Pinmo Launch event
In a city full of small business entrepreneurs, such as Vancouver, one of many painful working experiences is sitting through product launches or presentations that are not well-crafted, especially the ones still struggling with language or culture.
However, today’s Pinmo launch event was quite refreshing, which claims its product is the “North America’s first and only official WeChat marketing platform”. Of course, the product is still yet to be fully tested in the marketplace with user feedback and campaign data. This article’s main focus is HOW Pinmo tells its story.
First, Pinmo opens its presentation with a well-known video, titled “How China is changing your internet” by The New York Time. The video has gotten 864K+ YouTube views so far and has been well-circulated in the advertising industry, which illustrates WeChat as a “super App” really well.
Second, Pinmo uses statistical data to show how tough it is to be an entrepreneur, creating a connection with the core audience, many are Chinese entrepreneurs in Greater Vancouver or businesses who want to target the Chinese market.
Third, Pinmo presents the problem every small business entrepreneurs face: “The zero effect”, ie, ineffective advertising results in running out of marketing budget then eventually forced to close. The presenter even boldly discloses their digital advertising budget number, which is quite shocking to me; I am so used to presenters citing “confidentiality” as an answer to most budget-related questions.
Fourth, Pinmo injects humor in their presentation with “interactive style”. They also show a video with several team members and their titles, some speaking in their mother tongues, without any subtitles. I happen to know all the languages and dialects in the video, so I don’t have any issues. However, it is not what they say that matters, it is how they say it; it is a very subtle way to show off their multicultural team and specialties.
Fifth, Pinmo presents the solutions to the problem and use real data/case study to prove it. They launched a “WeChat moments ad” for the launch event 24 hours prior to the event starting time, resulting in 338 shared users and 4660 clicks. The case study client is a newly-opened restaurant, gathering 1000+ clicks and 60+ sales in 4 hours after their WeChat moments ad launched.
Pinmo’s product launch fully delivers what they believe: “Sell the problem you solve, not the product.” Focus on the problem, present the solution, and leave some teaser product benefits, such as:
- IDOA (Identity Driven Optimization algorithm) landing page
- BPR (Behavioral Pattern Recognition)
- SPF (Social Positioning Funnel)
- Fraud Protection (Clicks from Real Active Users)
- Trackable: AAuS (Active Authentication System)
- Conversion Tracking and Back Tracking
Well done! I am certainly intrigued and willing to look into the product.
But I am going to ask the team some tough questions for businesses outside of China though:
- How are we going to deal with Chinese censorship laws?
- How do we ensure data privacy/independence? Tencent owns all WeChat data and will share with the government of China if it is ordered to do so.
- How do we transfer funds on WeChat platform legally, quickly, and safely out of China?
For now, congratulations to the energetic, young, and vibrant team at Evilnut for a successful product launch.
#WeChat #marketing #technology #event #PR #Pinmo