Geraldine Chew, CEO Greater China at Uniplan, shares her thoughts on how brands can stay agile and keep clients engaged online
Increasing online visibility is a challenge for many, more so in this current time and space when all experiences have to be temporarily moved online, as well as compete against each other for more eyeballs.
Here are some tips for companies to rethink how to connect with their online audience.
- Be agile.
Uniplan has reinvented and reconfigured part of their Hong Kong office by turning it into a livestreaming studio to help their clients launch products and hold events online.
- Deepen collaborations.
We’ve seen luxury brands looking to their partnerships with hotels and resorts to create exclusive events and experiences for their guests in a safe environment.
- Offer a unique experience.
Xiaomi, Huawei and other Chinese technology brands have temporarily moved their product launches online in order to avoid cancellations. Yet, brands should always think of how to create unique experiences by leveraging advanced technology such as augmented reality, 360-degree video content, so that virtual events can also convey brand messages effectively.
- Explore live broadcasting.
Since Covid-19, Chanel has introduced live broadcasting of their fashion shows, resulting in a democratising of the whole fashion show participation experience.
- Consider online sales.
Shanghai Fashion Week went fully online for this spring’s edition by collaborating with Tmall, which allowed them to generate online sales like never before. It also demonstrates that brands can consider collaborating with well-established e-commerce platforms in maximising sale channels.
- Don’t ignore your international audience.
As conferences and corporate events resume in China among global travel restrictions, event organisers have stepped up effort in creating strong live connections with guests abroad and working with satellite venues in other countries for foreign guests to participate. Brands are advised to think of effective stage management/setting such that international guests can be well engaged.
- Consider omni-channel solutions.
Physical pop-ups are taking place again but with reduced numbers of visitors allowed in at the same time. Developing an online platform together with the physical pop-up will allow guests to book their visit. The brand will also be able to collect personal data and engage consumers online before, during and after their visit.
- Make use of social media platforms and KOLs.
The Ritz-Carlton has invited different guests such as yogis to stay in the hotel and do a photo series and live stream their practice to their followers using the brand’s location tag and showing the venue off to more niche audiences.
- Digital consolidation.
Ensure marketing campaigns align offline and online. Guests that frequent a hotel’s restaurants and bars can be invited to see what is happening behind the scenes whether is a chef or bartender recreating an iconic recipe or showing the audience how to reheat a favourite takeaway dish at home.
- Stay informative.
If you want to keep engagement, your audience needs a reason to be on your platforms and following your news. Hotels such as Upper House are hosting live panels at the hotel for guests to tune into from the comfort of anywhere.