PORTFOLIO — 2026
WORK / 02
MARKET EXPANSION
A government-supported program to grow a Taiwanese manufacturer’s brand in India. I designed it so online promotion and in-person events would reinforce each other.
01 · OVERVIEW
An established Taiwanese manufacturer, known in the industry mostly for OEM production, used a government-supported program to put its own brand and a new medical-grade product line in front of distributors in India, where its new factory had just opened. I co-led it with one colleague: I wrote most of the proposal and proposed the structure that made online promotion and in-person events work as one system.
02 · CHALLENGE
01
Known as a maker
The company was established in the industry, mostly through OEM volume. Its own brand and newer, higher-value line were not yet what distributors knew it for.
02
B2B buying is personal
Distributors want to see the product, ask questions and meet the people behind it before they commit.
03
Fixed budget, two kinds of spend
Online reach is cheap but shallow; trade shows and workshops build trust but cost far more per contact.
THE DESIGN QUESTION
How do you spend one budget so that every online contact makes the next in-person event stronger — and every event makes the online channels smarter?
03 · PEOPLE
BUYERS
Distributors & dealers
The main target: regional partners who would carry the product.
Professional buyers
Purchasing teams comparing suppliers online first.
THE COMPANY
Taiwan headquarters
Brand and product decisions; ran the online promotion directly.
India office & factory
Hosted the in-person events and showrooms; local follow-up.
PARTNERS
Agencies & vendors
Ads, video, events and outdoor media — each on its own timeline.
Program reviewers
Approved budget categories and checked documentation.
My colleague and I sat between all three — translating demand signals into plans, plans into vendor work, and results into grant reports.
04 · THE LOOP
Online and in-person work usually run as separate line items. I proposed tying them together: online promotion introduces the brand and the new line; inquiries show who is interested; in-person workshops help distributors understand the products; those relationships make the next round online sharper.
01
ONLINE REACH
Search & display ads · product and company videos · company website · a local B2B marketplace
02
DEMAND SIGNALS
Inquiries from the website and the marketplace, tracked by channel
03
IN PERSON
Product workshops and trade shows, plus local offices with showroom space, where distributors could see and test the products
04
RELATIONSHIPS
New distributor partners, sample tests and follow-ups — and proof for the next round online
01
Online promotion introduced the company’s own brand and newer line, not just its OEM capacity.
02
Workshops gave distributors time to handle the products and ask questions before committing.
03
Inquiry data became a list of high-potential customers; distributors’ sample requests turned interest into orders.
05 · CHANNELS
01
SEARCH & DISPLAY ADS
Reached potential customers and tracked campaign performance.
02
VIDEO MARKETING
Product and company videos to build brand awareness.
03
MARKETPLACE PROMOTION
Promoted products on a local B2B marketplace to generate inquiries.
04
TRADE SHOWS
Connected online promotion with four trade shows and product workshops across India.
05
BUSINESS RESULTS
Inquiries, new distributor partners and revenue growth — see 07.
06 · DECISIONS
DECISION 01
NOT CHOSEN
Option A · Separate line items
+ Simpler to plan and report.
− Channels never inform each other; events meet cold audiences.
CHOSEN
Option B · One loop
+ Online data decides who to meet and where.
− More coordination; activities depend on each other’s timing.
Why: B2B trust is built face to face. The loop made every online contact worth more in the room, and every meeting worth more online.
DECISION 02
THE MAIN CALLNOT CHOSEN
Option A · Keep the calendar
+ Outdoor and online run side by side, as planned.
− Election season had pushed billboard prices up, the planned window ran into the monsoon, and local execution was running behind.
CHOSEN
Option B · Online first, in person second
+ First-half grant money went to online ads, building awareness before the events; outdoor ran later, on more boards.
− Outdoor visibility got a shorter window than planned.
HOW THE YEAR ACTUALLY RAN
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Local context
Original outdoor plan
Online ads
Outdoor boards
Trade shows & workshops
Election season
Monsoon
Planned outdoor window
Online first — most first-half spend
continued
More boards, shorter window
MONTHS APPROXIMATE
Why: We hadn’t mapped India’s local calendar well enough when we planned. Moving the money online first kept it working while the conditions for in-person work caught up.
DECISION 03
NOT CHOSEN
Option A · Keep it
+ One more channel in the mix.
− After talking it through with the local agency, the reach didn’t justify the price.
CHOSEN
Option B · Cancel and redirect
+ Budget moved to online ads and outdoor boards.
− One fewer format to report.
Why: Resources followed observed demand, not the original media mix.
Decisions 02 and 03 were team calls made with my fellow co-lead.
07 · RESULTS
~50%
Nearly 50% year-on-year overseas revenue growth
700+
More than 700 customer inquiries
~50
Around 50 new distributor partners
~300
Nearly 300 trade-show attendees across four shows
ONLINE SIGNALS
1M+
video views
8×
the ad-click target
Online reach
search, video, marketplace
700+ inquiries
website + marketplace
Four trade shows
~300 attendees
~50 new partners
distributors & dealers
nearly 50% growth
overseas revenue, YoY
Program-period totals, shown side by side — not a tracked customer funnel. Figures are rounded for a public portfolio; company, brand, product category, platforms and cities are not named.
08 · ROLE & LIMITS
MY ROLE
LIMITS