Chinese New Year, also known as the Lunar New year or Spring Festival, is the largest and one of the most significant holidays in Chinese culture. From a business perspective, this week-long celebration can also mean a substantial boost in sales as Chinese families across the globe gather together to partake in festivities that include sharing special meals and giving gifts.
In 2017, Chinese New Year officially falls on January 28th, which means marketers still have plenty of time to prepare a seasonally-targeted marketing strategy before the holiday arrives. If you’re not sure where to begin, here are a few ideas to get your creative juices flowing.
1. Leverage Social Media
With an estimated 650 million active users in China alone, social media offers a powerful vehicle to get your message out to the masses for a relatively small investment. The WeChat social network is among the most popular with the Chinese community, as are QZone, Sina Weibo and nearly half a dozen others. Don’t forget about other options, however, like running Facebook ads in Chinese, a strategy that has been very successful for many businesses.
2. Reach Chinese Travelers in Advance
The Chinese New Year is a big enough deal that many families travel so they can celebrate the holiday together. This presents a tremendous opportunity for marketers to get their brands in front of their targeted audience many times throughout the travel planning experience. Not only will this serve to keep your business top-of-mind, but it also solves the “touch point” conundrum quite beautifully. Remember – experts believe it can take 6 to 8 “touches” to convert a lead. Start now and you’ll already be ahead of the game.
3. Target Tourists
Another noteworthy point is the fact that according to recent research, Chinese tourists earmark up to 80 percent of their travel budget for retail purchases. This means that not only should you be marketing to your local Chinese population, but you should also be thinking about how you can attract the attention of visitors as well. Festive ad campaigns and “Year of the Rooster” themed edition of products are a great place to start.
4. Go Mobile
Today more than 90 percent of Chinese netizens use their mobile phones to access the internet. For that reason alone, mobile marketing should be a substantial part of your overall strategy. During the weeks leading up to the Chinese New Year, however, this opportunity increases tenfold. Think about all the travelers making treks around the world to visit family and friends. These individuals facing long, arduous journeys with delays and layovers will most certainly be looking for something to ease their boredom. It should come as no surprise, then, that mobile advertising clicks increase during this timeframe.
5. Nurture Existing Relationships
Want a great way to solidify your brand with your Chinese clientele? Why not take this opportunity to send a personal note or gift to wish them a joyful and prosperous new year? Just be careful about what you present and the manner in which you do so. Using red envelopes, for example, is tradition and signifies positive energy and good luck. They should only be used, however, to hold money or small gifts, not marketing material. Remember – relationship building generates powerful word-of-mouth marketing, so it’s well worth the investment.
Last but not least, don’t be afraid to be bold, get creative and leverage this opportunity to showcase your brand’s uniqueness. Not sure quite how to position your product or services and capitalize on this lucrative holiday for your business? We can help! Contact us today to learn more.
