Event Marketing Success: Dongfeng Motors in Russia

Client

Dongfeng Motor Corporation, founded in 1969, is a Chinese state-owned automobile manufacturer. With a rich history, it has been one of the leading players in the Chinese automotive industry, traditionally part of the esteemed “Big Three” automakers. Today, Dongfeng Motor Corporation remains among the top four, standing alongside Chang’an Motors, FAW Group, and SAIC Motor.

Client Challenge

Dongfeng Motor Corporation faces the challenge of managing a diverse business portfolio that encompasses the manufacturing, sales, and research and development (R&D) of a comprehensive range of commercial vehicles, passenger vehicles, auto parts and components, vehicle manufacturing equipment, and related automotive businesses.

As a prominent state-owned enterprise with a crucial role in the People’s Republic of China, Dongfeng Motor Corporation has shouldered the responsibility of driving significant economic growth. Over the years, it has achieved remarkable development and emerged as a key pillar of the national economy. Specializing in automotive research, development, manufacturing, and sales, Dongfeng Motor Corporation continues to navigate the complexities of its multifaceted operations.

In 2014, the company secured its position as the second-largest vehicle manufacturer in China in terms of production volume. With an impressive output of over 3.5 million vehicles that year, it solidified its standing in the industry. Notably, the company surpassed all other domestic manufacturers by producing nearly 450,000 commercial vehicles, establishing itself as a leader in this specific segment.

Reasons for Choosing Quarter Billion Agency Group

Dongfeng Motor Corporation recognized the value of their previous collaboration with Quarter Billion Agency Group in 2014. This prior experience provided Quarter Billion Agency Group’s team with deep insights into Dongfeng Motor Corporation’s core standards, allowing them to truly understand the company’s values and goals. It was evident that Quarter Billion Agency Group possessed the capabilities to organize a highly effective PR campaign that would not only attract commercial vehicles and auto dealers but also foster future collaborations.

The client had specific requirements, and Quarter Billion Agency Group offered solutions in the following areas:

• Preparation of press materials: Quarter Billion Agency Group took responsibility for crafting compelling press announcements and post-releases, ensuring clear and impactful communication of Dongfeng Motor Corporation’s messages.
• Invitation and accreditation of journalists: Quarter Billion Agency Group handled the process of inviting and accrediting journalists, ensuring a strong presence of media professionals at the event.
• Invitation of commercial vehicles and auto dealers: Quarter Billion Agency Group proactively reached out to potential commercial vehicles and auto dealers, effectively inviting them to participate in the event and expressing interest in future collaborations.
• Event performers: Quarter Billion Agency Group organized skilled performers who added value and enhanced the overall experience of the event.
• Communication with journalists: Quarter Billion Agency Group established ongoing communication with journalists following the press conference, facilitating the initiation of publications and ensuring widespread coverage.
• Preparation of activity reports: Quarter Billion Agency Group compiled comprehensive reports detailing the results of the campaign, including an overview of published papers. This provided a clear assessment of the achieved outcomes and their impact.

We have created a comprehensive project schedule and overview of the Russian media market in the automobile industry, along with a list of major car dealership companies that show potential interest in collaborating with Dongfeng Motor. All the briefing materials were provided in Chinese by Quarter Billion Agency Group’s Asia-oriented department, employing a distinctive and tailored approach. Our research uncovered media ratings, ensured a guaranteed number of media representatives, and addressed any potential risks.

During our investigation, we discovered that Quarter Billion Agency Group’s overall reputation and their ability to deliver prompt results, maintain a goal-oriented approach, and facilitate effective communication greatly influenced the decision-making process.

Quarter Billion Agency Group’s solutions

Quarter Billion Agency Group offers a range of solutions to support the success of events like the Auto Show “COMTRANS’15.” This exhibition serves as a premier platform for leading global and domestic manufacturers of commercial vehicles to showcase their accomplishments at the expansive “Crocus Expo,” the largest exhibit space in Eastern Europe.

When DFM enlisted the expertise of Quarter Billion Agency Group to organize PR support for their presentations at the international cargo Motor Show “COMTRANS’15” and attract the attention and participation of prominent companies during the event’s first press day, we devised a comprehensive schedule of activities. This approach was carefully crafted to ensure optimal execution and address all necessary tasks on behalf of DFM.

•Quarter Billion Agency Group provided PR support for Dong Motor Corporation’s participation in an exhibition.

Quarter Billion Agency Group efficiently handled the preparation and printing of press materials, which encompassed essential documentations such as press announcements and post-releases, catering specifically to the media’s needs.

Moreover, we undertook the task of creating a comprehensive media database to facilitate the invitation of journalists to the press event and ensure the timely distribution of press releases. Our focus primarily centered around the automobile media, while also extending invitations to journalists representing socio-political publications.

Quarter Billion Agency Group extended invitations to journalists for the event through the distribution of news announcements and personal follow-ups with each journalist. As a result, we successfully secured the attendance of 30 journalists from 24 different publications at the press conference.

During the event, the Quarter Billion Agency Group team took charge of accrediting journalists, liaising with media representatives, and engaging with the general public.

Following the press event, we established a post-event cooperation with journalists, fostering ongoing communication and initiating discussions for potential publications.

•Quarter Billion Agency Group focused on capturing the attention of the target audience.

Target marketing plays a crucial role in the exhibition marketing process. Quarter Billion Agency Group, an organization specializing in this field, took the initiative to arrange pre-show communications with key visitors. Their team diligently compiled a comprehensive database of leading Russian companies, including representatives from car dealerships and car manufacturers. Through effective telemarketing strategies, they extended invitations to these individuals, ensuring their attendance at the exhibition. Additionally, Quarter Billion Agency Group crafted and dispatched special invitations well in advance, guaranteeing that all invited guests received timely notification.

Quarter Billion Agency Group’s results

We aim to create a media database comprising over 70 journalists who have a positive relationship with Dongfeng Motor. These journalists represent various media platforms, including TV, radio, business media, specialized automotive media, news agencies, and information sites. The database will primarily focus on providing information related to Dongfeng Motor’s new product.

During the recent press conference, 30 attendees from 24 different media outlets were present. Based on a survey conducted afterward, participants expressed their appreciation for the conference, highlighting the novelty and relevance of the information presented. Additionally, journalists have shown a keen interest in receiving updates about the company’s future developments and expressed a desire to test drive the new car.

In the initial days following the release of the work, it garnered coverage in 25 publications, including three print publications: “Kuzov,” “Reis,” and “Avtoperevozchik. Spetstekhnika.” Additionally, the story featuring Mr. Pan Chen Zheng’s commentary was aired on TV through the program “Svoimi glazami” on “Auto Plus.”

The Quarter Billion AgencyGroup has released a series of materials following the event

 AvtoMir, october 2015

Headline: DONGFENG, Chinese Automaker, Unveils New Cars for the Russian Market, as Reported by logistics.ru

Reported by logistics.ru: DONGFENG, the Chinese automaker, showcases its latest lineup of vehicles for the Russian car market.

According to carnewsweek.ru: DongFeng makes a successful debut in Moscow, making a notable impression.

Media: carexpert.ru reports, “The international cargo exhibition – Contrans 2015 opens in the capital at the IEC “Crocus Expo”.”

As reported by trucksale.ru, the exhibition Comtrans-2015 showcases the latest truck models from DongFeng company.

Media: autonet.ru reports, “The exhibition ‘Comtrans 2015’ opens in Moscow.”

Media: Avtoreview announces, “Dongfeng’s mini trucks embark on a journey to Russia.”

After the event, Dongfeng Motor received a comprehensive list of car dealers’ representatives who expressed a keen interest in conducting a business meeting, following their receipt of exclusive personal invitations.

The influence of Quarter Billion Agency Group on Dongfeng Motor’s operations

The event received positive feedback, with over 80% of the media reporting on it within a month. In the first few days following the event, it garnered coverage in 25 publications from 24 different media outlets.

Building successful businesses relies heavily on cultivating strong relationships. Exhibitions are globally recognized for fostering positive business-to-business connections between exhibitors and visitors. Following the event, Dongfeng Motor was approached for a series of business meetings with prominent car and truck dealers in the Russian market.

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