Mobvoi Marketing — Zhaoping Wei

Marketing Creativity

Responsible for 3 creative marketing projects and participated in most creative marketing projects in formal company. Be responsible for the whole process from project approval to project handover. Mainly responsible for style positioning and vendors selection, as well as follow-up operation while just participating. Multi-functional work enables me to learn how to manage projects, face and control risks, communicate with staff of different positions, and improve my ability to quickly solve problems in multiple directions.

Product positioning

User positioning

USP

Shooting goals

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Video

Photo

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Budget Management Request budget/review budget

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Budget follow up Submit budget

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Contract follow-up Financial/legal approval

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Payment Payment by lot

Contact vendors Search and sort vendors. Ask about schedules and prices

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Determine vendor Vote to determine the vendor

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Vendor proposal Past works, shooting plan and quotation

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Determine proposal Scenario, scenes, models, costumes, risks, etc

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Scene Shooting Confirm product functions/expected effects/details are in place

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Follow-up collaboration Feedback and improvement

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Complete the project Delivery and payment

Brainstorming Video/photo atmosphere, feature scenes, image extraction

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Review plan Whether the scheme is suitable and feasible

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Determine scheme Determine solution and schedule

EDM Design

How to improve the efficiency of EDM launch design in overseas market; How to improve the click-through rate and empower business

Effective reach

Avoid using words that lead to spam and too many pictures

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Unique open rate

Brand influence, sending time, frequency

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CTR

The important indicator of design enabling business

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Conversion rate

The amount of purchases made through email conversion

Dismantling goal The design strategy Specific design Test method

The open efficiency Reduce file size

Simplify color
Reduce size
Reduce animation

Check the opening time of different countries

Information clarity Be concise and emphasize the point

Copywriting design highlights as the main selling points, such as discount information, new product advantages, etc.
Image selection highlights the purpose of the email, and different attribute images are selected for different purposes.

A/B testing

Content attraction The categories are accurate and attractive

According to the promotion purpose classification (discount, festival, daily, new products, etc.), commodity classification and user's persona to design the pictures and copywrites.
Enhance the quality of the pictures, add immersive interaction, animations, etc.

A/B testing

EDM
Design

According to the above design methods, different EDM page style templates, different categories of emotional version and design specifications are summarised. After several rounds of tests and constant adjustment of picture content and sending time point, we can conclude from the data that: preferential emails are always the most attractive, use of lifestyle photos for new product launch, use product photos to improve conversion rate and other sending strategies.

Offline
Materials

Responsible for all offline materials in overseas markets, including brochures, leaflets, posters, exhibition booths, and material design for distributors. Some of them need to manage projects, such as manage budgets, contact with suppliers, manage printing, contract follow-up, etc.

Crowd
Funding

Responsible for the pages design of 3 overseas crowdfunding products. Defined style and followed up design decisions as sales data changes. TicWatch S&E eventually raised more than $3.2 million on Kickstarter. Ticpods Free has also raised more than $2.8 million on Indiegogo.