A Michael Zhang Workshop on Chinese Demographic Marketing October 9, 2013.
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Transcript of A Michael Zhang Workshop on Chinese Demographic Marketing October 9, 2013.
ABOUT MICHAEL ZHANG
Experienced English-Chinese translator, working with National Geographic Traveler for over 10 years
Chinese media specialist, managing two key tourism accounts on Sina Weibo, OTMPC and Red Leaf Outdoor Travel Guide
Long-time media escort for Ontario Tourism and Tourism Toronto
Professional tourist (Liked)
YES OR NO
Chinese people like to travel with family and friends.
Chinese people like shopping.
Chinese people like camping.
Chinese people like BBQ.
Chinese people like to eat Chinese food in a smaller town.
Chinese people like deserts.
Chinese people like spicy food.
Chinese people like discounts.
Chinese people like fishing.
Chinese people like pets.
CHINESE MARKET AT A GLANCE
Overseas Chinese Market ADS to boost the yearly
rate of travel to Canada from China by up to 50 per cent by 2015.
Chinese Tourists direct input >C$524 million annually by the year of 2015. (Conference Board of Canada)
Hot real estate market + controlled exchange rate=money to spent
Ready to explore 2nd Tier destinations
Domestic Chinese Market Growing number of
Mainlanders Came with some wealth High average income from
professional work Weak English ability Chinese habits and
customs carried over
EVENT AND HOLIDAY DRIVEN
Maple Syrup
Fall Colors
Dragon Boat Festival
Night Market
The Ex
School breaks
All long weekends
Chinese Canadians
New vacation destinations New Things to do
Newcomers Ways to experience Canada
To become “Canadian”
Chinese Int’l Students
Just have fun Limited time
VFR Follow who’s here Showcase hosts’ life
FIT Worthwhile trips Easy access from Toronto
Bus Tours Good first taste Photos taken/food eaten
Kids and Seniors can be deciding factors.
DRIVING DISTANCE
Tobermory
3.5 hrs from Mississauga
4 hrs from Scarborough/Toronto
Kincardine
2.5 hrs from Mississauga
3 hrs from Scarborough/Toronto
Chinese Canadians
New vacation destinations New Things to do
Newcomers Ways to experience Canada
To become “Canadian”
Chinese Int’l Students
Just have fun Limited time
VFR Follow who’s here Showcase hosts’ life
FIT Worthwhile trips Easy access from Toronto
Bus Tours Good first taste Photos taken/food eaten
WHAT HAVE YOU GOT? Unparalleled nature?
Horticultural tourism like no one else?
Unmatchable outdoor activities?
A dish you can claim the best in Ontario?
A history that has a meaning today
A program that inspire people in someway
Distinguish yourself
Claim something
Make them say wow
Give them opportunities to record
Let them spread the good word for you
Quiz
List following things to do from MOST to LEAST interesting for Chinese touristsHike a trailEat at a famous local restaurantGo to a local art galleryVisit an antique shopVisit a farmer’s marketPlay games and drink beer in a cottageGo campingGo swimming in a lakeGo fishing on a dock
BECOME FAMOUS BY PROVIDING A BETTER EXPERIENCE
Example #2 Point Pelee is boring
Example#4 Antique shopping in
Beaverton for $8.50 After seeing $200+
antique in Haliburton Forest
Example #1 How would you like your
steak cooked?
Example #3 The J stroke
EXAMPLES OF KEY INFO IN CHINESE
Website
One page highlights of your business
Key information regarding purchase (like no refund after purchase, cash only)
Driving direction
Promotion and sale (Book a room and get boat tickets 241)
Safety guidelines
Welcome (card, sign, greetings)
Fun programs (Scavenger hunt in the Park)
Great Choice: Online Media
Social MediaLong-term self-
managementConstant feedInteraction and
engagement
Chinese WebsiteAdvertisementEvent
promotionAnchored to
own webpage
Advantages over print: much broader audience, cost-effective, diverse formats, visually appealing, permanent, interactive, shorter turnaround, easier to share, etc.
CONTENT MANAGEMENT
Key information Widely unknown to Regularly misunderstood
by Specifically interesting for Sale/discount information Shared contents from
Website
Stunning images Nature People The uncommonly seen
Re-posted follower status Initiate conversation Maximize exposure
Prized campaigns Claim the prize in person
Interaction with other Chinese social media accounts Ontario Tourism Yorkbbs Etc.
Fixes and Ideas
Things you can add to your menu or service list (Dining and Lodging) Steamed Rice (Not risotto or similar western style rice dishes) Wonton soup Chicken noodle soup Chinese pickles and hot sauce Rice porridge or congee for breakfast if you are B&B or hotel Important notice in Chinese, such as dishwashing instruction, how
to use thermostats, smoking areas, etc Chinese TV Channels, newspapers and magazines Ask your guests to sign your guestbook in Chinese (Monitor) Ask them to review on Trip Advisor in Chinese (Monitor)
Fixes and Ideas (con’d)
Bruce County, Trail and Park More information available in Chinese language Programs to initiate understanding of nature and culture, such
as natural interpretation, learn to camp Claim Top 10 Free Tours ( Jeju Island, Korea ) Take a photo at (____), enter to win Hike the Bruce T-shirt, or even better in Chinese Chinese hiking events or Hiking events with a Chinese portion Claim to be the Best of Bruce Trail, or a campaign called “It’s
called Bruce trail for a reason
Summary: StepsSelf-examination
Match with right target
Get product and service ready (Programs)
Get language ready
Get content ready (Social media)
Choose the right channels
Re-examination