Take ink weather as an example, and talk about the advertising strategy of tool products

Product: Ink weather

Theme: The overall thinking of the advertising system

Product positioning

As a tool-based product, it is difficult to build their own ecosystem like BAT and Xiaomi, and its best survival strategy is to integrate into an existing ecosystem, do a good job of one of them, coordinate upstream and downstream, and jointly provide users with quality services, while achieving profitability.

The so-called ecosystem, the old K understanding is to be able to provide users with almost all the needs of life, including and not limited to food and clothing, etc. Ink weather is the most fundamental positioning is to provide weather-based information services, users use the product's most basic demand point is to query future weather conditions. Therefore, the product positioning should be around the "weather" point, extending outward to the following points:

Dressing: Remind users to increase or decrease clothing based on future temperature and climate changes
Travel: especially weekends and holidays, according to the future weather conditions to remind users to carry clothing, rain gear, etc. , according to the seasonal climate and other characteristics, users in different regions to suggest peripheral travel. (For example, users in Beijing can be advised to see Xiangshan red leaves, the Great Wall and other attractions in autumn)
Diet (health): corresponding to 24 gas, popularize some of the ancestors of healthy diet, in a specific diet, season recommended a specific diet.

Advertising strategy

With a clear product positioning and extension point, the corresponding advertising system also has a general direction, for 3 points extension and basic functions, respectively, corresponding to the following advertising strategy:

Dressing: In the energy-saving change, recommend users increase or decrease clothing, the corresponding recommendation of a series of JD.com, Tmall and other online clothing stores, the way to profit is to obtain sales share, vouchers and so on.
Travel: In addition to providing future weather conditions, at the same time to provide users with the destination of the travel route and personality souvenirs. (Can be outside the way to pick up Gaudre, Baidu map)
Diet (health): According to the recommended diet, further recommend online food stores, or according to the user's positioning recommended nearby local restaurants, etc. , the profit method is also to obtain sales share, sell vouchers and so on
Weather: For this basic function, there are many advertising points: air purifiers are recommended for air pollution, humidifiers are recommended in autumn, dryers/washing machines with drying functions are recommended during the rainy season in the south, air conditioning is recommended in summer, small sun is recommended in winter, warm hand treasures and so on

The above 4 points can occupy 80% of the ads, the remaining 20% can do some high-end ads in the automotive category, although most users do not need, but users do not hate such ads, the most important thing is that the advertising costs are very high O (∩ ∩) O

In addition can also do some other product recommendations, this kind of advertising is not very good, can be placed on the 3rd, 4th level page, users are not easy to find (basically, there is advertising fees, will not affect the user experience).

Product policy

In general, users don't want to see ads, and companies need to make money from them. Products need to find a balance point from this contradiction, the above advertising strategy has been working to this balance point: recommend the user needs the product, the user is more acceptable. In addition, in product design, in order to ensure that the product is simple, beautiful, highlighting the main functions on the basis of the appropriate addition of advertising, it is difficult to generally say that the need to continue to optimize in practice.

Operational strategy

After determining the overall advertising strategy, in the operation process to pay attention to background data at any time, mainly the click-through rate of ads, conversion rate, etc., analysis of the reasons for low conversion rate, and constantly adjust and improve.

The most detailed advertising strategy basically includes all the ads recommended in each city every day of the year. In the actual implementation process, according to the actual situation slightly adjusted, replaced, and then constantly according to the operational data feedback, to optimize the system, to achieve revenue growth.

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