Advertising response strategies for 6 major industries during the epidemic!

At the beginning of 2020, the sudden outbreak of the epidemic disrupted everyone’s rhythm of life, and many companies faced the dilemma of store closures and stagnant performance. However, the epidemic is temporary, but business is long-term. During the national fight against the epidemic, the flow of people in crowded places such as shopping malls has dropped significantly. Most people choose to "stay at home and not go out". Online traffic has increased sharply, which has also brought a turning point for online advertising .

The sudden outbreak has had a severe impact on all walks of life. Starting from six major industries, including education, wedding photography, insurance, e-commerce, home decoration and catering , this article looks at the innovation and changes in marketing methods of various companies and merchants under the new situation, and provides a reference for the advertising placement of merchants.

1. Education Industry

Classes are suspended but learning continues; offline education focuses on online marketing

Due to the epidemic, offline education and training institutions are unable to hold classes and have missed a large number of sales opportunities.

In order to cope with the epidemic, education companies have made adjustments in two aspects. First, transform existing course types into online models, launch live courses and recorded courses, so that students can continue learning even when classes are suspended; second, adopt 0-yuan courses and free learning methods to attract and retain potential customers.

Case

Tong Cheng Tong Mei

Tongcheng Tongmei is a brand under the US listed company Dana Education, focusing on programming education for children aged 3-18. Relying on the group's 18 years of experience in programming teaching, offline learning centers have spread to more than 60 provinces and cities including Beijing and Shanghai.

Tongcheng Tongmei QQ space advertising

During this epidemic period, offline courses were blocked. Tongcheng Tongmei urgently developed online live courses and transferred offline courses online to ensure that students' daily learning was not affected. The advertising copy emphasizes "online courses are free", and the super high discounts effectively attract customers while meeting the learning needs of students at this stage. Click to enter the landing page, and customers can enter their mobile phone number to receive the course for free at 0 yuan.

In addition, the optimizer suggested that Tongcheng Tongmei prepare a good reserve of leads and coordinate with back-end sales staff to accelerate lead conversion after the epidemic is over.

2. Wedding photography industry

Fan accumulation increases customer stickiness, and charity activities build emotional resonance

Affected by the COVID-19 pandemic, businesses in the wedding photography industry are unable to operate normally, offline transactions are hindered, and customers who have been communicated with or have expressed interest before the pandemic are also at risk of loss.

At this stage, merchants in the wedding photography industry can adopt an integrated solution of "WeChat Moments Advertising + Official Accounts". Through WeChat Moments Advertising, customers can be deposited in the brand's own private traffic pool, and then by pushing tweets about public welfare activities related to the epidemic and the brand, an emotional resonance can be established with readers, which will continue to promote retention and conversion.

Case

Hefei Sofia Wedding Photography

During the epidemic, Hefei Sofia Wedding Photography cooperated with Weimeng Mengju to place WeChat Moments advertisements, using advertisements to drive traffic to its own official account, achieving the dual effects of brand exposure and attracting traffic.

Sofia Wedding Photography WeChat Moments Advertisement and Public Account Articles

According to the optimizer's suggestion, multiple buttons are placed on the advertising landing page to directly jump to the public account follow-up interface. After following the official account, customers can interact with the online customer service and browse event information and related official account articles.

Sofia Wedding Photography uses WeChat Moments ads to attract new customers, accumulates traffic through public account followers, and then uses content to convert and retain customers. Especially during this epidemic, the Sofia Wedding Photography official account launched the theme event of "Salute to Anti-epidemic Heroes", providing benefits to local anti-epidemic workers in Hefei, arousing emotional resonance among readers and promoting customer retention and conversion.

3. Insurance Industry

Focus on free insurance and efficient customer acquisition and conversion

At this stage, offline business is temporarily restricted, and the insurance industry has to shift its main focus to online. In fact, online insurance sales have been a hot topic in the past two years. During the epidemic, people's online time has increased, and consumers' awareness of the importance of insurance has further deepened. Insurance brands can explore more customer acquisition channels through online advertising.

Case

Peace of mind insurance

Anxin Insurance is one of the first innovative Internet insurance companies in the country. It uses Internet thinking to achieve full process transformation from underwriting, investigation, loss assessment to claims settlement. During the epidemic period, we cooperated with Weimeng Mengju to place WeChat Moments advertisements, trying to open up online customer acquisition channels and reach potential customer groups.

Anxin Insurance WeChat Moments Advertisement

In terms of advertising design, the optimizer designed the title copy as: "Critical illness insurance, everyone can get it for free", with free insurance and preferential benefits to attract customers to click on the advertisement to find out more.

Click on the outer card to enter the landing page. The optimizer sets the critical illness insurance value of 60,000 yuan into a card coupon style, creating an atmosphere of considerable insurance coverage and rare opportunity; enter the mobile phone number to receive it for free, effectively attracting customers to retain their information and laying a solid foundation for subsequent insurance and renewal.

4. E-commerce industry

Staying at home boosts demand growth, and private domain traffic creates a closed marketing loop

Affected by the epidemic, most people choose to stay at home without going out. Whether it is purchasing daily necessities or watching TV series or reading books, online consumption has replaced offline consumption, which to some extent has driven the development of the e-commerce industry.

Therefore, at the current stage, merchants in the e-commerce industry choose to place WeChat Moments ads to increase brand exposure, attract more potential customers, and accumulate them in their own private traffic pools. At the same time, using mini programs as a platform, customers are encouraged to place orders directly, building a closed marketing loop and achieving efficient conversions.

Case

Taogu Shuntiankan

During the epidemic, Shanghai Taogu Shuntian Pavilion joined hands with Weimeng Mengju, leveraging the integrated delivery strategy of "advertising + mini program + official account" to achieve the triple goals of brand promotion, increasing sales and attracting fans and customers.

Taogu Shuntian Pavilion WeChat Moments Advertisement and Public Account Articles

The article push of Taogu Shuntianguan’s official account is closely linked to the advertising placement in the circle of friends. After receiving the advertisement in the circle of friends, the customer can choose to click on the outer layer to enter the landing page of the mini program, or click on the lower left corner of the outer layer of the advertisement to learn about the details of the official account.

During the epidemic, Taogu Shuntianguan published an article specifically for skin problems caused by wearing masks for a long time, providing detailed answers and coping methods, and added a mini program jump button in the article to direct fans who read the article to the mini program mall to place orders, and complete the conversion by "see and buy".

By attracting new users through WeChat Moments advertising, content retention and mini-program conversion, a closed loop is formed to maximize marketing value.

5. Home improvement industry

Online home improvement attracts customers, and online orders promote conversion

The home improvement industry is currently significantly affected by the epidemic. The postponed opening of offline physical stores has made it impossible to carry out projects such as visiting model houses and measuring houses on site, and the order volume has dropped sharply.

Under this circumstance, some home improvement companies have innovated and shifted their marketing and sales positions from offline to online, using strong traffic promotion through WeChat Moments advertising, launching a series of discounts, and guiding customers to consult and place orders online.

Merchant Case

Jiuding Decoration

Jiuding Decoration has a 22-year development history and has more than 100 branches across the country. It is a leading local decoration brand in Hangzhou. At this time when the epidemic is in full swing, Jiuding Decoration has decisively started a business model in which people can place orders for decoration at home, and start work first after the epidemic. It also promotes through WeChat Moments advertising to awaken old customers and reach new customers.

Jiuding Decoration WeChat Moments Advertisement and Online Home Decoration Event Poster

In combination with the home improvement consumption scenario, optimizers pinpoint the decoration quotes that consumers are most concerned about, and send invitations in the form of native copywriting in the circle of friends: "Enter the area, in as fast as 8 seconds, to check how much it will cost to decorate your home?" The convenient and fast quotation function attracts customers in need to click on the ad to find out more.

Click to enter the advertising landing page, and customers can quickly obtain decoration quotes by filling out the form. The back-end operation staff will add the customer’s WeChat based on the customer’s information and direct the customer to the Jiuding Decoration official public account for subsequent private domain traffic operations and conversions.

During the epidemic period, Jiuding Decoration’s official account launched a “Thanksgiving Season” event, allowing customers to place orders for renovations at home and start work first after the epidemic. 200 yuan can be used to offset 5,000 yuan in project fees, and a variety of preferential packages attracted customers to place orders online and promote conversions.

6. Catering industry

With the help of "advertising + mini programs", catering businesses turn to online food delivery

Being severely affected by the epidemic and unable to operate normally is the most severe test faced by businesses in the catering industry. In response to the epidemic, catering businesses have tried every means to move their stores online, using WeMall's integrated solution of "Friends Circle Advertising + Mini Programs" to launch online takeaway services, reduce losses, and seek to turn losses into profits.

It is worth mentioning that WeMall has opened its WeMall takeaway mini program to catering companies across the country for free, connecting all the links of “ordering-payment-ticketing-delivery”, from WeChat Moments advertising to the takeaway mini program to help catering businesses overcome difficulties throughout the entire process.

Case

Dalongyi Hotpot

At present, Dalongyi Hotpot’s offline stores have been severely impacted by the epidemic, and switching to takeout is the best choice at the moment. The outer layer of Dalongyi Hotpot’s WeChat Moments advertisement uses a large card style, with a 50% discount on takeout orders, which arouses the taste buds of foodies. After customers enter the takeaway app, they will see red colors and banners such as "contactless takeaway", "regular disinfection" and "employee temperature testing" to dispel customers' doubts and allow them to place orders with confidence.

Dalongyi Hotpot WeChat Moments Advertisement and Takeaway Mini Program

During the epidemic period, by placing orders through the mini program, Dalongyi Hotpot can meet the takeout needs of customers who cannot come to the store to consume, expand sales channels, shorten the conversion path, and increase sales. In addition, membership cards and other gameplay in the mini program encourage customers to become Dalongyi Hotpot members and participate in promotional activities, and then effectively improve customer stickiness by distributing coupons and points.

Under the combined effects of the Spring Festival, long holidays and the epidemic, consumers have formed a high-intensity, high-activity and high-duration "long holiday, stay-at-home" lifestyle phenomenon. Therefore, due to the dramatic increase in online traffic at this stage, the actual profits of merchants who choose to place online advertisements at this time will far exceed expectations.

The above summarizes the current advertising strategies for the six major industries, providing a reference for each brand, improving customer acquisition effects, and helping brands overcome difficulties!

Author: Weimeng Mengju

Source: Weimeng Mengju