Why Can Luxury Brand Exhibitions Attract Customers? Interpretation Of The Eighteen Hidden Skills On The Line

According to incomplete statistics, since 2019, at least 8 luxury brands' 12 exhibitions have landed in China. It not only lets the fans of the brand feast their eyes, but also lets many "Bai Bai" turn to powder because of an exhibition.

The exhibition of luxury brands is not new in the world. Every place in the exhibition means that the brand attaches great importance to the market and huge investment. In China, outside the exhibition hall is the real "parade ground". It is the perfect time for Wu Yi to display digital marketing eighteen times.

Around such a carefully planned exhibition, those who can launch the beautiful digital marketing offensive are the biggest winners. With such an exhibition of "Dongfeng", they can not only get off the line, but also get an exceptionally generous return on investment online.

People are watching the exhibition very lively, but the marketing experts should pay more attention to the "mystery" behind the bustle.

• From touch up, wake up, interaction to diversion, how can a brand build a larger funnel?
• How to stick to the brand spirit and communicate with users in the contemporary language and form?

This article will elaborate and split the online communication strategies of Cartier (Cartire), Bulgari (Bvlgari), Chanel (Chanel), Prada (Prada), Herm s (Hermes), Dior (Dior), Louis Vuitton (Louis Weedon) and other luxury brands exhibition, and reveal the practical experience of creating funnel on these brand exhibitions.

Step one: touch up

Physical retailing should pay attention to changing scenery and immersing experience.

Online marketing pays attention to the meticulous steps behind each click.

The exhibition is originally about the brand's thick historical accumulation, but is its digital end transmission also a graphic copy of the offline content?

In this article, we quoted many brand exhibition cases, through the WeChat small program, friends circle advertising and other digital means, fully mobilized the massive users and their online active interaction.

One of the greatest characteristics of their success is to break the inherent expression, language and visual system of luxury brands, and rethink and design the communication path. Among them, we even saw the luxury brand customized facial expression pack.

The development of online communication strategy by brand means that once again, we can re explore and sort out brand spirit with new logic, and achieve direct dialogue with users with new technologies and ecology.

1, in-depth social ecology, to find more users.

If an exhibition is as quiet and low-key as a store, it can only attract a very limited group of people who have already recognized the brand. Without doubt, this is not the beginning of the brand to repent a lot of money and create an exhibition that is open to the public.

Online, it is becoming a breakthrough for luxury brands to break the circle and convey brand spirit to more users. In the face of flat transmission and more user access, how to tell them who you are, how to not neglect fans and how to take care of people who do not know you need brand from the perspective of users.

Cartier gave a good example of operation. For two months, "beyond the boundary: Cartire the Imperial Palace Museum process and restoration special exhibition" (hereinafter referred to as "beyond the boundaries"), Cartier launched two wave of friends circle advertising, allowing the exhibition to go deep into the social ecology of friends circle, and accurately touch more potential interest groups.

It is worth mentioning that the two wave of advertising has used the POI capability of the circle of friends, showing the exhibition address, whether in Beijing or in the field, you can see the positioning of the exhibition, "Beijing the Imperial Palace Museum - Meridian Gate", creating a sense of "immersive" for users.

Cartier friends circle advertising hint

2, the exhibition "online" to convey the spirit of brand.

In order for users to have a more solid understanding and experience of the exhibition, the inner page of the advertisement is draining users to Cartier for the same name applet launched by the exhibition. If you open the "bounded outside" applet, you can imagine the richness of its content just by looking at the directory menu.

When the small program has become the brand exhibition standard, Cartier has built a "walking exhibition App". This means that even if the user does not know Cartier, or does not have the opportunity to see the exhibition on the spot, it will get great immersion and satisfaction from this small program.

At present, Chinese consumers are more eager to understand brand stories than ever before. After impulsive and ostentatious consumption, people need a more convincing mental touch or even a sense of belonging.

In the Cartier "bounded outside" applet, a detailed directory menu is set up to reproduce the layout of the three exhibition halls and exhibition areas by hand drawing. The user can slide around the exhibition hall with the left and right slides.

The offline exhibition has produced more than 800 art treasures. Online small programs have screened some treasures from the exhibition areas, presenting the artistic elements and cultural connotation behind them in pictures and texts, and meticulously displayed many information about the background, materials, sizes and images of the exhibits.

Obviously, the small program has become an important carrier of luxury brand exhibition "online".

Cartier "bounded outside" applet

Second step: activate / wake up

1, multi frequency reminder

In the last half year's list of "seen or missed luxury brand exhibitions", "entering Chanel" Shanghai exhibition must be one of the answers of many users.

Looking back, in fact, both before and after the exhibition, Chanel has done enough warming up and publicity on the Internet.

According to official data, "Chanel" shows that the exhibition has a total of 44 days. In the exhibition publicity, Chanel has put four advertisements on WeChat's friends circle within 1 months.

In terms of advertising time and content, Chanel took the following considerations: the first, second wave of advertising took place 10 days before the official launch; third, fourth waves of advertising were synchronized with the exhibition.

Chanel embedded the exclusive video in the first wave preheating advertisement, and introduced the exhibition theme through the perspective of Xun Zhou, William Chan and Liu Wen to guide the user to make an appointment to see the exhibition.

Chanel four wave of friends circle advertising

The two wave ads were replaced by the late creative director Karl Lagerfeld, the fourth generation fragrance Olivier Polge, and the senior jewelry creative studio director Patrice Leguereau, sharing the creative sources of the three major businesses of Chanel clothing, perfume and jewelry.

Repeated advertisements can undoubtedly enhance the presence of brand exhibitions in social ecology and enhance the social heat of exhibitions.

Another point worth learning is that Chanel adopts a gradual presentation of content, which virtually enhances WeChat users' memory of the exhibition, and avoids repeated fatigue.

2, grasp the emotions of local consumers.

Facing the larger and more complex online group, the online dissemination of the exhibition will further test the brand's insight into the local consumers' emotions and preferences.

The three interactive Mini Games launched by Cartier "bounded outside" applet set up multiple roles such as "cultural puzzles" for users, which is closely related to the upsurge of cultural heritage restoration and Chinese culture in recent years.

For example, the game uses idioms as a "secret language". It uses the popular word puzzles as a solution to invite users to unlock exhibits. When users change their identity to "Clock Repair masters", they can unlock many cultural relic repair skills in games.

Cartier interactive game in "bounded outside" applet

In addition to making good use of the "Chinese elements", luxury brands also play the "star effect" in order to make the interaction between celebrity spokesmen and users extend from offline to online.

Chanel has embedded the exclusive interview video in the circle of friends, the Bulgari "Snake Legend" exhibition applet, and launched the voice guide of the brand spokesperson Wu Yifan, Hsu Chi and Jolin.

The third step: interaction

Comparable website /App interactive marketing

When we open the brand exhibition applet, we are surprised by its diverse functions and huge amount of information, as well as the interface and interactive design of the website /App.

In the huge flow funnel of WeChat's 1 billion 112 million month live user, in order to reach more users, the brand takes advantage of the exhibition opportunity. The so-called "military support for thousands of days, for a while", the brand exhibition of friends circle advertising and small program design, become the most worthy of our in-depth exploration of the classic case.

From this we find the following three most prominent characteristics:

1. Audio-visual immersion experience.

Voice guide has become an essential part of all brand exhibition Mini programs. Luxury brands are not only limited to pure voice guide, but have been iterated more and more in many attempts.

For example, the small program of Prada's "I used to do something" mainly carries the function of voice guide: a picture represents an exhibition hall, the user slides around the picture, and the exhibition hall and voice can be switched at the same time.

Dior "miss Dior: love and rose" exhibition Mini program has made a map of the exhibition area. Users click the corresponding exhibition area to pop up the voice presentation containing pictures and text.

Prada & Dior applet Guide

In addition, the immersive experience has also been extended from line to line. Cartier "bounded outside" small program, with the offline exhibition, set up the entrance of "VR immersive experience", providing "VR" Scene exploration of three themes: "carp clock", "spell box" and "makeup box".

Cartier "beyond the boundaries" exhibition VR experience effect hint

2, game oriented

Enhancing user participation through game interaction has always been one of the core topics of luxury brand online marketing. "Time consuming is not long and play is not complicated" is the main feature of luxury brands to create online interactive games, often such small games can attract users to play several times.

For example, Herm's s workshops program made a "knowledge turntable", allowing users to rotate the tools needed to make silk scarves and leather products. In the "treasure hunt" of Bulgari's "snake snake" mini program, users need to go to the exhibition site to find 7 Dimensional codes of the treasure, so that they can unlock the legend of the snake.

Herm, s, the "knowledge turntable" game in the small program of the ingenuity workshop.

3. EMV water transmission

Luxury brands have also implanted personalized experience with strong social attributes in the exhibition Mini programs, catering to young people's habit of photo sharing, such as photo frame stickers, photo walls, facial expression packages and dynamic stickers, which bring more tap water to the exhibition.

Dior "miss Dior: love and rose" exhibition small program launched custom photo service, users upload photos, plus stickers, you can make your photos "on the wall"; Cartier "Clash de Cartier Exhibition" small program also provides online production of thematic photos, if at the exhibition site, only need to scan the code to see their photos on the screen wall.

Photo production in Dior & Cartier exhibition applet

Besides offering souvenirs such as notebooks, canvas bags and so on, the luxury brands also began to launch online fun interest peripherals, breaking the image of high colder.

For example, the Louis Vuitton "time slot" exhibition, when pushing WeChat friends circle advertising, guides users into the public number to receive dynamic stickers. Cartier has "bounded" outside, "small programs have produced dragon, Phoenix, tortoise, crane, Koi and other traditional auspicious animals as the main body of the expression pack.

Louis Vuitton "time card" exhibition dynamic sticker

Cartier auspicious animal expression bag

The fourth step: Transformation

Why do customers enter the store? One is enough!

What is the ultimate purpose of a brand exhibition? How can the massive users leaking on the Internet precipitate and transform?

We have observed that there are four different approaches to the diversion of advertisements and small programs in the circle of friends.

1, appointment Exhibition

2, guide brand public number

3, guide the brand official website

4, under the guide line store

1, appointment Exhibition

This is the most direct drainage route, and also the basic purpose of the online dissemination of the brand exhibition. Cartier and Bulgari have used the advertising small program appointment exhibition route to direct drainage for offline exhibition.

Most luxury brands offer multiple exhibition booking channels, but there are exceptions for specific exhibitions. For example, the "Chanel walk" exhibition opens the interactive experience course of manual workshop. Users can only make reservations through exhibition applet.

2, guide brand public number

There are many luxury brands that do not exhibit the direct stream of advertising under the circle of friends. Instead, they use the path of "advertising brand public number - appointment Exhibition" to drain users to the public address by the opportunity of exhibition, and to precipitate user data for the brand public account.

For example, the "friend's circle advertising" launched during the "Chanel walk" exhibition and the Louis Vuitton "time slot" exhibition, all guides users to pay attention to the brand public number; the advertisement of the friend circle advertisement of the Bulgari "Snake Legend" exhibits a dual entry: users can choose to enter the exhibition applet or the home page of the brand public number.

3, guide the brand official website

Herm friend s "Petit H" during the series of tours of the circle of friends advertising, in addition to diversion to the official WeChat, also added the brand official website entrance, click will directly jump to the "Petit H" product interface, if the user has the intention to purchase can be directly placed in the official website.

Herm s launched a new official website in China last October, adding an online shopping function, which means that the brand officially launched official electric business in China. In view of the fact that the new official website is not a long time to announce, customers can be directed to the official website through the advertising of friends circle. Compared with the sale transformation, Herm s's move or more hopes to enhance the flow of the brand official website.

4, under the guide line store

Offline stores become an inevitable place of ownership for online users. Luxury brands also seize every opportunity, through small programs and other carriers, and constantly create opportunities for customers to visit stores. Once customers enter stores, they will bring more possibilities to the brand: passenger traffic and sales transformation.

With the brand exhibition beyond the boundaries, Cartier has built a richer visual online VR experience. Users can make reservations with two stores in Beijing and Shanghai through small programs. This may be the best way to open up to users who fail to see the scene.

epilogue

Cartier has indicated that the exhibition is a journey of cultural exchange with the audience. With WeChat, it is able to communicate with the younger generation. In fact, online marketing of luxury brands has always had to grasp tonality, and the importance of promoting and developing small programs in the circle of friends is becoming increasingly prominent.

On the one hand, as a luxury brand's own channel, the brand Mini program can adjust the content creativity according to the brand tonality. The technology inclusiveness of the small program not only provides a diversified presentation space for the dissemination content, but also enables the brand to realize the complete service that integrates all functions.

On the other hand, as part of WeChat's ecosystem, "connecting users" has always been the core capability of small programs. Its "strong light sharing" social attributes have brought greater imagination to the in-depth fermentation of luxury brands, and the "perfect storm" has been launched online.