Catering Takeout website Eat24 Erotic Marketing

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Signed business and access to users are catering O2O website operation of the two major jobs. Many food and beverage O2O website through "Sweep Street" this kind of bitter force way to sign the merchant, but even if signed the merchant, the website does not have the user everything is in vain. In fact, the vast majority of catering O2O Web site in the acquisition of the user's ability is very weak, simply can not locate users for precision marketing; But precision marketing is not an impossible concept, catering O2O website can also find the doorway.

September 9, 2013, the U.S. Food and Beverage Takeaway website Eat24 on its official blog published a "How to advertise on a porn Website" (how to advertise on pornographic sites), the Eat24 on the pornographic site advertising on the preliminary consideration, Medium-term and later-stage effects were shared. On the whole, Eat24 through the creative realization of precision marketing, with very little advertising fees to obtain a very high conversion rate, its experience is worth the food and beverage take-away site peers for reference.

First, to obtain higher conversion rate is very important to Eat24

Eat24 is a well-known U.S. food and beverage sales site, in the United States more than 1000 cities have more than 25,000 cooperative restaurants, 2011 was lifehacker as the best of the five network of online takeaway. Unlike other peers, Eat24 has not introduced any investment since its inception, so it is the principle of doing things to speed up development while minimizing costs. Eat24 abandoned the practice of burning money in traditional media, and even the effect of measurable Internet advertising, Eat24 must pursue a higher conversion rate in order to keep spending in a tolerable range. The money is not well-off, Eat24 to ROI is very high; after a long exploration, Eat24 began to try to use a more unique way to promote marketing: Advertising on pornographic sites!

Second, pornographic website is a good choice for Eat24

Before advertising on pornographic sites, Eat24 found some pornographic stars on social networking sites (such as Tera Patrick,daisy Lynn,andy San Dimas and Tara Lynn Foxx) were already Eat24 users, and many of the sex stars had "no Pants" ( Life without pants), and the appetite is very good, it is easy to understand that they will use the takeaway site.

are pornographic sites the right place to play takeout advertisements? Is it a good deal? How to advertise on pornographic websites and not to trigger moral and legal issues?

1 pornography site has a huge user population

U.S. Business Insider published data showing that pornography accounts for 12% of the total number of global sites. When using the search engine, once every 4 searches, one is to search for "erotic" related keywords, a total of 68 million times a day. Pornography accounts for 35% of all Internet downloads, over 1/3 shares. Pornographic websites occupy 30% of the Internet traffic. 2.5 billion of e-mails received by Americans every day are from pornographic sites, accounting for 8% of total mail, and 40 million of people in the United States are frequent visitors to pornographic sites.

From the rankings of U.S. websites, there are serious sites (such as Google, Facebook, Wikipedia), but continue to see a lot of pornographic sites also have good rankings, such as XVIDEOS and YouPorn is the top 60 of the U.S. Web site, a large number of visits per day.

2 CPM of pornographic websites is far below "serious website"

Pornographic sites have very large user coverage, and many pornographic sites have very large traffic; compared with the traditional "serious website", the impression of the pornographic website is much lower. Eat24 found that paying the same advertising fee and advertising on pornographic sites was better than Google, Facebook and Twitter.

What's more, 99% of ads on pornographic sites are "erotic ads" (Big pill, erotic personals, etc.), and mainstream brands don't advertise on pornographic sites, which makes pornography sites a huge advertising value, and Eat24 to be 1%.

3 advertising on pornographic websites can also be attractive while avoiding risks.

In the design of advertising, Eat24 choose picture ads, to be attractive, without triggering moral and legal issues is very important. In terms of attractiveness, Eat24 needs to separate itself from the other 99% ads on pornographic sites and to be linked to pornography. Eat24 found that "erotic" and "food color" can make people happy, the two are common, the best way to show food attractive is the picture, without distracting the user from the pornographic video. To this end, Eat24 set up a semantic pun, provocative ads, plus delicious food pictures to increase attractiveness.

At the same time, in order not to cause moral and legal controversy, EAT24 after consideration, the original use of monkey design advertising to remove, nor other animals as an advertising design elements (fear of causing animal rights activists protest). If you look at the ad design alone, Eat24 's ads don't have much to do with the moral and legal issues, and putting these ads on a pornographic website makes a great difference.

Third, Eat24 on the pornographic website has achieved the extremely good effect

Eat24 began to implement advertising plans, respectively in the homepage of pornographic sites and video page placement ads, the results are unexpected, home traffic, but the number of clicks on the home page ads less than 1/5 of video pages, pornographic site users in the home page stay with a clear purpose, need to find as soon as possible to see video, It's hard to be distracted by the ads next to it, but in pornographic video pages, users have time and energy to think of others, and if they are hungry they will naturally think of food, and the side of the take-away advertising is a big attraction.

Eat24 did not publish specific data, but claimed that the launch of pornographic sites has achieved excellent results, in a very small amount of investment, both the order volume or app download significantly increased; Generally speaking, getting a new user is much more than maintaining an old user, More than 90% of Eat24 from pornographic sites are new users, and these users will become two consumer users after using Eat24.

In addition to the actual high conversion rate, EAT24 marketing activities by many sites, in the social news site Reddit EAT24 First World War fame, news aggregation site BuzzFeed also has Eat24 reports, allvoices to Eat24 creative Marketing done a case report. Eat24 has also received attention in other social networking sites.

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