Wedding Photography Tencent Advertising Promotion Plan

1. Industry dynamics summary

Industry Development Trends

In 2020, the size of my country's wedding market reached 2.8025 billion yuan. The average annual compound growth rate is predicted to be about 28.18% in the next three years (2021-2023). In 2023, the market size will reach more than 4.538 billion yuan.

With the arrival of the post-90s generation who are ready to marry, the wedding photography industry will also face more and more challenges in terms of technology and attracting new customers. They live in an era of the greatest material abundance. In order to pursue the most beautiful photographic effects and compete with peers, the energy and professionalism required to invest and spend will certainly be very great, but this is also the industry's best profit period and the most challenging development period and opportunity.

Industry Development Trends

1. Chain operation

As competition in the industry becomes increasingly fierce, wedding photography service companies will gradually shift from price competition to service and brand competition.

The influence of the Gauze Photography brand is gradually increasing, and chain operations are bound to become a major development trend in the overall photography industry.

2. High-tech processing

Photography is highly technical and professional, and consumers have increasingly higher requirements for it, showing a high-tech trend in photography post-processing.

3. Professionalism

The national professional qualification certificate for photographers is gradually recognized by society, practitioners in the photography industry will become more professional, and the technical level of the industry will be improved.

4. Market diversification

As people's appreciation level and aesthetic views continue to become more diversified and personalized, and as photography and video cameras become more popular in daily life, consumers entering photo studios have higher expectations and requirements for quality and services, further promoting the segmentation of the industry market and the development of comprehensive services, such as the folkization of wedding photography, the fashionization of artistic portraits, and the personalization of children's photography.

Target user profile

1. Wedding photos: local, age 20-35, newlywed

2. Single Golden Wedding Photo: Local, age 30-60, interest orientation (theme travel,

Health care, medical treatment...), keywords (wedding photos of the elderly, wedding photos of parents,

Silver wedding, golden wedding... )

3. Pregnant women photos: local, parenting, interest orientation (pregnancy and childcare), keywords

(Maternity photos, pregnancy, parenting...)

4. Girlfriend photos: local, female, age 13-30, interest orientation (beauty, restaurant

Food and Beverage, Clothing, Shoes and Hats), Keywords (Photos, Art Photos, Girlfriend Photos...)

5. Korean-style wedding photography is currently the most popular among newlyweds across the country, with a higher proportion in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen.

6. The target group of wedding photography is more interested in food, travel and entertainment.

There is demand for job hunting, education, and home buying

Industry Marketing Pain Points

1. The conversion cost is too high. The traditional sales process requires a lot of manpower, which leads to high conversion costs.

Inspiration: Optimize conversion process and flatten personnel management

2. Lack of transparency in industry consumption leads to a crisis of trust

Enlightenment: Pay attention to the platform's reputation and commit to consumption details

3. Vicious competition and bidding among platforms make it difficult to maintain a healthy development trend

Inspiration: Promote new channels and create differentiated advantages

4. Brand building is scattered and fragmented, and it is difficult for a single platform to meet the overall brand promotion needs

Inspiration: Brand visualization + large traffic of Internet platforms

2. Digital Marketing Solutions

1. Marketing node analysis

Peak season sales: April and May are the peak seasons for the wedding photography industry. We formulate peak season promotion plans, implement them with local customers, preheat the market in advance during the peak season, and seize the initiative.

Photography style: As the weather gets warmer, outdoor photography increases. We mainly recommend beach, natural scenery, European and Korean interior photography.

May Day: Take advantage of the May Day holiday to combine online promotion with offline activities to attract traffic and promote conversions.

Wedding Expo: Wedding Expos are held in various places from June to August. You can take advantage of these opportunities to strengthen your marketing and promotion efforts by taking advantage of discounts and other activities.

Golden Week in October: Make good use of the National Day holiday time, cooperate with promotional activities and online publicity to prepare in advance, lock in volume and attract customers in advance

New Year’s Day small peak season: set up year-end promotions and other quotas to acquire customers.

2. Moments advertising - display of brand and strength

Analysis of creative sharing of excellent materials in the wedding dress industry:

The selected material should have high-definition pixels, bright colors, and be beautiful and elegant!

Maternity photos, children's photos, and parent-child photos are mostly taken in specific scenes;

Pregnant women’s photos mainly highlight the pregnant mother’s belly, baby’s personal photos mainly highlight the cute and adorable childlike expressions, and parent-child photos highlight the warmth and sweetness of the family.

Children's photography uses high-definition large pictures to fully show the cuteness of the baby, which can successfully capture the attention of the baby's parents.

Template details page

It is simple and direct, with a low production threshold, and can quickly collect information clues of potential customers.

Public account article page

The consultation stickiness is strong, and it can guide shooting consultations through excellent article pages or bring in consultations through public account followers.

Custom H5 page

Give full play to your creativity and use your own H5 creative ability to attract the attention of potential wedding dress customers and increase conversion rate.

Native promotion page (general)

Click on the outer advertising image to directly browse the landing page. The layout is beautiful and elegant, and the conversion is fast.

Mini Programs

Directly access the mini program, click on the outer text link to the mini program, enrich the landing page format, and meet the actual needs of advertisers to promote the mini program.

3. QQ Space Advertising-Exposure and Consultation

1. Graphics and texts: simple production and more consultation

A variety of single-image or multi-image advertising ideas with low cost and direct user experience are the most commonly used advertising methods in the wedding industry, and the output is efficient and useful.

2. Video method: rich in emotion and easy to convert

Presented in the form of videos with various themes and styles, it provides customers with the most direct sensory stimulation and stimulates consultation and quotation to the greatest extent.

3. Public account advertising-development of market resources

4. Public account articles can be directly bundled for attention, and long-term marketing can be carried out for new fan users through concentrated article recommendations, excellent case presentations, etc. Effective operation can greatly improve the fan conversion rate.

3. Analysis of excellent cases

Customer Background:

Main business direction: Mainly engaged in wedding photography, targeting the marriageable population in coastal areas such as Guangdong and Fujian, and ranking among the top three in the local industry in terms of popularity.

Promotion needs: A large amount of customer information is needed to increase sales and establish a brand image. The rising customer costs have resulted in high order costs and low ROI.

Advertising experience: Using the form collection template of the native promotion page, we realized a one-stop operation process from advertising placement to form retention and sales docking consultation, which greatly reduced the operating costs. At the same time, the native promotion page opens at an extremely fast speed, avoiding the loss of customers during the browsing and waiting process, and improving consultation conversion.

Targeted selection of the crowd: The delivery time is carried out in cycles, with each delivery lasting 6 days and an interval of 1-2 days

Region: Guangdong, Fujian

Target group: 20-30 years old, the marriageable age group, and enable exclusion marketing, targeting only new users.

Final Implementation

Page reach rate: 85-95%

Customer volume: increased by 50%

Form collection cost: 60-90 yuan

Traffic: 200 million traffic per day. The age group of QQ advertising users is highly consistent with the wedding industry population.

Composition: The creative advertising is composed in a spliced ​​way, perfectly integrated into the dynamic information flow of friends.

Copywriting: Combined with current popular copywriting;

eg: Take peach blossom wedding photos and fly to heaven together!

Delivery time: 10 days

Region: Hangzhou

Crowd: Targeted at the marriageable age group of 20-32 years old

Gender: Female

Hobbies: education, travel, ancient style, finance, cars, real estate, etc.

Advertising experience: Merchants guided users through copywriting such as popular ancient dramas to maximize the stimulation of user consultation and price inquiries. During the 10-day advertising period, an average daily exposure of more than 500,000 users was achieved, and user consultation intention and stickiness were high. The average form cost reached a conversion cost of 50 to 80 yuan.