Canton Fair Merchant Live Broadcast Strategy: A Comprehensive Guide from Planning to Execution

At the Canton Fair, merchant live broadcast has become an important marketing tool. In order to help merchants achieve better results, this article will combine the content of the two articles to provide a comprehensive guide from live broadcast planning to execution.

1. Live broadcast planning

1. Clear theme: The live broadcast content should focus on the corporate brand story, technical strength, philosophy, reporter interviews, production process, product advantages and after-sales service, and always be customer-centered or answer customer questions.

2. Live broadcast topic preparation: Choosing interesting and promising topics is more important than hiring a good anchor.

2. Live broadcast schedule

• Welcome opening: 5 minutes
• Product introduction: 15~25 minutes
• Deep content/extended topics: 10~20 minutes
• Q&A session: 10~20 minutes
• Conclusion: 5 minutes

It is recommended that each link be controlled between 5 and 20 minutes, and the time difference of the target customers must be taken into consideration.

3. Live broadcast room settings

• Background: simple solid color
• Photography: clear picture
• Radio: high quality, no noise
• Light source: sufficient light
• Network: stable connection
• Auxiliary tools: reminder cards, product display

It is recommended to use external cameras, microphones, fill lights and 4G routers to improve the quality of live broadcasts.

4. Live broadcast staffing

• Supporter: Responsible for the opening, closing and closing work; controlling the time rhythm; helping the speaker interact with customers; answering customer questions.
• Speakers: Select experts based on different topics, such as internal product experts, external industry experts or customer representatives.
• Little helper: ensure smooth live broadcast and handle technical problems; manage the content of the message area; collect and reply to questions.

Translators are available if necessary.

5. Rehearsal session

• Understand the operation of the live broadcast platform
• Check whether the device is operating normally
• Practice smooth live streaming processes, transitions and interactive arrangements
• Rehearse at least twice: one day before the live broadcast and one hour before the live broadcast
• Prepare plans to deal with live broadcast interruptions or emergencies

6. Recommended live interactive gameplay

• Instant selection or rating: Ask customers for their opinions; understand what customers think.
• You ask and I answer: the speaker asks questions, and customers respond through comments or wheat; the audience answers questions based on comments, and the speaker responds cross-cutting or focusing.
• Bring home gifts: fill in the questionnaire and receive gifts; participate in comment draws, etc.

Speakers’ timely responses to customers can make the interaction more natural and add points to the live broadcast.

7. Equipment selection

Video equipment

Select “High-resolution, auto-focus camera” or “Streaming camera” and prepare the corresponding number of cameras based on the number of display scenes required. If there is insufficient light in the live broadcast area, additional lighting equipment needs to be prepared.

Audio equipment

Use a microphone to display your company’s image. A wireless lavalier microphone that connects to a mobile phone or camera makes it easy to display products. In one-on-one scenarios, it is recommended to use earhook microphones and headphones.

8. Publicity and traffic before live broadcast

Whether it is marketing or bringing goods, traffic is the decisive factor. Conduct warm-up publicity through social media and other channels to activate potential customer base.

9. How to play live broadcast marketing

Create unique highlights to differentiate yourself from competitors and use innovative marketing strategies to attract customers’ attention.

10. Live broadcast technical guarantee

Ensure that the network connection is stable and avoid lagging during the live broadcast, which may affect the customer experience.

11. Essential matters for the Canton Fair

• In-depth understanding of its product features and pricing information.
• Have documentation tools ready to quickly document customer needs.
• Be sure to dress appropriately and project a professional image.

To sum up, a good live broadcast of the Canton Fair requires careful planning from multiple aspects in order to stand out among many exhibitors and achieve better marketing effects.