Wedding photography is just in demand, but it's a low-frequency consumer product. Moreover, consumers consider and make decisions for a long time, compared with the same localization offline service catering enterprises, wedding photography is not an impulse to consume goods. As long as consumers think about it, they tend to generate a variety of variables. If wedding photography companies can't follow up on leads quickly, it will lead to a loss of consumers.

You work hard, but it's not enough...

It's hard to pull new, it's hard to communicate, it's hard to convert, it's the pain point that almost all sales and promotion people face.

The wedding photography industry is more sensitive to these pain points because of its unique industry attributes.

Wedding photography is just in demand, but it's a low-frequency consumer product. Moreover, consumers consider and make decisions for a long time, compared with the same localization offline service catering enterprises, wedding photography is not an impulse to consume goods. As long as consumers think about it, they tend to generate a variety of variables. If wedding photography companies can't follow up on leads quickly, it will lead to a loss of consumers.

In recent years, new sub-categories such as parent-child photography, travel photography and personal photo-realistic have emerged, bringing new vitality to the wedding photography industry, but the more subdivided the categories, the higher the requirements for precise targeted marketing of users. For example: How do I determine a parent-child family? How do I find female users who love to shoot real pictures? How to pinpoint photography enthusiasts flying around the world?

Base effect: Find a sea with a higher concentration of potential customers

The larger the platform, the more likely it is that more potential customers will be hidden, which is the "base effect" of the high-traffic platform.

At present, Tencent Video, Tencent News and Tian tian express three platforms have been integrated into Tencent social advertising platform, video entertainment scene and information reading scene organic combination, for enterprise customers to provide a more convenient and efficient delivery program. Tencent has nearly 590 million monthly active users and Tencent News Monthly has more than 260 million active users, which is a must-have for customers in any industry.

And for the wedding photography industry, the three platforms have a unique marketing value.

The wedding photography industry has one characteristic: female consumers dominate decision-making. Emmy's nature makes female users always like to be actively involved in the purchase of photographic products, and female users pay more attention to photographic images. Tencent has a higher percentage of female video users. Moreover, more than 70% of users in the 20 to 34-year-old range, is the main customer base of the wedding photography industry.

Tencent News has up to 72% of the highly educated people, more than half from economically developed regions, higher spending power, directly in response to the industry's high-priced marketing needs.

Source: Tencent Social Ads 2018: Tencent Video Ads/Tencent News Ads/Daily Express Advertising Wedding Photography Industry Marketing Delivery Guide

For most of the dominant side of the local wedding photography enterprises, the Daily Express regional sinking properties can meet their local promotion needs, directly affect the local population.

Targeted: Directly impact the user base that works best for you

OK, you've found an advantageous platform, just like you've found the most fishing-rich waters. So how do you get the user base you want most?

You can cast a wide net to fish more fish, but it may be more expensive, low conversion rate, you can also throw out the fishing rod slowly waiting for the fish to hook, but the time is long, low efficiency. You need more efficient and precise "fishing methods".

For example, for example, the main real-life national chain photography brand plate women's square, the main consumer group is women, the scope of business throughout the country, consumer unit prices are relatively high. So how do you find female consumers with higher spending power across the country?

Plate Women's Square chose Tencent video with a higher concentration of female users, and then used Tencent's social advertising targeting technology to target female users aged 20 to 35, and then used "finance, education, tourism, real estate" and other interest labels and device price tag combination to screen out the purchasing power of the female population, successfully reached the country's high consumption of female users, the average daily exposure of more than 2 million, the average daily customer consultation more than 1600, but the cost has dropped by 30%.

The Tencent video ad for plate women's square is a sign

As a 17-year-old regional shop, located in Lijiang's regional travel advertising advertisers - luxury wedding dress, in the face of customers launched travel photography products. In order to attract the national travel shooting crowd, with the help of Tencent news advertising, through IP address and LBS positioning, accurately lock the more convenient provinces and cities to and from Lijiang, to carry out regional targeted delivery, directly affect the travel shooting crowd, the average daily sales leads 20 to 30, efficiency of up to 40% to 50%.

The Tencent news advertisement for the wedding dress of the extravagant state is indicative

Tencent video advertising, Tencent news advertising and Daily Express advertising are equipped with Tencent's social advertising technology capabilities, from different angles and particles to analyze user data, to help wedding photography companies accurately screen the target population, to meet the differentiated targeting needs.

Source: Tencent Social Ads 2018: Tencent Video Ads/Tencent News Ads/Daily Express Advertising Wedding Photography Industry Marketing Delivery Guide

Efficient transformation: Let intelligence free your brain and hands

In the past, it was difficult to balance conversion goals and costs, requiring experienced marketers to constantly adjust bids based on conversion performance, which was time-and-effort. Tencent Video Ads, Tencent News Ads and Sky Express Ads are equipped with oCPA's smart bidding capabilities, which make this time-and-effort process history through intelligent computing.

For example, you can use oCPA to determine their commonality based on existing consumer data, such as "women, 20 to 34 years old, photography interests, hobby tourism, etc.", and then look for users with similar features in Tencent Video, Tencent News and Daily Express, increase bids for high conversion potential users who meet the characteristics, lower bids for users with low conversion potential who do not meet the characteristics, and then decide how to adjust the bid in the next round based on the actual conversion effect.

Source: Tencent Social Ads 2018: Tencent Video Ads/Tencent News Ads/Daily Express Advertising Wedding Photography Industry Marketing Delivery Guide

oCPA simplifies the delivery process, advertisers only need to provide the desired average conversion price, saving the human cost of ad optimization, and can accurately estimate the conversion value of each request, automatic smart bidding, improve delivery efficiency, because oCPA is targeted at conversion goals, can directly help advertisers get more conversions in a cost-controlled situation. Simply put, the ability to target users helps you target users, while oCPA helps you build on your target users while controlling costs and increasing conversions.

Smart delivery technology is not only reflected in the bidding process, as early as the creative link can help advertisers improve creative efficiency. Tencent's dynamic commodity advertising technology can automatically adjust the text package according to the user's city, and improve the native effect and targeting effect of the advertisement.

For example, Shanghai Children's Mirror Photography, in the high-income population coverage of Tencent News launched information flow ads, located in the first-tier cities, through gender, age and marriage status and other labels accurately targeted at the mother group - the key decision-making group of parent-child photography consumption. On this basis, children's mirror supplemented by dynamic commodity advertising technology, so that the mother group in Shenzhen to see the copy is "Shenzhen people are blessed: parent-child photos are so cheap, miss a pity", just like to speak to users, at the same time, other first-tier city users see their own city copy. This intelligent delivery technology effectively enhances the customer consultation of children's mirrors, the average weekly customer consultation of more than 100.

Shanghai Children's Mirror Tencent News Advertisement

Intelligent delivery technology at the same time frees the marketer's brain and hands, not only improves the delivery efficiency, but also effectively controls the delivery cost.

Finally, knock on the blackboard and focus.

The  End

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