First hybrid meeting presenter who presented to us from Beijing via Blue Sky's virtual KOL technology platform.

2. Locally Relevant Marketing & Communication
to Build Your Brand & Enhance Customer Value
Florence Chua,
Director, Association Management & Consulting
MCI China
July 2012
In partnership with
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3. 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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4. 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

5. Why
Localize?
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6. Why Localize?
1.3 billion population
Sustainable Growth
Localization
Culture Customer Price
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7. Why Localize?
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8. 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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9. The Story of KFC
Social networks Bargain hunters Order online
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10. Understanding
Customer Needs

11. Market Research is Integral
 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
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12. Market Research is Integral
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13. 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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14. Elements of
Successful Localization
MCI GrowGlobally.org Webinar Series 2011 14

15. 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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16. China Internet Usage
 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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17. 17

18. 54% of Chinese internet users
own or visit blogs
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19. More than 25% users write 10 or
more posts on forum, blogs, SNS
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20. China Social Media Landscape
 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
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21. Localization
In Progress
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22. Localize:
 Retain
branding look
and feel
 Mandarin-
language
 Easy to
glance
 Highly
informative
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23. BBS (Bulletin Board System) is
a commonly used Q&A channel
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24. Following
Fans
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25. Lead generation
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26. Localize:
 Retain
branding look
and feel
 Mandarin-
language
e-newsletter
 Sender &
Subject line
 Asia
Conference
promotion
 Member’s
interview
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27. Fans
Following
Comment
Forward
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28. 10 Tips to
Get Started
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29. 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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30. Contact Information
About This Presentation
Florence Chua
florence.chua@mci-group.com