Communicating with the MZ generation—launches YouTube, blog, Instagram and more
Eugene Corporation unveils website with enhanced business functions
Eugene announced that, in order to strengthen communication with the MZ generation, it has launched new channels including YouTube, a blog and Instagram, and has revamped its group website into an integrated communication hub channel for a fresh unveiling. Eugene Corporation also unveiled a website with enhanced business functions such as marketing and sales.
Believing that raising brand value is important for sustainable growth, Eugene built an integrated communication channel. To boost the group's brand awareness and convey its image, it set its brand identity as 'Friendly&Professional' and applied its new slogan, 'With all my might, to your heart's content,' as the concept for the website.
A distinctive feature of Eugene's new website is its emphasis on functioning as a media hub where SNS content from the group and its affiliates can be viewed in one place. The revamped website integrates and presents brand channels and content that had previously been scattered across individual affiliates. Convenience has been improved so that the channels of each affiliate—including Eugene Group, Eugene Corporation, Tongyang, Eugene Investment & Securities, Eugene Home Center, Pureunsol GC and Eugene M Plus—can be accessed from a single site.
In a move unusual for a business-to-business (B2B) company, it has broken away from the rigid, text-centered format and arranged a variety of interactions and YouTube videos so that customers can understand the company more easily.
To strengthen communication with the MZ generation, which uses social networking services (SNS) heavily, Eugene has opened a variety of community channels including Instagram, a blog, Facebook and YouTube. Through SNS operations, it plans to raise the company's brand awareness and competitiveness and to focus on securing future talent.
In his New Year's address earlier this year, Eugene Chairman Yoo Kyung-sun emphasized the need to actively recruit MZ-generation talent, stating, "We must build a culture that embraces diverse opinions so that young talent who will lead change can flock to us."
To deliver more vivid storytelling and secure a fandom, Eugene has created virtual characters—'Team Leader Yoo,' a professional member of Generation X, and 'Staff Member Jin,' a member of the MZ generation—and is using them as SNS promotion representatives. The plan is to have characters suited to each channel's nature take the lead—Team Leader Yoo for the blog and Staff Member Jin for Instagram—to actively communicate with the MZ generation and secure talent.
In addition, as demand for non-face-to-face sales has grown due to COVID-19, Eugene Corporation is unveiling a sales-focused website. The plan is to use the website as a sales platform so that untact sales can be strengthened on top of traditional sales and marketing.
This website revamp is characterized by its emphasis on product-centered content. Product categories have been placed on the main screen to strengthen sales and marketing functions. Detailed pages for each of the items handled by Eugene Corporation have been built to provide detailed information about its product lineup.
Quick menus and floating buttons have been placed to improve navigation convenience so that customers visiting the website can find the information they want quickly and conveniently. When a customer selects a category according to their needs—by item, by region, and so on—they can be connected to a business site capable of sales and delivery.
As the need for non-face-to-face services has grown, customized solutions for each customer have also been added. An online consultation service has been built to enable one-stop consultation and purchasing. To expand the business of its steadily growing building-materials distribution operation, a KakaoTalk channel enabling real-time consultation and purchasing has also been added.