Advertising skills for home furnishing industry

1. Project Introduction

• A self-installing supermarket - identifying potential customers in 4 dimensions

1. Local brands, with a certain degree of popularity and independent large-scale factories covering tens of thousands of square meters;

2. Cooperate with many well-known material brands, and offer a full set of furniture for 130,000 yuan;

3. There are many offline stores, the demand for customer information is huge, and customers use multiple channels to advertise;

4. We have a professional operation team, a strong awareness of advertising, and very low communication costs.

• Industry Background Investigation—Industry Insights

AThe home furnishing industry has many categories, hundreds of brands contend, and business models are developing in a diversified manner

B decoration companies are scattered, and the main consumers are the leading decoration companies in each region

1) – Decoration design (full package decoration, semi-package decoration, partial decoration, customized decoration)

2) – Home improvement materials (floors, paints, walls, doors and windows, sanitary ware, lamps, door locks, tiles)

3) – Customized finished furniture (customized furniture, finished furniture, sofas, cabinets, beds, tables, wardrobes, chairs)

4) – Decoration/building materials online brands (Internet decoration online brands)

5) – Home textiles/home accessories (bedding, curtains, wallpaper)

• Industry Background Investigation--User Insights

The home furnishing industry is a typical low-frequency, high-consumption industry, and the decision-making path is relatively long.

The idea of ​​decorating → information collection stage → looking for answers to questions → looking for decorating companies → negotiating with decorating companies → screening decorating companies → signing contracts with decorating companies → construction, supervision and soft furnishing → acceptance and move-in.

It can be seen that the decision path is relatively long.

• Industry background investigation--user population portrait analysis

Region: The main delivery area, with a focus on local areas and surrounding areas that can be served, and appropriate expansion of surrounding counties and districts;

Age: Mainly concentrated in the 30-55 age group

Gender: Both men and women participate in decision-making, but men are more likely to make the final decision on the renovation;

Renovation needs: wedding room, school district room, old house renovation

Parenting: Consider the birth of a child or the child’s marriage, which may lead to decoration needs

• Industry Background Investigation-- Marketing Pain Points

A. Difficulty in acquiring customers

Home consumption has a low frequency, a long cycle, and a high unit price, so old customers are less likely to consume in the short term. The customer base is fixed and there is a lack of new resources. It is very difficult to capture accurate potential customers in the vast crowd.

B. High cost

The Internet dividend has disappeared, competition for traffic is becoming increasingly fierce, and competition in the home furnishing industry, which has strong regional attributes, is fierce. It is difficult for regional brands to break through, and the quality of customer acquisition is low and the cost is unstable.

C. No closed-loop capability

Traditional marketing methods cannot achieve accurate advertising display + customer registration + customer return visit + sales to form an effective sales closed loop. It is difficult to track the effects and the interactivity is not strong, which makes it difficult to attract customers to the store.

• Industry background investigation--customer demands

Daily budget control: 2000-3000 yuan

Front-end form cost: 450-500 yuan

Effective backend conversion: 550-600 yuan

2. Strategy Review

1. Review of the launch strategy (daily spending of 2,000-10,000 yuan to achieve a breakthrough)

Test the three-step phased strategy, gradually optimize the delivery effect, achieve potential customer incubation, and ultimately realize the full delivery of Tencent advertising.

(1) Testing period → Practical foundation for material targeting → Key operations: A/B Test to find high-quality materials and targeting combinations → Customer daily budget: 2000 → Problem discovery: Slow growth in advertising volume/poor effectiveness of forms;

(2) Optimization period → Accurate customer accumulation and comprehensive growth → Key operations: clever use of one-party data packages and industry population packages to achieve accurate delivery; XQ/XS multiple layouts, pictures, texts + videos and multiple materials → Customer daily budget: 5,000 → Problem discovery: Although customer cost is under control, it cannot meet customer demand;

(3) Volume expansion period → Stabilize costs and increase consumption → Key operations: Increase budget, open multiple accounts, and achieve full deployment → Customer daily budget: more than 10,000 → Optimization results: Meet customer expectations/achieve long-term cooperation.

2. Review of the test period

• A/B TEXT during the test period to explore high-quality materials

Test period material selection: customer effect pictures + 6 pictures carousel

Testing period directional settings:

Region: Main city + surrounding areas

Gender: No limit

Age: 25-60

Targeting: Home and real estate + decoration behavior interest

Outer material test:

• Advertising presentation:

Card → Single Image → Six Images

QThe advertising marks on the outer layer of the card are too heavy

Q The single picture is a bit monotonous and not eye-catching enough

The R6 chart is more in line with the information flow ecosystem of the circle of friends, is more down-to-earth, can better reach users and catch their attention at the first time.

Click-through rate increased by 230%; customer acquisition costs decreased by 26%

• Test period data review - daily budget 2000-3000 yuan

Results of the 10-day test period: Key improvement: Click-through rate 0.76% → 1.89%

The form cost is 506 yuan, reaching 500 yuan, which is in line with the industry average

The conversion efficiency is 58.6%, which is low.

The effective customer cost was 882.43 yuan, which did not meet the customer's expected goals.

• Customer Question:

① The conversion rate in the previous stage has reached the target, so why is the effectiveness of customer information so poor?

② What should I do if the advertisement is slow to grow and I never get any volume?

3. Review of the optimization period

• Delivery optimization period—accurate targeting to improve customer efficiency

Optimization period solution: Make good use of one-party data, industry population packages, and exclusion packages, and combine "broad + narrow" for precise targeting to improve customer information effectiveness

Conventional wide and narrow orientation:

*Broad targeting: region + age (30-55 years old)

* Narrow targeting: region + age (20-60 years old) + Roca keyword targeting

Behavior: Home/Real Estate

Behavior scenarios: Select all

Behavior duration: 3 months

Interests: Home/travel and industry keywords

(Form efficiency before adjustment was 58%)

• Custom population packages/industry packages/exclusion packages

* Conventional targeting: region + age + precise Roca

Action: Add high TGI label;

Behavior scenarios: Select all;

Behavior duration: 6 months;

Interests: Add life service enthusiasts, consulting enthusiasts, finance enthusiasts, etc., and further expand keywords related to the home furnishing industry;

*Customized crowd package: company data/DMP label upload company data package to expand the volume;

*Industry package: Apply for the core group of home decoration industry

Decoration company core group package

*Exclusion package: All-channel converted leads and industry exclusion package

(The adjusted form has an efficiency of 82.25%)

• Directional precision

Basic→Roca→Various Crowd Packs

Q In the early stage, relying solely on Roca is not accurate enough to meet the needs of covering the number of people

R Precise narrow targeting is not easy to increase volume, so it is better to use wide targeting to increase volume and improve account quality

R expands the data package and industry package of one party, and finds the right people outside the targeted group; excludes the package to reduce invalid delivery and avoid traffic waste

(Form efficiency increased by 40%)

• Delivery optimization period—expand traffic scenarios and continue to gain volume

Optimization solution: Do not limit the traffic pool of Moments, increase the delivery of XQ, XS and other positions, and build the most competitive delivery scenario

Frontend: 402.32 → 445.34 → 427.54 → 292.98

Backend: 479.02 → 513.73 → 534.23 → 598.65

Traffic Scenario

Friends circle + XQ/XS + Youlianghui

R Moments is still the main battlefield, and data performance optimization should allocate more budget to increase volume;

R XQ/XS has performed well after cost optimization, and is another competitive advantage traffic scenario besides WeChat Moments, which can be continuously deployed;

Q Although the form cost of Youlianghui is low, the efficiency is low. It is currently suspended.

(Total consumption increased by 50%, gross customer cost decreased by 30%)

• Delivery optimization period—video materials are real-life, and multiple materials are used to achieve all-round volume acquisition

Optimization period solution: Comprehensive video volume, real-life interactive scenes, suggestive subtitles, and high-quality video materials with prominent benefits

Directional precision

Reality + scenario + interactivity

Q Product promotion video is definitely not the best choice for performance advertising

R Real-life original video, "down to earth"

R Create scenarios to guide users to identify themselves, or ask interactive questions to highlight points of interest

R Different types of videos are suitable for different advertising positions and audience targeting

(The video click rate has steadily increased by about 2%)

Plan for the launch optimization period: optimize the landing page details, highlight selling points/interest guidance/cleverly use components to increase the number of completed orders

(Before optimization)

,

(After optimization)

The number of new orders increased significantly, and the customer cost decreased (customer cost was 402 yuan)

4. Review of the launch period

• The period of large-scale launch—cost controllable & daily consumption of 10K can be achieved

Issues during the expansion period: How to achieve the expansion period target of more than 10K daily consumption under the premise of controllable costs?

Targeted: For old accounts with stable delivery, targeted delivery is allowed, and the number of units is gradually increased from precision to model-based delivery.

Material update: maintain the material update speed, batch build advertisements and review them in advance, with more than 30 online materials per day;

Tool usage: For those who cannot increase the volume, flexibly use product tools such as "one-click volume increase", "priority volume increase", and "automatic bidding";

Account matrix: MP, ADQ, multiple accounts fully opened to grab traffic. And you can open a new account to get volume easily;

Watch the market: Increase the frequency of watching the market and make sure to check the account once every half an hour;

Bid control: The bid is greater than the average cost within 7 days to ensure smooth exposure;

Budget control: flexibly control the daily budget based on the overall conversion situation of the day;

3. Experience Summary

Summary of advertising experience—account optimization experience

Material skills:

1. Improve material diversity

2. Cards use selling point pictures to help conversion

4. Use emojis to increase click-through rate

Directional selection:

1. Use one group of people skillfully in the early stage to accurately and targetedly improve conversion

2. During the period of large-volume expansion, the targeted model-based volume can be gradually released.

Traffic expansion:

1. Four major traffic types are deployed: MP as the main traffic type, XQ/XS/Youlianghui as the auxiliary traffic type

2. Multi-account linkage expansion