A unique Online to Offline interactive exhibition took place over 2 days on March 22nd and 23rd at Nguyen Du Gymnasium, Ho Chi Minh City, attracting over 1000 attendees including CEOs, Directors, Managers and Marketers.
Initiated by PhD. Dinh Mong Kha and Pango team, the “Build and Warm The Master Channel” event series has reached its 5th season after the resounding success of the previous four seasons, which saw more than 3000 attendees, including C-Level and Managers.
“Build & Warm The Master Channel – Season 5: Online to Offline Interactive Exhibition” was conceptualized six months in advance with the aim of creating a difference from typical exhibitions with isolated booths or events focused solely on speakers.
This 5th season focused on providing engaging interactive experiences from Online to Offline in the role of a consumer, allowing marketers to “see and touch the data” throughout the journey. Accordingly, six types of “demo tours” were meticulously scripted and designed for the FMCG, Retail, and F&B sectors. Over 20 “tour guides” worked at full capacity for 2 days to lead the “tour groups” from the Online to Offline experiences areas.
In the role of customers, marketers from Retail and F&B brands began interacting with “advertisements” to receive vouchers at the Online areas with contexts such as living rooms, bedrooms, kitchens and offices – where customers would typically encounter brand advertisements during relaxation, cooking, watching videos, or even more interestingly, in the scenario of receiving deliveries from a shipper and scanning codes to receive vouchers.
After completing the Online experience area, the tour group was guided to move to the Offline area – where stores like CellPhoneS, Let’s Cafe, Ngon Bakery, and a pub sponsored by Carlsberg made this area bustling and full of laughter.
Marketers from the retail or F&B sectors could easily see the potential and simplicity of applying through real-life demos. The data in the customer’s Online to Offline journey was directly presented through the PangoCDP platform in real voucher distribution campaigns, enabling marketers to track and adjust in real-time for optimal effectiveness.
Highlights and Knowledge Sharing
Beyond the experiential tours, the real highlight of The Master Channel Season 5 interactive exhibition was the classroom area. Here, during the two afternoon sessions of the event, industry-leading experts, CEOs, Directors and Managers participated and shared new perspectives on the Online and Offline customer interaction journey.
Mr. Thinh Nguyen – Director of Marketing at CellPhoneS shared about processing and segmenting data for campaigns. Retailers do not lack customer data, the issue lies in segmenting and creating the most appropriate customer approach scenarios. Ahighlight of this sharing session was perhaps the digitalization of flier distribution, another interesting combination of Offline and Online.
Mr. Khoa Nguyen – Director Ampersand, an F&B unit owning restaurant chains such as Running Bean, Snowee, Haagen Dazs, Be An… also brought real-life stories about deploying The Master Channel on Zalo, how to draw customers to offline stores with enjoyable experiences, scan QR codes to leave information, and maintain interaction and customer care.
Mr. Sonny Le, CEO Giftee – a Digital Gift platform from Japan, shared about the ability to connect retail or F&B chains with FMCG brand campaigns thanks to customers receiving vouchers and using them at stores through the Giftee platform.
Mr. Kien Nguyen – Digital Transformation Manager at Couple Group, which owns the Couple TX fashion chain, also participated and shared about the challenges and experiences of using data for voucher distribution campaigns through Zalo.
Finally, Ms. Thuy Pham from Zalo OA brought the latest statistics on user interaction behaviors with Zalo messages.
With over a thousand marketers filled the stadium and 100% participating in at least 2 demo tours, proving the success of the 5th season of the “Build and Warm The Master Channel” event series, organized by PangoCDP, VietGuys, and partnering with DentsuX, Giftee, Zalo Mini App, Zalo OA, Creative Point, HypurX.
Contact us to experience in detail the PangoCDP customer data platform and how to apply it with the Master Channel for your business!
