Furniture industry: Overthrowing the single promotion model and completing 3 major overseas orders in a short period of time
Brand Background
The factory building of a certain industrial company in Foshan City covers an area of 80,000 square meters. It is a private enterprise integrating the production of industrial aluminum, office screens, office furniture, steel furniture, hardware and plastic accessories, mold development, and international trade. It has introduced advanced production lines from abroad, and the product development, production, quality control, sales, and service are all networked.
Project Challenges
The company chose Foshan Yige for promotion mainly because Yige can provide localization services and incubate operational talent services. Before Foshan Yige’s promotion, the company faced the following two difficulties :
1. In the past, customers were mainly acquired through offline exhibitions, with a single customer base and sales channels. The global epidemic broke out, and offline exhibitions were hindered;
2. The results of e-commerce on other platforms such as Alibaba are not ideal.
Marketing strategy
Foshan Yige customized a delivery strategy for the client that combined search advertising, display advertising and remarketing advertising , promoted it in multiple target countries, reached different target groups, and expanded new traffic.
1. Search ads
Before going online, we conducted big data research on relevant keywords, built Google advertising campaigns based on country and product classifications , segmented the company's product words, industry words, competitor words and brand words, and used positioning keywords to associate user search results with phrase matching and exact matching methods, directly targeting the most interested customer groups without wasting a penny.
Marketing strategy
2. Display ads
We use display, video, and discovery ads in a coordinated manner to promote in multiple forms. We conduct professional audience research before going online to accurately screen and identify target groups and tap into potential customers.
Display ads: Displayed in the form of pictures and texts on Google's partnered ad networks, low click costs, high exposure, and traffic to the official website
Video mid-roll ads: You can skip mid-roll ads
Video discovery ads: mainly recommend videos and increase fan traffic
Take the initiative to cover a wider user base at low cost, accumulate high-value user data, promote brand image and increase brand awareness.
3. Remarketing Ads
For deep browsing users who browse for more than 3 minutes or browse more than 3 pages, we conduct remarketing to reach customers again and awaken their impression of the brand, which greatly increases the inquiry submission rate and reduces the inquiry cost.
Promotion channels and effects
With the services of Foshan Yige team, the enterprise advertisement received 7.91 million exposures↗ , 98,600 clicks↗, and the average cost per click was ￥1.25↘ .
Specific promotion effect:
1. The average session duration of users is relatively long, especially for search ads, which lasts up to 1 minute and 30 seconds
2. Accumulation of valuable users
3. Enhancement of brand influence
4. A high proportion of users browse in depth
Foshan Yige continuously tests the effects during the advertising period and adjusts the strategy in real time according to the project delivery effect. In the past 130 days, a total of 165 inquiries have been detected, and 3 orders have been completed!