At the Canton Fair, live streaming has become a new marketing method. In order to achieve better results for live streaming, it is necessary to develop a detailed guide. It will be written in detail below, and you can continue reading if you are interested.
1. Planning of live streaming
First of all, the theme must be clear. Themes include: corporate brand story, corporate technical strength, corporate philosophy, journalist interviews, production process, product advantages, and after-sales service.
Note: The content must be customer-centric or answer customer questions
2. Arrangement of live broadcast time (taking 60 minutes as an example)
Welcome opening: 5 minutes
Product introduction: 15-25 minutes
In-depth content/extended topic: 10-20 minutes
Q&A session: 10-20 minutes
Conclusion: 5 minutes
Note: Each session should be 5-20 minutes, and the start time of the live broadcast must be allocated considering the time difference of the target customers
3. Setting of the live broadcast room
Background – simple pure color
Shooting – clear
Radio – high quality, no noise
Light source – light
Network – stable
Other auxiliary tools: prompt cards, products
Note: External cameras, microphones, fill lights, and 4G routers are all props that can improve quality.
4. Live broadcast staff configuration
Supporters – mainly engaged in the start, string, and end; control the time rhythm; help speakers interact with customers; determine the doubts and reactions between speakers and customers.
Speakers – different topics and different speakers to attract the attention of customers. It is an internal product expert, an external industry expert, customer recitation or experience sharing.
Little helpers – keep the live broadcast smooth and deal with technical difficulties at any time; message area content management, pay attention to improper speeches, collect questions, reply to questions, or publish information; ensure that the speaker understands the customer’s questions and reactions; if there are small language personnel, you can arrange for translation.
5. Be sure to rehearse
This link is very important and cannot be ignored.
Understand the operation of the live broadcast platform
Test the normal operation of the equipment
Smooth live broadcast process, transition, interactive arrangement, etc.
Rehearse at least 2 times (one day before the live broadcast and one hour before the live broadcast)
Note: Prepare for the interruption of the live broadcast or emergency
6. Recommend live broadcast interactive gameplay
Instant selection or scoring-ask customers about their experience; understand customers’ ideas.
You ask me to answer-the speaker asks questions, and customers answer through comments or wheat; the audience answers questions based on the comments, and the speaker answers crosswise or centrally; in addition, arrange personnel to answer questions and interact in the message area.
Take gifts home-fill in questionnaires to send gifts; comment to participate in the lottery, etc.
Note: The speaker can reply to the customer immediately, making the interaction more familiar and adding points to the live broadcast.
The above six points are very important, please plan and layout in advance. Make full use of the advantages of online promotion to better introduce Chinese products to the world stage.
Now let’s share the equipment selection for live broadcasting:
①, video equipment
You can choose “high-resolution, autofocus camera” or “pull-stream camera”. Merchants can use AC power, because if the live broadcast time is long, DC power may not meet the conditions, and the number can be determined according to the situation you want to show at the same time. For example, if you want to show three scenes at the same time, prepare at least three scenes; if you want to add a one-to-one scene, you also need to prepare multiple one-to-one cameras; if the live broadcast area is not well lit, you also need to prepare lighting equipment.
①, audio equipment
If the merchant wants to show the image of the company in the live broadcast, there should be a microphone to show the image of the company, or even a placement. The mobile phone or camera must be connected to a wireless collar microphone, because if you want to show the product, you can’t hold the microphone with your hands free. In a one-to-one scenario, earband microphones and headphones must be the best.
In order for merchants to achieve better results in live broadcasting, it is necessary to formulate a detailed guide, including the planning of live broadcasting, the arrangement of live broadcasting time, the setting of live broadcasting rooms, the configuration of live broadcasting personnel, the rehearsal link, and the recommended interactive gameplay of live broadcasting. This article provides comprehensive guidance to help merchants take full advantage of online promotion at the Canton Fair and introduce Chinese products to the world stage.