How to place information flow advertisements in the medical beauty industry! How to place it?

In simple terms, information flow advertising uses mobile Internet big data algorithms and machine intelligence to analyze a series of user behaviors and interest distribution within the platform, accurately matches user interest hot spots and advertisements, and actively pushes them A new form of advertising to users’ mobile phones. This kind of advertising is based on a recommendation engine and is embedded in the information, social updates or video streams that users browse daily. The creative and advertising copy are completely consistent with ordinary content, highly native, and constantly changing through the user's refreshing behavior. Easier for users to accept.

The market size of my country's medical beauty service industry will exceed 100 billion in 2020. The current penetration rate is only 1.5. Private institutions account for 90% of the medical beauty service market and are the leading force in the market. Consumers' spending power and The willingness to consume has increased. The compound annual growth rate of the medical beauty market has reached 23%. Plastic surgery is popular. 51 Consumers are driven by their love for beauty. Micro-surgery is rapidly entering the market. The popularity and national acceptance of medical beauty are increasing day by day.

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

1. Customer and industry analysis

2. Event planning and targeted setting

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3. Data analysis and optimization

4. Customer feedback and interaction

1. Analysis of customer industry behavior

Main business: to eliminate Mainly scar business, non-surgical beauty treatment that combines scar removal and acne removal

Profit point: scar removal massage service, used together with beauty and scar removal products

Product price: single customer Spend around RMB 10,000-15,000

Direct store promotion: the headquarters is fully responsible, and operations are directly managed by the headquarters

Franchise stores: have the right to use trademarks, unified store design and promotion; independent Promote publicity, operate independently, and be responsible for profits and losses.

Brand and industry trends: The average search index of the brand word "Scar Remover" since 2017 is 98, with a minimum of 68 and a maximum of 154. There is more traffic during the Spring Festival.

Index range: The average value of the brand word search index is 614, with the lowest being 405 and the highest being 834;

The analysis shows that the spring and summer seasons from April to September are the peak seasons, which shows that the spring and summer seasons are As the weather gets hotter and people wear less clothes, consumers’ love for beauty begins to emerge.

Crowd portrait

SWOT analysis

Advantages: 20-year-old brand, good brand reputation, product effectiveness to win customers; massage with corresponding beauty and skin care products, convenient Fast, no incision, no surgery, safe and efficient;

Disadvantages: low brand awareness, relatively small exposure, small store coverage; compared with hospitals in the medical aesthetics industry, smaller, Doctors are not well-known, but medical treatments are long-lasting and require multiple courses of continuous treatment to be effective;

Opportunities: The new Internet industry introduces a lot of traffic to customers, the number of new customers increases, people’s requirements for aesthetics increase, and the number of consumers The demand for aesthetics such as beauty and skin care has increased, and the consumption of beauty services and products has increased;

Challenges: The impact and cannibalization of the existing market by the medical beauty industry in the same industry; the medical beauty industry in the same industry has invested heavily in advertising and exposure Large quantity, seize the industry market.

2. Activity strategy and targeting settings

Marketing goal: Increase exposure and lead volume;

Structure: Distinguish the attributes of different groups of people, distinguish different Information streaming media and orientation methods;

Activities: Pay attention to activity planning, with an average of 1-2 activity planning per month, combining O2O online and offline;

Account establishment specifications:

Easy to find: The naming logic of advertising plans and promotion units is clear and can be clearly distinguished; avoid duplication of names; creatives are named in a fixed format;

Specific naming specifications and examples:

1: The promotion plan distinguishes between groups: distinguishes the attributes of the group;

2: Promotion unit: distinguishes different information streaming media (Shoubai/Tieba/Preferred), different targeting methods (interests/keywords) , creative picture format (large picture/three pictures/single picture).

3: Creativity: Differentiate selling points (preferential information, crowd orientation).

4: Customers attach great importance to activities, set up separate activity content, and reflect the activity plan in the business plan level.

Account building-landing page

Introduce product details, express the key information of the merchant, and promote user conversion. Create a landing page corresponding to the needs of the crowd.

Optimization points:

1. Unify the font, color, and style of the landing page

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

3. You can add corresponding components to the landing page according to the content

4. The conversion component needs to clearly inform the user what you need to fill in, What will appear after filling in the form and clicking confirmation

Account setup

Account optimization

1. Use the account diagnostic tool to view the orientation of each unit and locate specific problems. Positioning optimization;

2. View the evaluation of the orientation quality and creative quality of each unit. If the evaluation is "medium" or "low", it means optimization is needed;

3. View creative optimization If there are any problems with the creativity of each unit, enter the creative problem analysis interface of the unit to find the specific creative problems and optimize them according to the prompts.

4. Specific question types for single creative items: label-driven attractiveness, picture attractiveness, and creative freshness.

Material optimization-good copywriting

1. Optimization points: titles, pictures, and creativity echo each other; pictures must be clear; pictures with strong correlation are better; symmetrical layout , the vision is more eye-catching.

2. The style of the large picture is hard and broad, and the style of the three pictures is soft and broad. Pay attention to the different styles for the groups corresponding to the orientation of the unit; the three pictures should pay attention to coherence, storytelling, and frequent material updates. , the effect is better.

3. Search for copywriting based on product selling points and user needs; select copywriting with high quality and few collections, 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 the structure

1. Account checking frequency Check the account 3 times/day, pay attention to the increase or decrease in delivery volume in real time, and eliminate account abnormalities, etc.;

2. Materials Update 2 times/week, and each unit has no less than 3 sets. For material A/B testing, materials with low click-through rates and low conversions are eliminated;

3. Delivery data analysis, daily review of delivery Comprehensive analysis of data and subsequent conversion data, identify account problems, formulate and implement optimization plans, and pay attention to delivery effects in real time;

4. Implement the plan after account adjustment and analysis;

Activities Example

Activity theme: Slogan: "Beauty all over the city - search for new scars"

Let youth leave no scars and let dawn come quickly; search for new scars throughout the city and repair them for free .

Activity content: Find 100 people with scars.

Discount: Free repair for new scars; 1-3 free repairs for old scars.

Activity location: All branches in preferential areas can participate in this scar removal activity.

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

Landing page description: 2-3 mobile pages in length, to quickly capture potential customers

Pictures: cartoons, to bring customers closer and increase readability

Color: Red and yellow are the main colors to create slogans and increase impact

Logic: Guidance page, in line with consumers’ decision-making thinking

3. Data analysis and optimization

Promote conversion and increase exposure;

Stimulate user demand, create the market to win the market, take the initiative to expose, guide consumers' awareness of beauty and scar removal;

Increase exposure and improve the brand visibility to meet customer exposure needs;

Combining information flow online activities with customer store activities. Online guidance to the store, offline discounts and promotions complement each other, the effects promote and influence each other.

Data Presentation

In addition, although the medical beauty industry is currently strictly controlled, general projects can still be promoted in many aspects, such as: Toutiao, Douyin, 360 Information Flow, etc. There are some platforms that are not strictly regulated, such as Qutoutiao, Dongfangtoutiao, Huitoutiao, etc.