Building an OMO Trade Show Experience with Social CRM [2022 Meet Taipei Recap]

2022 Meet Taipei wrapped up last Saturday. OakMega exhibited as an award-winning team from the 6th G Camp, joining the Small and Medium Enterprise Administration's “Next Generation, Shaping the Future” pavilion to show how Social CRM helps brands hold meaningful conversations with customers, communicate with precision, and identify their most valuable VIP fans through those conversations.

In the first half of this year (2021), we ran the LINE Online Interactive Expo on the OakMega LINE Official Account. Using LINE's one-on-one interaction with friends, we delivered a virtual exhibition to our active friends and gathered a wealth of insights and feedback along the way.

Can a LINE Official Account Host an Exhibition? Themed Conversations That Extend Friend Engagement [Results]Our month-long LINE Online Interactive Expo (2022.03.07–2022.04.05) has come to a close. Through a range of game experiences, we interacted with hundreds of registrants on the OakMega LINE Official Account. After finishing each week's experience, registrants received the details instantly from a preset chatbot and earned a lucky-draw entry for prizes such as coffee and LINE POINTS. We kept asking what sparks would fly between “direct LINE interaction with friends” and “exhibitions that teach through play,” looking for new possibilities in LINE marketing. We have organized the campaign's execution and results into several areas and, together with the planning article we shared at launch, offer them as a reference for anyone interested in hosting an exhibition on LINE or in LINE marketing.https://oakmega.com/blog/line-online-expo-campaign-record

This time we took the experience from online to offline. With OakMega Social CRM, we offered active LINE friends an exclusive fast-pass product demo before the show, sent customized VIP messages between registration and the show, and delivered real-time guided tours through our Official Account during the event, creating a one-of-a-kind OMO visitor experience.

[Before the Show] Uncovering High-Value Prospects with a Fast-Pass Product Demo Program

Trade shows are a key touchpoint for both B2B and B2C brands. In B2B, with its long sales cycles, making the most of every touchpoint to understand customer behavior is what lets you deliver the right service later and lift conversions.

A Fast-Pass Product Demo Program for Active LINE Friends

For 2022 Meet Taipei, we used OakMega Social CRM to connect our sales process with our OMO strategy. We sent product demo invitations to existing active LINE friends. Friends who already followed us and wanted a closer look at Social CRM and its use cases simply filled out a booking form to get fast-pass access with one tap, which also triggered an exclusive VIP messaging flow.

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Before the show opened, registered friends could interact with us through a dedicated rich menu and periodically received updates, including 2022 Meet Taipei highlights and slides from our product talk.

LINE Marketing in Practice: Three Principles for Early-Stage LINE Membership Programs That Build Loyal FansMembership marketing has become a hot topic for brands again over the past year or two. Facing fragmented, hybrid consumer behavior, brands are rethinking how to unify their conversation channels with members, turning one-way, one-off interactions such as point cards and mileage into deep two-way engagement.https://oakmega.com/blog/three-tips-for-line-members-management

[During the Show] Maximizing Engagement with an Integrated Online-Offline Experience

Brands' O2O efforts have lost effectiveness as customer channels multiply and behavior fragments. OMO (Online Merge Offline), which centers on the customer journey and uses data to understand behavior at every touchpoint, has become the new strategy for brand-customer engagement.

During the show, besides the segmented messages sent to active LINE friends in the fast-pass program, we bridged online and offline for walk-in visitors who hadn't booked a demo through our sales team's explanations and a booth QR code. The QR code triggered product demo content built on our LINE Official Account, and chatbots responding to each button friends tapped delivered the most relevant explanation.

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OMO aims to solve today's fragmented customer behavior. Brands can record large volumes of online and offline interactions, but the challenge is putting that data to work as a basis for remarketing and sales decisions. Social CRM tools help brands collect the data generated by an OMO strategy in real time, organize it in one place, and pinpoint valuable active customers.

How Do You Own Your Touchpoints? Three Stages of Content Marketing for Precise Customer TouchpointsNo matter how big a company is or how much it spends on great ads and quality products, the brands that stand out are usually the ones that leave customers with a good impression and a satisfying experience. That is the core of managing customer touchpoints. With countless channels, how do you deliver your brand message precisely? This article covers the basics of touchpoint management, the role content marketing plays across the customer journey, and the added value CRM brings to content marketing, so you can strengthen every customer interaction.https://oakmega.com/blog/how-content-marketing-improve-touchpoints

Friends who completed the experience got a chance to win a thank-you gift. The goal was not only to add another touchpoint but also to use Social CRM to profile active customers' behavior, so sales reps could later use Social CRM to identify them and follow up.

[After the Show] Social CRM Unifies Scattered Customer Data to Close the Last Mile of OMO

Whether friends came in through the pre-show fast-pass demo or completed the experience at the booth, we kept engaging them with follow-up gift messages, show recaps, and related updates, while Social CRM recorded every customer's data in full.

Social CRM helps us identify high-potential prospects more effectively and shortens the sales cycle when the sales team follows up. OakMega helps brands build customer management systems on messaging apps. Fill out this form and our team will get in touch to walk you through Social CRM use cases and plans.