NBH Guide: Promoting Offline Events with Digital Marketing in China: 10 Tips for Success 

May 27, 2024 |
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In the dynamic landscape of Chinese business, offline events continue to play a crucial role in building brand presence and fostering meaningful connections. However, combining these traditional events with digital marketing strategies can amplify their impact and reach. If you’re a B2B company planning an offline event in China, here are actionable steps to promote it effectively: 

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1. Understand Your Audience

Before diving into digital marketing tactics, understand your target audience. Who are the decision-makers attending your event? What pain points do they face? Tailor your messaging accordingly. 

2. Localize Content – China for China 

  • Simplified Mandarin Content: Ensure all event-related content is in Simplified Mandarin. Use professional translation services if needed. 
  • Cultural Sensitivity: Understand Chinese cultural nuances. Tailor your messaging accordingly. 

3. Leverage WeChat: The Swiss Army Knife of Chinese Marketing 

WeChat is more than just a messaging app—it’s an ecosystem. Use it to: 

  • Create an Official Account: Establish your brand presence on WeChat by setting up an official account. Share event updates, industry insights, and engage with followers. 
  • Event Mini Programs: Develop a mini program specifically for your event. It can include registration, agenda, speaker profiles, and interactive features. 
  • WeChat Ads: Run targeted ads to promote your event. Leverage WeChat’s precise audience segmentation. 

4. Combine SEM (Search Engine Marketing) with Traditional Marketing 

  • Baidu SEM: Invest in Baidu search ads. When potential attendees search for relevant keywords, your event should appear prominently. 
  • Content Marketing: Create valuable content related to your event. Publish articles on industry-specific platforms and share them on WeChat and other social channels. 

5. Optimize Your Website and Landing Pages

  • Mobile Optimization: Ensure your website and landing pages are mobile-friendly. Most Chinese users access the internet via mobile devices. 
  • Chinese SEO: Optimize your content for Chinese search engines. Use relevant keywords in Mandarin. 
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6. Leverage Influencers and KOLs (Key Opinion Leaders) 

  • Collaborate with Industry Influencers: Identify influencers in your niche. Invite them to attend your event or share it with their followers. 
  • Live Streaming: Host live streams featuring KOLs discussing event highlights. Engage with viewers in real-time. 

7. Pre-Event Teasers and Countdowns  

  • WeChat Moments: Post engaging content on your official WeChat account, teasing the event. Use countdowns to build anticipation. 
  • Short Videos: Create short video clips highlighting event speakers, venue, or key topics. Share them on WeChat and other platforms. 
  • Publish articles on industry media on the topic that you will attend the offline event in China.  

8. QR Codes for Seamless Interaction

  • QR Codes on Collateral: Print QR codes connected to your company account on WeChat on event brochures, banners, and business cards. Attendees can scan them to access additional content or register. 
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9. Offline-to-Online Integration 

  • Event Hashtags: Create a unique event hashtag. Encourage attendees to use it when posting about the event on social media. 
  • Photo Booths and Selfies: Set up photo booths at the event venue. Attendees love taking selfies and sharing them online. 

10. Post-Event Follow-Up 

  • WeChat Groups: Create WeChat groups for event attendees. Continue the conversation post-event. 
  • Content Recap: Publish a post-event recap on your website and share it across social channels. 

Remember, successful B2B event promotion in China requires a blend of digital and offline efforts. By strategically integrating these tactics, you’ll create a memorable experience for attendees and drive business results. 

Interested in a tailored recommendation on how you can promote an upcoming event that your company will attend in China?  

Click here to book a meeting with us and we will share the latest recommendations based on your situation and business objectives.  

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