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Locally Relevant Marketing & Communication to Build Your Brand & Enhance Customer Value
Florence Chua,
Director, Association Management & ConsultingMCI China
July 2012
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In partnership with
Agenda
Who Am I?
Why Localize?
Understanding Customer Needs
Elements of Successful Localization
Localization In Progress
10 Tips to Get Started
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Who am I - Florence Chua
Based in Beijing, China
Over 13 years working experience in Asia with corporations and associations
Savvy with brand/product positioning and messaging on mass media platforms, and direct marketing
Provide advisory and implementation support to international associations growing in Asia
Successfully led marketing & communication campaigns for inaugural conferences, membership drive, certification growth etc.
Spearheaded market research projects to assess potential and devise strategy for associations entering the China market
Why Localize?
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Sustainable Growth
Localization
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Why Localize?
Culture Customer Price
1.3 billion population
Why Localize?
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The Story of KFC – Most Successful Foreign Brand
First foreign fast food restaurant to enter China in 1987
3,300 KFCs – No. 1 fast food chain with 40% market share
Recipe: Empower local management + Adapt to local palates + Right partnerships
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The Story of KFC
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Social networks Bargain hunters Order online
Understanding Customer Needs
Market Research is Integral
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Country market is TOO BIG a market – focus on cities or cluster of cities
Cities are distinctly different in terms of size, GDP, key industries etc.
Conduct market research to gain understanding of customer preferences, behavior, values
Incentivize
Don’t simply take their words for it - verify
Do it regularly
Build customer relationships for quality feedback
Market Research is Integral
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Psychographic of Chinese Consumer
Professional development is authorized top-down, and cost should be borne by company
Values certification as a mean to distinguish oneself in the competition and be seen as credible – instant gratification
Price sensitive – “cost effective”
Brand conscious (credibility)
Low brand loyalty
Prefer to save for big ticket items (house, car, luxury products)
Personal privacy is low, but increasing
Lifestyle: traveling, online shopping, singing karaoke
No religion (influenced by Confucius teachings)
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Elements of Successful Localization
MCI GrowGlobally.org Webinar Series 2011 14
Local Tactics
Focus on multi-channel marketing and communications:
- Chinese website (built-in Bulletin Board System)
- Search Engine Optimization (Baidu)
- Social media (equivalents of Twitter, Facebook, LinkedIn, Youtube)
- Direct mail (Chinese mailing address is more accurate)
- High mobile phone usage (SMS/MMS, micro-blogging)
- Tele-marketing
- Word-of-mouth
- Media relations
- Events
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China Internet Usage
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420 million Chinese internet users; 720 million forecasted by 2015 233 million Chinese users logged online via mobile devices; 333
million forecasted by 2012 Online 2.7 hours per day versus 2.3 hours for American users and
will reach 3.1 hours per day by 2015 Chinese consumers spend 4 hours/week on instant messaging
versus 2.6 hours/week by US consumers 20 minutes/ week on email versus 5.5 hours/week
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54% of Chinese internet users own or visit blogs
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More than 25% users write 10 or more posts on forum, blogs, SNS
China Social Media Landscape
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Twice as likely to chat and three times more likely to micro-blog/ blog than American users
Up to 92% of internet users are likely to use social media
Social media is a trusted source to find information about brands
Blog posting: Behind China’s Great Firewall on Growglobally.org
Localization In Progress
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Localize:
Retain branding look and feel
Mandarin-language
Easy to glance
Highly informative
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BBS (Bulletin Board System) is a commonly used Q&A channel
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FollowingFans
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Lead generation
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Localize:
Retain branding look and feel
Mandarin-language
e-newsletter
Sender & Subject line
Asia Conference promotion
Member’s interview
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Following
Fans
Forward
Comment
10 Tips to Get Started
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10 Tips to Get Started
Must use Mandarin language
Build brand awareness to create credibility
Right pricing
Stand out from the competition
Focus on immediate benefits
Need to incentivize
Leverage latest news/trends to capture eyeballs
Dialogue-type communication
Viral marketing to build effective word-of-mouth
Media relations is paid PR
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