Marketing Background

Tianjin Junshen Law is mainly engaged in litigation agency business for marriage and family affairs and divorce cases. Faced with the situation that 70% of the market share of Tianjin is occupied by two giants, and foreign traffic invades the competition, and due to the weak profit points of such business, the development speed of law firms is limited to a certain extent.

At present, we are facing three major marketing dilemmas: the long duration of the epidemic has led to a bad overall market environment and soaring industry costs. As the decline in the number of cases has intensified the competition in the Tianjin lawyer market, each firm has started a price war. Customers want to dabble in the field of criminal cases, but because there are two giants in this kind of business, the criminal cost is very high because of joining the battle between giants.

Marketing objectives

Stabilize the existing divorce market share, and gradually promote the launch of criminal cases to carve up the criminal market. Stabilize the A value and CPA value, and improve the effectiveness to the amount of consultation.

Marketing program

Based on customer needs, create a comprehensive marketing plan, promote every decision-making path of consumers, help Junshen's whole chain marketing, take users as the center, expand brand awareness from four dimensions, enhance brand credibility, enhance brand preference, and guide the transformation to stores through effect advertising.

Specifically, create a new way of marketing in Tianjin's legal industry - interpretation of the hot topics of the sitcom model+interpretation of the phenomenon of professional lawyers. Creative marketing focuses on output, quickly focuses on attention, and arouses emotional resonance.

In view of the popular topics concerned by netizens of the Civil Code, public service columns are issued to output brand expertise. Co build with the content of the public service platform and customize the interactive circle of innovation.

Relying on the 100 million level user access of Baidu APP, it outputs brand professional knowledge and ability, answers users' questions, and establishes a professional and authoritative image of the brand.

Through the establishment of search accounts, the segmentation of different audiences can achieve more accurate user touch.

Use the card playing method before the creative video to increase the click through rate. Compared with that before the adjustment, the click through rate after the adjustment has increased by 2.86%. At the same time, the customized basic wooden fish page focuses on content pages and guides users professionally.

Use the oCPC subcontracting data presentation, split the release package according to the case type, and adopt different expansion strategies according to the demand and case type.

Through store building, core customers are attracted to store transformation, store promotion is used to support multiple delivery methods, precise LBS orientation and real-time distance presentation, and target audiences are driven to consult quickly/by telephone.

Marketing effect

We optimized and adjusted the Jimuyu page, and the number of daily copies added to WeChat increased by 225%.

Through oCPC+store promotion, that is, LBS precise positioning+intelligent launch, the targeted population will be targeted to steadily control costs, the overall customer acquisition cost account will be reduced by 24% on average, and customers will increase the store budget by 250%.

Compared with before launch, it has stabilized the existing divorce market share, gradually promoted criminal cases, broke the double giants, and entered the market with "three legs". At the same time, the customer cost is lower than the market average, achieving high efficiency and low cost!