Leveraging Livestreaming and Strategic Event Management to Amplify Industry Reach

Winbond, a leading global semiconductor manufacturer, sought to enhance its visibility and presence within the memory sector at the electronica Shanghai 2024. Winbond aimed to connect with a broader range of upstream and downstream enterprises, strengthen relationships with existing clients, and attract potential new customers.

It was the second consecutive year for Winbond to participate in electronica Shanghai. Facing a highly competitive landscape and the need to stand out among industry giants, Winbond required a strategic approach to ensure their participation would yield significant returns in terms of brand recognition, lead generation, and media exposure.

In addition, Winbond does not have a marketing team in mainland China. Therefore, they needed a professional team to coordinate the overall planning of the event, responsible for event organizer coordination, booth design and setup, as well as on-site support to ensure everything in their booth went well.

To address these challenges, Influence Matters developed and executed a comprehensive strategy for Winbond’s presence at electronica Shanghai 2024. Key components of the strategy included:

1. Prime Booth Positioning & Product Display: Securing a prime location at the exhibition ensured that Winbond was situated alongside tier-one companies, maximizing exposure to high-traffic areas and attracting the attention of industry professionals. The well-designed demonstration also allowed attendees to fully understand and appreciate the capabilities of their offerings.
2. Comprehensive Pre-Event Warm-Up: Influence Matters prepared compelling pre-event articles that were disseminated to targeted Chinese media outlets, boosting Winbond’s brand awareness and generating interest prior to the event. Additionally, the team leveraged Winbond’s WeChat channels to tease upcoming product showcases and drive anticipation among followers.
3. Pioneering Livestreaming Strategy: Recognizing the growing importance of digital experiences, Influence Matters developed a transformative livestreaming strategy that was seamlessly integrated into Winbond’s overall event plan.
4. Engaging Media Outreach: The team conducted multiple media interviews, live/video interviews, and received unsolicited outreach from key media outlets, significantly increasing Winbond’s media coverage compared to previous years.

The strategic execution of the plan led to several impactful outcomes for Winbond at electronica Shanghai 2024:

1. Increased Brand Awareness and Engagement: Winbond’s booth attracted over 2,500 visitors, resulting in 1,265 new WeChat followers, indicating a substantial boost in brand engagement and interest.
2. Media Recognition: The event saw extensive media coverage, with 5 media interviews, 4 live/video interviews, and multiple articles in top-tier electronic and automotive media outlets, enhancing Winbond’s reputation as a leader in the memory sector.
3. Livestreaming Success: Livestreaming efforts reached approximately 100,000 viewers, with over 9,000 views specifically from the livestream on the WeChat channel, amplifying the reach beyond the physical event.
4. Positive Feedback and Collaboration: Winbond received praise from both internal teams and external partners for the quality of the event organization and the effectiveness of the media events.

Overall, Winbond’s participation at electronica Shanghai 2024 was deemed a resounding success, achieving its goals of enhanced visibility, expanded client base, and heightened media attention. The strategic approach proposed by Influence Matters proved effective in navigating the complexities of a major industry trade show and establishing a strong foothold in the competitive memory technology sector.