About online exhibition live "play" and feelings
Source: China Trade News Author: Duan Ning 2020-06-09 09:10:03
In the recent period of time, some enterprises consulting the author: online exhibition live in the end how to do？For the anxiety of the current exhibition enterprises, I also feel empathy。After all, if an exhibition is live broadcast, the company fails to stand out from many competitors, and the feeling is similar to attending a party when a bystander。In order to effectively help enterprises, the author and the unit applied for resources, and cooperated with micro-Roar, planned and held an event called "How to Play Online Exhibition？-- Unlock the new posture of live marketing semi-public service live broadcast。As one of the sponsors of this live broadcast, the author is here to share with the industry the feeling of planning this event and the process of the event。
The live broadcast has thousands of appointments, nearly 1,000 people actually watched, the total number of "live + replay" has exceeded 10,000, and more than 1,000 "red hearts" have been harvested in the live broadcast process.。In addition, as a semi-public welfare live broadcast, the live broadcast has more than 1,000 yuan of ticket income and rewards, which is a satisfactory result for a live broadcast with less than a week's preparation time。
For this live broadcast planning, the author has several experiences。
First of all, affirm the value of the activity and establish the price of the activity。Before this live broadcast, the author's unit has organized more than a dozen public welfare live training, which has won high recognition and praise, which makes the author benefit a lot。How to judge the value of training？This also prompted the author to have a deeper thinking。The author thought of the story of two sages, that is, Confucius received three cured meat, Wang Yangming charge to spread the mind。Charging is not the end, it is to affirm the value of the activity and set a price for it。What is the value of this online broadcast？According to the standard of getting App courses, 199 is given.The price is 9 yuan。
Secondly, attach importance to participation value and reward participation behavior。If you just set a price on the live broadcast, then I am afraid to write this sharing content。According to the author's understanding of live broadcasting, it is also valuable for participants to participate in live broadcasting。To affirm the value of this behavior, the event organizer must reward the participants by giving them "candy."。How do you make sugar？I changed the price of pay-per-view during the live broadcast to 9.9元。This equates to a price of 190 (199.9-9.9) Yuan, that is, compared with other viewers, the audience who participated in paying during the live broadcast watched the live broadcast saved 190 yuan。I believe readers can see that this pricing standard comes from the familiar "9 yuan 9 free mail".。
Third, subsidize private domain traffic to protect channel interests。After the charging link is determined, return to the original intention of organizing this live broadcast。Before live broadcasting, the author's idea is to effectively help enterprises understand live broadcasting, and improve live broadcasting skills by watching this training。The "enterprise" here is actually a range, to use a fashionable word, this range is the private domain traffic。What is private traffic？The author's understanding is "the customer base that can be reached and influenced", including both direct customers and channel customers。For customers with private domain traffic, it is necessary to give additional subsidies, that is, "extra sugar", because the core of the service is private domain traffic customers。So how exactly to subsidize？The author adopts the method of invitation code, and the audience who receives the invitation code can watch the live event for free。Because the author unit is promoting the wechat public number, so the author used to send invitation code by paying attention to the wechat public number reply keywords。The object of subsidy in this way is mainly the direct customer base of the unit。For very important channel customers, exclusive posters showing distinguished identities are customized for each channel, and channel customers can watch live events for free through their exclusive posters。Here's another example。On June 1, Dong Mingzhu represented Gree Electric Appliances in the online live delivery of goods, the cumulative sales of the day as high as 65.400 million yuan, setting a record for live sales in the home appliance industry, she also used the same method。Gree Live's original intention is to let consumers use inexpensive Gree air conditioners, subsidize live participants through low prices, and fully protect the interests of channels and actively play the role of channels, thus creating this sales miracle。
Finally, complete the value commitment and realize the marketing closed loop。See here, some people may be a little confused, at the beginning of the price is 199.Nine yuan. The next one was nine.9 yuan, and then it became free, how much is this live broadcast？This is a very good question, this is the time to complete the value commitment, to achieve the marketing closed loop。Because this live broadcast is training, it is a knowledge paid service, and long-term services can be repeated to see customers。The final design of this live broadcast is to set the price of replay at 199.9元。This operation is very important, through this pricing to complete the initial value commitment, to achieve a closed loop of value, so that participants, private domain customer participation or operation to harvest value, experience value。If you're not on the air with 9.9 yuan purchase or did not get the invitation code of the audience, want to see the training will need real money, pay 199.9 yuan, to use a popular Internet saying, if you miss it is a lifetime。What if the type of live broadcast is not a paid service for training knowledge and cannot be repeated？In fact, it is very simple, we must complete the commitment in the live design process, such as the lottery, it is really drawn, such as exchange coupons or coupons, we must honor, we must complete the value commitment to the participants, in order to achieve the marketing closed loop。
Here we share the themes of the three guests in this live broadcast。The first is Zhang Yao from Weihao, who shared the "Five essential elements of live broadcasting" and "a complete process of live events".。The second is Li Cunrong from Micro Roar, who shared typical application scenarios, including new product recommendation, member marketing, online conferences, webinars, corporate public classes, user operations, live delivery, product promotion, e-commerce delivery, dealer training, etc。The third one is Wang Yan from Siemac, who shared the core demands of the exhibition: building trust with buyers (visitors) and conveying information to buyers (visitors)。
The most impressive thing about this live broadcast is a sentence shared by Wang Yan: The live content of exhibition enterprises may not be remembered by customers, but the feelings brought to them by live broadcast can not be forgotten。
(The author is Deputy General Manager of Integrated Business Division of CimIX International Exhibition Co., LTD.)