Electric vehicle industry circle of friends advertising marketing strategy

1. Market background analysis

Market development prospect analysis

With the development of China's economy, as residents' living standards continue to improve and disposable income gradually increases, they are pursuing a greater sense of security, convenience and comfort in life. Electric vehicles have become a tool for people to improve their travel life because of their easy operation, convenience, time saving and high cost performance. my country currently has a population of over 1.3 billion, making it the world's largest transportation consumer market. As of the end of 2018, the average number of electric vehicles owned per 100 households in urban and rural areas in my country has gradually increased, as shown in the figure below.

In the future, the electric vehicle industry has great development potential from the perspective of environmental protection and energy. Its development direction will promote the development of other businesses and may become a new economic growth point in the future. In my country, electric vehicles have their own unique market in life services. Most of the big cities are generally plagued by automobile exhaust emissions pollution and serious traffic problems. As a small and short-distance daily transportation tool - electric vehicles, they have good development conditions and broad prospects for use in my country.

Industry market status

As the electric vehicle industry in my country has developed to date, its market scale has occupied an indispensable and important part of the national market. At present, my country's electric vehicle industry is an industry with high prevalence and fierce competition in life, presenting a market structure with multiple brands competing and regional distribution scattered. Electric vehicle merchants are gradually widening the gap in development scale, profitability, market influence and competitiveness, and stratification is becoming increasingly prominent. As a result, these problems are prevalent in the process of development: unstable product quality, inadequate after-sales service, unregulated competition order, serious product homogeneity, etc.

2. Marketing pain points and demands

The characteristics of marketing are: identifying user pain points, providing solutions to pain points, and alleviating or eliminating user pain points.

Nowadays, in the era of development of the Internet economy, blank markets and blue ocean markets are becoming fewer and fewer. What manufacturers and merchants need to explore more is the market demand corresponding to user pain points. Be able to capture some business opportunities, focus on a certain pain point, and cultivate a certain field in detail. Since my country has a huge population base and has now opened up the three-child policy, if we develop a certain field well, we will have the chance to cut into the tempting cake!

There are two directions for analyzing how people spend money

The first direction: “Pain relief” demand.

The second direction: “pleasure-type” needs.

In the Internet age, users' demands are changing and their horizons are broadening with the rapid development of the Internet! Users are gradually pursuing differentiated and personalized products and services, and rejecting stereotyped products and services.

3. Promotion link recommendation

1. Form link, the mini program version of the form collects settings for authorization verification, provides the ability to obtain user authorization, and quickly fills in form information without requiring users to manually fill in numbers. If the form only has one item, the user will submit the form directly after authorization.

2. One-click dialing: users can dial directly after clicking the button, without having to copy the mobile phone number to contact the customer. Smartphones can be set up for easy call tracking and monitoring. You can go to the ADQ delivery management platform - Assets - Additional creative components to create it.

Bidding method

Adopting intelligent optimized target bidding (OCPM) enables advertising to explore target users more accurately and obtain stable lead costs through forms or direct phone calls.

4. Excellent Case Studies

1) Orientation settings:

Placement area: store surroundings

Age: 18-50

Gender: All

Behavioral interest tags: folding electric vehicles, smart electric vehicles, buying electric vehicles, riding electric vehicles, electric vehicle helmets, electric vehicle brands, Yadi electric vehicles, Emma electric vehicles, Niu electric vehicles, Niu electric vehicles online stores, electric vehicles, Bidwin electric vehicles, electric vehicles Yadi, Xiaomi balance vehicles, Ileda electric vehicles, Yutu electric vehicles, electric motor electric vehicles, Yadi battery vehicles, Xiaomi Ninebot balance vehicles, motorcycles, electric bicycles,

2) Materials

Combined with the customer's recent promotional activities theme, the overall style design requirements and color scheme are produced.

For example, in the outer layer of the advertisement, the implantation of short videos can vividly demonstrate the advantages and personality of electric vehicle products and increase their appeal. The outer copy "Huge discount in March, 99 get 600 free" combines the strength of the promotion with the user's interest points to attract users to click. The offline store address location is added below. Click to jump to easily find the specific location.

Click to jump to the landing page to maximize the benefits of the promotion. The style design combines the atmosphere of the Year of the Ox this year, distributes coupons as an attraction to increase user attention, and takes receiving a 600 yuan coupon as a benefit point. Add a component button form to fill in and receive the coupon discount. A more careful approach would be to add the contact number, store address, and one-touch dial button below, so that users can communicate through these contact methods if they have questions or concerns.

The landing page should showcase the store’s brand advantages, demonstrate the brand’s strength, and gain users’ brand trust. After purchasing electric vehicle products, users are more concerned about after-sales service and guarantee, which reflects high quality assurance specifications and vehicle protection, so that users can ride with confidence. The latest series of electric vehicle products are launched in an all-round way, showing the advantages of electric vehicle appearance details, bringing users closer to the electric vehicle products.

With online promotion, users see advertising information about activities with good discounts, click to learn more, and if they happen to have a need and think the offer is good, they fill out the form to receive the discount. Finally, advertisers make good use of this WeChat Moments advertising promotion link model, combined with the precise targeting of WeChat Moments advertising and intelligently optimized delivery strategies. After the current promotion is completed, the form cost is around 100-200 yuan, the advertising conversion rate is 2.58%, and the eCPM increases by 42.26%. The overall delivery effect is good, achieving better form customer acquisition.

In summary, facing the increasingly fierce competition in the electric vehicle industry market, the difficulty in acquiring customers, the difficulty in expanding channels for new product series, etc., how do you want to stand out in Tencent advertising? Advertisers should have a clear understanding of their own electric vehicle industry background, market status, customer demographics and current marketing difficulties. They should use WeChat Moments advertising big data to accurately target advertising space, make use of efficient promotion chain models, and combine brand actual conditions with promotional activities to promote products and attract traffic, establish a brand image, and thus achieve smooth promotion and marketing and a large number of visitors.