[Asia Economy Reporter Suyeon Woo] LG Innotek has strengthened marketing and communication with customers by newly establishing online and offline exhibition spaces and revamping its official website.
On the 17th, LG Innotek announced the opening of the online exhibition hall 'Untact Promotion 2021 Unboxed LG Innotek' and the offline exhibition hall 'Innotech Hall.' LG Innotek plans to enhance non-face-to-face digital marketing by launching the online exhibition hall while proactively utilizing the offline exhibition hall secured in advance for customer marketing activities after COVID-19.
The company also completely revamped its website. It was designed so that various visitors, including corporate clients, job seekers, and investors, can easily and conveniently obtain the information they want. This is to utilize the website not just as a product-focused information channel but as an integrated brand promotion channel.
LG Innotek employees and docents are explaining products to visitors at the offline exhibition hall 'Innotech Hall'. Photo by LG Innotek
Non-face-to-face Digital Marketing... Customized Online Exhibition Hall Launched
The newly launched online exhibition hall provides customized content according to visitor types such as customers and the general public. The exhibition hall for corporate clients operates in the form of a 'Private Exhibition Room' and can only be accessed through LG Innotek’s email invitation. By entering the link and authentication code included in the invitation, visitors can check detailed information such as introduction videos of products according to the client’s industry, size, performance, and specifications.
An exhibition hall for general visitors is also introduced. Along with LG Innotek’s company introduction video, teaser videos are available that apply products from each business area to everyday life in an easy-to-understand way for the general public.
Experiential Offline Exhibition Hall Incorporating 3D Sensing and Beacon Technology
Along with the launch of the online exhibition hall, LG Innotek opened the offline exhibition hall 'Innotech Hall' on the first floor of its headquarters at LG Science Park in Magok-dong, Gangseo-gu, Seoul. Innotech Hall is an experiential exhibition hall where visitors can directly experience the exhibition by applying 3D sensing, beacon technology, and more. Employees with specialized knowledge in each business field serve as docents to guide customers and help them understand the products.
The exhibition hall is composed of the 'Intro Zone,' which introduces the company history and business areas; the 'Inside Your Life Zone,' which introduces products applied to daily life; and the 'Promotion Zone,' which shows detailed product information and actual products.
User-Centered Website Revamp for Customers and Job Seekers
At the same time, LG Innotek newly built its official website. It enhanced content and convenience not only for corporate clients who need product information but also for the general public such as job seekers and investors who want to learn about the company. The content is mainly organized around products, technologies, and recruitment information that attract high interest from website visitors.
Product descriptions are systematized into three stages: product overview, product groups by area, and individual products. More than 40 major LG Innotek products can be easily and quickly found at a glance by anyone.
In addition, recruitment content that job seekers are curious about has been supplemented. In particular, the job introduction page provides vivid information on job details and required competencies through interviews with employees in fields such as R&D, production, and marketing.
User convenience has also been significantly improved. The UI (user interface) was enhanced by analyzing website visitors’ usage patterns. Moreover, it is convenient to use on smartphones and tablets as well. A responsive layout was applied to optimize the display of PC screen content on mobile screens.
Min Jon, Head of Product Strategy (Executive Director), said, "The online and offline exhibition halls and the website are powerful channels that maximize customer experience and communicate LG Innotek’s innovative products, technologies, and brand value. We will continue to create real customer value by presenting products and technologies that customers seek first, ahead of others."
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