Marketing Background

Founded in 2009, Chaoshili is a national chain brand organization focusing on the research, correction and promotion of middle-aged and elderly vision health. With the explosion of demand in the glasses industry, Chaoshili chain stores have expanded rapidly. The chain stores nationwide have more than 70 stores and a complete membership system. The target group of Chaoshili is mainly middle-aged and elderly people over 44 years old, who have certain consumption ability and silver hair who need to buy presbyopic glasses. Due to the impact of the epidemic, the turnover of hypervision stores has plummeted.

Marketing objectives

We hope to increase the number of clues, increase the rate of reaching stores and ultimately improve the ROI by using local promotion.

Marketing program

"1+2+3+N" multi account quick start mode, search promotion+information flow promotion multi-channel promotion test.

Search and promotion: set up a local promotion account, optimize the word pack, creativity and store landing page, and improve transformation

Add traditional account word packs, analyze the proportion of brand words and common words, use hot words as root words, expand the function with keyword planners and star watcher intention keywords, and choose words and buy words. The data of the subcontract delivery of the oCPC is sparse and the transformation fluctuates greatly, which leads to the consumption can not increase rapidly; After merging the launch package, the transformation data and cost are stable, and the consumption increases rapidly to ensure the effectiveness of store launch. Use local promotion creative components to improve the click rate of creativity, which is 62% higher than the traditional launch.

Optimize the store landing page, maintain the principle of "word page" consistency, and set the page content layout of [store page] and [store single page]. Compared with the traditional basic wooden fish H5 page, the store page is simpler to set, easier to operate, and more convenient to set stores in batches; The store single page combines the advantages of the store page and the basic wooden fish, and can better express the product content.

Through the online test of store page and store single page (set the page style as the unique variable), the cost of store single page is lower than that of store page and traditional wooden fish H5. Store information is placed on the top of a single page, store address information is changed according to regional changes, and more comprehensive product introduction and multiple conversion components are combined with the details page to improve the stickiness and retention rate of Internet users.

Information flow promotion: multi-dimensional testing, optimizing accounts, materials and stores, and improving transformation

Set up stores and set up conversion components for preferential activities to attract electricity retention

Optimization orientation: select multiple forms for regional launch

Optimize materials and enrich creative styles:

• The navigation card coupon increased the rate of Internet users arriving at the store. Compared with the traditional style, the click rate of navigation components increased by 1.03%

• Creatively display the store address, and lock the users near the store with strong intention in advance

• Creativity writing according to different crowd orientations to increase the consistency of targeted creative shop pages

• Creative data analysis: low scene video traffic and conversion rate

• Oral video, female better than male, young better than old, indoor better than outdoor

• Pain point description video clip has good effect and the highest click rate, and horizontal video is better than vertical video

Optimize the store page by analyzing the data with the thermal diagram of base wood fish

New play: 100 accounts+local promotion linkage, private domain and business combination

New play method: super product specialty+local promotion map exposed, highlighting brand strength

Marketing effect

After the use of local promotion, through the optimization of account, creativity and store page, match with oCPC Stabilize costs and improve transformation. The store entry rate of information flow promotion increased by 3%, the store entry rate of search promotion increased by 32%, and the ROI of competitors increased by 14%.