Premier Research

Background & Objectives

Live-streaming in China has become immensely popular, with Chinese audiences consuming hours of brand content online, yet most agencies focus on the use of live-streaming for the B2C market.

At Emerging Communications, we believe people are at the heart of every B2B transaction, and especially in this digital age, marketing B2B shouldn’t be a one-way conversation.

Premier Research falls into the very niche category of biopharmaceutical development / clinical research services. As a new entrant to the Chinese market in 2019, they were looking to:

• Build solid brand reputation and credibility that stood out among global competitors
• Generate awareness among niche, hard-to-reach Chinese audiences
• Begin building relationships with B2B consumers in China

Our Strategy

• Define Premier Research’s positioning in the market, as well as communicate its unique selling points and use this insight to establish a winning brand strategy.
• Identify the biggest challenge for key audiences and set Premier Research as the singular solution provider in market.
• Create an omni-channel content strategy that is vibrant, interactive and leverages high-profile media portals to close the gap between brand and audience.
• Identify and analyse industry opinion leaders and their most commonly used platforms.

What We Did

• We analysed their brand and their competitors and conducted detailed customer research.
• Once we had set up a verified WeChat account, we set about growing the channel audience, making sure to distribute the right content to identified target audience segments.
• We developed a well-rounded, social-based sales funnel that guided people to the Premier Research Webinar, then drove them to engage further with Premier Research across all the channels.
• Marketed a live webinar using an integrated marketing mix targeting discrete customer niches.

Results

• 500%+ WeChat follower growth.
  
• Over 250 attendees (93% attendance rate from those registered) at first niche webinar. Attendees were verified potential customers from key target audience segments that have since generated sales opportunities for the client.
• High quality attendees including senior managers, C-level executives, clinical research associates, and project managers.