Marketing Background
Tanghuo Kung Fu is a catering brand committed to leading the innovative concept of healthy and fashionable Malatang, which focuses on healthy bone soup and can drink soup. Before the launch, when the customer searched for Tanghuo Kung Fu Malatang on Baidu, they showed the advertisement of competing Malatang. How to let netizens see Tanghuo Kung Fu and what products should be selected for the first launch on Baidu?
Marketing objectives
For the first launch, based on the marketing demands of Tanghuo Kung Fu, we will have a comprehensive insight into the crowd, give reasonable product mix, increase the number of investment attraction clues, eliminate counterfeit and competitive products, and increase brand exposure.
Marketing program
1、 Stargazer Insight:
In the early stage of Baidu launch, through the analysis of the data of the star watching disk, we can give customers more reasonable account settings.
1. Industry traffic insight:
After the Spring Festival, with the spring day of recovery of everything, catering investment promotion and franchise also ushered in the spring of traffic, and the search traffic increased significantly.
A large number of catering franchise projects introduce new ones, such as milk tea, hot pot, snacks, etc. Will Malatang still be the choice of those who want to join? As can be seen from the stargazing industry search words, Malatang ranks 11th in the industry's hot search words, and still has a place in the minds of entrepreneurs. After the Spring Festival, Malatang should be deployed to promote the content of investment promotion, and seize the rising flow of the industry.
2. Search geographical distribution+search before and after:
The business retrieval is concentrated in East China, and the promotion of East China should focus on budget allocation.
According to the continuation of the search, netizens will focus on some other catering franchise projects before searching Tanghuo Kung Fu, and then search the competing Malatang franchise brands. Find out the keywords that cover potential groups and category groups before the search, strengthen the brand construction of Tanghuo Kungfu, establish the brand image with brand products, and improve the brand transformation.
3. Audience characteristics:
In the observation of stargazers, there is little difference in the proportion of men and women who pay attention to business, but the age difference is still very prominent, concentrated between 25-44 years old. This group is young. At the same time, when the economy is strong, they dare to choose entrepreneurship. In the later launch, it is recommended to set up age group packs and target premium launch.
2、 Promotion and implementation
1. According to the actual launch budget of the customer, the account is set with a budget of 300 yuan, covering Northeast China, North China, Hebei and Shandong, which are the regions with high search traffic displayed by the star watching disk, and the corresponding regional coefficient premium launch is set.
The launch budget is limited, and entrepreneurial crowd keywords have not been launched. The account uses basic wooden fish+oCPC to promote, so as to obtain more stable clues.
2. Brand name card cooperation - brand words are displayed at the top to effectively intercept competitive products
Through the word frequency and popularity of the star watching disk, analyze the brand words that customers want to do one by one, and select the brand words with the highest flow to launch, so as to achieve the most appropriate effect.
Marketing effect
Starwatch analysis combined with search promotion+brand products. In the first half of the month when the account was launched, the number of clues launched reached 30+, showing a total of 16000+, total hits: 350+, and the number of account brand word searches increased by 20%. The customer launched online search and promotion in May. In June, the number of keyword searches for Tanghuo Kung Fu brand in the account increased by 20%, laying a good foundation for brand cooperation.