Seize the peak season for wedding dress marketing and make your promotion more effective!

The beginning of autumn has passed in the blink of an eye, and a few lingering autumn rains in the north have quietly brought the best season of the year to us. The suitable temperature and moving scenery make many couples want to take this opportunity to leave beautiful memories of their love.

The increase in market demand has brought the wedding photography market into a peak period of industry promotion . Data from the Wedding Trends website shows that the order volume of the wedding photography industry during this period accounts for 40-50% of the annual total. The long vacation, beautiful scenery and strong promotional efforts by merchants are the main reasons why many newlyweds choose this period to take wedding photos.

Faced with a surge in the number of orders, how can advertisers quickly seize favorable business opportunities, gain an invincible position in the market competition, and receive a steady stream of orders? Next, the editor will teach you some "fast, accurate and ruthless" methods, so that you can lock in high-quality traffic in advance through Tencent social advertising, capture potential customers in the industry, and achieve twice the result with half the effort in promotions during the peak season!

1. Lock in marketing nodes and customize peak season strategies

The upcoming Mid-Autumn Festival and National Day are the few long holidays in a year. Taking this opportunity, newlyweds can have more choices in shooting methods and locations, should they travel or shoot in the studio? Do you want to leave the best memories with your family, or go to an island as a couple to have exquisite customized wedding photos? Advertisers can formulate corresponding peak season strategies based on the needs of different types of audiences.

Travel photography placement strategy

Target group: those born in the 1980s and 1990s, people of marriageable age, who pursue individuality and novel shooting methods, are highly selective in shooting locations and regions, and pay more attention to tourism, scenic spots, and popular tourist areas.

Consumer demand points: focus on destinations, tourist routes, accommodation, air tickets , fees and services.

Shooting characteristics: breaking geographical limitations, obtaining customers from all over the country, the shooting time is usually three days and two nights or more, the shooting routes are diverse, combined with shooting at local famous attractions, and the shooting preparation period is long.

Delivery strategy:

• Highlight marketing attractions: Use three days and two nights or two days and one night as a gimmick to provide customers with airport pick-up services, accommodation and other services to highlight the rich content of the package. Therefore, the copywriter ’s attractions are mostly photo first and pay later, no hidden costs, 24-hour airport pick-up, free accommodation, and free air tickets.

Promotion Case

• Emphasize shooting style type: Select local attractions such as seascapes, characteristic buildings, scenic spots, etc. as backgrounds to highlight key scenery or popular areas that consumers love.

Promotion Case

Time of launch: As the preparation period of travel photography users is relatively long, it is necessary to carry out key promotions 1 to 2 months before the National Day.

Promotion area: nationwide or some targeted regional promotions , such as: domestic popular destinations: Xiamen, Sanya, Dali, Lijiang, Hangzhou; foreign popular destinations: Maldives, Bali, Phuket, Santorini, Greece

Crowd targeting: conventional targeting + precise targeting promotion. The QQ delivery platform can add keyword promotion, and the precise locking of the crowd is mainly in the form of destination + product. The WeChat delivery platform selects the crowd based on adding commercial interests and combines it with points of interest such as tourism.

In addition to travel photography advertising strategies designed for couples who pursue novelty and love travel photography, advertisers should also formulate a more popular National Day Golden Week advertising plan. Let’s take a look at it below.

National Day Golden Week Launch Plan

Target group: people of marriageable age born in the 1980s and 1990s, mostly those who need to get married during the National Day and the second half of the year, who pay more attention to information on weddings, hotels, real estate, cars , jewelry, clothing, etc.

Consumer demand points: National Day is the peak season for weddings, and most customers have urgent needs. Consumers pay more attention to event discounts, discount strength and package cost-effectiveness. In addition, the holiday is long and customers can choose multiple scenes and various shooting methods such as local shooting and travel shooting.

Shooting characteristics: short shooting cycle, large differences in package price levels, mostly local and surrounding customers, and can shoot in a variety of indoor and outdoor scenes.

Delivery strategy:

• Marketing attraction: The National Day holiday is the peak season for wedding photos, and competition is fierce. Use the festive atmosphere to highlight event discounts and use limited-time and limited-quantity raffles to create a sense of urgency.

Therefore, the copy should highlight information such as: "National Day Thanksgiving discount, 50% off on all wedding photos"; "The original price of the package is **, now the National Day special lowest price is ***, limited to 30 people" and so on.

Moreover, during the fiercely competitive peak season, advertisers also need to highlight their individuality and core advantages compared with their peers and create brand-exclusive events, such as: "High-end customization", "Celebrity-style wedding dresses", "International service team", "High-quality classics, unconditional reshoots if not satisfied", etc.

Promotion Case

• Style type: The National Day holiday falls in the cool autumn season. It is recommended that areas with higher temperatures promote cool underwater or sea views, night view themes and yacht romance, and areas with cool temperatures promote European packages or Korean interiors.

Promotion Case

Distribution method: Since merchants have many promotional activities, they need to be preheated in advance. It is recommended to start online promotion of the National Day promotion one month in advance. You can use the form of receiving coupons or lucky draws to attract users to make appointments to enter the store.

Population targeting: Conventional targeting is age + gender + region. If you need to be more precise, you can choose interest targeting. However, it should be noted that different ads will be different, and the best targeting needs to be determined after testing.

Marriage is a matter between two families. As it happens to be the traditional Chinese family reunion festival, why not invite the parents of the newlyweds to take a happy family portrait together?

Family portrait advertising strategy

Target group: The audience of family portraits is of all genders and ages. They are mostly concerned about health, parenting, family, education and love to share on WeChat Moments .

Consumer demand points: Most of the demand is on family reunion days, and the scene prefers elegance, classicism, and a warm atmosphere. They require high cost performance and pursue diverse styles.

Shooting characteristics: short shooting cycle, mostly shooting during the solar terms, low package price, mostly local customers.

Delivery strategy:

• Marketing attractions: highlight the high cost-effectiveness, such as: "Take a set and get a set for free", "Take a family portrait and get a photo album for free", etc.; attract people with emotional resonance, such as: "I want to remember the reunion moment in my heart, it's time to take a set of family portraits for my family", and other soft copywriting.

Promotion Case

• Style type: Retro, modern, Chinese and other festive and warm styles are more suitable for family portraits, so the pictures use dark and warm tones to reflect the heaviness of the photos and highlight the dignity and elegance of the characters. The composition is mainly based on a large scene centered on the elderly and children, reflecting the atmosphere of joy, happiness and love for the whole family.

Promotion Case

Delivery method: Most of the target customers are local people, so local promotion is the main method; family portraits have lower profits, advertisers spend less energy on maintenance, and mostly use the method of filling out forms to obtain customer information.

Population targeting: It is recommended to cover the population (20-50 years old), both men and women, regardless of marital status, and choose the corresponding region. For interest targeting, you can add labels such as health, parenting, and family.

2. Four high-quality advertising resources, customer source is no longer a problem

In addition to mastering clever advertising techniques, choosing the right ad location is also important! Tencent Social Advertising has prepared four high-quality advertising resources for you. Come and choose one.

600*600 square multi-image carousel

Using 3 pictures to display an advertisement can carry more picture creativity and is more suitable for telling a good advertising story. The mobile terminal presents richer content, and the horizontal swiping experience is better than clicking to jump!

Display location: Social platform QQ friends dynamics

Ad features: native to friends’ dynamic news feed, with richer and more flexible content

Recommended index:
Exposure recommendation index ★★★★★
CPC recommendation index ★★★★★
CTR recommendation index ★★★★

Interact as you wish

During the entire process from users seeing the ad to completing the click and interaction, we can "interact freely" with users at every link to establish a more sticky connection. The display form includes circle switching animation: just upload two pictures, and as the user slides the information flow , the two pictures will switch between each other in the form of circle animation.

Display location: Social platform QQ friends dynamics

Ad features: native to friends’ dynamic news feed, highly interactive and more eye-catching

Recommended index:
Exposure recommendation index ★★★★★
CPC recommendation index ★★★★★
CTR recommendation index ★★★★

Local Advertising

Based on the promotion store, cities and business districts can be selected for targeting, accurately covering potential consumer groups around the store. The targeted population has a high degree of awareness and relevance to the store location, which greatly improves the online to offline conversion rate .

Display location: social platform QQ friends dynamics, nearby people, QQ browser , WIFI manager

Advertisement features: precise LBS targeting, customized form templates, covering high-quality key resources

Recommended index:
Exposure recommendation index ★★★★★
CPC recommendation index ★★★★★
CTR recommendation index ★★★★

WeChat platform native free splicing function

Images, videos, texts, buttons and other components can be freely combined to provide space for free creation. You can tell the story well in the immersive landing page to improve the conversion rate.

Display location: WeChat native promotion page

Advertising features: open functions, free design, strong plasticity, high production requirements

Recommendation index: ★★★★★

3. Learn from others - take a look at these excellent advertising cases

I heard that by absorbing the essence of past cases, my advertising skills can improve rapidly!

Sanya Topuke Travel Photography Client Case

Marketing strategy:
Sanya Topuke will focus on increasing the promotion of the travel photography industry one to two months before the peak season of the industry in September and October every year, launching different route options specifically for Sanya, and increasing user trust through local brand awareness and strength. The main selling point is the 4899 ice-point package, which offers photo taking and payment later, and 24-hour free airport pick-up and other services.

Promotion form:
Public account promotion (immersive detail page attention form) + local promotion native basic form, combining multiple conversion forms to meet the brand's needs for high exposure and wide coverage.

Creative techniques:
It shows Sanya's travel photography style, discount information, service features, etc. very well. While highlighting the unique shooting scenery to attract users' attention, it can also provide users with core information points of concern, triggering users to click and convert.

Target group:
Through targeted commercial interests such as travel, home, and beauty, Topuke helps deliver advertisements to the post-80s and post-90s groups and newlywed women who love to share, travel, and try new things.

Delivery effect:
During the peak season, the order volume increased by 3-5 times, with attention cost of 20, customer cost of 70, order cost of 1200, ROI of 1:3, and conversion cost reduced by 50% than expected.

Public account promotion example

Local promotion advertising

Have you learned today’s promotion “posture”? Do you feel like you are one step closer to happiness?