans such as "We refuse to produce shoddy products" and "We refuse to pass off inferior goods as good ones" not only reflect the company's strict service requirements, but also help eliminate users' concerns about quality risks in service quality. In addition to the renderings, the landing page also reflects basic information such as service areas, store addresses, and contact numbers.

4. How to set up external advertising in the auto repair industry?

Since the landing page uses the native mini-program landing page, the outer advertisement uses a regular card of 800*450 pixels. The picture material uses a car repair picture as the background. The background color is adjusted to a darker color to highlight the brand name, and the 24-hour service focus is displayed with a red circular pattern, which contrasts with the red and black main elements of the landing page. The outer title displays the main service content to be promoted, and the copy helps to display three advantages: close distance, experience, and 24-hour service. Show your advantages through concise and clear copy and increase the click-through rate of your ads.

5. How to choose the region, age, and interest for advertising in the auto repair industry?

Since geographical location is very important for car owners when it comes to auto repairs, local auto repair shops with a good reputation and high professionalism are the best choice for car owners. Therefore, it is not appropriate to set the geographical span of the delivery too large, and it is sufficient to deliver the delivery in the local area or around the store. In the early stage of the launch, narrow targeting was set as the main direction. The launch area was set within five kilometers of Xiamen Haicang District and Zhangzhou stores. The age range was set at 25-50 years old. The interest behavior selected related keywords such as car repair and car service. The DMP population system was used to select users with car status.

6. About bidding and delivery effects

After designing the advertising creatives and setting the ad targeting, the next step is to set the specific bid. The initial bid is in the range of 100-250 yuan, and advertising plans are built in batches. However, the estimated coverage population is small and the advertising volume is growing very slowly. After that, it was adjusted within the range of 250-350 yuan, with a cost of 326.88 yuan. The overall cost was relatively high, and the advertisement needed to be adjusted and optimized in time.

Due to the slow growth and high costs, the priority is to relax the ad targeting. Based on the user attribute characteristics and search characteristics of customers with car repair needs, add keywords related to their interests and behaviors, and add more precise words. After the adjustment, the advertising volume increased rapidly, with volume expansion and optimization coexisting. The cost also dropped from the original 326 yuan to around 260 yuan. The delivery entered a stable period, and the form cost gradually decreased to around 180 yuan.

Advertising space in Moments is one of the effective ways to acquire customers for the auto repair industry. Compared with other traditional media and marketing activities in the auto repair industry, it is more cost-effective, labor-saving and efficient. Through WeChat Moments advertising, customers can not only quickly promote to targeted customers, increase store brand awareness, and demonstrate the professionalism provided by the store, but also acquire effective customer sources, thus killing two birds with one stone.

In addition to acquiring customers through advertising, the auto repair industry also needs to simultaneously improve its own technical capabilities, enhance service quality, provide quality accessories, adjust reasonable prices, improve its own quality, optimize auto repair operations, and create a good reputation in order to further achieve better and faster development.