The six elements of live marketing are people, goods, venue, cards, drama, and formation.
(1) People. The people here mainly include anchors, merchants, and consumers. The anchor is the link between merchants and consumers and the most important factor in live marketing. Its personality and style must match the product. If it is a musical instrument product, it is best to invite a musician to be the anchor; if it is a maternal and infant product, it is best to invite a young mother to be the anchor. The anchor’s familiarity with the product, control of the rhythm, and guidance of customers must be able to match customer needs. From the perspective of consumers, they can fully obtain product information through the anchor, obtain cost-effective products, and have a satisfactory shopping experience. This is to benefit from live marketing.
(2) Goods. The superposition of factors such as rigid demand products, high-profile products, high-quality products, and high product discounts will inevitably have an extremely positive impact on the effect of live broadcasting. The live broadcast team should consider these factors comprehensively when selecting products. In particular, product quality has long-term and positive significance for the anchor’s personality and reputation, and it should be pursued to be foolproof.
(3) Venue. The choice of venue and the layout of the live broadcast room should also take into account the attributes and uses of the products. Sports products are suitable for outdoor use, while home products are usually placed indoors. In particular, some indoor and outdoor decorations should be displayed in the application scenario on site to stimulate customers’ desire to buy.
(4) Brand. Live broadcasting usually only considers branded products. For cross-border e-commerce B2B, most of them are customized products, so the factory’s capabilities must be conveyed and the factory’s brand must be promoted. Live broadcasting marketing itself is an important channel for brand building. Currently, live broadcasting e-commerce, which mainly aims to bring goods, is only in the initial stage of live broadcasting marketing. In the future, live broadcasting will be more applied in brand promotion, and live broadcast practitioners should also consciously explore the value of live broadcasting in brand building.
(5) Script. The goal of live broadcasting is clear and needs to be achieved in a very short time. Therefore, the live broadcasting process must be carefully planned and the entire process script must be written before the live broadcast, even including the execution plan before and after the live broadcast. To a certain extent, the design of the live broadcasting “script” is the basic guarantee for the success of live broadcasting. For example, the introduction of products should not be too abrupt, the introduction of products should be gradually in-depth, and the jumps and connections between different products should be natural. At present, in the field of live streaming, practitioners have summarized a lot of experience and skills, many of which are centered around “drama”. We often say that live streaming has deep routines, which mainly refers to the design of “drama”.
(6) Teamwork. Live streaming requires teamwork. An excellent live streaming team is the greatest asset of a live streaming company. Usually, a team is centered on the anchor, and the assistant anchor, assistant, director, field control, product selection operation, event operation, customer service and other roles are divided and closely linked. Only by careful planning, meticulous preparation, orderly execution, rhythmic interaction, timely response to emergencies, and quick provision of customer service can a high-quality live streaming be presented to the audience. The live streaming team should not do live streaming with the mentality of shooting a slow-paced TV series with hundreds of episodes, nor should it do live streaming with the mentality of shooting a large-scale commercial movie. It is best to do live streaming with the same mentality as hosting the opening ceremony of the 2008 Olympic Games. On the premise of ensuring no chaos and no mistakes, do your best to present a perfect live streaming to the audience. The above six elements are the success factors of live broadcast marketing. It is easier said than done. It requires a lot of practice and careful research to be able to do it well in live broadcast marketing.