Influenza advertising, simply put, is a new form of advertising through the mobile Internet big data algorithms, machine intelligence analysis of a series of user behavior and interest distribution within the platform, the user's interest in hotspots and ads to accurately match and proactively push to the user's mobile terminal. This kind of advertisement, with the recommendation engine as the core, is embedded in the information, social dynamics or video streams that users browse every day, and is completely consistent with the ordinary content in terms of advertisement material and advertisement copy, highly native, and constantly changing through the user's refreshing behavior, which is easier to be accepted by the users.

China's medical beauty service industry in 2020, the market size will exceed 100 billion, the current penetration rate of only 1.5%, the medical beauty service market in the private institutions accounted for 90%, for the dominant force in the market, the consumer's ability to consume and consumer willingness to rise, the medical beauty market size of the compound annual growth rate of 23%, the prevalence of cosmetic surgery, 51% of the consumers by the love of beauty driven, micro-plastic surgery quickly cut into the market, the popularity and acceptance of the nation's medical beauty, the popularity of medical beauty and national acceptance, the market is very important, the market is very important. The popularity of the United States and national acceptance is increasing.

In this issue, we bring you case sharing in the medical scar removal industry

1, customer and industry analysis

2, activity planning and orientation settings

3, data analysis and optimization

4, customer feedback and interaction

1, customer industry behavior analysis

Main business: the scar removal business is the main business. Scar removal acne combined with non-surgical way of beauty

Profit points: scar removal massage service, with beauty scar removal products together

Product price: single customer consumption of about 10,000-15,000

Directly operated stores to promote: by the headquarters of the headquarters is solely responsible for the operation of the headquarters of the direct management

Franchise: has the right to use the trademark, unified store design and promotion; autonomous Promotion and publicity, independent management, self-financing.

Brand and industry trends: brand word in addition to the scar 2017 so far the average value of the brand word retrieval index 98, the lowest 68, the highest 154, more traffic during the Spring Festival.

Index range: the average value of the brand word retrieval index 614, the lowest 405, the highest 834;

The analysis concluded that the April-September spring and summer seasons are the peak season, which shows that the spring and summer seasons become hotter, wear less clothes, and the consumers' love of beauty begins to emerge.

Portrait of the crowd

SWOT analysis

Advantages: 20 years old brand, brand reputation is good, the effect of the product to win customers; massage with the corresponding beauty care products, convenient and quick, no surgery, no surgery, safe, efficient;

Disadvantages: low brand awareness, exposure is relatively small, the store covers a small amount of people; compared to the medical beauty industry, hospitals, volume is relatively small, doctors and doctors, the medical beauty industry is very small. Hospital, the volume is small, the doctor's reputation is small, medical treatment efficacy is long, the need for a number of courses of continuous treatment in order to see the effect;

Opportunity: the Internet new industry to introduce a lot of traffic to the customer, the incremental increase in the number of new customers, the increase in the aesthetic requirements of people, the increase in the number of consumer groups; the increase in aesthetic demand for beauty and skin care, the increase in the consumption of beauty services and products;

Challenges: the impact and encroachment of the same industry on the existing market; the medical industry, the existing market; the impact and encroachment of the industry on the market. Market impact and cannibalization; the same industry medical beauty industry advertising efforts, exposure, seize the industry market.

Second, the activities of the strategy and orientation settings

Marketing objectives: to increase the amount of exposure and the amount of leads;

Structure: differentiate between different population attributes, different streams of information media and orientation methods;

Activity: emphasis on the activity plan, an average of 1-2 times a month activity planning, O2O online and offline combination;

Account construction specifications

Convenient to find: advertising plan, promotion unit naming logic is clear, can be clearly distinguished; to avoid naming repetition; creative each named in a fixed format;

Specific naming specifications and examples:

1: promotion plan to distinguish between the crowd: to distinguish between the crowd attributes;

2: promotion unit: to distinguish between the different information flow media (hand hundred/posted/preferred)

3: creative: distinguish between selling points (preferential information, crowd-oriented).

4: customer emphasis on activities, a single campaign content, in the program level of business to reflect the activity plan.

Account construction - landing page

Introducing product details, expressing the key information of the merchant, leading to the conversion of the user for the needs of the crowd to produce the corresponding needs of the landing page.

Optimization points:

1. landing page unified fonts, colors, styles

2. landing page image content and text content of the strong correlation; pay attention to the characteristics of the industry (π: blue, the style of the business)

3. according to the content of the landing page to add the appropriate components

4. conversion components need to clearly inform the user that you need to Fill out what, fill out the click to confirm what will appear

Account construction

Account optimization

1. Use the account diagnostic tool to view the various units of directional, and locate the specific problem, based on the problem of locating the optimization;

2. View the quality of the various units of directional quality, the quality of the creative evaluation, the evaluation of the evaluation, if it is "in the" or "low "

3. Creative optimization to see if there are any problems with the creative units, enter the unit creative problem analysis interface, find creative specific problems and optimize according to the prompts.

4. Single creative specific problem types: label drive attraction, picture attraction, creative freshness.

Material optimization - good copy

1. Optimization points: the title, picture, creative echo each other; the picture must be clear; strong correlation of the picture effect is better; symmetrical layout, visual more eye-catching.

2. Big picture style biased hard wide, three picture style biased soft wide, pay attention to the unit directed to the corresponding crowd using different styles; three pictures should pay attention to coherence, storytelling, materials updated frequently, the effect is better.

3. According to the product selling points and user needs to search for copywriting; choose the quality of high and low collection of copywriting, click copy, paste the title.

4. Landing page optimization: use the Optimization Center - Landing Page Diagnostic Tool to view the quality score of the landing page indicators.

Optimization of the structure

1. account view frequency view account 3 times + / day, real-time attention to the increase or decrease in the amount of investment, to rule out account anomalies, etc.;

2. material update 2 times + / week, and no less than 3 sets of each unit under the material for the material A/B test, eliminating the low click-through rate, the transformation of the material is low;

3. put the data analysis, every day, the data and subsequent conversion data summary and analysis of investment, the data and conversion data summary and analysis, the data and conversion data summary, the data and conversion data summary and analysis, the data and conversion data summary, the data and conversion data summary. data and subsequent conversion data summary analysis, to find out the account problem points, the development of optimization and implementation of the case, real-time attention to the effect of placement;

4. account adjustments after the analysis of the program landing;

Examples of activities

Activity Theme: slogan: "beauty all over the city - the search for the newborn scars.

Let the youth not leave scars, let the dawn come quickly; search for new scars all over the city, free repair.

Activity: search for 100 people with scars.

Offer: newborn scars free repair; old scars enjoy 1-3 times free repair.

Activity location: preferential geographical branches can participate in this scar removal activities.

Activity promotion: offline store activities and flyers, online feed and large search exposure guide to the store.

Landing page description: the length of 2-3 cell phone layout, quickly capture potential customers

With pictures: cartoon drawings, to bring customers closer, increase readability

Color: red-yellow as the main color, hit the slogan, increase the impact

Logic: guided page, in line with the consumer's decision-making thinking

Third, data analysis and optimization

Promote conversion to increase exposure;

Stimulate user demand, create a market to win the market, active exposure to guide consumers' awareness of cosmetic scar removal;

Increase exposure to increase brand awareness and meet customer exposure needs;

Combination of online activities of information flow and customer store activities. Online guide to the store, offline promotions, complement each other, the effect of mutual promotion and mutual influence.

Data presentation

In addition to the medical industry, although the control is strict, but the general project can still be promoted in various ways, such as: today's headlines, jitter, 360 information flow, etc., and some of the control is not strict platforms, such as: fun headlines, Oriental headlines, Huitoujian, and so on.