Case study of advertising in the home furnishing industry circle of friends

As the growth of the upstream real estate industry slowed down, the home furnishing industry was also passively entering a cooling-off period, transforming from an incremental market to a stock market. The entire industry is striving for digital transformation, which has led to fierce competition for online marketing traffic resources and doubled the pressure to acquire customers. The rising average order value, single marketing chain, long consumer conversion cycle and difficulty in retaining users have gradually become the core pain points of home advertising marketing.

Founded in 2009, Yipin Home Furnishing Group, one of the top 100 home furnishing companies in China, has broken out of the vicious cycle faced by advertising and marketing in the same industry, where the more it controls prices, the harder it is to increase sales. It has set out to build a promotion model that is highly consistent with the brand's core, and strives to achieve empathy between the brand and consumers from the aspects of creative form, copywriting, and link simplification, in order to create differentiated brand awareness and shopping experience.

The optimization team explored the key nodes in decision-making in the home furnishing industry, and used the three major levers of "link power", "creativity" and "effect power" to help Yipin Decoration reconstruct its marketing model. The target cost of advertising conversion was controlled at around 100 yuan, and the average advertising click-through rate exceeded 5%.

1. Link strength: shortening the target user sedimentation path

Characterized by high customer unit prices and long decision-making cycles, the marketing promotion of the home furnishing industry not only focuses on the brand, products, and services themselves, but also reconstructs the relationship between people around the upgrade of decision-making services and shortens the user sedimentation link in "exposure-click-conversion".

By reviewing offline store sales data with the marketing team several times and comparing and analyzing consumer experience habits, the optimization team made precise optimizations for Yipin Decoration's customer acquisition ads from three aspects:

▲Yipin Decoration WeChat Moments Advertisement

1. Select outer layer styles to promote clicks

We select decoration pictures of various different styles for the outer display, and use a 6-picture carousel format. Clicking on any picture can quickly jump to the landing page, effectively reducing user loss from the initial exposure interface. The simple and elegant decoration renderings are combined with different style themes or event discounts. There is always one that you will like.

2. Flexible retention channels help acquire customers

The forms are flexibly inserted into the landing pages to increase the entry point for retaining information. Faced with highly homogeneous home furnishing advertisements, many users have developed a certain "immunity" to retaining information. Form settings need to be designed from the perspective of consumers obtaining information, such as entering the area to calculate the quote. The coded information of the latest left information scrolls next to the form to highlight the popularity of the consultation, and notes the user privacy protection statement.

3. Simplify the appointment channel to directly convert

A pop-up box appears for making an appointment for a home measurement. It will not disappear as the user browses the scrolling interface. It exists at the bottom of the screen. After clicking, you can make a call with one click. A dedicated person will answer the call with caring response words. Thousands of planning solutions will quickly help fuel order conversion.

2. Creativity: Activate advertising exposure and effective customer resources

Competition for advertising resources is fierce, and priority is given to obtaining volume to ensure exposure and increase conversion odds from the initial exposure stage of the customer acquisition funnel.

Yipin Decoration’s marketing campaign this time mainly promotes two series: “Customized and Furnished Noble Home” with a light luxury texture and full of European and American elements, and “Customized and Furnished Beautiful Home” to create a warm and happy home for 300 million well-off Chinese families. How can we quickly “imprint” price, performance, quality and service in the minds of users? Let’s take a look at Yipin Home Furnishing’s creative advertising methodology!

1. Creative copywriting quickly captures user pain points

Every step taken by the advertising promotion team - advertising proposal, material production, planned launch, component optimization, is essentially a persuasion project.

Moments ads are based on the social sharing environment of more than one billion users to achieve exposure fission, and most of the users’ memory capture anchor points fall on the copy. "You will lose money if you pay more than this price" implies the minimum price of the advertisement, confirming user expectations from the beginning and filtering out invalid exposure; "Get a quote in 10 seconds", "1,000 decoration style case studies", "0 risk service" and other slogans start with numbers to reduce the cost of understanding, and the quality and scope of services are quantified and visualized.

▲Creative copywriting and user interaction

3. Effectiveness: Deep user insights and lead cost reduction

Faced with the transition from the incremental market to the stock market, Yipin Decoration's advertising and marketing has gradually refined cost control, controlling effects and conversion costs from the account dimension (account balance, target consumption, budget analysis, etc.), plan dimension (plan launch, whether the plan limit is hit, plan budget allocation, etc.), and advertising dimension (click-through rate, resource position, marketing nodes, etc.).

In addition, the optimization team provides Yipin Decoration with customized labels that fit the characteristics of home users, and uses the label square to profile user behavior and match the core user group; it regularly screens and filters population packages, and based on the lead conversion data provided by the marketing team and the advertising background monitoring data, excludes users who have already converted orders and users who have been exposed multiple times but have not converted, to minimize redundant exposure.

Yipin Home Furnishing Advertising and Marketing firstly focuses on the usage needs of "people", understands user pain points and grabs brand attention from the aspects of creative copywriting and visual styles; takes care of the service experience of "people", shortens the conversion path from exposure to retention of advertisements, activates the consumption behavior of potential users through one-click dialing, one-click adding customer service, one-click obtaining quotes, etc., and improves the quality of consulting services; understands the position of "people", identifies target customers from dimensions such as targeted exposure, crowd package screening, and interest tags, and reduces customer conversion costs.

The above is the case sharing of this case.

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Author: Weimeng Mengju

Source: Meng Xiaoju