The information flow customer acquisition cost of this industry has been exposed! Take a look

Since the second half of 2016, traditional home furnishing and decoration companies have transformed to the Internet, and many Internet home furnishing and decoration companies have also begun to emerge. The competition for online promotion has become increasingly fierce, and the bonus period has gradually faded. Creativity is becoming increasingly important for online marketing .

We have collected some typical advertising cases in the industry: space utilization, decoration quotations, urgently looking for owners, decoration styles and other creative directions for your reference!

▼ Keywords : Small space, big use

▼Customer Background:

A home improvement client in Wuhan has preferential policies and mainly collects customer inquiries.

▼Material Creativity:

Attract young people with urgent needs with the concept of "small space, great utilization" , display the decoration effect with large pictures, stimulate the audience, attract attention, increase the interaction rate, click to jump directly to the registration page, get discounts, and leave customer information.

▼ Targeted delivery:

Targeting the large home improvement market in Wuhan, we can apply to all age groups and all interests in Wuhan decoration.

▼ Delivery suggestions:

1. In terms of materials, try to use soft furnishings;

2. Targeted groups include those who are trying wedding photography and those who are preparing for marriage and second child.

▼ Delivery effect:

The interaction cost is 3-30 yuan, and the customer consultation cost is about 200 yuan.

Case 2

▼Keywords: Limited to 88 people free of charge

▼Customer Background:

A large traditional home improvement industry is currently turning to the Internet.

▼Material Creativity:

Targeted small apartments in Beijing, with private customized decoration, are more likely to attract the attention of people in the targeted area; limited to 88 free orders, with perfect quality and speed presentation, stimulating registration and retaining customers.

▼ Targeted delivery:

Large account in Beijing area, decoration account and mother and baby account.

▼ Delivery suggestions:
1. It is recommended to expand to second- and third-tier cities and occupy other markets;
2. Try to use a small account with a grassroots image to popularize decoration information to the audience.

Case 3

▼Keywords: Make your home 30% bigger

▼Customer Background:

A traditional home improvement chain enterprise in Changsha mainly collects customer information.

▼Material Creativity:

Targeting Hangzhou, with no limit on house size, the copywriter used the pain point of expanding the space by 30% to resonate with the audience, and added 188 free design spots to attract the audience to participate in the event.

▼ Targeted delivery:

Large account in Changsha area, decoration account and mother and baby account.

▼ Delivery suggestions:

1. It can maintain continuous delivery;

2. It is recommended to hold activities on Weibo from time to time to mobilize the enthusiasm of fans.

Case 4

▼Keywords: simple furniture

▼Customer Background:

A furniture e-commerce APP requires a large number of activations, and the IOS activation cost is less than 15.

▼Material Creativity:

The material is simple and eye-catching, popular among young users, and the copy directly hits the pain points.

▼ Targeted delivery:

Designated account for home furnishing and decoration.

▼ Delivery suggestions:

1. You can also try downloading the APP on Bowen Jiutu and Pinsu;

2. It is recommended to open multiple small accounts to grab the volume at the same time.

▼Keywords: decoration style consultation

▼Customer Background:

A traditional home improvement company in Lanzhou wants to increase the influence of its local brand and attract effective customers through online advertising.

▼Material Creativity:

For Lanzhou customers, Pinsu displays renderings of different decoration styles to solve customers' concerns about decoration styles. The landing page uses a test decoration style to attract users.

▼ Targeted delivery:

26-45 years old; Lanzhou; Decoration and competitive product accounts

▼ Delivery suggestions:

The local attributes of the copy can be further strengthened, such as "The house is not in Lanzhou, please do not click" or "Only for Lanzhou tenants".

▼ Delivery effect:

The interaction rate is around 0.6% and the customer cost is around 150.

Case 6

▼Keywords: Comparison of actual measurements of decoration area

▼Customer Background:

A well-known domestic Internet home improvement brand, increase sales and collect customer information.

▼Material Creativity:

90% of people don’t know this, so it catches the eye immediately; by comparing two pictures of measuring the decoration area, the huge difference is intuitively displayed. The landing page guides customers to leave their mobile phone numbers to sign up for a free test, and the user participation rate is high.

▼ Targeted delivery:

The main customers are those who are engaged in decoration, wedding and mother-and-baby business.

▼ Delivery suggestions:

The material pictures should be intuitive, and then you can find the points that impress users and then magnify them. The guidance of the landing page should be consistent with the content of the blog post.

▼Keywords: decoration list

▼Customer Background:

A certain Internet home improvement integrated service platform collects customer information through online promotion. The customer requires that the cost of collecting customer information should not exceed 180 yuan.

▼Material Creativity:

Use a more original quotation list format to attract users to click, and use the form of free decoration quotation to attract users to fill in information.

▼ Targeted delivery:

26~55 years old; nationwide by region; large size for decoration; large size for home; large size for wedding photography

▼ Delivery effect:

The interaction rate is around 1%, and the customer cost is around 150 yuan.

Case 8

▼Keywords: decoration calculator

▼Customer Background:

A well-known domestic home improvement brand mainly collects customer information through the Internet.

▼Material Creativity:

The decoration calculator allows users to measure the budget for decorating their own homes; clicking on the landing page will bring up a real calculator interface, where users can fill in relevant information and submit their mobile phone number to obtain the corresponding content, with a very high level of participation.

▼ Targeted delivery:

The main customers are those who are engaged in decoration, wedding and mother-and-baby business.

▼ Delivery suggestions:

Most people don’t understand the price of decoration, and the calculator interface is simple and direct. After the user fills in his or her own conditions, he or she continues to leave a mobile phone number. The whole process is very reasonable and very real.

Case 9

▼Keywords: Storytelling

▼Customer Background:

A local home improvement company is transforming to mobile Internet and requires customer service costs to be within 200.

▼Material Creativity:

It is easier for people to resonate with the story in the form of storytelling.

▼ Targeted delivery:

It has been launched in many cities across the country, with an overall cost of around 180. There is also a huge demand in second- and third-tier cities, which needs to be further explored.

▼ Delivery suggestions:

1. Storytelling can be delivered through a small account to reduce the audience's rejection of the advertisement;

2. Although the cost of customer information is low, the conversion rate of customer information is gradually decreasing. You can guide users in the copy and give them a reason to fill in real information.

Case 10

▼Keywords: Urgently looking for 88 owners

▼Customer Background:

A traditional home furnishing store, in its transformation to online Internet promotion, requires the customer capital cost to be between 150 and 180 yuan.

▼Material Creativity:

Use physical store activities to attract local users, urgently find 88 owners to offer discounts, and guide them to click and fill out the form.

▼ Targeted delivery:

25-50 years old, Beijing, large size for decoration, large size for home furnishing, select the "home service" interest tag.

▼ Delivery suggestions:

Too many landing pages can easily lead to the loss of impatient customers. It is recommended to simplify the settings of the landing page to reduce the cost of filling it out.

Case 11

▼Keywords: old house renovation

▼Customer Background:

An emerging Internet platform for renovating old houses needs to collect customer information.

▼Material Creativity:

The comparison pictures of new and old houses before and after renovation are used to impact the audience, and the effects before and after renovation are clear at a glance.

▼ Targeted delivery:

The main customers are those who are engaged in decoration, wedding and mother-and-baby business.

▼ Delivery suggestions:

The material pictures should be intuitive so that users can obtain the most core information. The effect of the before-and-after comparison picture is very obvious, so many users want to know how to do it and how much it costs after seeing it, which can guide them to subsequent conversions .

▼Keywords: Home Improvement 618

▼Customer Background:

A home improvement client took advantage of the 618 shopping event to place advertisements and required that the cost of customer information collection be within 500 yuan.

▼Material Creativity:

Taking advantage of the 618 promotion, the company promoted the promotion and used the six free services provided by senior designers as a gimmick to attract customers.

▼ Targeted delivery:

All competing products and regions are included.

▼ Delivery suggestions:

1. In terms of materials, we will combine the hot topics in the second half of the year to launch hot decoration topics;

2. Targeted at those who are trying wedding photography, preparing for marriage, or preparing for a second child.

▼ Delivery effect:

The interaction cost is 20; the customer consultation cost is about 400 yuan.

Have you learned the above home furnishing and decoration industry marketing strategies? In fact, any industry has pain points that the audience is concerned about , and these pain points are the starting points for creativity.

However, the audience's focus will also change, which requires us to observe in a timely manner and have new insights.