When the exhibition is postponed or cancelled, where is the marketing road for foreign trade exhibitions under the epidemic situation?
A new model of Google Exhibition Marketing! The following process explains how to play hot spots on the exhibition,
Under the severe epidemic situation, China's foreign trade industry is suffering a huge impact. The export trade industry, which contributed 17.23 trillion yuan in performance, also faced a difficult dilemma.
Starting from the spring of last year, foreign trade companies will enter an important stage of market development and business expansion: participating in various international and domestic exhibitions, pushing customers abroad, visiting customers, and receiving visiting buyers.
However, the advent of the epidemic has brought all this to a halt: immigration control and business activities were forced to be cancelled; the German Cologne exhibition, Canton Fair, and more than 120 important international and domestic trade shows have been postponed or cancelled. What is even more worrying is that it will take a few months to get a full victory in the war.
The source of customers cannot be interrupted and the business cannot be stopped. Where are the outlets for a large number of small and medium-sized foreign trade enterprises to develop markets and customers?
According to the current situation of China's foreign trade epidemic, Google launched a new marketing strategy for exhibitions in the new economic era!
Overview of Chinese companies exhibiting overseas:
The data shows that from 2012 to 2019, the number of overseas exhibitions is about 1700 each year. In the past two years, the number of companies participating in overseas international exhibitions every year has continued to exceed 60,000 (nearly 60,000 in 17 years). ).
The above data shows that participating in overseas exhibitions is a rigid demand for B2B companies to do export marketing.
1. In the context of the new economic era, combined with the current special period, how to seize the new opportunities of exhibition marketing?
1. Diversified exhibition marketing modes in the new economic era
In the era of digital economy, exhibition marketing is mainly divided into three types:
Offline mode, traditional offline exhibition centered on enterprises
Offline and online combined mode (O2O)
Pure online mode
*The first three modes require companies to send people to the exhibition site to acquire customers
1 Offline mode-traditional offline exhibition centered on enterprises
Why can online marketing help improve the effectiveness of exhibition marketing? Here we can split into two problems.
1) What are the challenges facing offline exhibitions?
Unable to reach new customers before the exhibition, short-term contact during the exhibition, customers cannot be deeply impressed by exhibitors;
During the exhibition, peer competition is fierce, and it is difficult for exhibiting companies to stand out and win customer attention;
After the exhibition, I communicated with the customers, and I have no effective way to continue to communicate and interact with the customers. It is difficult to measure the ROI.
2) What opportunities can we see behind the data?
Before and after the exhibition, the period of time that the customer pays close attention to brings the customer's attention to the entrance of the exhibitor's information. Based on the facts, online marketing can be carried out in a certain period of time.
Before and after the exhibition, you can also see a similar pattern, bringing customers over at the micro moments of the exhibition.
We take the data from the 2019 Consumer Electronics Show as an example. The annual consumption of the Consumer Electronics Show exceeds 170,000, the number of participating companies exceeds 4500, and the number of speakers exceeds 1000+. It is a global influential exhibition.
Through Google Trends, we can see that in January of each year, the online attention of the exhibition is very high, especially during the period before and after the exhibition.
Based on this fact, before and during the exhibition, we should make good use of the phenomenon that customers pay close attention to the exhibition, pull potential customers into your customer list, and let the company and customers have a good continuous communication in advance .
2Offline and online combined mode (O2O
O2OThere are two modes of the exhibition:
One is centered on the organizer of the exhibitionO2OExhibition
The second is enterprise-centricO2OExhibition
O2OThe exhibition refers to the large-scale exposure based on the traditional model and the Internet, and online advertising covers the beginning of the exhibition3-5Days to the end of the show15day.
Let the enterprise exposure go from online to offline exhibition, and then return to online for continuous communication with customers.
With the organizer as the center, for example, the Canton Fair guides overseas customers to the exhibition.
①O2OExhibition marketing user path
Online ①②——Offline ③——Online is ④⑤⑥——Offline ⑦⑧
The entire user path:
Customers search for exhibition information online and enter the corporate exhibition website——①②
Communicate at the company booth during the exhibition-③
After the exhibition, online access to corporate information again, and continuous interaction-④ ⑤ ⑥
Finally, the process of signing and delivering to the offline is completed. We define it as the marketing path of O2O exhibition-⑦⑧
② How to prepare enterprises for O2O exhibition marketing
Enterprise-centric online and offline exhibition marketing (O2O）
Step 1: Analysis of exhibition opportunities
How to analyze an exhibition can be analyzed in terms of exhibition scale, exhibition influence, and analysis of exhibitors.
*Exhibition influence-you can use Google Trends (Google Trends) To analyze (exhibition+time/+Product word)
*Exhibitors Analysis-Using Tools to Analyze Enterprises to Competitiveness
[The tool can not only look at the effect of a specific exhibition, but also support the comparison of the effect between different exhibitions in a specific country. You can choose several exhibitions of interest and put them in this tool at the same time. The relative attention of the exhibition is high, and which exhibition is relatively low. 】
Step 2: Single-page website construction
The difference between exhibition marketing websites and standard online marketing websites:
1.The standard online marketing website assumes that the customer has reached the website and markets the product. The core content of the website is the company's advantage, product advantage, service advantage or after-sales support advantage;
2.The purpose of the exhibition marketing website is to use this website to guide customers to the company's offline booth and guide the establishment of communication.
Ways to take action to attract customers to the exhibition:
The benefits of free admission tickets are suitable for customers who want to follow your business online.
Provide an appointment to receive samples of the enterprise. If the product is more expensive, you can provide molds to attract high-potential customers.
Gift collection appointment, encourage registration, use electronic vouchers to collect gifts at the booth.
Demonstrate the company's core products and advantages
Industry advantage, regional advantage, excellent case
突The company’s position in the industry or senior experience in participating in the exhibition
Qualification certification of enterprises capable of conducting business abroad
Successful customer endorsement
In addition, it can be set at the end1对1The online entrance of the appointment allows interested users to leave contact information and product information of interest, and then allows the sales to interact with customers based on the information received.
Step 3: Exhibition marketing solutions
Before the exhibition30Day: the largest online exposure
In the exhibition3-5Day: Continued online exposure, offline attracted customer interest
After the exhibition14Days, reaching customers online repeatedly
Before the exhibition starts, we can let potential customers know your company's information before they arrive at the exhibition. The Google Display Alliance has a global200Ten thousand high-quality traffic websites can cover the global Internet more than90%Of users can help you reach your potential customers on a large scale.
When large-scale online exposure comes into play, customers come to the exhibition's single-page website to understand the advantages of the enterprise through the website information and arrive at the enterprise's booth during the exhibition. As for the operation of the exhibition, I believe everyone has experience.
After customers participate in the exhibition, they will continue to search for information on the Internet. If you can continue to do online marketing, you can interact with customers again. We call this product remarketing.
In this way, by adding online and offline layouts, you can change the exposure time of an exhibition from3~5Days expanded to48God, the opportunity for customers to pay attention to you, and the opportunity to understand you is greatly increased.
First, the return on investment has improved.
Users can continue to be touched through user matching, similar audiences, and remarketing performance tracking.
At this time, the return on investment of online marketing is higher. It includes not only offline investment, but also online investment. It not only includes the number of offline inquiries, but also includes the online marketing. Inquiry quantity.
Second, the conversion rate has increased significantly.
The customers brought through the online layout are much higher than those passively waiting at the exhibition. Because if the customer arrives at the exhibition page after actively searching, it means that the customer's own intention is very strong, so the conversion rate can be improved.
ExhibitionO2OCase: Effect improvement
Description: Significant improvement in customer quality
The core features of online mode:
It is through online means to arouse customer interest, display products to customers, so that customers come to the company's online marketing page. We define this model as an exhibition marketing model that rubs the hot spots of the exhibition.
Next, you will definitely ask the second question: During the epidemic, you cannot participate in overseas exhibitions on the spot. Can you obtain users through online means? Here we can apply\"Ru exhibition hot spots\" All online exhibition marketing model.
*The single-page information in step ③ is very important, which is to ultimately lead the customer to the marketing website.
In the process, the firstThe website of step ⑤ is the same as the website of step ③, the difference is that when the customer searches for the exhibition information, there will be an exhibition guide page to guide the customer.
Information on the single page of the exhibition: It is necessary to present some information related to the exhibition, and at the same time, it should guide customers to your marketing website to understand the advantages of the enterprise, products, services, applications, and cases.
It doesn’t matter if it doesn’t happen, because the customer’s goal is to search for information related to the exhibition. After the exhibition, he will also do research on the Internet. We can also find customers back through remarketing and take your products. Presented in front of customers, so that customers are brought back to the company's online marketing website.
② \"Ru exhibition hot spots\" marketing solutions
\"Ru exhibition hot spots\"Recommended products for marketing
二 How should different types of enterprises choose the exhibition mode to achieve their business goals
Business Type One
The company's exhibition budget is very sufficient, and the number of exhibitors reaches5~8个
All participating exhibitions are fully deployedO2OExhibition mode
Through the exhibition business, the company's online exposure time for the whole year is up to70%~90%
In the first/In the second quarter, a special period of \"Zhu exhibition hot spots\" mode
Business Type 2
The exhibition budget is limited, selected every year2~3To participate in an exhibition
For this kind of company, we suggest to implement the exhibition that you think is the most importantO2OExhibition mode
select2~3An influential exhibition in the industry that is not present on the spot is implemented in the \"Zhu exhibition hotspot\" mode
Ensure that through the exhibition business, the online exposure time of the enterprise throughout the year＞70%
Business Type 3
Export business started late and only participated in each year1Important industry exhibition
We recommend the implementation of the most important exhibitions for the industryO2OExhibition mode
select2~3An influential exhibition in the industry that is not present on the spot is implemented in the \"Zhu exhibition hotspot\" mode
Through the exhibition business, ensure the online exposure time of the enterprise throughout the year＞50%
三 Suggestions for the annual marketing plan
四 to sum up
The tool is used to find your target market, target customers, and analysis of benchmarking companies. Understand market trends and popularity, you can use Google Trends; select priority markets can use global business opportunities, analysis of benchmarking companies can useSimilarWeb。
Enterprises should pay attention to sorting out the data accumulated in the past offline marketing and customer portraits to determine what kind of customers and what kind of market is your target customer market.
After companies have clear marketing goals, they can use Google's product portfolio to take advantage of customers' online micro moments and fully expose themselves.
The website is the facade of the enterprise. The enterprise should use the website to continuously interact with customers to facilitate inquiries and orders. Therefore, the enterprise should pay attention to website construction and provide material text, pictures, videos and certifications that highlight the advantages of products and services.
The biggest obstacle to online marketing is trust, and trust is not built overnight, but through the details of the company's online presence, let customers gradually know you and trust you.
Without the use of accumulated customer data, companies cannot maximize the effect of data. We need to use data to look at the essence through phenomena and analyze marketing effects, so as to adjust and optimize corporate marketing strategies, such as: product strategy Priority market strategy . Here everyone can passGATo accumulate and interpret data.