Ep 93: Building an event-native agency in China's digital world


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By China Paradigm - China Business Podcast and Daxue Consulting. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.
Matthieu David interviews Augustin Missoffe, a managing director of Greater China, Korea & ASEAN at HOPSCOTCH Groupe. How is event marketing progressing in China’s digital world? Is e-commerce marketing strictly digital now? And how different is running event-based marketing campaigns in China opposed to the West? Find out the answers to these questions and many more in this new China Paradigm podcast! 0:09 Guest introduction 2:53 HOPSCOTCH - current size and company history 7:20 How does HOPSCOTCH operate? 9:57 HOPSCOTCH - managing an extensive network 12:29 Event-native - case studies 20:13 The process of working with a KOL or a KOC – a milk-powder anecdote 25:03 Product awareness vs personal brand strength 26:56 Reaching out to KOLs - what is that process like? 29:15 What differences are there between working on China-based campaigns vs western campaigns? 35:44 Opinions on New-Retail – why it is a philosophy 42:06 Event-based marketing vs the digital media 44:55 Why are some companies not going the event marketing route? 48:16 Is E-commerce still using event-based marketing for products? 49:49 What books inspired Augustin Missoffe in his journey? 51:35 What does Augustin Missoffe read to stay up to date with China? 56:16 What unexpected success and unexpected failure has Augustin Missoffe witnessed in China? 1:00:00 Outro Learn more about HOPSCOTCH Groupe: https://www.linkedin.com/company/publ... Listen & Subscribe: Apple Podcasts: https://podcasts.apple.com/us/podcast... YouTube - https://www.youtube.com/channel/UC2y6... Website: http://chinaparadigm.com/ Thanks for listening! If you like what you hear, do us a favor and write a review on iTunes. What is China Paradigms Podcast? China Paradigms is the China Business Podcast for entrepreneurs and China watchers. Learn from business professionals in China on our China Paradigms.

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