Reputation Management
Recent baby formula shortage in the US emphasises that businesses need to respond quickly and decisively, academic research finds.
TRADE SHOWS
Digital showrooms pose a threat to traditional trade shows
By our News Team | 2021
Industries such as bathroom and kitchen manufacturers are pivoting to digital showrooms to reach their key audiences.
Trade shows is a traditionally conservative industry. It is one that, in Japan at least, according to the Financial Times, has traditionally depended on face-to-face interactions and fax machines to place orders.
However, major changes are taking place as manufacturers respond to the restrictions imposed by the pandemic.
Virtual platforms at trade shows
For instance, Japanese maker of bathroom and kitchen fixtures, fittings and building materials, LIXIL, is switching to digital showrooms. This is in the expectation that most of its post-Covid customers will use virtual platforms.
For trade shows, that has meant the introduction of online video sessions with customers and subsequent investment in technology such as augmented reality. In the case of LIXIL, for example, it opted not to attend a major two-week trade show in Germany and instead invest the money it would have spent there in creating a virtual platform called GROHE X. This falls under the auspice of its GROHE brand and has the advantage of being accessible at any time.
Company reaps the benefits
With 70,000 views in the first week following its launch and 4,000 appointments with customers around the world – including architects, designers and plumbers – GROHE X has been “a massive game-changer”, says a LIXIL regional marketing leader.
Use of 3D images and augmented reality in digital showrooms enables customers to explore a wider variety of kitchen and toilet designs than would be available in a physical showroom.
“This type of platform [GROHE X] is very efficient, much faster, much more scalable and more tailored than a traditional trade show,” said Gerhard Sturm, MENA Marketing Leader at LIXIL.
Source: Financial Times
AMC Member News
Brands have a great opportunity to achieve excellent ROI on the platform. However, there are several important points to be aware of.
Marketing Gimmicks
Playful and gimmicky, it wants consumers to feel as if they’re in a slightly dodgy bar with inexpensive drinks and a down-to-earth vibe.
Guerrilla Marketing
Danish broadcasting company finds a hard-hitting way to remind Copenhagen city residents how global warming could change their lives.
Retail Strategy
The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.
Online Advertising
Even if you’re familiar with Google Ads campaigns, you may be missing a few tricks of the trade, says industry expert.
Social Media
But the latest study by Pew finds that YouTube rules the roost, with a massive 95% of American teens using the platform.
Brand Value
No surprises as Coke and Pepsi fill top spots in latest survey of non-alcoholic drinks brands. Their values rise by 7% and 12% respectively.
Personal Branding
Want to be CMO? Prudent building of your personal brand on social media – especially Twitter – could get you there, researchers find.
Brand Experience
When marketing sports products, brand experience may not increase satisfaction, but it can alleviate or eliminate uncertainty.
Public Relations
Aim is to further develop the consultancy’s digital expertise in the areas of social, experiences and content.