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Online broadcast of the annual meeting / conference / anniversary celebration has become a popular form of activities during the epidemic period

Time of publication: 14:38, January 21, 2021



Due to the repeated epidemic situation, many enterprise brand press conferences have been passed since 2020 The form of online live broadcast conduct. By the beginning of 2021, the epidemic situation in northern China began to rebound again, which was in the annual meeting season of previous years, Live online annual meeting It has become the best way to carry out activities. Online activities Compared with offline, it has its own advantages and disadvantages. Offline pays more attention to the sense of reality, which is easy to stimulate the audience's emotion and create memory points for the brand Live online activities Communication will be more convenient and the audience will be larger.


In the eyes of many activists, it is helpless to turn offline business to online. However, from the perspective of enterprises, it is the best way to transfer offline activities to online activities.


 Online activity planning process



1、 Online activities have become a trend


Since Xiaomi 10 Online press conference After pioneering, dozens of industry brands such as Geely Automobile, Samsung, TCL, vivo, Huawei and Hisense have been passed successively Live online To release new products.


Since February, the online press conference has become an important external marketing carrier for enterprise brands. Especially during the epidemic period, the sales volume of each company has declined precipitously. For them, the online conference is both a helpless move and a new innovation breakthrough.


Judging from the number of online conferences held so far, the overall effect data is relatively good. For example, the number of online viewers of Xiaomi 10 conference reached 2.99 million, and the number of microblog topics ා Xiaomi 10 ා achieved 1.26 billion reading. It once created a new height of online live broadcasting.



 Xiaomi 10 online conference Xiaomi 10 online conference




2、 What are the advantages of online activities



1. Save manpower and material resources and maximize the communication effect


Such as catering, travel, reception and other expenses can be saved, only a speaker and a screen can be achieved; With the rapid propagation speed and huge capacity of online participants, with the improvement of network bandwidth, the delay between live broadcast and live broadcast is becoming smaller and smaller. Compared with tangible sites, the network space is infinite. For example, the number of online viewers released by Xiaomi 10 cloud is 2.99 million.


2. Save preparation time and marketing cost


It usually takes several months to prepare an offline activity, and the personnel are responsible for the follow-up, which is time-consuming and labor-consuming. The preparation of online conference can save a lot of communication costs and conference site management problems. At least the cost of venues (hotels, gymnasiums, special venues, etc.), performance programs, stage construction and material production will be reduced by half or even omitted.


 Nail 5.0 new product meeting (Live Online)


Press nail 5.0 new product meeting (Live Online)



Compared with the planning, site selection, media invitation and Exhibition Construction of physical activities, online live broadcast only needs to establish topics and equipment debugging, which is more time-saving. (it only took 25 days from the preparation to the implementation of the 2020 SAIC Datong marketing business annual meeting)



 SAIC Datong marketing business annual meeting 2020


On February 9, SAIC Maxus 2020 marketing annual meeting was broadcast online in its own modeling review room


In terms of cost, the cost of running an offline activity often ranges from tens of thousands to tens of millions. The expenses are mainly spent on offline activities. The online conference can save this part of expenses. The saved expenses can be integrated with the communication expenses, and the expenses can be spent on the communication side, so as to be responsible for the effect of the activities.



3. Audience expansion and cloud interaction


It can concentrate superior media resources and live broadcast platform resources, make the information of the press conference more accurate and reach consumers more efficiently at the first time, and at the same time, it can also solve the problem of maximizing the audience. For example, the number of press releases and the number of live broadcasting platforms can be increased, and the cooperation channels can also be diversified.

In addition, the online interactive play brought by cloud technology can promote the interaction between brands and consumers, such as voting, lottery, message, etc. Enhance the audience's memory of the brand.


4. The details of value information are enlarged to make it easier to spread


In the past, due to the site restrictions of offline activities, even if the space of the venue is large enough, it is difficult to ensure that the visual and sensory experience of each audience is the same. It is very difficult for the audience in the back row to see the product information (text and image) on the large screen, and it will be greatly reduced in guiding the audience to carry out communication.


 Tcl2020 spring new product online launch


Online launch of tcl2020 spring new products


However, through the online conference, we can focus on the optimization of product information accurately, so the design of keynote can be optimized according to the proportion of live pictures.




3、 What are the forms of live online activities?


1. Live broadcast of AR virtual conference


Features: combine AR / VR technology to create offline virtual stage effect.


Most of the online conferences that have been held now have not much innovation and breakthrough in form. There is no essential difference between this form and the previous offline press conferences through the platform live broadcast. The only difference is that the off-line press conferences have the rendering of lighting and the reality of the scene, which is very difficult for online conferences to achieve.


Now the common online press conference, in their own function hall or studio, pre built a simple stage, using vr virtual reality + foreground real shot, and then through the screen matting, superimposed on the virtual screen. In this way, the live broadcast platform presented to the audience is a more realistic picture effect, which tests the speaker's coping ability. After all, it's a few hours of speaking in a virtual world.


For example, Samsung held an online launch of Samsung's flagship new product in China, which adopted green screen technology.


 Samsung flagship new product launch in China Samsung flagship new product launch in China Samsung flagship new product launch in China Samsung flagship new product launch in China Samsung flagship new product launch in China Samsung flagship new product launch in China


For this kind of online conference live broadcast, the live broadcast platform is generally the brand's own publicity channel, or the video live platform (Tencent, iqiyi, Youku Tudou), and the conference video live broadcast (micro roar, yingmu), etc.



2. Live broadcast with goods


Features: chatting while selling goods, interaction between multiple people in the live broadcast room.


During the epidemic period, offline activities could not be done. Many enterprise brands (automobile, household appliances, real estate) began to use the online celebrity effect to do online chatting and selling goods. Through the interaction between live broadcast room and fans, the marketing purpose was achieved.

Recently, Yu Jingmin, vice general manager of SAIC Passenger Car Co., Ltd., made live broadcast online for the first time on tmall, Taobao and taoyin platforms, personally "sold goods" for SAIC Rongwei and mingjue brands, and jointly conducted a live show with "g Seng Dong", a popular online anchor. It is said that the studio attracted 500000 people to interact.


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It is obvious that online activities have been the main trend during the epidemic period. At least before the end of the epidemic, online activities will still be the main form of live broadcast. Therefore, we should consider how to make online activities colorful, novel and unique.


So how to plan online activities You can read it Dingdingmao exhibition of Chengdu activity company Previous articles


Detailed operation guide for last year's meeting    

"Local epidemics occur in many places in China, and the last year will become the mainstream of new year's activities"



Chengdu event planning - live online activity planning - dingdingmao Exhibition

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