Marketing Background

Shanghai Jiayuan Decoration is a powerful decoration enterprise integrating decoration design, decoration materials and decoration construction.

It is mainly engaged in the decoration design and decoration construction of various residences, renovated houses, wedding houses, duplex houses, villas and commercial public spaces.

After years of development, it has opened 18 branches in various districts of Shanghai.

Marketing objectives

Seek marketing methods with lower customer acquisition cost.

Marketing program

Plan and Unit Settings

Separate plans and units according to the distance, price, style, cases and other factors that target customers focus on.

The target of the oCPC conversion is set as: form submission success+one sentence consultation+phone connection.

key word

Add the following types of keywords:

Regional words: which decoration company in Pudong, nearby decoration company, etc

Price words: decoration cost, decoration quotation, etc

Style words: new Chinese style decoration, simple European style decoration, etc

Effect words: effect picture of three rooms and one hall, effect picture of modern style, etc

originality

According to the type of keyword traffic, write the corresponding creative undertaking:

Follow the regional words: Come here to see the model house for free in Pudong New House Decoration in 2021

Accept price words: How much is the decoration of three rooms and one hall in Shanghai? Click online quotation

Undertaking style words: 2020 hot decoration style, each of which is beautiful to suffocate

Case words: from rough room to fine decoration, this effect picture is really excellent

The basic creativity is matched with the local creativity component to display the distance and lock the users near the store with strong intention in advance.

Landing page

Set up store marketing activity page for local promotion:

First screen: display the door face map and address to enhance authenticity and improve trust; Add forms and phone components to get clues; Expose some preferential information

Second screen: detailed introduction of activity stimulation points

Three screens: introduce the main business and the company's business characteristics

Four screens: end with form collection and lock intended users; In addition, the bottom suction button for consultation, telephone and appointment is added to facilitate users to contact at any time

Marketing effect

By launching local promotion and strengthening landing page cards+consultation guidance, the click rate of Jiayuan Decoration has increased by 114%, ACP has decreased by 15%, and the transformation cost has decreased by 40%, attracting a large number of potential users to obtain more clue business opportunities, guiding target customers to shop for consumption, and helping chain brands achieve rapid and local multi store promotion.