Information flow advertising is simply a brand-new form of advertising. Through the big data algorithm of the mobile Internet, machine intelligence analyzes a series of behaviors and interest distributions of users in the platform, accurately matches user interest hotspots with advertisements and actively pushes them to users' mobile phones. This kind of advertisement takes recommendation engine as the core and is embedded in the information, social dynamics or video stream that users browse daily. The advertising material and advertising copy are completely consistent with ordinary content, highly original, and constantly changing through the user's refresh behavior, which is more easily accepted by users.
In 2020, the market size of China medical and beauty service industry will exceed 1000 billion, and the current penetration rate is only 1.5%. Private institutions account for 90% of the medical beauty service market and are the dominant force in the market. Consumers' spending power and willingness have risen together. The market size of medical beauty is growing at a compound annual growth rate of 23%, and the plastic surgery trend is prevalent. 565,438+0% consumers are driven by the love of beauty. Micro-plastic surgery quickly entered the market, and the popularity of medical beauty increased.
This issue brings you the case sharing of medical beauty and scar removal industry.
1, customer and industry analysis
2. Positioning setting of event planning
3. Data analysis and optimization
4. Customer feedback and interaction
First, customer industry behavior analysis
Main business: non-surgical beauty, mainly to remove scars and acne.
Profit point: scar-removing massage service, combined with beauty scar-removing products.
Product price: about 1 10,000-10.5 million per customer.
Direct store promotion: the headquarters is fully responsible, and the operation is directly managed by the headquarters.
Franchise stores: have the right to use trademarks, and unify store design and promotion; Self-promotion, self-management, self-financing.
Brand and industry trend: except scar 20 17, the average index of brand word retrieval is 98, the lowest is 68, and the highest is 154, with more traffic during the Spring Festival.
Index range: the average index of brand word retrieval is 6 14, with a minimum of 405 and a maximum of 834;
The analysis shows that the spring and summer from April to September is the peak season, indicating that the weather in spring and summer is getting hotter and less clothes are worn, and consumers' love for beauty begins to appear.
Portrait of crowds
Situation analysis
Advantages: 20-year-old brand, good brand reputation and product effect to win customers; Massage with the corresponding beauty and skin care products is convenient, fast, safe and efficient, without surgery;
Disadvantages: low brand awareness, relatively little exposure, and few people covered by stores; Compared with the hospitals in the medical and aesthetic industries, the hospitals are smaller, the doctors are less famous, and the curative effect is longer, which requires multiple courses of continuous treatment to be effective;
Opportunity: The new Internet industry introduces a lot of traffic to customers, with many new customers, aesthetic requirements and consumers. Aesthetic needs such as beauty and skin care have increased, and consumption of beauty services and products has increased;
Challenge: the impact and encroachment of the medical and beauty industry in the same industry on the existing market; In the same industry, a large number of advertisements in the medical and beauty industry are put in, and the exposure is large, so as to seize the industry market.
Second, the activity strategy and positioning settings
Marketing goal: increase exposure and clues;
Structure: distinguish different crowd attributes, different information streaming media and orientation methods;
Activities: Pay attention to activity planning, plan 1-2 activities on average every month, and combine online and offline with O2O.
Specification for account construction:
Easy to find: the naming logic of advertising planning and promotion units is clear and can be clearly distinguished; Avoid naming duplication; Creativity is named in a fixed format;
Specific naming specifications and examples:
1: promotion scheme differentiator: attribute of differentiator;
2. Promotion unit: distinguish different information streaming media (Bai Shou/Post Bar/Optimization), different orientation methods (interests/keywords) and creative picture matching forms (big picture/three pictures/single picture).
3. Creativity: Distinguish selling points (preferential information, crowd positioning).
4. Customers attach importance to activities, set up activities separately, and reflect the activity plan in the business at the planning level.
Customer Build-Login Page
Introduce the details of goods, express the key information of merchants, and promote users to transform landing pages that meet the needs of the crowd.
Optimization point:
1. Unified font, color and style of the landing page.
2. There is a strong correlation between the image content and the text content of the landing page; Pay attention to the characteristics of the industry (π: blue, business style)
3. You can add corresponding components in the login page according to the content.
4. The conversion component needs to clearly tell the user what you need to fill in, and click OK after filling in.
Customer building
Account optimization
1. Use the account diagnosis tool to check the positioning of each unit, locate specific problems, and optimize according to the problems;
2. Check the evaluation of directors' quality and creative quality of each unit. If the evaluation is "medium" or "low", it means that optimization is needed;
3. Creative Optimization Check whether there is any problem with the creativity of each unit, enter the creative problem analysis interface of this unit, find the specific problem of creativity, and optimize according to the prompts.
4. Specific problem types of a single idea: standard-driven attraction, picture attraction and creative freshness.
Material optimization-good copy
1. optimization point: title, picture and creativity echo each other; The picture must be clear; Pictures with strong correlation have better effects; Symmetrical layout makes the vision more eye-catching.
2. The style of the big picture is hard and wide, and the style of the three pictures is soft and wide. Pay attention to the different styles of the people corresponding to the positioning of this unit; Three pictures should pay attention to coherence, story, frequent material updates and better results.
3. Search for copywriting according to product selling points and user needs; Choose a copy with high quality and few collections, and click Copy and Paste the title.
4. Landing page optimization: Use the optimization center-landing page diagnostic tool to check the quality scores of various indicators of the landing page.
optimize structure
1.3 times+/day audit, pay attention to the increase and decrease of transaction volume in real time, and eliminate account anomalies;
2. The material shall be updated twice+/week, and each unit shall be no less than 3 sets. According to the A/B test of the material, eliminate the material with low click-through rate and low conversion rate;
3. Delivery data analysis: summarize and analyze the delivery data and subsequent transformation data every day, find out the problem points of the account, formulate and implement the optimization plan, and pay attention to the delivery effect in real time;
4. After accounting adjustment and analysis, implement the plan;
Activity instance
Activity theme: slogan: "Beautiful city-looking for newborn scars"
Let youth leave no scars and let dawn come quickly; The whole city is looking for new scars and repairing them for free.
Activity content: Looking for 100 people with scars.
Offer: free repair of newborn scars; Enjoy 1-3 to repair old scars for free.
Venue: All branches in the preferential area can participate in this scar removal activity.
Activity promotion: offline store activities and leaflets, online feed and big search exposure guide to the store.
Description of landing page: 2-3 mobile phone pages long, to quickly seize potential customers.
With pictures: comics, bringing customers closer and increasing readability.
Color: red and yellow are the main colors, and slogans are used to improve the impact.
Logic: Guide the page, in line with consumers' decision-making thinking.
Third, data analysis and optimization.
Promote transformation and increase exposure;
Stimulate users' needs, create a market to win the market, take the initiative to expose, and guide consumers' awareness of beauty and scar removal;
Increase exposure, improve brand awareness and meet customer exposure needs;
Information flow online activities are combined with customer store activities. Online guidance to the store and offline promotion complement each other, and the effects promote and influence each other.
the?data?shows?that?...
In addition, although the current medical and beauty industry is strictly controlled, general projects can still be promoted in many ways, such as today's headlines, Tik Tok, 360 information flow, etc., and some platforms are not strictly controlled, such as interesting headlines, oriental headlines, and huitou headlines.