Advertising strategies in the circle of friends for the wedding planning industry!

1. Current situation of marriage planning industry

1. Industry status:

With the growing national economic level and the continuous improvement of per capita national income, people's requirements for the quality of life are getting higher and higher. More and more newlyweds who are about to enter the wedding hall want a perfect wedding scene to commemorate the important and romantic moments in life. Especially the newlyweds born between 1990 and 1995 pay more attention to individuality and creativity, and pay more attention to wedding culture and quality. Naturally, their demand for wedding planning will also lead to the improvement of service value. Therefore, the market demand for the wedding planning industry is strong and the prospects are very promising, but the resulting market competition is also becoming more and more fierce.

According to market data: the age of users in the wedding industry is mainly concentrated between 18 and 35 years old, accounting for 92%. A large proportion of this group of people are born after 1995, and they are a fashionable young generation. In addition, in the wedding planning industry, women account for a higher proportion than men. They pay more attention to wedding style, price, and brand. Therefore, "customization and personalization" will be the inevitable trend in the development of wedding planning industry products.

2. Industry difficulties

As we all know, the wedding planning industry has always mainly acquired customers through traditional offline channels, such as cooperation with other industries in the wedding industry and holding offline events (such as wedding shows, wedding expos, fashion shows, etc.). After collecting customer information through these channels, offline customer service staff will make return visits and invite customers to the store, converting store sales into orders.

However, this traditional offline customer acquisition marketing scenario is passive and unable to actively find customers, which makes it difficult to establish a corporate brand; traditional channel brand exposure is subject to geographical restrictions; coupled with advertisers’ little experience in brand promotion, brand information rarely reaches users, and is unable to deepen brand impressions, making it difficult to establish a brand image, limiting the scope of customer acquisition and taking a long time to convert promotions. These are the marketing pain points for many wedding planning studios today.

So, how can the wedding planning industry break the dilemma of acquiring customers through traditional offline marketing? Next, we will reveal the secrets of the promotion and customer acquisition links that are highly popular and effective in WeChat Moments advertising.

2. Promotion link model

The spring of 2021 is here and the flowers are blooming, full of vitality. It is a good time for the wedding planning industry to increase investment, seize the initiative, and quickly attract traffic. So, in the face of fierce competition from peers, how should advertisers in the wedding planning industry use Tencent Advertising's ecosystem to promote their products? Which link should be chosen for advertising style in order to better take advantage of the new marketing trend in the industry, quickly reduce customer acquisition costs and increase efficiency, and reap a wave of "bonuses"? Next, we will combine the WeChat Moments advertising promotion and customer acquisition marketing chain to reveal them to you one by one!

1. Promotion link 1: Follow the official account to attract fans

Advertising ideas : Use Moments ads to place ads , choose Moments label card-style outer layer with relevant keyword labels to attract target potential users to click. WeChat users can directly jump to the public account follow-up interface from the outer layer to attract fans.

Then make a custom pop-up reply to follow up the conversion, generate the merchant’s private domain traffic, and even generate repeat purchases, thereby improving conversions!

Advantages of delivery: The delivery link is simple, direct and clear, quickly reaches customer needs and achieves efficient conversion. Market data shows that the average cost of attracting fans to wedding planning public accounts is about 20-40 yuan per fan, depending on the actual delivery situation; accumulate fans, through the continuous guidance of public account content and the continuous influence of the brand, gradually turn users without intention into potential users, from 0-1-N, laying the foundation for subsequent performance! Promoting public accounts and attracting fans is a very good delivery link.

2. Promotion link 2: Mini Program pulls customer information with one click

Advertisers use big data WeChat Moments advertising traffic, combined with precise targeting of crowd attributes + LBS + OCPA and other delivery strategies, and use native promotion page mini-programs to pull the phone numbers of potential users with one click, and appropriately add coupons or discount information to the inner page to attract users' attention, quickly obtain quotes or discounts for the wedding planning, and directly obtain customer contact information, which is efficient and quick, and more effective in improving customer conversion. The acquired customer data will then be handed over to professional customers of its stores for follow-up visits to achieve in-store conversion, which has effectively broken the traditional passive customer development form and turned passivity into initiative. It is recommended that advertisers with a dedicated customer service team give priority to this delivery link when placing ads, which will bring you different surprises.

3. Promotion link three: Enterprise WeChat + follow dual link conversion

Advantages of linking to corporate WeChat : The delivery link is short, flat and fast, and customers can directly connect with customer service, which is conducive to private domain traffic operations. When users actively add users, the customer's intention is more efficient, which is conducive to efficient conversion in the later stage; paying attention to fans can quickly accumulate the advertiser's fan users and create a private domain traffic pool.

Suggested delivery ideas: Use attention and fan acquisition as the promotion goal, and link adding to corporate WeChat as the conversion goal. Use the landing page attention + corporate WeChat dual links together, combined with the actual activities of the wedding planning company to promote products, take a two-pronged approach, and grasp user needs in both directions to achieve a comprehensive conversion effect. According to delivery data feedback, the customer efficiency is about 20%-25%, and the delivery effect is considerable.

Nowadays, Tencent's advertising promotion methods and links are endless. Whether it is the official account following that we recommend to you today to attract fans, the mini program that pulls in customers with one click, or the corporate WeChat + official account following dual links for promotion and customer acquisition, as long as the merchants can make reasonable use of them, they will definitely benefit a lot.

3. Excellent Case Studies

In the wedding planning industry, different advertising promotion links, combined with different activities and targeted groups, will have different customer acquisition costs. Merchants can choose appropriate promotion links based on their company's actual situation. According to the previous experience of merchants, among the above three promotion links, following the official account to attract fans and conversion effect is the most significant. Next, let’s take a look at how Chifeng XX Wedding Planning Company and Notting Hill Wedding Company use WeChat Moments advertising to accurately reach and deliver, thereby quickly reducing customer acquisition costs and achieving efficiency improvement.

Excellent case display (I)

Delivery ideas

● The advertiser of XX Chifeng Wedding Planning Company chose the original ecological environment display scene case of Moments advertisement for delivery, and used regionally relevant and quotation-inquiring copy to attract the attention of target WeChat users and arouse their curiosity. Combined with exquisite scene grid materials, it attracted users to click in for details, prompting them to pay attention and attract fans, thereby increasing the click-through rate;

● When users click on the outer layer of the ad, they jump to the landing page and then to the detail page. The landing page uses price advantages and scenario cases to attract attention and resonate with people. Multiple components and graphic components are used in combination to promote user attention and attract fans.

●After users follow, advertisers will activate the official account customer service to follow up in a timely manner and interact with converted fans, explore customer needs, and guide them to inquire and consume in stores.

In the end, the XX wedding planning company took advantage of this concise and clear delivery link strategy through WeChat Moments advertising, combined with the precise data targeting and intelligent optimization of WeChat Moments advertising delivery strategies. The cost of attracting followers to the official account was reduced to around 40-50 yuan, the advertising conversion rate was around 8%, and the eCPM increased by 44%. The overall delivery effect was very good, which greatly reduced the cost of acquiring customers and achieved efficient revenue growth.

Excellent Case Study (II)

Delivery ideas:

The advertiser chose the natural and native environment of WeChat Moments to display scene cases. While promoting brand exposure, it also used copywriting that triggered users' curiosity to attract users to click.

Inner pages - use landing pages to further interpret the content of scenario cases and guide user attention through copywriting.

Subsequently, through timely guidance from online customer service, the interaction rate with users can be improved, and ultimately customer contact information can be obtained to achieve further conversion.

Finally, after the advertiser made good use of this direct and clear fan-attracting promotion link and launched this promotion, the attention cost was around 40-60 yuan, the customer capital cost was 200 yuan, and the orders for the month were 80+. The online promotion effect was very significant.

In summary, facing the increasingly fierce market competition and high customer acquisition costs, how can the customized and personalized wedding planning industry stand out in Tencent advertising?

Advertisers should understand their own industry background, customer group attributes and current marketing difficulties, use WeChat Moments advertising big data to accurately target advertising positions, and use its fast and efficient promotion link gameplay to learn from each other's strengths and weaknesses, absorb the essence, and carry out product promotion + traffic diversion in combination with the actual situation of the brand to establish a brand image, so as to achieve a comeback against the wind, a large number of customers, and quickly reduce customer acquisition costs and increase efficiency!