4 Steps to Solve Advertising Difficulties, Analysis of Advertising Strategies in the Wedding Photography Industry

Target: A national wedding photography chain client wants to deliver information flow from March to May. The client hopes that the front-end form cost will be less than 120, and the business will cover street photography and travel photography, etc.

Now you need to formulate a delivery strategy based on the competition situation in the industry and the client's assessment requirements. If you are asked to help the client formulate a delivery strategy from several aspects such as delivery mode and bidding setting, targeting setting, creative setting, landing page setting, etc., how would you conceive it?

【Sharing of excellent delivery strategies】

Bids are placed at 120%-150% of the industry's historical costs, from high to low, first paying a high price to get exposure and then lowering costs.

1) For the local wedding dress industry with strong regional characteristics, a targeted approach can be adopted

• Geographical restrictions + general investment (geographical restrictions result in a smaller number of people being covered, so it is recommended to make targeted general investments in addition to the region).
• Combine the wedding industry’s click population package, fan population package and other DMP population packages for targeted delivery.

• Region: Nationwide + Gender: Female + Marriageable age (20-35 years old). (When there are 20 data points in the cold start period, the orientation can be appropriately released)
• 2) Combine with DMP population package. (Excluding deduplication, precise population: click population package of the wedding industry, fan population package and other DMP population packages)

1) Product perspective

2) Audience psychology

3) Scenario-based

4) Creative style

• Native (close to information flow content)
• User tone, increasing credibility
• Dynamic word packages, close to users
• Large picture/group picture/small picture/video in multiple formats
• Popularity: Surprise, consequence, number, husband and wife's name

• Take a test to see how much your favorite wedding photos cost
• Your wedding photos can be fully free of charge, and you can draw a cashback red envelope after booking
• Do you like this view? Register online to receive 5 photo walls.
• How much does it cost for 3 days and 2 nights, including accommodation and going to [location] for photo taking?

1) Landing page production-main screen design

• The material of the first screen of the landing page is very important. It must be combined with the delivery material. Do not use a retro and grand delivery material and a fresh and simple landing page material. This will affect the customer experience and make them feel deceived.
• Make a simple and straightforward introduction to the offer, highlighting only one point and not going for too much.
• The finale can be in sliding screen mode, such as various theme scenes, dresses, etc.

• Wheel mode, lottery.
• Card voucher form (cash voucher redemption).
• Submit the form to get the latest quotation form.
• The latest theme scenes are only available for online registration.
• Sign up for consultation and you can get a wedding dress, wedding ring, nine-square grid and other practical items.
• Register online for consultation and enjoy the upgrade of customized photography team to take your own wedding photos.
• Exclusive for Douyin users, please say the code "di di di" to receive it...