The digitalization of 0 1 physical exhibition hall is the intersection of online and offline integrated marketing.
As a place to display goods, exhibition halls have existed since ancient times. In recent years 10, the exhibition hall has been widely used to show the comprehensive strength of the brand. In particular, set up exhibition halls in various exhibitions/experience stores, and try to get as many customers as possible from the large passenger flow in a short time.
Exhibition hall applications include: exhibition hall, experience store hall, enterprise hall, etc.
In the process of Internet technology sinking to entity, the construction of digital exhibition hall (online exhibition hall) has become the meeting point for enterprises to realize online and offline integration.
The digitalization of exhibition halls referred to in this paper is the integration of information technologies such as Internet and community tools to realize the digitalization of physical exhibition halls and create online and offline experience and interactive marketing for users. ? It does not mean a single exhibition hall multimedia broadcast or a pure virtual digital exhibition hall.
The digital exhibition hall shall cover the following key business points:
1、? Online and offline all-round perception and experience of goods.
When customers come to the exhibition hall to experience and perceive an offline product, they can also scan the QR code of the product to obtain the corresponding online information. Online product display, including electronic picture books, short videos and other forms, introduces the theme, technology and quality of products in an all-round way to attract customers.
2、? Multi-screen interaction and sustainable marketing follow-up after leaving the exhibition hall
Multi-screen interaction refers to the screens of exhibition halls, marketers and customers' mobile phones. Each screen carries different functions of the exhibition hall. Show the company brand consultation on the screen of the exhibition hall; Marketers share marketing content with customers through mobile phones; Customers use mobile phones to scan codes or receive and browse product information. Multi-screen interaction realizes information connection and interaction, and customers continue to realize interactive marketing after leaving the exhibition hall.
3、? Digital marketing planning such as lottery and prize winning has won customers.
When customers come to the exhibition hall, they can quickly participate in corporate marketing activities through mobile phones, such as lottery, winning prizes, getting coupons, obtaining mobile phones and mailboxes, and establishing interactive marketing.
4、? Drainage exhibition hall marketing activities through community communication
Exhibition hall marketing activities are not limited to the customer flow coming to the exhibition hall. Online passenger flow can be obtained through live broadcast and self-media, which can revitalize the existing customer base, re-market and realize three-dimensional customer acquisition marketing.
Digital platform of exhibition hall (online exhibition hall), master the ability of obtaining customers in exhibition hall, and follow up orders at any time.
In order to meet the needs of upgrading the exhibition hall, the corresponding core competitiveness of the digital marketing platform of the exhibition hall is as follows:
1、? Digital management ability of marketing content
Online production of e-books can be realized quickly, and electronic picture books (PDF) and short videos can be uploaded to form a marketing data center, which can be displayed in exhibition halls of different stores.
2、? Open up the ability of self-media and community communication
Ability to quickly establish contact with customers who come to the exhibition hall, share marketing content and support the ability to spread customers through social media.
3、? Have the on-site planning ability of exhibition hall activities, be able to quickly plan activities such as lottery, award-winning and coupon collection on the platform according to the traffic situation of customers, and complete online and offline activities on the spot.
4、? The ability of obtaining customers and interactive follow-up in the exhibition hall can track the passenger flow of the exhibition hall, the marketing ability of marketers, the heat analysis of products and other big data analysis capabilities.
In short, the digital exhibition hall will undoubtedly become the focus. The exhibition hall digital platform (online exhibition hall) should be able to support the multi-scene application of exhibition halls and store exhibition halls. Using SAAS leasing mode, the input cost will be much less and the project risk can be controlled.
Attachment: Online Enterprise Exhibition Hall