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—— How can soft decoration brands build their own world language through exhibition channels to accelerate customer interaction and loyalty?
The industry's leading exhibitions carry the hope of many companies to promote customer interaction, enhance customer relationships, and enhance customer loyalty.
From the experience of successful people, it is generally necessary to be close to consumers, start from needs, expectations and experience, innovate marketing strategies, and play a combination of punches, so as to build a world language composed of brand image, brand personality, brand copywriting, brand expression, etc., activate customer resonance and win customer recognition.
According to the analysis, the world language of a brand is a powerful social currency, and it is the source or ability to promote the brand to win the recognition of all circles. It conforms to the brand tonality, and can circulate among various groups, break through barriers, achieve in-depth communication and efficient interaction with consumers, and add points to brand loyalty.
Taking the large soft decoration industry as an example, the China International Home Furnishing Soft Decoration Exhibition has been held in Beijing and Shanghai for more than 20 years, attracting 100,000 professional visitors every year, becoming a connector between enterprises and merchants, and also a window for soft decoration enterprises to export their own brand language.
Based on the observation of typical brands, we found that through storytelling, innovative display methods, enhanced interactive experience, cross-border cooperation, and improved customer relationship management, powerful groups such as Aimanshi, Mango Pudding, Lingxiu Wall Covering, and Deno Wall Cloth delivered a unique brand language, deepened consumers' understanding of the brand, narrowed the distance between customers, and then completed the closed-loop transformation from attention to traffic, from communication to orders.
Build a new type of communication with customers through storytelling
Storytelling is a new way of communication between brands and customers, which can break the limitations of the transactional relationship between the two parties, become a teller, a listener, a communicator, and then build emotion.
In addition, the story is easy to be remembered and disseminated, which helps to establish brand personality and expand the communication area.
Before the 2024 China International Home Furnishing Soft Decoration Exhibition in Beijing, Aiman recorded a video to tell about various preparations before the exhibition, involving the team leaving the factory, on the road, and the team cheering.
Such a short story set in the pre-exhibition period explains the preparations made by Aiman for this debut, and the viewer can feel the enthusiasm of the brand.
Compared with many exhibition promotional films that tend to be serious, such a short story film is very relatable, and instantly shortens the distance with customers.
In fact, behind every soft decoration brand and every product, there is a story, which can be conveyed through text, video and other content forms, causing emotional resonance among the audience, expanding the communication effect in advance, enhancing the audience's memory, and making the brand vivid, just like a reliable and close friend in the customer's impression.
In addition, at the exhibition, brands can also open up a special area to tell product stories, such as design inspiration, creative sources, production processes, use scenarios, etc., where customers can not only appreciate the products, but also feel the brand culture and values, and produce emotional resonance.
Innovative display methods: vivid brand image and shorten the distance between customers
Some soft decoration brands boldly make a bold move, creatively build around the exhibition hall, or introduce scientific and technological elements, or start from the innovation of the installation modeling, express the brand symbol with imaginative handwriting, bring a unique and gorgeous effect, shine in the brand and in the crowd, quickly attract the attention of customers, and shorten the distance between the two sides.
At the 2024 China International Home Furnishing Soft Decoration Exhibition in Beijing, Mango Pudding vividly shaped and conveyed the brand image with interesting and lovely devices, which not only shortened the distance between the brand and customers, but also enhanced the visual memory of the brand. It successfully breaks the monotony and indifference of traditional advertising, breaks the rules of traditional exhibition halls, and fully demonstrates the vitality of the brand.
Interactive Experience: A powerful way for brands to connect with their customers
How do you communicate with your customers really effectively? One answer is experiential interactive marketing.
In the era of information explosion, the exhibition site where a large number of brands gather, the information passively accepted by customers is easy to forget. Genuine engagement, experience and feedback are the powerful channels to connect customers.
A good interactive experience is often based on the common interests of customers, so that they have a sense of participation in their hearts, and gradually go deeper, and then connect the two sides closely.
Specific to the interactive experience activities at the exhibition site, there are at least on-site DIY, interactive games, design workshops, creative crafts, challenge competitions, etc.
For example, at the 2024 China International Home Furnishing Soft Decoration Exhibition in Beijing, Lingxiu wallcovering launched the interactive experience of "using water on the wall", that is, the fifth-generation water-condensed wallcovering, which does not need glue during the construction process, and can be directly sprayed on the wall with clean water.
This kind of interaction, attracting customers to participate in the experience of the product, can not only create a lively on-site grand occasion, but also help customers establish an intuitive feeling of the product, form a real impression of the brand, and may also stimulate the spontaneous communication of customers and build brand loyalty in entertainment.
Cross-border cooperation: strengthen brand awareness and enhance customer stickiness
Cross-border collaboration can also create a refreshing effect.
Soft decoration brands carry out cross-border cooperation with well-known brands and celebrities in other fields, such as launching limited edition products or jointly holding events with artists, designers, sports cars, luxury goods, etc., which can realize the superposition of customer groups, find the value fit point between brands, and promote the mental communication of cross-circle customers.
At the exhibition site of the 2021 China International Home Furnishing Soft Decoration Exhibition in Shanghai, Deno wall cloth cooperated with Lamborghini to create the Lamborghini wallpaper of the same name, and drove Lamborghini into the hall site, the combination of top sports car + elegant model + wallpaper not only highlights the luxury and refinement of the product, but also successfully creates an imaginative picture, arouses the interest of customers and leaves the impression of high-end brands, enhances the connection with high-end customers, and completes effective communication for the high-end market.
Coupled with the uniqueness and scarcity of its high luxury, it meets the consumption needs of high-net-worth customers to highlight their identity and taste, uniqueness, personalization, and exclusivity, and further enhances the loyalty of such customers to the brand.
Customer Relationship Management: Build interactions with long-term value
Reaching customers and obtaining customer leads through exhibitions is only a short-term goal. To achieve a long-term win-win situation, it is necessary to upgrade to customer relationship management, which needs to record customer information, listen to customer opinions, analyze customer behavior preferences, and then provide targeted solutions.
It is worth noting that the prerequisite for customer relationship management is that the exhibition site needs to establish a customer clue retention mechanism, match the corresponding team, conduct reception, communication, and record.
Categorize customers, such as buyers, distributors, etc., according to the degree of relationship, which can be divided into ABCD and other categories, and arrange personnel to follow up after the exhibition.
Through summit forums, special seminars and other forms, promote formal communication, and invite interested customers to visit the factory.
In this long-term communication, the continuous interaction between the brand and the customer is realized, the brand preference is enhanced, and the loyalty is increased, from which the customer resources are continuously converted.
It can be seen with the naked eye that a large number of enterprises go all out, with the implementation of the above strategies, establish effective communication with customers, form a customer-centered exhibition marketing model, and strive to form a long-term and mutually empowering relationship with customers.
Under this marketing layout, the value of the exhibition continues to be highlighted, and the centripetal force of the exhibition is upgraded again.
A few days ago, a new round of exhibition has kicked off, and the opportunity to interact with tens of thousands of customers and enhance relationships will be landed in more than three months.
It is understood that the 2024 China International Home Furnishing Soft Decoration Exhibition Shanghai from August 14th to 16th has entered the registration period and has ushered in brand bookings one after another.
What is certain is that the time has come to take the lead in layout, careful planning, and organize the market offensive in the second half of the year around the exhibition.