Generally, foreign trade in traditional industries mainly takes participation in exhibitions as the main sales channel, but this year, due to the epidemic, many exhibitions have been postponed or even canceled. How to find the direction of development in a difficult situation? Here is an integrated marketing planning plan suitable for the development of the current agricultural machinery industry, which should bring you different innovative ideas.
1. Integrated marketing planning plan – strengthen online promotion and operation
The postponement of the exhibition in the first half of 2020 is a foregone conclusion, and relevant enterprises in the agricultural machinery industry must take the initiative. Some conventional brand operations and pre-exhibition preparations can be continuously optimized, allowing enterprises to seize the market initiative.
Carry out explosive pre-sale publicity: Close contact with surrounding customers, you can take out the company’s explosive machinery warm-up publicity, or pre-sale arrangements, so that customers can understand the relevant dynamics of the enterprise, and generate pre-sale orders according to the market demand of agricultural machinery.
Relevant preparations are sufficient and comprehensive: companies can use more time to prepare for exhibition-related matters. For example, in the optimization and upgrading of new product or new technology exhibitors, timely feedback and sorting out market information and product procurement needs, and launching more agricultural machinery products that meet market demand and innovation.
2. Integrated marketing planning plan – efficient marketing at the exhibition
Businesses can learn from Google Trends’ suggestions to understand the development and changes of the exhibition, understand the real-time popularity of the exhibition in advance, and assess whether there are opportunities for performance.
Different industries have different marketing methods, some focus on online marketing, and some are offline marketing. The exhibition allows enterprises to fully display their agricultural machinery products, communicate with potential customers face-to-face, demonstrate products, and feel the service is the best way to promote.
3. Integrated marketing planning plan – use Google to improve the effectiveness of the exhibition
In the face of special circumstances, such as the outbreak of the epidemic, unable to participate in the exhibition, how to improve the effect of the exhibition with the help of Google? At present, there is a model that is more suitable for the agricultural machinery industry, establishing a single page and reflecting some exhibition information participated in the past in the single page. When users search, browse and exhibition-related information, they can see the company’s exhibition leaflet, which can eliminate the customer’s resistance and then guide the customer to go directly to the company’s marketing promotion website to learn about agricultural machinery products. Then use remarketing to let customers continue to pay attention to the company’s advertisements, and eventually develop into potential customers.
The information on the single page should include: text, images, and the company’s exhibits over the years, establishing a strong relevance to complete the search; showing the company’s latest product plans, core competencies (business qualifications, certification qualifications, customer information, etc.); product usage scenarios, such as videos; product services and reports, leaving contact information, etc.
4. Integrated marketing planning plan – Google search advertising marketing
Google search network advertising is a form of language and text advertising, if companies in the agricultural machinery industry want to achieve accurate matching of search and bring in target market customers, it is recommended to effectively use an exhibition name term or combination word, exhibition name + year/location/industry/product, and add some keyword lists, combined with other product words, prefixes, suffixes, scene words, and brand words to form a keyword list; In terms of advertising form: ETA+DSA+RSA and cooperate with artificial intelligence bidding; Advertising materials: The relevant work content of experiencing the history of participating in the exhibition teaching experience needs to be added to the advertising slogan, improve economic relevance and appeal, and promote the conversion rate of different customers.
The development of the agricultural machinery industry in this special period, there is a long way to go, only by finding the set of integrated marketing planning plan that suits you can let the company find a way out.
