Information flow effect is not good? Maybe you didn’t do a good job of business analysis丨Attached is the latest case study

An experienced pitcher may know how to package the product, how to price the product and how to choose the distribution channels at the first sight. However, for those who are new to advertising , they may suddenly feel confused even when adjusting the account, as if they have lost their direction?

If you often have this feeling, then I recommend that you do a systematic business analysis. It may be time-consuming, but it will definitely be of great benefit.

The full text takes the red wine e-commerce customer as an example, the outline is as follows:

Outline mind map

one 丨Business Understanding

1. Customer introduction

Customer Name: Well-known Wine Co., Ltd. (XX Red Wine)

Requirements for placement: Advertising cost < selling price - cost

Delivery method: Our company is responsible for online information flow promotion , and customers are responsible for providing feedback on delivery and return data after confirming the order.

Product cost: 40 yuan (wine) + 10 yuan (shipping) ≈ 50 yuan

Customer information: scanned copy of business license, letter of authorization, legal identity card, alcohol qualification certificate

2. Delivery process

Select media account opening → launch landing page → open form filling background → filter customer information → confirm order and ship → customer feedback payment data.

Rough flow chart

3. Product highlights

① The lowest price is 99 yuan/bottle

② Imported from France

4. Product Analysis

① Baidu Index

Baidu Index of Similar Words

②Ali Index

E-commerce Marketing Index

E-commerce word pack

5. Top 8 e-commerce platform sales

①Taobao

Why are sales so high?

②JD.com

Why is it selling so well?

③ Other vertical wine websites

Vertical Wine Website

two 丨User portrait

1. Search traffic index

① Baidu Index

Crowd portraits are available

② Micro Index

Social group attributes

Geographical Distribution

2. Extract selling points of competing products

① Competitive product promotion picture

adbug.cn

② Competitive product landing page

Competitive landing page reference

③ Typical landing page composition

Product information + product display + product origin + brewing process + gift packaging + food pairing + event call + qualification certificate + delivery process + form filling area...

Competitive product screenshot reference

3. E-commerce purchases user reviews

① Taobao

Some comments on Taobao, the same applies to JD.com, I won’t take screenshots

4. Hot social discussion

Weibo:

Search Weibo to see what social needs marketing needs to meet

5. Red wine industry report

Report screenshot, from the Internet

★ The typical user attributes for buying red wine are as follows:

① Male to female ratio ≈6:4

② User age: 22-45 years old

③ Distribution area: Guangdong, Beijing, Shanghai, Zhejiang, Jiangsu, Shandong, Sichuan, Henan, Hubei, Hunan, Fujian, Liaoning

④ Favorite tags: travel, food

Red wine is sold in large quantities before the New Year and around August every year. The purchasing power of users on e-commerce platforms ranges from 57 to 160 yuan per bottle, and sellers often use the "imported" selling point to attract customers.

User reviews show that in addition to paying attention to price, users are more concerned about taste and packaging, as well as whether the goods are intact when received. Among them, women are more fond of sharing on social channels and drinking red wine with meals.

3. Delivery strategy

1. Testing fee: 5K

2. Media selection: Determine the priority based on different media attributes and traffic characteristics. In this example, Baidu is the default.

3. Release time: 2017-8-1 – 2017-8-7.

4. Marketing selling points:

① Product: Price/Taste/Imported from France

② Scene: entertaining guests/giving gifts/family meals

③ Health: Beauty and skin care/healthier than other alcoholic beverages

5. Indicator backtracking:

Would you choose to sell individual bottles or the entire case?

If it is sold per bottle, then the advertising cost of each order must be controlled within 49 yuan. How to set the product selling price (unit price)?

The higher the price, the greater the marketing space, but perhaps the lower the order conversion rate . How to balance pricing and conversion rate is the art of advertising.

6. Marketing Pricing:

￥99/1 bottle, the gimmick is a special offer trial of French imported red wine. (Does not represent actual delivery situation!)

7. Test objectives:

Advertising cost < selling price - cost, that is, the cost of a single bottle order < 49 yuan = 99-40-10. (Calculated based on single bottle sales

8. Test logic:

The testing logic of different products and media is different. According to the size of media traffic, it is roughly divided into three different test combinations: "non-directional test", "multi-condition test", and "single label test". The requirements for precise distribution of traffic are also from coarse to fine. There are many details to explore. This article will not expand on them and will take Baidu's information flow test as an example.

First, let’s list Baidu’s important testable targeting conditions. Generally speaking, the ones with the biggest impact are: keywords , ad positions , systems, interest tags, regions, gender, age and education…

Considering the budget and priority, we tested a combination of 3 ad positions and 5 interest tag combinations, with a total of 15 conditions. The remaining targeting was set according to the typical population portrait. The average budget for each condition (unit) was 5000/15≈333 yuan, as shown in the figure:

Baidu's plan is as shown in the figure

The premise of this testing method is that the online material must ensure that the average click-through rate exceeds the market, otherwise the testing cost will be increased.

5,000 yuan for 7 days of testing, 710 yuan per day, 240 yuan per plan, listed as the following schedule:

Pre-launch plan, simplified version

Of course, there will be many unexpected things in the actual testing process. You don’t have to stick to the test model. Everything should be based on conversion. If you find on the first day that the conversion rate of the three pictures is several times higher than that of the large picture, then what are you hesitating about?

Of course, it is to shift the focus of the test, increase the test investment of the three pictures, and then enter the optimization stage in advance, focusing on precise interests and copywriting materials.

This is roughly the analysis that needs to be done in the early stages of advertising. Plan the direction of spending money in advance and grasp the rhythm of advertising. Don’t burn a lot of money and end up like a headless fly, as that would be a big loss.

-- Remark--

The data in this article are all fictitious, and only focus on analysis and testing ideas.