The whole marketing process is divided into preheating period, customer storage period and sprint period.
In the warm-up period, exposure is the most important thing, so we should first make active communication. Storage period is the longest period and the key period of transformation. During this period, we should continue to expand publicity and pay attention to the transformation effect. The sprint period is generally from the day before the exhibition to the end of the exhibition. The key point is to render a hot atmosphere and attract users to watch the exhibition.
On the online delivery, in order to obtain timely income, taking into account the cost of obtaining customers and the intensity of communication, the combination of search and information flow is chosen. This is the most basic product line choice, mainly because the whole launch is effect-oriented. Search promotion has the advantages of strong intention, more accuracy and controllable line, which can solve the instant search needs of netizens. The promotion of information flow has strong exposure, has the characteristics of active display, is suitable for event propaganda, and can meet the needs of extensive exposure and sound creation.
The following is mainly to share the idea of launching.
The first is the account placement strategy of search promotion, with the purpose of precision+expansion. The core of search promotion is keywords, which are used to find the target users who are interested in buying cars. They are also the people who are most likely to attend the auto show. Therefore, the idea of choosing words to occupy accounts is based on consumers' intention to buy cars.
From the idea of buying a car, to the understanding of brand models, to the attention to specific model concessions, and finally to the attention to auto show information, netizens need to cover the corresponding keywords all the time. This not only ensures the comprehensiveness of keywords, but also ensures that traffic is not missed. This is also the first point mentioned earlier. Find words with the intention of the crowd. The second point is to make a gradient bid according to the intention level to ensure the leading cost. Third, frequent word flow supplemented by optimization centers and smart words. Fourthly, combined with the effect transformation funnel, the data of the day are re-listed, and the keywords are ranked according to the transformation effect.
Then there is creativity. Speaking of creativity, after hundreds of creative attempts, we constantly strive for survival of the fittest, optimize the creative style and content, and explore a set of excellent ideas suitable for the entire auto show industry.
First, highlight the activities, large-scale, hot scenes, car model beauty advertising creative map is more popular; Second, the advanced display style of flash advertising is fully equipped, and the click-through rate is as high as 30%-40%. There is also a creative video style that can be played automatically in a Wi-Fi environment. Novel style and high click-through rate. 12 search and promote creative copy+18 sets of advertising creative pictures+16 advanced display style+1 video, which can combine hundreds of creative styles. Coupled with the winning strategy of key keywords, as can be seen from the following four screenshots, our advertisements almost occupy more than half of the mobile phone screen, and the effect is very shocking.
In contrast, due to the application of programmed creativity, the creative production of information flow is relatively simplified, and materials such as copy, big picture, three pictures, single picture and video are also uploaded. Programmatic creativity has helped us to form 148 creative combinations, and ideas with poor results will be automatically eliminated in the launch. Ideas with high click-through rate and good conversion, as well as procedural ideas, can be accurately screened out. Finally, the creative click-through rate of information flow reached 4%-5%.
In the process of launching, with the help of the basic wooden fish click heat map tool, the actual click behavior of netizens is analyzed, and it is found that netizens pay more attention to the process, preferential treatment, participating brands and previous auto shows, so as to optimize and adjust the page layout and interactive ability.
Summary:
The schedule of the auto show is divided into three stages. The first stage is to activate the stable account, that is, adjust and optimize the stable account as soon as possible. The second stage is the extended optimization stage, which can be stabilized to the second stage in 2-3 days under normal circumstances; The third stage is the volume conversion stage. Generally, according to the opening time of the auto show, there will be a traffic peak one day in advance, which will last until the end of the exhibition. In the meantime, it is necessary to maintain a stable ranking and an adequate budget.
In the aspect of account placement, the active communication matrix is formed by searching and promoting products. With the help of information flow products, create activity and carry out multi-contact exposure. There is also ocpc's refined unpacking and layered marketing, combined with the strategy of adding words to bid, the creative style of high click rate, and the transformation and closure of basic wooden fish to make a full-link, full-product combination application.