Views: 0 Author: Site Editor Publish Time: 2021-03-31 Origin: Site
1. Customer background of Red Star Cloud Exhibition
Anping County Hongxing Wire Mesh Manufacturing Co., Ltd. was established in 1989 and has been committed to the production of wire mesh and wire mesh media for 26 years.The company has 18 patented products, all of which meet EU, GB and ASTM standards.The company has obtained certificates for ISO 14001 Environmental Management System, ISO 9001 Quality Management System and OHSAS 18001 Occupational Health and Safety Management System.
Customer pain points: The company is currently encountering bottlenecks due to the epidemic. Exhibitions cannot be carried out. There are no exhibition plans and exhibitions are stagnant, which affects the company's foreign trade progress. Customer visits have dropped, the inquiry conversion rate has declined, customer development is not ideal, and there is a lack of customer attraction. Key content.
2,Customer’s industry positioning
Industry: Mining machinery accessories
Brand Positioning： Hongxing Screen is a Chinese screen manufacturer that can provide customers with a full range of screen products to meet the different needs of customers.Product price positioning is: High quality products with reasonable price.Excellent product, reasonable price.
Market share: Based on customer feedback and online research, and through Google Trends analysis and comprehensive data, it is concluded that the market distribution of customers is part of the North American market, part of the Australian market, part of the European market, part of the African market, and part of the Asian market share; planned new development market countries: South American market and expand other market shares
Price competitiveness: The price is higher than that of domestic competitors and lower than that of European and American competitors.
customer audience: Take the North American region provided by the customer as an example: white male aged forty to fifty, college degree or above, mining machinery related, manager or above position, mining and machinery related, generally using social software such as Facebook, Instagram, LinkedIn, etc.
3.The production needs and purpose of the Red Star Cloud Exhibition
Demand: During the global epidemic, the offline exhibition model was forced to stop, and factory inspections and negotiations with foreign customers could not be carried out as scheduled. As a result, most customers' foreign trade promotion was hindered, and the requirements and purchasing habits of foreign customers could not be met, resulting in Most orders were stopped.
The customer signed up to participate in the Bauma Show in Shanghai. As an exhibitor, the customer used the online cloud exhibition hall to replace the traditional graphic and text promotion. The strong display power and attractiveness of the cloud exhibition hall can help the customer attract exhibitors and buyers and conduct in-depth discussions. Negotiation and cooperation have met the factory inspection needs of foreign customers, and also attracted customers through strong presentation.
Purpose: Attract buyers and exhibitors at the exhibition, reach negotiations and in-depth cooperation, improve conversion effects, and obtain more customers or potential customers.During the period when you are not participating in the exhibition, as a new material for business negotiations, you will have higher competitiveness compared with peers, improve conversion efficiency, and display new ideas.
4. Cloud exhibition plan
Design idea: Through communication with customers, the overall design style is positioned as an overall simple design, highlighting the core positioning of the customer's enterprise as a solution provider.
Color matching: The customer's logo color is mainly orange, with a secondary dark blue color, which is relatively dark. The overall color of the exhibition hall uses light blue and black marble styles, with dark colors, highlighting the profound restraint and strength of the company.
Function list design: The functional design of the cloud exhibition hall is divided into two types: display functions and marketing functions. The display functions include 3D glasses viewing, corporate information display, corporate product library, and corporate business card display; the marketing functions include corporate business card exchange, corporate Online factory inspection, enterprise product inquiry, customer meeting room, sharing.
3D glasses experience display
Corporate information display
Enterprise product library
Business card
Business card exchange
Online factory inspection
living room
Product inquiry
5. Promotion methods and expected effects
The customer's traffic source basically comes from natural search keywords, and improving keyword rankings can bring more traffic.
The traditional method brings limited traffic. Through analysis and evaluation, we have launched a combined online and offline method for our customers.
Offline display: used by customers when participating in exhibitions or during trade negotiations. It is used as marketing material for new situations, greatly improving the conversion rate and success rate.
Online promotion: 1. Improve rankings through Google keyword operations, high-quality content planning and practical functions to attract customer interaction, increase traffic, and increase exposure.
2. Social media promotion, using social media such as LinkedIn and Facebook to promote and attract traffic, promote efficient conversion of accurate audiences, and meet the needs of special periods.
Optimizing the opening speed: The opening speed of the cloud exhibition hall is ranked first, which is directly related to the customer experience. Therefore, our expected standard is that the opening speed of the cloud exhibition hall is three seconds domestically and five seconds overseas. By deploying servers overseas and upgrading the system , the server stability has been greatly improved, and the customer's marketing effect has been enhanced.
The expected results have reached customer satisfaction, and we hope that the results can be continuously improved in the future.
