How to promote wedding photography? Mayu platform marketing and promotion strategy!

With the arrival of summer, the wedding photography industry has entered its peak period of investment. In the wedding photography industry, where women hold more and more decision-making power and men are jokingly called "shooting props", how can we achieve unexpected success? Women's Health gives you some tips!

Marketing Background

According to the "2018 China Wedding Industry Market Status and Development Prospects Research Report", the wedding industry (including five core industries: wedding planning, wedding photography, wedding dresses, wedding banquets, and jewelry) reached 146.23 billion in 2017, and is expected to reach 227.01 billion in 2019!

As one of the five core industries, the wedding photography industry has the following two main characteristics:

1. Crowd

Post-90s generation has become the main force of newlyweds, and the influence of "personalized" and "fashionable" consumption behavior on the wedding photography industry is gradually emerging;

2. Seasonality

Wedding photography has the highest popularity and has seasonal fluctuations. May to June and September to October each year are the peak periods for the photography industry.

Marketing goal: lead collection

▌Analysis of the Meiyou population

As a comprehensive service platform purely for women, Mayu serves over 200 million female users. These female users will share their wedding photos on Her Circle. After analyzing the wedding photo posts in Her Circle - Wedding in Progress, they like Korean-style white veils and Chinese-style Xiuhe the most.

Marketing strategy

1. Directional settings

Strong regional attributes + strong identity attributes

The main geographical locations are cities with chain stores, and the identities are concentrated in the marriage-preparing and marriageable population with strong spending power.

2. Material optimization

The material is the entrance for users to enter the advertisement. Women’s materials come in various styles, including large pictures, single pictures, picture sets and videos. In terms of creativity, the first priority is to grasp the essential needs of users:

① Audience psychology:

The psychology of seeking profit, seeking difference, and following the crowd;

②Product Industry

What is the product, its features, quality, etc.

③Scene construction

5W1H principle - when, where, who, what, why, how.

For example, in the wedding photography industry, you can adopt methods such as raffles, free gifts, discounts, tests, and word-of-mouth introductions.

3. Landing page optimization

The landing page is the most important step in conversion, which generally includes multiple elements such as header image, navigation, copy, form, button, etc. For wedding photography, the following two points are particularly important:

①Header image:

The header image shows the company's shooting and production level, and must be exquisite;

It can be high-quality guest photos or promotional activities to attract users;

②Information collection such as form submission and telephone consultation:

The operation process should be convenient, and the content to be filled in should not be too much. Generally, it is best to fill in 3-4 items.

In terms of creativity, you can start with the following points: lucky draw, coupons or other preferential gifts, getting the latest quotes, etc.

▌Q&A

1. When creating a new creative, how should you bid in the initial stage of launch?

The new creative suggestions are about 10%-20% higher than the industry average, enhancing competitiveness.

2. When promoting, from what angle should we start preparing materials?

According to iResearch's "2018 China Vertical Wedding Service Market Mobile Internet Case Study Report", unlike merchants who value cost-effectiveness and reputation, users pay more attention to product style, service unity, historical cases, and customer photos;

At the same time, in the promotion of Women's Network, you can combine the above-mentioned analysis of user preference styles to prepare materials and landing pages.

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Author: Meiyou Effective Advertising

Source: Mayu Performance Advertising