Advertising tips for wedding photography agencies!

During the epidemic, the wedding photography industry was also affected to a certain extent. However, now that spring is bright and beautiful and the domestic epidemic has been effectively controlled, it is a good time to restart business. Advertisers must prepare marketing strategies in advance to seize opportunities and achieve success. Although the following case occurred before the epidemic, I believe it can give you some inspiration.

"Capture the sweetest moment", "the beginning of a beautiful married life", "a sense of ritual"... Why do we take wedding photos? There may be a thousand different answers in the minds of a thousand people. As a once-in-a-lifetime consumption for most people, wedding photos have the special characteristics of low frequency, rigid demand, and regionality. How to grasp these characteristics and stand out in the fierce competition is a challenge faced by many wedding photography agencies.

On the beach of Xiamen, where the scenery is beautiful and the sea breeze is gentle, there is a wedding photography agency that has been open for nearly 15 years - Dacheng Xiaoai Wedding Studio. The two stores of Dacheng Xiaoai and a photography base of 10,000 square meters are all built in the coastal area. They feature travel photography and have won honors such as the top ten photography agencies in the country. They have always had a good market share and good reputation.

The elegant reception hall of Dachengxiaoai

How did Dachengxiaoai, which has grown steadily based in Xiamen and created its own unique style, find a major promotion platform that suits it and attract so many customers? At the end of 2019, Dacheng Xiaoai tried Tencent Youlianghui advertising, which reduced the conversion cost per order by more than 50% and achieved an efficiency of about 45%. What factors contributed to this excellent report card? Let’s take a look together below.

1. Actively try new things and seize new opportunities in high-volume exchange

As a wedding agency that has been in business for many years, Dacheng Xiaoai is constantly exploring and trying new things both in terms of photography style and promotion model.

"We focus on developing new shooting services and styles. For example, recently we have focused on 'full-case customization' and 'big-brand style', which have attracted many young and fashionable newcomers. In terms of promotion, we have also focused our main efforts on online promotion that is more acceptable to young people. Tencent Advertising has a large coverage and precise positioning, so it has become an indispensable platform for us. In online channels, its share accounts for 60%-70%." In the view of Yang Zhiyi, the channel manager of the advertising side, "new" is one of the keywords of Big City Small Love.

Photographer of Dacheng Xiaoai is taking photos for clients

Since joining Big City Small Love in 2015, Yang Zhiyi has been in charge of channels and promotions. Shortly after he joined the company, Dacheng Xiaoai placed advertisements at the bottom of articles on the WeChat public account that had just been launched at that time, and achieved good results. Since then, Dacheng Xiaoai has embarked on a long journey of customer acquisition through Tencent Advertising’s Q series advertising. When WeChat Moments ads were launched, they quickly sensed the opportunity and became the first to try them in the industry.

In the second half of 2019, Tencent Advertising's advertising alliance was upgraded to Youlianghui. After the advertisers learned about the launch of Youlianghui, they decided to try it out and had great expectations for the effect: "Youlianghui has the support of Tencent's big data, covers various partners, and has a variety of advertising formats. Few people in the wedding photography industry use this channel, so it is a good opportunity for us."

2. Dynamic creativity + innovative paths to effectively improve conversion rates

In the fierce industry competition, avoiding the edge and choosing new channels with potential requires wisdom and confidence, while moving forward bravely and succeeding in new channels requires innovation and methods. After selecting Youlianghui, Yang Zhiyi led the promotion team to conduct in-depth research with Tencent Advertising’s optimizers on the specific delivery strategy, and finally determined a rather innovative combination of strategies.

In this combination of strategies, the zodiac sign copy is chosen as the main feature to attract users directly and clearly. In the use of tools, Dacheng Xiaoai chooses dynamic creative advertising that has not yet been widely used in the wedding photography industry. It adopts a multi-path conversion model that combines four conversion paths , and then combines it with customer targeting, time period selection and other techniques to attract and lock in more customers. Specifically, this combination of play mainly includes the following three aspects:

1. Precise targeting + specific time period to cover high-quality user groups

Although Big City, Small Love mainly uses zodiac signs as its copywriting, no special scenes are screened when creating advertisements to ensure the volume of advertisements. At the same time, in terms of targeting, it adds single, dating, newlywed and other marital statuses based on age and geographic location options to cover high-quality user groups and improve back-end conversion and customer efficiency. In terms of the delivery time period, after testing, Dacheng Xiaoai chose the delivery time periods from 10:00-16:00 in the daytime and from 6:00-9:00 in the evening , so as to increase conversion volume and reduce advertising costs.

2. Efficient tools to quickly test creative ideas and select the best advertising combination

In the initial stage of the launch, dynamic creative advertising was selected. For each advertisement, 3 materials and 2 texts were uploaded at one time, and 6 combined creatives were generated at one time. High-quality advertisements automatically stood out, so that the optimal advertising combination could be quickly tested , which not only saved manpower but also achieved the desired purpose.

3. Multiple conversion path combinations to acquire customers at low cost

Dachengxiaoai innovatively adopts a four-fold conversion path combination method to achieve multi-level conversion from the outer layer of the advertisement to the inner layer of the landing page. The conversion path is as follows:

Conversion Path 1: External form: the button in the lower right corner of the outer layer of the ad is used to call up the form;

Conversion Path 2: Coupon pop-up window: a pop-up window is displayed when you click on the ad and enter the landing page;

Conversion Path 3: Landing Page Coupon: After closing the pop-up window, the landing page display can be used to call customers to fill in the form at any time to form a conversion, which echoes Path 2, and the overall conversion rate is about 2%;

Conversion Path 4: Landing Page Form: The inner layer of the landing page can be displayed to collect customer names, mobile phone numbers, and package content, forming a combination with Path 1, with an overall conversion rate of about 1%;

Through this combination of measures, Dacheng Xiaoai finally achieved a reduction of more than 50% in overall conversion costs and an efficiency of about 40%. In addition, the overall effective cost was lower than that of other channels.

3. Six-word promotion tips: work hard and think more

Actively trying new things and daring to innovate are the key to the success of online promotion of Dacheng Xiaoai Wedding Photo Studio. However, in Yang Zhiyi's view, there are two other key points that cannot be ignored, that is, " hard work and more thinking ."

"The most important thing about promotion is diligence. You have to carefully record the data, conversion volume and cost of each day and each time period. During the promotion process, you must also be diligent in creating new advertisements based on changes. If you encounter problems, you must think proactively, analyze the data, and use positive and effective methods to solve them, only then will you reap greater rewards," he said.

Choose the right powerful platform, actively try new promotion channels, boldly innovate promotion strategies, diligently record promotion data, and constantly analyze promotion rules. This is the philosophy that Dacheng Xiaoai has summed up through years of online promotion. With the help of these mental methods, Dacheng Xiaoai has gained more and more customers and promoted the steady development of the company.

Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account