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 4,500, 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 the exhibition and during the exhibition, we should take advantage 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 .
There are two modes of O2O exhibition:
One is an O2O exhibition centered on the organizer of the exhibition
The second is the O2O exhibition centered on the enterprise
O2O exhibition refers to the large-scale exposure based on the traditional model and the Internet. Online advertising covers 3-5 days before the start of the exhibition and 15 days after the end of the exhibition.
Let the enterprise exposure go from online to offline exhibition, and then return to online for continuous communication with customers.
The entire user path:
How to analyze an exhibition can be analyzed in terms of exhibition scale, exhibition influence, and analysis of exhibitors.
*Exhibition influence-can be analyzed with the help of Google Trends (exhibition + time / + product word)
*Analysis of Exhibitors——Analysis of enterprises to competitiveness by using tools
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 presented on 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 guide customers to the offline booth of the enterprise through this website and guide the establishment of communication.
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 2 million high-quality websites worldwide, which can cover more than 90% of the global Internet users, and can help you reach your potential customers on a large scale.
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.
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 \"Xu exhibition hot spots\" all online exhibition marketing model.
*The single-page information in step ③ is very important, which is to ultimately guide customers to the marketing website.
In this process, the website of step ⑤ is the same as the website of step ③, the difference is that when customers search for exhibition information, there will be an exhibition guide page to guide customers.
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.
The tool is used to find your target market, target customers, and analysis of benchmarking companies. To understand market trends and popularity, you can use Google Trends; select priority markets can use Global Business Opportunities, and analysis benchmarking companies can use SimilarWeb.
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 must use the website to continuously interact with customers to facilitate inquiries and orders. Therefore, enterprises 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 various details presented by the enterprise on the Internet, 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 prior to market strategy. Here you can use GA to accumulate and interpret data.