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A Michael Zhang Workshop on Chinese Demographic Marketing October 9, 2013.

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Presentation on theme: "A Michael Zhang Workshop on Chinese Demographic Marketing October 9, 2013."— Presentation transcript:

1 A Michael Zhang Workshop on Chinese Demographic Marketing October 9, 2013

2 Are we Chinese or not?

3 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)

4 ABOUT THIS WORKSHOP  To get ready  By examination  By understanding  By looking into possibilities

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6 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.

7 BRUCE AT A GLANCE Georgian Bay Lake Huron Smaller Lakes Saugeen River/Teeswater River Bruce Peninsula National Park Fathom Five National Marine Park Black Creek PP Inverhuron PP Sauble Falls PP McGregor Point PP Bruce Trail Chesley, Kincardine, Lion’s Head, Paisley, Point Clark, Port Elgin, Sauble Beach, Southampton, Tobermory, Walkerton, Wiarton

8 CHINESE MARKET AT A GLANCE In Ontario In Other Provinces Domestic In China In USA International

9 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  Chinese Tourists direct input >C$524 million annually by the year of (Conference Board of Canada)  Hot real estate market + controlled exchange rate=money to spent  Ready to explore 2 nd 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

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12 Origin Mainland China 40,00030,000 Taiwan3,1002,700 Hong Kong1,900790

13 Price/value sensitive Happy to see Chinese language usage Prefer Chinese food over Canadian food Big bargainers/expect discount Conservative/not standing out Safety First Trust word of mouth/recommendation Smart shoppers/shop unique, non-made-in- China Smoke/Noisy/Lack sense of environmental protection CHINESE CHARACTERS

14 EVENT AND HOLIDAY DRIVEN  Maple Syrup  Fall Colors  Dragon Boat Festival  Night Market  The Ex  School breaks  All long weekends

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16 Visiting Families and Relatives VFR + FIT Chinese Students (36K/70K) Chinese Canadians (600K in ONT) LOOK “CLOSER”

17 Chinese Canadians New vacation destinationsNew Things to do Newcomers Ways to experience Canada To become “Canadian” Chinese Int’l Students Just have funLimited time VFR Follow who’s hereShowcase hosts’ life FIT Worthwhile tripsEasy access from Toronto Bus Tours Good first tastePhotos taken/food eaten Kids and Seniors can be deciding factors.

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19 DRIVING DISTANCE  Tobermory  3.5 hrs from Mississauga  4 hrs from Scarborough/Toro nto  Kincardine  2.5 hrs from Mississauga  3 hrs from Scarborough/Toro nto

20 DESTINATIONS WITHIN SAME DISTANCE FROM TORONTO T.O. Muskoka BM/Collingwood Finger Lakes, NY Haliburton/ Kawarthas Prince Edward County N. Shore of Erie

21 BLANK MAP TEST

22 Chinese Canadians New vacation destinationsNew Things to do Newcomers Ways to experience Canada To become “Canadian” Chinese Int’l Students Just have funLimited time VFR Follow who’s hereShowcase hosts’ life FIT Worthwhile tripsEasy access from Toronto Bus Tours Good first tastePhotos taken/food eaten

23 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

24 Quiz  List following things to do from MOST to LEAST interesting for Chinese tourists  Hike a trail  Eat at a famous local restaurant  Go to a local art gallery  Visit an antique shop  Visit a farmer’s market  Play games and drink beer in a cottage  Go camping  Go swimming in a lake  Go fishing on a dock

25 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

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30 CHINESE COLLATERAL AND MEDIA Chinese Web Page Chinese Print Material Chinese Social Media

31 CHINESE LANGUAGE

32 THE MYTH  Cantonese  Traditional Chinese  Mandarin  Simplified Chinese

33 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)

34 TRANSLATION Google Translation Any Chinese Guy Experienced Translator

35 Choose Wisely DM

36 Great Choice: Online Media  Social Media  Long-term self- management  Constant feed  Interaction and engagement  Chinese Website  Advertisement  Event promotion  Anchored to own webpage Advantages over print: much broader audience, cost-effective, diverse formats, visually appealing, permanent, interactive, shorter turnaround, easier to share, etc.

37 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.

38 Example of Content What When Where Who Why

39 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)

40 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

41 Summary: Steps  Self-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

42 Q&A

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