Be remembered, Be Seen - Brand South Australia in China
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As International Marketing Manager for The Australia China Development Company, I share some learnings from marketing Brand South Australia to China. After a successful 250+ Delegation to Shandong, what are the next steps to 'Be Seen and Be Remembered '
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Be remembered, Be Seen - Brand South Australia in China
- 1. 1 The Australia China Development Company Your China Pathfinders As countries and big name brands scramble for consumer awareness in an unfathomably large marketplace, how will we as a State, as industry sectors, brands and businesses become memorable? Karyn Lanthois – International Marketing Manager, ACDC It’s not what you’ll see – it’s what you’ll remember!
- 2. 2 Decisions were made! With motivation high to produce an introduction of Cristina Tridente’s work in preparation for her launch of Qingdao Fashion Week in in China, BrandSA, ACDC & 57 Films jumped in fearlessly. We got NIIDA graduate Chinese Film Actress Lily Ji on board to interview our Premier, Cristina, our Lord Mayor and others to introduce Shandong and Greater China to South Australia’s cultural, educational, economic and tourism assets. Let’s Just Do This! ACDC / 57 Films Co-production / BrandSA The fastest moving digital project ever!
- 3. 3 Step 1 Step 2 Step 3 Get Seen + +Make an Impression Be Remembered Partner with Outdoor LED market leader 1 Create a captivating State Brand Message Z Follow up with a rich content and engagement channels
- 4. 4 Our Partner Exclusive relationship with China’s Number 1 Supermarket / Hypermarket to place and manage enormous outdoor LED screens above RT-Marts. 100+ by 2016 Aim to cover as many RT-Mart’s as possible (370+ and counting)
- 5. 5 I bet you didn’t know this! Guess how many people view just one of Unimedia’s 100 screens in China? 5% brand loyalty 97% influence 48 seconds 84% inform No Real Brand Loyalty China is a country of brands but consumers are willing to try new things 5 Ads give me information “I may not agree with the information but I will listen and make up my own mind” 84 Ads influence me “The ads influence my decision making” 97 Average time watching LEDs You have a captive audience to imprint a feeling, a mood, a suggestion, a motivation 48 350K per day 128 M per year
- 8. 8 Memorandum of Understanding with Australia China Development Company 29th May 2015, signed a MoU to further the promotion opportunity to South Australia, its Industry Sectors, Brands and Businesses
- 9. 9 Creating a Memorable Brand Message Working with the Unimedia Advertising team, we asked them to choose the most attractive footage from the 20 minute documentary previously made to create a 15 second interstitial to be shown 225 times per day on 11 screens throughout Shanghai over a 14 day period.
- 10. 10 The 15 second interstitial drives the user to a Youku channel. We also worked with ambassadors such as Lily Ji and Cristina Tridente to push the message out in China and Australia to tens of thousands of viewers. The delegates attending the Premiers forum & delegation felt well represented and ready to do business! Follow with rich engaging content
- 11. 11 Australia.cn and restuarantaustralia.cn developed assets to allow Chinese tourists to search, plan and then socialize their visit to Australia! Through this digital leadership they gained 700 million impressions, and 4.2 millions clicks resulting in increased numbers of inbound Chinese tourists. We can learn from this! Here’s how you do it!
- 12. 12 How can we do this better? Continuing on the South Australia message is critical to the lead up of the 30th Shandong Anniversary Marketing Materials in Chinese It seems obvious but sadly often looked over. We all need to have our services and documentation translated NOW to Chinese. Brand Ambassadors Brand Ambassadors provide a feeling of authenticity. The Chinese consumer will take the advice of a trusted friend, family member and then celebrity or ambassador over that of a brand. Let’s identify other South Aussies who can keep up the dialogue. Content produced for all screens Our footage resources need replenishing. 57 Films brought back some great moments but we need to work together to build up the memories which will serve as the proof of our relationship as we move towards 30th anniversary. Adoption of Chinese Social media As a State we can improve. We now have a BrandSA Youku channel and ACDC will be working with our partners Unimedia to develop our own channel. If you are serious about China – you need to start a dialogue with your customer. Invest in the resources required to WeChat and Weibo as a minimum. Tourism Websites in Chinese Australia Tourism does this well, we all need to hurry up and catch up. Recent pushes in this direction equated to a swell of Chinese tourists. It’s important to promote our State to potential visitors. Keep up the communications So we just finished up a great delegation. Have you made the effort to keep in touch with the people you met. Did you get some contacts on WeChat? Talk daily if you can, email often and share yourself. Invite all to come to South Australia!
- 13. 13 The Australia China Development Company Your China Pathfinders It’s not what you’ll see – it’s what you’ll remember! THANK YOU Now let’s ask the panel members some tough questions!