Marketing Background

Ennis Beauty Chain School (hereinafter referred to as "Ennis") is a chain beauty training school under Suzhou Ennis Education Technology Co., Ltd. "Ennis" is one of the first domestic chain institutions focusing on beauty education and training. At present, it has set up 36 direct branches in Beijing, Shanghai, Guangzhou and Shenzhen, as well as in the first and second tier key cities and provincial capital cities in China, mainly engaged in cosmetics training, manicure training, beauty training, semi permanent training and other businesses.

Marketing objectives

Influenced by the epidemic, "Ennis" encountered the problems of "difficult enrollment expansion" and "high cost of clue transformation" in the process of operation and launch. Therefore, "Ennis" hopes to obtain more clues and reduce the cost of clues through local promotion.

Marketing program

Account setup

After promoting the branches of each campus to settle in the stores, "Ennis" directly copied the plans and units of the original online chain promotion account, so as to quickly start the volume. The different plans of "Ennis" are differentiated according to the province and city where the campus is located, and the ladder bidding technique is used, that is, three plans with different launch ranges are built for each city, and the oCPC packages with different target conversion bids are bound, which can not only cover a wide range of crowd traffic, but also target strong willingness and core customer groups to get close to the store.

originality

In terms of creativity, the local promotion creativity of "Ennis" mainly reflects:

Teacher strength: school qualification, teaching by famous teachers, employment recommendation

Training program: beauty, nail, beauty, semi permanent training

Price concessions: preferential registration, limited time discount, one free for each application

Geographic location: add the wildcard of the launch area to highlight the audition

"Ennis" has bound all local creative components, and the click rate of local components is more than 30% higher than that of ordinary components such as video and text chain, and it attracts the attention of netizens through location distance and other information.

Landing page

"Honest" has launched different landing pages for different scenarios in the local promotion plan, including store pages, store single pages, etc., and the quality scores of both landing pages have reached 91 points, obtaining "support for local promotion of high-quality store pages".

Store page: can better present structured campus, brand and course information

Store single page: it can highlight marketing activity information and display campus information at the same time. Internet users can click the store component at the top of the page to jump to the store page

Extension optimization

The local promotion plan of "Honest" has opened the automatic expansion function. The difference between the automatic expansion function of online chain promotion and the automatic expansion function of local promotion is that it can expand the highly relevant keyword traffic based on the question and answer, brand introduction, product services and other asset information in the store page. By comparing the traffic data of the local promotion of "Ennis" and the automatic expansion of the network chain, it is found that in terms of the traffic proportion of the automatic expansion, the former is three times of the latter; In terms of traffic click rate of auto volume, the former is 2.7 times of the latter; In terms of automatic volume flow conversion rate, the former is 1.1 times of the latter.

In addition, "Ennis" is a special extension for local promotion, that is, keywords containing provincial and municipal names are selected from the original keywords, replaced with keywords containing the names of local administrative regions, and added to the new unit. On the one hand, more keywords can be added to make up for traffic; On the other hand, it can accurately attract Internet users who are sensitive to location and distance to click on advertisements and convert to stores.

Marketing effect

Click through rate: the click through rate of the local promotion plan is 3.4% higher than that of the online chain plan in the same period, and the local style brings eye-catching advantages to customers' advertising creativity

Lead volume: At the beginning of "Ennis", only 2% of the budget was allocated to test the local promotion. Compared with the data of 14 days before and after the local promotion, the lead volume increased by 21%

Lead cost: the cost of local promotion leads is 8% lower than that of the network chain in the same period, and the cost performance of local promotion leads is outstanding

Clue effectiveness: "Ennis" customer service team feedback that local promotion leads are highly effective, and the efficiency of inviting students to school is higher