you should discuss Airwallex’s promotion activities (as illustrated in the Assignment 03 section). Specifically, you should identify in what way these promotion activities support/differ from the positioning bases you recommended in Assessment ...-Go服务器开发

Airwallex is a global financial technology company that provides cross-border payment solutions to businesses. Its promotion activities include digital marketing, content marketing, public relations, and event sponsorships. These promotion activities support the positioning bases recommended in Assessment 02, which are product attributes and benefits and user categories.

In terms of product attributes and benefits, Airwallex promotes its payment platform as secure, fast, and cost-effective. It emphasizes its ability to provide businesses with transparent foreign exchange rates and low fees for international transactions. For example, it launched a campaign called “Borderless Card” that offers customers up to 90% off on foreign exchange fees for online purchases made with their Airwallex cards (Kauflin, 2021). These promotions are consistent with the positioning bases recommended in Assessment 02 since they focus on the key features and benefits of the product.

Regarding user categories, Airwallex targets small-to-medium-sized enterprises (SMEs) as its primary customer base. It promotes itself as a solution for businesses that operate globally or deal with international suppliers or clients. For instance, it sponsors events targeted at SMEs such as the “Shopify Unite” conference aimed at entrepreneurs who use Shopify’s e-commerce platform (Airwallex Blog, 2019). These promotions align with the positioning bases recommended in Assessment 02 since they target specific user categories based on their needs.

In conclusion, Airwallex’s promotion activities support the positioning bases recommended in Assessment 02 by highlighting the key product attributes and targeting specific user categories. The company uses various digital channels such as social media platforms and content marketing to reach its target audience effectively while sponsoring relevant events helps to build brand awareness among potential customers.

References: Airwallex Blog. (2019). We Sponsored Shopify Unite – Here’s What Happened. Retrieved from https://www.airwallex.com/blog/we-sponsored-shopify-unite-heres-what-happened Kauflin, J. (2021). Airwallex Raises $100 Million To Help Small Businesses Move Money Around The World. Forbes. Retrieved from https://www.forbes.com/sites/jeffkauflin/2021/04/01/airwallex-raises-100-million-to-help-small-businesses-move-money-around-the-world/?sh=4e6e5c9a27b8