https://www.brandigochina.com A blog about marketing and communications in China. https://irp.cdn-website.com/c71887e7/dms3rep/multi/MultiChan1+hero.jpg https://www.brandigochina.com https://www.brandigochina.com/three-lessons-b2b-brands-can-learn-from-f1s-china-comeback Three Lessons B2B Brands Can Learn from F1’s China Comeback <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/ChinaF1Blog.webp" alt="A sleek, maroon Formula One race car sitting on an asphalt track with barriers in the background."/> </div> <div data-rss-type="text"> <p> <span> As a business focused on helping international companies grow in China, we’ve been watching the resurgence of Formula 1 at the 2026 Chinese Grand Prix with particular interest. </span> </p> <p> <br/> </p> <p> <span> At first glance, it’s a consumer story, sell-out crowds, social buzz, cultural relevance. </span> </p> <p> <br/> </p> <p> <span> But look closer, and it’s something else: a clear example of how localisation drives visibility, engagement, and ultimately commercial traction in China. </span> </p> <p> <span> For B2B brands, where long sales cycles and low awareness are common challenges, there are some very direct parallels. </span> </p> <p> <br/> </p> <h4> <strong> Lesson 1: Local relevance drives discovery (and search visibility) </strong> </h4> <p> <span> F1’s growth in China hasn’t come from simply increasing media spend. It’s come from showing up in culturally relevant ways across Chinese platforms. </span> </p> <p> <span> A good example is Lewis Hamilton’s travel content in Sichuan ahead of the race. It extended F1’s reach beyond motorsport into lifestyle, travel, and broader entertainment audiences. </span> </p> <p> <br/> </p> <p> <span> From a B2B perspective, this is less about content format, and more about discoverability. </span> </p> <p> <br/> </p> <p> <span> In China, buyers don’t just find you through Google equivalents or direct searches. They encounter your brand through: </span> </p> <ul> <li> <span> platform ecosystems like WeChat and video channels  </span> </li> <li> <span> industry content and third-party media  </span> </li> <li> <span> broader cultural and lifestyle touchpoints  </span> </li> </ul> <p> <br/> </p> <p> <span> If your brand isn’t present in those environments, you’re simply not in the consideration set. </span> </p> <p> <br/> </p> <p> <strong> Key takeaway: </strong> <span> <br/> Localised content isn’t just about engagement, it’s a visibility strategy. It improves how and where your brand shows up across search, social, and increasingly AI-driven discovery. </span> </p> <p> <br/> </p> <h4> <strong> Lesson 2: Niche audience alignment accelerates consideration </strong> </h4> <p> <span> F1’s fastest-growing audience in China isn’t its traditional base, it’s younger, female fans driven by fandom culture. </span> </p> <p> <span> That didn’t happen by accident. F1 has leaned into specific communities, allowing drivers to build distinct identities that resonate beyond the sport itself. </span> </p> <p> <br/> </p> <p> <span> For B2B brands, the equivalent isn’t fandom, but it is verticalisation. </span> </p> <p> <br/> </p> <p> <span> In China, broad messaging rarely cuts through. Buyers are looking for signals that you understand: </span> </p> <ul> <li> <span> their industry  </span> </li> <li> <span> their specific use case  </span> </li> <li> <span> their local challenges  </span> </li> </ul> <p> <br/> </p> <p> <span> This is where many international brands struggle. They stay too high-level, too global, too generic. </span> </p> <p> <br/> </p> <p> <strong> Key takeaway: </strong> <span> <br/> Clear audience definition and vertical relevance don’t just improve engagement, they shorten the path from awareness to consideration. </span> </p> <p> <br/> </p> <h4> <strong> Lesson 3: Third-party influence builds trust faster than brand messaging </strong> </h4> <p> <span> F1’s collaboration with Chinese celebrities and influencers has helped reposition it from a sport to a cultural moment, particularly among Gen Z audiences. </span> </p> <p> <br/> </p> <p> <span> For B2B, the mechanics are different, but the principle is exactly the same. </span> </p> <p> <br/> </p> <p> <span> In China, trust is rarely built through brand-owned channels alone. It’s shaped through: </span> </p> <ul> <li> <span> industry KOLs and expert voices  </span> </li> <li> <span> trade media and editorial platforms  </span> </li> <li> <span> peer validation and case studies  </span> </li> </ul> <p> <br/> </p> <p> <span> This is especially important in complex or high-value B2B categories, where buyers are risk-sensitive and validation-driven. </span> </p> <p> <span> If your brand is only telling its own story, it’s doing half the job. </span> </p> <p> <br/> </p> <p> <strong> Key takeaway: </strong> <span> <br/> Third-party credibility, through media, experts, and partnerships, is a critical lever for accelerating trust and moving buyers through the funnel. </span> </p> <p> <br/> </p> <h4> <strong> Final thought </strong> </h4> <p> <span> F1’s success in China isn’t just about popularity, it’s about presence in the right places, with the right signals, for the right audiences. </span> </p> <p> <span> For B2B brands, the lesson is clear: </span> </p> <ul> <li> <span> China is not a market where you can rely on global reputation alone. </span> </li> <li> <span> You have to build local visibility, relevance, and trust, systematically. </span> </li> </ul> <p> <br/> </p> <p> <strong> Do that well, and you don’t just generate awareness. You create momentum across the entire commercial funnel. </strong> </p> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <strong> Steven Proud </strong> </p> <p> <span> Director of Global Client Strategy &amp; Growth, Brandigo China </span> </p> <p> <span> <br/> </span> </p> <p> <span> Steven Proud is Director of Global Client Strategy &amp; Growth at Brandigo China, bringing over 20 years of B2B marketing experience and the last decade focused on helping global brands navigate growth, positioning, and market engagement in China. <br/> <br/> </span> </p> </div> Thu, 02 Apr 2026 09:34:00 GMT https://www.brandigochina.com/three-lessons-b2b-brands-can-learn-from-f1s-china-comeback blog thumbnail main image https://www.brandigochina.com/geo-in-china-and-what-b2b-marketers-are-getting-wrong Chinese AI platforms are changing how B2B buyers research vendors. Learn how GEO works in China, which platforms matter, and how to build visibility that lasts. <div data-rss-type="text"> <p> <strong> Quick Summary </strong> </p> <ul> <li> <span> Generative engine optimization (GEO) in China means building brand authority so that AI-powered answer engines — not just search rankings — surface your company when Chinese buyers research vendors. </span> </li> <li> <span> China has six major AI platforms (Baidu ERNIE, Alibaba Qwen, ByteDance Doubao, Tencent Hunyuan, Moonshot Kimi, and DeepSeek), each drawing from different data sources. Visibility on one does not guarantee visibility on others. </span> </li> <li> <span> A wave of agencies is selling GEO as a content volume play — publishing large quantities of keyword-stuffed articles across low-authority domains. This approach fails because Chinese LLMs weight authoritative sources, not content quantity. </span> </li> <li> <span> What actually builds GEO visibility: citation-worthy technical content, presence on platforms like Zhihu and Baidu Baike, consistent Chinese-language brand signals, and genuine third-party references. </span> </li> <li> <span> For international B2B companies, the window to build AI platform authority ahead of competitors is open now — but narrowing. </span> </li> <li> <span> Measuring GEO visibility requires purpose-built tooling; manual prompt testing gives snapshots, not trends. </span> </li> </ul> <p> <span> <br/> </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/koi-fish-in-a-pond-black-background-2026-01-07-01-29-37-utc.png" alt="A white koi fish with orange patches swims through dark, still water."/> </div> <div data-rss-type="text"> <h3> <strong> What Is GEO, and Why Does It Matter in China? </strong> </h3> <p> <span> Generative Engine Optimization (GEO) is the practice of structuring a brand's content, authority signals, and digital presence so that AI-powered answer engines include that brand in the responses they generate for relevant queries. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In China specifically, GEO refers to visibility across the country's major AI platforms — Baidu ERNIE Bot, Alibaba Qwen, ByteDance Doubao, Tencent Hunyuan, Moonshot Kimi, and DeepSeek — which Chinese business buyers are increasingly using to research vendors, evaluate suppliers, and conduct pre-meeting due diligence. </span> </p> <p> <span> <br/> </span> </p> <p> <span> GEO is distinct from traditional SEO in one critical way: ranking algorithms reward relevance and technical optimization, while generative AI systems reward  </span> <strong> authority, citation, and accurate representation across trusted sources </strong> <span> . A company can rank on page one of Baidu and still be invisible — or described inaccurately — in AI-generated answers. </span> </p> <p> <span> <br/> </span> </p> <p> <span> There's a shift happening in how Chinese buyers research vendors, and most international B2B companies haven't noticed it yet. They're still optimizing for Baidu rankings, still measuring success by page-one placement, still treating search engine optimization as the ceiling of their China digital strategy. Meanwhile, the buyers they're trying to reach have moved on. </span> </p> <p> <span> <br/> </span> </p> <p> <span> AI-powered answer engines are changing the first moment of contact between a Chinese procurement team and a foreign supplier. When a technical buyer in Shenzhen types a question like "which foreign companies supply industrial filtration systems for semiconductor fabs," they're no longer necessarily getting ten blue links. They're getting a synthesized answer. And if your brand isn't in that answer, you didn't lose the search. You were never part of the conversation. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> Why B2B Is the High-Stakes Category </strong> </h4> <p> <span> Consumer brands have the luxury of repeated touchpoints. A Chinese shopper might encounter a brand through Douyin, Xiaohongshu, a friend's recommendation, and a WeChat ad before making a purchase. B2B procurement doesn't work that way. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The research phase is compressed, structured, and often invisible to the seller. A procurement committee at a Chinese state-owned enterprise or a multinational's China sourcing team will typically run background checks on shortlisted vendors before the first outreach ever happens. Increasingly, part of that research involves querying an AI platform — not to get a recommendation, but to get a briefing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> What does the AI say about this company? What does it make? Who does it serve? These aren't questions buyers are outsourcing their judgment to answer definitively. They're using AI the way they'd use a knowledgeable colleague: to get oriented quickly before going deeper.  </span> <strong> If a Chinese AI platform has no meaningful information about your company — or surfaces a competitor in response to a query that should have included you — the damage is done before you know a prospect existed. </strong> </p> <p> <span> <br/> </span> </p> <h4> <strong> China's AI Platform Landscape: Not One Engine, Six Ecosystems </strong> </h4> <p> <span> The first mistake most agencies make when pitching GEO in China is treating the market as monolithic. "Chinese AI" is not a category the way "Google" is a category. Each major platform has a different data diet, a different user base, and a different relationship with the broader corporate ecosystem it sits inside. What works to establish visibility on one may do nothing on another. </span> </p> <p> <span> <br/> </span> </p> <h3> <strong> Platform Comparison at a Glance </strong> <span> <span>  </span> </span> </h3> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/73shots_so-91acb091.png" alt="China AI platform"/> </div> <div data-rss-type="text"> <h4> <strong> Baidu / ERNIE Bot (文心一言) </strong> </h4> <p> <span> Baidu's AI platform has the tightest feedback loop with traditional search of any platform in the market. ERNIE Bot's training and retrieval architecture draws heavily from Baidu's own web index, which means that the fundamentals of Chinese SEO — Baidu Baike entries, indexed articles on high-authority domains, structured site content — still carry real weight here in a way they may not elsewhere. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For international B2B companies, this is both good and bad news. Good because there's an established playbook: build Baidu-indexed content, establish a Baike entry, get cited by Chinese media. Bad because most foreign companies still have thin or outdated Baidu footprints, and years of mobile-first thinking — WeChat over websites — has left their indexed content stale. </span> </p> <p> <span> <br/> </span> </p> <p> <span> ERNIE Bot skews toward the demographics that have been using Baidu the longest: older enterprise buyers, government-adjacent procurement teams, established industrial players. And Baidu's integration of ERNIE across its search results page — showing AI-generated summaries above organic results for many commercial queries — means the distinction between "ranking on Baidu" and "appearing in ERNIE's answer" is already starting to collapse. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> Alibaba / Qwen (通义千问) </strong> <strong> <br/> </strong> </h4> <p> <span> Qwen sits inside one of the most commercially integrated ecosystems in China — the same corporate family that operates 1688 (the domestic B2B wholesale platform), Alibaba Cloud, Cainiao logistics, and a web of enterprise SaaS tools through DingTalk. Its training doesn't just draw from the web.  </span> <strong> It draws from Alibaba's commercial data environment. </strong> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Companies with strong 1688 profiles, Alibaba Cloud case studies, or presence in Alibaba's enterprise partner ecosystem have a natural advantage here. Companies that have never engaged with any Alibaba commercial platform are starting from a genuine deficit. The B2B buyer who uses Qwen is often in procurement, supply chain, or operations — looking for practical information: who makes this, who's used it, is there a China presence. For any international company selling industrial products, logistics solutions, or B2B technology into China, Qwen is not a secondary priority. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> ByteDance / Doubao (豆包) </strong> <strong> <br/> </strong> </h4> <p> <span> ByteDance's AI assistant draws from a content ecosystem anchored in Douyin and Toutiao. That makes it look, on the surface, like a consumer play. But the demographics of Douyin have matured considerably. The platform's early reputation as a Gen-Z entertainment app has given way to a much broader user base that includes entrepreneurs, technical professionals, and mid-level managers — exactly the cohort that often does preliminary vendor research before escalating to a formal procurement process. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Toutiao's article ecosystem is also a genuine GEO surface. Industry analysis pieces, technical explainers, and expert commentary published through Toutiao-connected channels get indexed and weighted by Doubao in ways that most B2B brands haven't taken advantage of. If your company has any content presence in Chinese, the ByteDance ecosystem is where that content is most likely to reach a buyer who hasn't yet entered a formal procurement process. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> Tencent / Hunyuan (混元) </strong> <strong> <br/> </strong> </h4> <p> <span> Hunyuan has the most direct integration with the tools Chinese business professionals use every day. WeChat and WeCom are the operating system of business communication in China, and Tencent's AI capabilities are embedded in both. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For B2B marketers, the implication is specific:  </span> <strong> your WeChat Official Account is not just a content distribution channel </strong> <span> . It's a brand legitimacy signal that feeds into Tencent's AI infrastructure. Companies with active, well-maintained Official Accounts — publishing substantive content, maintaining consistent branding — are building an asset whose value increases as Hunyuan matures. The enterprise buyer who encounters your brand through WeCom, checks your Official Account, and then queries Tencent's AI tools is having a coherent, reinforced brand experience. The company with a dormant WeChat presence faces a gap at a critical point in that sequence. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> Moonshot AI / Kimi </strong> <strong> <br/> </strong> </h4> <p> <span> Kimi occupies a distinctive niche: long-context reasoning. While other platforms are built around conversational queries and quick answers, Kimi is designed to process and synthesize large documents — whitepapers, technical specifications, regulatory filings, lengthy reports. It's the platform a research-oriented buyer uses when they want to go deep. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The kind of buyer who uses Kimi is usually the most sophisticated one in the room: technical directors, R&amp;D procurement leads, analysts building vendor dossiers. The GEO implication is direct — if you want to appear in Kimi's answers, you need source material worth synthesizing. A homepage that says "global leader in precision manufacturing" is not that. A technical whitepaper with specific tolerances, certifications, application data, and case study outcomes is. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Kimi rewards companies that have invested in serious technical content. If your only publicly available materials are marketing brochures, you are invisible to the most analytically capable buyers in your category. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> DeepSeek </strong> <strong> <br/> </strong> </h4> <p> <span> DeepSeek is the most complicated platform to optimize for, and one of the most important to watch. Its models are technically open — the weights are publicly available — which means DeepSeek itself isn't really a single platform. It's an engine being embedded inside dozens of other tools, applications, and interfaces across China and globally. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The opacity this creates is real. A manufacturing engineer using a technical tool that runs on DeepSeek in the background may be getting answers shaped by entirely different training data than someone querying DeepSeek directly. What is consistent across DeepSeek deployments is a preference for technically precise, well-sourced content. Vague marketing language doesn't perform. Specific, verifiable, technically accurate content does. For B2B companies in precision industries, advanced materials, or industrial equipment, DeepSeek may already be shaping how Chinese counterparts perceive your capabilities — whether you're aware of it or not. </span> </p> <p> <span> <br/> </span> </p> <h3> <strong> The Backlash: When GEO Became a New Excuse for Content Farming </strong> </h3> <p> <span> The awareness of GEO as a discipline has grown faster than the understanding of what it actually requires. As with every new marketing channel that gets attention in China, agencies have moved quickly to package and sell it — often without thinking clearly about what they're selling. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The version of GEO being pitched right now by some agencies is essentially the same content farm play that was sold as SEO circa 2012, with new language applied to it. Publish a high volume of AI-generated or templated articles seeded with category keywords, distribute them across as many domains as possible, call the resulting activity GEO. The implied logic is that flooding the zone with content will make AI platforms notice your brand. </span> </p> <p> <span> <br/> </span> </p> <p> <span> This fails for several connected reasons: </span> </p> <ul> <li> <strong> Chinese LLMs weight authoritative sources heavily.  </strong> <span> Government publications, established industry media, academic output, major commercial platforms — these are the sources that carry weight in training data. A thin article on a low-authority domain, regardless of how many keywords it contains, does not move the needle. </span> </li> <li> <strong> AI platforms are not rewarding volume — they're surfacing citation.  </strong> <span> What matters is not how many articles mention your brand, but whether credible third-party sources reference your brand in meaningful contexts. You cannot manufacture that authority through output quantity. </span> </li> <li> <strong> B2B buyers are specifically filtering for this pattern.  </strong> <span> A procurement engineer evaluating foreign suppliers will not be reassured by a brand appearing in dozens of identical-looking articles across low-quality sites. That pattern triggers skepticism — it looks like a company without real market presence trying to manufacture the appearance of one. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> The content farm approach to GEO fails not just because platforms discount it — but because the B2B buyers those platforms are serving are actively looking for the signals that distinguish genuine authority from manufactured volume. </span> </p> <p> <span> <br/> </span> </p> <h3> <strong> What Actually Builds GEO Visibility in China </strong> </h3> <p> <span> The alternative to content farming isn't doing less. It's building the kind of presence that AI platforms are trained to recognize as authoritative. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Citation-worthy content is the foundation.  </strong> <span> Whitepapers with original data, technical specifications that go beyond the marketing brochure, genuine case studies with named outcomes. This is the content that Chinese industry media might reference, that a Zhihu contributor might cite, that a Baidu Baike editor might link to. Those secondary references — your brand being discussed by others in credible contexts — are the raw material that AI platforms synthesize into brand authority. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Zhihu and Baidu Baike  </strong> <span> carry disproportionate weight in Chinese LLM training data. A substantive Zhihu answer that references your brand is worth more from a GEO standpoint than many keyword-seeded articles on owned domains. A complete, accurate Baike entry creates an anchor that multiple AI platforms pull from when generating brand descriptions. Both are often absent for international companies and both are fixable. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Consistency across Chinese-language assets  </strong> <span> matters more than most marketers realize. Chinese AI platforms are sensitive to inconsistency — if your company name is romanized differently across platforms, if product descriptions conflict between your website and your Alibaba profile, if core capability claims vary from one article to the next, AI systems struggle to build a coherent entity model for your brand. The result is vague, hedged, or absent responses when a buyer queries you. </span> </p> <p> <span> <br/> </span> </p> <h3> <strong> Measuring Success: The Metrics Gap Nobody Is Talking About </strong> </h3> <p> <span> Most marketers who start taking GEO seriously run into the same wall: there's no Google Analytics for this. Traditional digital metrics — search rankings, organic traffic, impressions, click-through rates — don't capture whether your brand is appearing in AI-generated answers, how accurately it's being described, or how you compare to competitors across different platforms. You can do everything right and have no idea if it's working. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The current workaround is manual prompt testing. Run a structured set of queries across each platform, note what comes back, repeat the process a month later and see what's changed. It works well enough as a starting point — and we recommend every B2B brand do it before anything else — but it doesn't scale. It gives you snapshots, not trends. It can't tell you whether your visibility improved because of a specific piece of content, a new Zhihu citation, or a Baike edit. And it can't tell you what your competitors' AI share-of-voice looks like relative to yours. </span> </p> <p> <span> <br/> </span> </p> <p> <span> What B2B marketers actually need is something closer to a share-of-voice dashboard: which queries surface your brand across China's AI platforms, how often, with what degree of accuracy, and how that changes over time. That kind of visibility turns GEO from a faith-based exercise into something you can actually manage. </span> </p> <p> <span> The gap between "we're doing GEO" and "we know our GEO is working" is a data problem. And until recently, no tool existed to close it for the China market specifically. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Brandigo has partnered with a platform that does exactly this — purpose-built for tracking brand visibility across China's AI ecosystem, covering the major platforms and built around the queries that actually matter to B2B buyers. It's the first tool of its kind focused specifically on the China market. The core capabilities: </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <strong> Multi-platform coverage.  </strong> <span> Track your brand's presence and accuracy across all six major Chinese AI platforms in a single dashboard — not just the one or two your agency happens to test manually. </span> </li> <li> <strong> Query-level reporting.  </strong> <span> See exactly which queries surface your brand, what the platforms say when they do, and where they get it wrong. Spot gaps and inaccuracies before a prospect does. </span> </li> <li> <strong> Competitor benchmarking.  </strong> <span> Measure your AI share-of-voice against named competitors. Understand which players the platforms favour for your category queries and why. </span> </li> <li> <strong> Trend tracking over time.  </strong> <span> Monitor how your visibility changes as you build content authority, fix platform signals, and earn third-party citations — so you can connect activity to outcomes. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> Details on early access coming soon. </span> </p> </div> <div data-rss-type="text"> <h3> <strong> Frequently Asked Questions </strong> </h3> <p> <span> <br/> </span> </p> <p> <strong> What is GEO in the context of China marketing? </strong> </p> <p> <span> Generative engine optimization (GEO) in China refers to building a brand's content authority, platform presence, and digital consistency so that Chinese AI platforms — including Baidu ERNIE Bot, Alibaba Qwen, ByteDance Doubao, Tencent Hunyuan, Kimi, and DeepSeek — accurately surface that brand in AI-generated answers to relevant queries. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> How is GEO different from SEO for China? </strong> </p> <p> <span> Traditional China SEO focuses on ranking in search engine results pages, primarily Baidu's. GEO focuses on appearing in AI-generated answers. SEO rewards technical optimization and keyword relevance; GEO rewards third-party citation, source authority, and consistent brand representation across trusted platforms. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Which Chinese AI platforms matter most for B2B marketing? </strong> </p> <p> <span> Priority depends on audience. Baidu ERNIE is most important for SOEs and established Chinese enterprises. Qwen is highest priority for procurement and supply chain buyers. Kimi is disproportionately important for reaching technical decision-makers. Tencent Hunyuan matters most for companies with significant WeChat presence. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Does publishing more content improve GEO visibility in China? </strong> </p> <p> <span> Not by itself. Chinese LLMs weight source authority heavily, so content on low-authority domains has minimal impact regardless of volume. What improves GEO visibility is content published on or cited by authoritative sources: industry media, Zhihu, Baidu Baike, and established commercial platforms. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> What should international B2B companies do first to improve their GEO in China? </strong> </p> <p> <span> Audit what each major platform currently says about your brand by running structured queries. Fix your Baidu Baike entry if it's absent or inaccurate. Ensure your company name, product categories, and capability claims are consistent across all Chinese-language assets. Then build toward citation-worthy content that third-party sources will reference. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> How long does it take to improve GEO visibility in China? </strong> </p> <p> <span> Foundational fixes — Baike entry, brand consistency, Alibaba profile — can show impact within weeks. Earning meaningful third-party citations and establishing substantive Zhihu presence typically takes three to six months of consistent effort. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Is DeepSeek relevant to B2B GEO strategy in China? </strong> </p> <p> <span> Yes, especially for companies in technical sectors. Because DeepSeek's models are open-source and embedded in many third-party tools, its reach in technical and industrial contexts is significant even if the platform itself is less visible to end users than ERNIE or Qwen. </span> </p> </div> <div data-rss-type="text"> <h3> <strong> The Honest Starting Point </strong> </h3> <p> <span> Before building anything, run the query a Chinese procurement manager would run: your company name, your product category, and the question "do they have a China presence?" See what the platforms say. Get the facts wrong corrected. Get the gaps filled. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Most international B2B companies are surprised by what they find — and by how fixable it is. The brands that will hold the strongest AI visibility in China over the next few years aren't necessarily the ones with the biggest budgets. They're the ones that started paying attention early. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Want to know what Chinese AI platforms are saying about your brand? </strong> </p> <p> <span> <span> Brandigo runs structured GEO audits for international B2B companies operating in China — covering all six major platforms. </span> </span> <a href="/contact"> Get in touch </a> <span> ! </span> </p> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <strong> Mike Golden </strong> </p> <p> <span> President, Brandigo China </span> </p> <p> <span> B2B Marketing Strategy | China Market Growth | Digital Lead Generation </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Mike Golden is President and co-founder of Brandigo China, a Shanghai-based B2B marketing agency that helps global companies build visibility, credibility, and lead generation in China. With more than 20 years of experience in the Chinese market, Mike works with international brands on content strategy, digital marketing, social media, PR, and demand generation. </span> </span> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Connect with Mike on LinkedIn </a> <span> . <br/> <br/> </span> </p> </div> Fri, 20 Mar 2026 03:54:07 GMT https://www.brandigochina.com/geo-in-china-and-what-b2b-marketers-are-getting-wrong blog thumbnail main image https://www.brandigochina.com/modern-china-b2b-lead-generation-tactics-for-2026 Modern China B2B Lead Generation Tactics for 2026 - overview of all the main tactics and strategy to succeed in China Marketing. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/Marketing_firehorse.webp" alt="China B2B marketing horse"/> </div> <div data-rss-type="text"> <p> <span> Compared with mature markets, marketing in China seems to consist of a prism of shifting goalposts and rules. In fact, no one can seem to agree on the size of the field or even what the goals should look like. Add in B2B as a general industry descriptor and it’s even worse: many of the players seemingly just took to the field, and everyone seems to be out of position or wearing some kind of homemade uniform. Sometimes I feel like an old school referee, blowing my whistle at outrageous fouls, mostly in vain. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Now that we’re all stuck in my sports metaphor, I’m forced to pull in the dreaded Word of the Year 2021: the marketing playbook. What does it look like in 2026 for B2B marketers who are ready to up their game and bring some real talent to the pitch? </span> </p> <p> <span> <br/> </span> </p> <p> <span> Let me start with what’s not working anymore. That old approach of building massive contact lists and carpet-bombing them with messages? It’s dead. Worse than dead – it’s actively damaging your brand. I’ve watched companies spend six months scraping contacts only to see their email domains get blacklisted and their WeChat accounts flagged within weeks. The Chinese market has moved on, and if you’re still thinking in terms of volume, you’re already behind. </span> </p> <p> <span> <br/> </span> </p> <p> <span> What replaced it is something the industry folks are calling “high-velocity trust.” Fewer leads, but the ones you get are already halfway to buying because they’ve done their homework and decided you might be worth their time. Chinese business buyers have become very good at filtering out noise. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> The Video Reality Check </strong> </h4> <p> <span> Here’s where most international companies get it wrong. They hear “video content works in China” and immediately produce slick corporate videos. Then they wonder why nobody watches past the first fifteen seconds. Corporate videos have their place, but there’s a new shift in video. </span> </p> <p> <span> <br/> </span> </p> <p> <span> What actually works is something borrowed from consumer marketing called Zhong Cao – “grass planting.” It means planting seeds of interest through authentic content instead of trying to close deals through videos. For example: an engineer explaining how a solution solves a specific problem, or a consultant walking through a real case study. </span> </p> <p> <span> <br/> </span> </p> <p> <span> One client had their technical lead create simple WeChat Channels videos explaining industry misconceptions. No production crew, no script. Within three months their qualified lead flow increased by 40 percent. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> The platforms that matter most right now are: </strong> </p> <p> <br/> </p> <ul> <li> <span> WeChat Channels </span> </li> <li> <span> Douyin </span> </li> <li> <span> Xiaohongshu (Rednote) </span> </li> </ul> <p> <span> <br/> </span> </p> <h4> <strong> The Data Privacy Wake-Up Call </strong> </h4> <p> <span> If you’re still buying contact lists or scraping data, stop. China’s Personal Information Protection Law is now being enforced and creates real legal risk. </span> </p> <p> <span> <span> The better approach is “earn it, don’t take it.” </span> </span> <strong> Create valuable assets that prospects want: </strong> </p> <p> <span> <br/> </span> </p> <ul> <li> <span> Diagnostic tools </span> </li> <li> <span> ROI calculators </span> </li> <li> <span> Self‑assessment tools </span> </li> <li> <span> Expert webinars </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> When done right, leads arrive already educated and ready for real conversations. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> WeChat: Not What You Think It Is </strong> </h4> <p> <span> Many international companies treat WeChat like LinkedIn. That’s wrong. WeChat is the operating system for Chinese business relationships. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Successful companies build integrated systems: </strong> </p> <p> <br/> </p> <ul> <li> <span> Official Accounts for credibility </span> </li> <li> <span> Private connections for relationship building </span> </li> <li> <span> Mini‑Programs for lead capture connected to CRM </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> When marketing and sales operate inside the same WeChat ecosystem, leads stop falling through the cracks. </span> </p> <p> <span> <br/> </span> </p> <h4> <strong> The AI Search Complexity </strong> </h4> <p> <span> Baidu still matters, but AI platforms are now shaping how buyers discover vendors. Companies must appear across a broader “trust ecosystem” including media outlets, Zhihu, and industry portals. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Strategic PR is becoming critical again. Media articles and expert interviews: </span> </p> <p> <br/> </p> <ul> <li> <span> Improve search visibility </span> </li> <li> <span> Provide shareable sales content </span> </li> <li> <span> Build credibility </span> </li> </ul> <p> <span> <br/> </span> </p> <h4> <strong> The Real Talk Conclusion </strong> </h4> <p> <span> B2B marketing in China feels chaotic because it is. But underneath the chaos there is a clear shift: </span> </p> <ul> <li> <span> <span> From interruption → education  </span> </span> </li> <li> <span> <span> From volume → value  </span> </span> </li> <li> <span> From control → trust </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> Companies that build authority before demanding attention are winning. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The payoff is higher‑quality leads, shorter sales cycles, and stronger long‑term relationships. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h2> <strong> Key Takeaways </strong> </h2> <p> <span> <br/> </span> </p> <p> <strong> What is high-velocity trust in B2B marketing? </strong> </p> <p> <span> High-velocity trust is a lead generation strategy where companies focus on building authority and educating buyers so that prospects arrive already informed and closer to purchase. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Why does traditional B2B outreach fail in China? </strong> </p> <p> <span> Traditional outreach fails because Chinese buyers filter marketing noise aggressively, and privacy laws such as China’s Personal Information Protection Law make mass scraping risky. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Which platforms matter most for B2B discovery in China? </strong> <span> <br/> </span> </p> <ul> <li> <span> WeChat Channels </span> </li> <li> <span> Douyin </span> </li> <li> <span> Xiaohongshu (Rednote) </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <strong> What role does WeChat play in B2B marketing? </strong> </p> <p> <span> WeChat acts as the operating system of Chinese business relationships where discovery, communication, and deal discussions often take place. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Why is PR becoming important again in B2B marketing? </strong> </p> <p> <span> Industry media, expert interviews, and trade publications provide trust signals that influence AI search and vendor discovery. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> This article originally appeared in the China 2026 B2B Trends Report, available for </span> </span> <a href="/downloads"> download here </a> <span> . <br/> </span> </p> </div> <div data-rss-type="text"> <p> <strong> Mike Golden </strong> </p> <p> <span> President, Brandigo China </span> </p> <p> <span> B2B Marketing Strategy | China Market Growth | Digital Lead Generation </span> </p> <p> <span> <br/> </span> </p> <p> <span> Mike Golden is President and co-founder of Brandigo China, a Shanghai-based B2B marketing agency that helps global companies build visibility, credibility, and lead generation in China. With more than 20 years of experience in the Chinese market, Mike works with international brands on content strategy, digital marketing, social media, PR, and demand generation.  <br/> <br/> </span> </p> </div> Thu, 05 Mar 2026 04:39:33 GMT https://www.brandigochina.com/modern-china-b2b-lead-generation-tactics-for-2026 blog thumbnail main image https://www.brandigochina.com/china-2026-b2b-white-paper-launches The China 2026 B2B Trends Report covers all of the latest B2B Marketing strategies and tactics in China. <h3> <span> <b> B2B’26 Is Here: Momentum, Trust, and the New Rules of China Marketing <div> </div> <div> </div> <div> </div> </b> </span> <div> <br/> </div> </h3> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/magazine_style.png" alt="Magazine spread with a Chinese fire horse logo on the cover, titled &quot;B2B '26 MARKETING.&quot;"/> </div> <div data-rss-type="text"> <p> <a href="https://irp.cdn-website.com/c71887e7/files/uploaded/B2B26_China_Marketing.pdf" target="_blank"> The B2B’26 Marketing Whitepaper for Greater China </a> <span> <span> has officially launched, bringing together independent, on-the-ground perspectives on what lies ahead for B2B marketers operating in and around China. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Edited by Barry Colman and Mike Golden, B2B’26 builds on the success of last year’s report and reflects a market that has fundamentally shifted. 2026 is the Year of the Fire Horse. In Chinese culture, it signals speed, decisiveness, and forward motion. That symbolism feels uncomfortably accurate for today’s B2B landscape. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Across China and the wider region, marketers are under pressure. Buyers are more sceptical. AI has moved from theory to daily practice. Lead generation has become less about volume and more about credibility. And “good enough” content is no longer enough. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> What B2B’26 covers </strong> </p> <p> <span> <br/> </span> </p> <p> <span> The report brings together nine industry specialists to explore where B2B marketing is heading next, including: </span> </p> <p> <span>  • Public relations reclaiming its strategic role as AI reshapes discovery and trust </span> </p> <p> <span>  • Lead generation shifting toward what the report calls “high-velocity trust” </span> </p> <p> <span>  • Hong Kong’s continued role as a bridge between China and global markets </span> </p> <p> <span>  • Industrial branding that prioritises local proof over global platitudes </span> </p> <p> <span>  • The creative paradox of staying human in an automated world </span> </p> <p> <span>  • Southeast Asia as a cultural and strategic extension, not just a growth target </span> </p> <p> <span>  • The evolution of B2B agencies toward leaner, specialist models </span> </p> <p> <span>  • Historical and AI perspectives that separate structural change from hype </span> </p> <p> <span> <br/> </span> </p> <p> <span> Rather than trend-chasing, B2B’26 focuses on what is actually working now, based on real experience in the China market. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Brandigo was closely involved in the creation of B2B’26, supporting the design, layout, and production of the report, and contributing directly to its thinking and content . </span> </p> <p> <span> <br/> </span> </p> <p> <span> Mike Golden, President of Brandigo China, also contributed the chapter on Modern China B2B Lead Generation Tactics for 2026, drawing on more than two decades of experience helping international and Chinese companies navigate China’s unique digital and commercial environment. </span> </p> <p> <span> <br/> </span> </p> <p> <span> As an agency working daily with B2B teams across China, Brandigo sees the same patterns reflected throughout the report: tighter messaging, higher expectations, shorter decision cycles, and a growing demand for clarity, proof, and relevance. </span> </p> <p> <span> <br/> </span> </p> <p> <span> A recurring theme in B2B’26 is simple but uncomfortable: waiting for stability is no longer a strategy. The Fire Horse does not pause for perfect conditions. It moves, adjusts, and forces others to keep pace. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For B2B marketers, this means rethinking how trust is built, how expertise is demonstrated, and how marketing connects directly to business outcomes. Those who adapt will gain momentum. Those who hesitate risk being left behind. </span> </p> <p> <span> <br/> </span> </p> <p> <a href="https://irp.cdn-website.com/c71887e7/files/uploaded/B2B26_China_Marketing.pdf" target="_blank"> B2B’26 is available as a free download </a> <span> <span> </span> </span> <span> , and is intended as a practical reference for CMOs, marketing teams, and agency partners planning for the year ahead . </span> </p> <p> <span> <br/> </span> </p> <p> <span> If you’d like to discuss how these ideas translate into action for your organisation, or how Brandigo is applying them with clients today, </span> <span> <span> </span> </span> <a href="/contact"> feel free to get in touch! </a> </p> </div> Mon, 09 Feb 2026 07:13:42 GMT https://www.brandigochina.com/china-2026-b2b-white-paper-launches blog thumbnail main image https://www.brandigochina.com/harriet-gaywood-anoumis-communications Harriet Gaywood is one of the most experienced PR and communications leaders working in and around China today. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Throughout the episode, Harriet discusses: </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <span> What global communications leadership really looks like inside large Chinese organisations </span> </li> <li> <span> How international PR has evolved over the last 25 years, and where it’s heading next </span> </li> <li> <span> Managing reputation, risk, and credibility across markets, cultures, and political contexts </span> </li> <li> <span> The realities of training leaders and spokespeople across Asia </span> </li> <li> <span> Why endurance sports, resilience, and communications leadership have more in common than you might think </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> This episode is part masterclass in international communications, part personal journey, and a powerful reminder that the best global leaders are built through experience, perspective, and stamina. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/harriet-gaywood/" target="_blank"> Harriet on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/anoumis-communications/" target="_blank"> Anoumis Communications on LinkedIn </a> <span> <span>  </span> </span> </p> <p> <a href="https://www.trailingaroundasia.com/" target="_blank"> Trailing Around Asia online </a> </p> <p> <a href="https://www.amazon.com/Trailing-Around-Asia-Sweat-Bears-ebook/dp/B0DS9Q9636/ref=sr_1_1?crid=324Z0YWBGU3KQ&amp;dib=eyJ2IjoiMSJ9.LCjMyBOmOvWRmARSToONjIzg7DuhyPErTTR64KGsMww.QuPWELbEbGiJUJhdFYwc1fpRUiE8HzCohrnyEZsTBDY&amp;dib_tag=se&amp;keywords=trailing+around+asia&amp;qid=1769150140&amp;sprefix=trailing+around+asis%2Caps%2C454&amp;sr=8-1" target="_blank"> Trailing Around Asia on Amazon </a> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 23 Jan 2026 07:09:47 GMT https://www.brandigochina.com/harriet-gaywood-anoumis-communications The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/tom-wells-life-couriers In this episode of the Radical Global Marketing Podcast, host Steven Proud sits down with Tom Wells, Global Marketing Manager at Life Couriers. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> How an unconventional career path prepared him perfectly for stakeholder-heavy, people-focused marketing </span> </li> <li> <span> The unique challenges of building a brand in a highly specialised, deeply regulated industry </span> </li> <li> <span> Why healthcare logistics is as human as it is high-tech </span> </li> <li> <span> The role of internal culture, communication, and trust when integrating teams across the world </span> </li> <li> <span> The future of the Life Couriers group, from advanced tracking systems to drones and global expansion </span> </li> <li> <span> How AI fits into modern marketing without losing the human element </span> </li> </ul> <p> <br/> </p> <p> <span> This episode is a deep dive into a side of logistics most people never see, and a reminder of how marketing can shape brand trust in life-critical industries. <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/tom-wells/" target="_blank"> Tom on LinkedIn </a> </p> <p> <a href="https://lifecouriers.com/en/" target="_blank"> Life Couriers online </a> </p> <p> <a href="https://www.linkedin.com/company/life-couriers/posts/?feedView=all" target="_blank"> Life Couriers on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 21 Nov 2025 08:12:50 GMT https://www.brandigochina.com/tom-wells-life-couriers The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/how-to-unlock-wechats-full-potential-for-b2b-marketing-in-china How B2B brands can unlock WeChat's full potential in China <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/UnlockWechat1.jpg" alt="Chinese businessperson using WeChat"/> </div> <div data-rss-type="text"> <p> <span> WeChat is often called the “everything app” in China, and for good reason. With over 1.3 billion active users, it’s not just a messaging tool but a powerful ecosystem for communication, content, commerce, and customer engagement. For B2B marketers, it’s the single most important digital channel to build brand authority, nurture leads, and drive conversions. </span> </p> <p> <br/> </p> <p> <span> Yet many international B2B brands still underuse WeChat, treating it as a newsletter platform rather than a lead-generation powerhouse. Here’s how to make WeChat truly work for your business. </span> </p> <p> <br/> </p> <p> <strong> 1. Start with Strategic UX and Account Design </strong> </p> <p> <span> Your WeChat Official Account is often your first brand touchpoint in China. Design it like a microsite: </span> </p> <ul> <li> <span> Use clear, mobile-optimized menus that guide users to key content, such as case studies, white papers, or event sign-ups. </span> </li> <li> <span> Highlight CTAs like “Contact Us,” “Download Insights,” or “Join Our Webinar.” </span> </li> <li> <span> Use WeChat’s native design flexibility to mirror your brand while staying within platform guidelines. </span> </li> </ul> <p> <br/> </p> <p> <span> Tip: Most B2B companies benefit from a Service Account rather than a Subscription Account. It offers greater visibility in users’ chat lists and access to advanced APIs for CRM and lead tracking. </span> </p> <p> <br/> </p> <p> <strong> 2. Leverage WeChat Channels for Visibility </strong> </p> <p> <span> WeChat Channels have quickly become a vital organic growth driver. Short-form videos can dramatically expand your audience beyond your follower base. </span> </p> <p> <span> Best practices: </span> </p> <ul> <li> <span> Post 1–2 videos per month on thought leadership, behind-the-scenes innovation, or expert commentary. </span> </li> <li> <span> Include subtitles and local cultural context, professionals often view without sound. </span> </li> <li> <span> Encourage team members or KOLs to interact with the videos early to boost algorithmic visibility. </span> </li> </ul> <p> <br/> </p> <p> <span> For B2B industries like manufacturing, tech, or consulting, Channels are an excellent way to make complex topics accessible and human. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> 3. Use Mini-Programs for Engagement and Lead Conversion </strong> </p> <p> <span> Mini-Programs function as lightweight apps within WeChat, and they’re game-changers for B2B engagement. You can use them to: </span> </p> <ul> <li> <span> Host product demos or interactive catalogs </span> </li> <li> <span> Manage event registrations and badge scanning </span> </li> <li> <span> Create gated content downloads that feed into CRM </span> </li> <li> <span> Launch loyalty or referral programs for distributors and partners </span> </li> </ul> <p> <br/> </p> <p> <span> Case in point: Industrial suppliers use Mini-Programs to allow buyers to check specs, request samples, and contact sales reps, all without leaving WeChat. </span> </p> <p> <br/> </p> <p> <strong> 4. Integrate CRM and Sales Enablement Tools </strong> </p> <p> <span> WeChat can seamlessly connect with CRM platforms like HubSpot, Salesforce, or local tools such as Qingflow or Xiaoman CRM. This integration allows you to: </span> </p> <ul> <li> <span> Track every interaction, from article reads to form submissions </span> </li> <li> <span> Score and segment leads based on engagement behaviour </span> </li> <li> <span> Push qualified contacts directly to your sales team in real time </span> </li> </ul> <p> <br/> </p> <p> <span> Sales teams can also use WeCom to nurture leads through personalized follow-up messages that appear as native WeChat chats. Every interaction is logged, turning WeChat into a full-funnel engagement platform. </span> </p> <p> <br/> </p> <p> <strong> 5. Combine Content, Data, and Automation </strong> </p> <p> <span> WeChat’s API allows automation that can transform user behaviour data into actionable insights: </span> </p> <ul> <li> <span> Send personalized article recommendations based on read history </span> </li> <li> <span> Use keyword autoreplies to trigger relevant downloads </span> </li> <li> <span> Automate content journeys (e.g., after downloading a white paper, users receive a follow-up case study or webinar invite) </span> </li> </ul> <p> <br/> </p> <p> <span> With the rise of AI and analytics integration, marketers can now predict what type of content or interaction will most likely move a lead further down the funnel. </span> </p> <p> <br/> </p> <p> <strong> 6. Measure What Matters </strong> </p> <p> <span> Beyond follower counts, the metrics that matter for B2B WeChat success include: </span> </p> <ul> <li> <span> Article read-through rate (completion vs. open) </span> </li> <li> <span> Follower conversion (from organic or QR scans at events) </span> </li> <li> <span> Lead capture rate (downloads, sign-ups, inquiries) </span> </li> <li> <span> WeCom follow-ups and conversion into qualified leads (SQLs) </span> </li> </ul> <p> <br/> </p> <p> <span> Use this data to refine your content strategy, optimize posting times, and identify what formats truly drive engagement. </span> </p> <p> <br/> </p> <p> <strong> Final Thoughts </strong> </p> <p> <span> WeChat is more than a social platform; it’s the centrepiece of B2B digital strategy in China. When designed thoughtfully and integrated with sales systems, it can replace multiple tools: CRM, newsletter, event platform, and lead engine in one. </span> </p> <p> <br/> </p> <p> <span> At Brandigo China, we help B2B brands build WeChat ecosystems that drive real business growth, from UX design to CRM integration and content strategy. </span> </p> <p> <span> <span>  </span> </span> </p> <p> <span> Ready to transform your WeChat into a true marketing engine? Let’s talk. <br/> </span> </p> </div> Fri, 07 Nov 2025 07:05:59 GMT https://www.brandigochina.com/how-to-unlock-wechats-full-potential-for-b2b-marketing-in-china blog thumbnail main image https://www.brandigochina.com/greg-savarese-sino-taste In this episode of the Radical Global Marketing Podcast, we sit down with Greg Savarese, founder and CEO of Sino Taste. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> The opportunities and challenges of building a vertically integrated F&amp;B business in China </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <span> How China’s unique food culture shapes consumer expectations </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <span> Why coffee in China is still in its early growth stage—and why the next few years will be critical </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <span> <span> The role of </span> </span> <strong> marketing and storytelling </strong> <span> <span> in driving both B2C and B2B growth </span> </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> Whether you’re a marketer, entrepreneur, or coffee lover, this episode offers fascinating insights into building a modern brand in one of the world’s most dynamic markets. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/gregsavarese/" target="_blank"> Greg on LinkedIn </a> </p> <p> <a href="https://www.sinotaste.com/" target="_blank"> SinoTaste online </a> </p> <p> <br/> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 16 Sep 2025 05:31:56 GMT https://www.brandigochina.com/greg-savarese-sino-taste The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/shaheen-samavati-ceo-of-vera-content Shaheen Samavati is the CEO and co-founder of Vera Content, a multilingual content agency based in Madrid. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <strong> From journalism to marketing leadership: </strong> <span> <span> How Shaheen’s background in business journalism shaped her approach to content creation and quality standards. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Building Vera Content: </strong> <span> <span> The story behind founding her agency, and why “Vera” (Latin for “true”) reflects its values. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Content at scale: </strong> <span> <span> Insights into processes, checks and balances, and why editorial rigor is crucial when creating multilingual content for international markets. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> The AI challenge and opportunity: </strong> <span> <span> How Vera Content uses AI to boost efficiency while keeping quality and strategy firmly human-led. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Future of content marketing: </strong> <span> <span> Why brands must move beyond keyword stuffing and focus on unique perspectives, strategy, and authentic storytelling. </span> </span> </li> </ul> <p> <br/> </p> <p> <span> Shaheen also shares practical advice for marketers working with content agencies, her perspective on AI adoption from clients, and the importance of maintaining journalistic care in branded content. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/shaheensamavati/" target="_blank"> Shaheen on LinkedIn </a> </p> <p> <a href="https://veracontent.com/" target="_blank"> Vera Content Website </a> </p> <p> <a href="https://www.linkedin.com/company/veracontent/posts/?feedView=all"> Vera Content on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 18 Aug 2025 09:52:27 GMT https://www.brandigochina.com/shaheen-samavati-ceo-of-vera-content The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/content-marketing-for-b2b-success-in-china-formats-and-channels-that-work Content marketing is a powerful tool for B2B brands to build trust, drive engagement, and generate leads in China. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/ChinaContentBlog.jpg" alt="Chinese business people meeting at an office"/> </div> <div data-rss-type="text"> <p> <span> <span> Content marketing is a powerful tool for B2B brands to build trust, drive engagement, and generate leads in China. But success depends on more than just translating global content into Chinese. To truly resonate with Chinese audiences, brands must localize not only the language but also the </span> </span> <strong> formats, platforms, and storytelling approach. </strong> </p> <p> <br/> </p> <p> <span> Here’s what works best for B2B content marketing in China today: </span> </p> <p> <br/> </p> <p> <strong> 1. White Papers and Thought Leadership Reports </strong> </p> <p> <span> White papers are highly valued by Chinese B2B professionals, especially in industries like technology, manufacturing, healthcare, and finance. These in-depth reports: </span> </p> <ul> <li> <span> Establish your brand as a thought leader. </span> </li> <li> <span> Offer actionable insights and data tailored to local challenges. </span> </li> <li> <span> Are often shared among decision-makers and procurement teams. </span> </li> </ul> <p> <br/> </p> <p> <strong> Tip: </strong> <span> <span> Use localized data, include China-specific case studies, and ensure the layout suits mobile reading habits. </span> </span> </p> <p> <br/> </p> <p> <strong> 2. Short-form and Long-form Video Content </strong> </p> <p> <span> Video is a dominant content format in China, including in the B2B space. Platforms like Douyin (TikTok), Bilibili, and even WeChat Channels are being used to: </span> </p> <ul> <li> <span> Explain complex solutions through animations and explainers. </span> </li> <li> <span> Share behind-the-scenes glimpses into operations, R&amp;D, or client success stories. </span> </li> <li> <span> Humanize your brand with expert interviews and leadership perspectives. </span> </li> </ul> <p> <br/> </p> <p> <strong> Tip: </strong> <span> <span> Keep short-form videos under 60 seconds for Douyin, and use subtitles as standard. </span> </span> </p> <p> <br/> </p> <p> <strong> 3. Webinars and Live Streaming </strong> </p> <p> <span> Chinese professionals are increasingly engaging with live, interactive content. Webinars and livestreams work well to: </span> </p> <ul> <li> <span> Showcase new products and innovations. </span> </li> <li> <span> Share market trends and regulatory updates. </span> </li> <li> <span> Host panel discussions with industry experts or clients. </span> </li> </ul> <p> <br/> </p> <p> <strong> Tip: </strong> <span> <span> Promote via WeChat and industry media platforms, and follow up with recordings or summary articles. </span> </span> </p> <p> <br/> </p> <p> <strong> 4. WeChat Articles and Mini-Programs </strong> </p> <p> <span> WeChat remains the most important platform for B2B content distribution in China. Its ecosystem allows brands to: </span> </p> <ul> <li> <span> Publish regular articles showcasing expertise, news, and success stories. </span> </li> <li> <span> Create mini-programs that serve as interactive brochures, product catalogues, or event hubs. </span> </li> <li> <span> Capture leads via gated content downloads and forms. </span> </li> </ul> <p> <br/> </p> <p> <strong> Tip: </strong> <span> <span> Optimize your articles with strong visuals, digestible structure, and a clear CTA. </span> </span> </p> <p> <br/> </p> <p> <strong> 5. Case Studies and Testimonials </strong> </p> <p> <span> Social proof is vital in the Chinese B2B context. Decision-makers want to see evidence that your solution works in their market. </span> </p> <ul> <li> <span> Feature local client success stories. </span> </li> <li> <span> Include quotes from Chinese partners or end-users. </span> </li> <li> <span> Highlight ROI, efficiency improvements, or compliance achievements. </span> </li> </ul> <p> <br/> </p> <p> <strong> 6. Industry Media and Baidu SEO </strong> </p> <p> <br/> </p> <p> <span> For top-of-funnel visibility, publishing thought leadership on trusted Chinese B2B media platforms and optimizing content for Baidu are key strategies. </span> </p> <ul> <li> <span> Work with trade publications to reach targeted audiences. </span> </li> <li> <span> Optimize headlines and meta descriptions using simplified Chinese keywords. </span> </li> </ul> <p> <br/> </p> <p> <span> Winning at B2B content marketing in China means understanding what your audience values—and meeting them on the platforms they trust, in formats they engage with. Whether it’s through white papers, livestreams, or localized WeChat content, your goal should be to deliver meaningful value that supports Chinese professionals in making better decisions. </span> </p> <p> <br/> </p> <p> <span> <span> <span>  </span> Need help developing a localized B2B content strategy for China? </span> </span> <strong> Brandigo China </strong> <span> <span> helps global brands create content that connects. Reach out to explore how we can support your success. <br/> </span> </span> </p> </div> Thu, 10 Apr 2025 06:39:52 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/content-marketing-for-b2b-success-in-china-formats-and-channels-that-work blog thumbnail main image https://www.brandigochina.com/the-rise-of-green-and-esg-messaging-in-chinas-b2b-sector Sustainability and Environmental, Social, and Governance (ESG) principles are no longer just buzzwords in China’s B2B sector. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/China+ESG+blog.jpg" alt="Chinese business people meeting at an office"/> </div> <div data-rss-type="text"> <p> <span> Sustainability and Environmental, Social, and Governance (ESG) principles are no longer just buzzwords in China’s B2B sector—they are fast becoming a business imperative. With stricter regulations, investor expectations, and growing consumer awareness, companies operating in China must integrate ESG into their business strategies and marketing communications. </span> </p> <p> <br/> </p> <p> <strong> Why ESG Matters in China’s B2B Landscape </strong> </p> <p> <span> China has committed to reaching carbon neutrality by 2060, and this ambitious goal is driving transformation across industries. Government policies, such as the Green Finance Framework and ESG disclosure requirements for publicly listed companies, are accelerating the need for businesses to embrace sustainability. Additionally, international partners and investors are prioritizing ESG compliance when selecting suppliers and business partners. </span> </p> <p> <br/> </p> <p> <span> For B2B brands, ESG is more than compliance—it is a competitive advantage. Companies that actively communicate their sustainability efforts can enhance their reputation, build trust with stakeholders, and even drive revenue growth. </span> </p> <p> <br/> </p> <p> <strong> How to Incorporate ESG into B2B Marketing </strong> </p> <ol> <li> <span> Align with China’s Sustainability Goals </span> </li> </ol> <p> <span> Chinese authorities emphasize green development across industries, from energy and manufacturing to logistics and technology. Businesses should align their ESG messaging with national priorities such as carbon neutrality, circular economy principles, and energy efficiency. </span> </p> <p> <br/> </p> <p> <span> 2. Showcase Tangible Actions and Impact </span> </p> <p> <span> Chinese audiences value concrete actions over vague commitments. When crafting ESG messaging: </span> </p> <p> <span> * Highlight measurable outcomes (e.g., reduction in carbon emissions, waste recycling initiatives, or responsible sourcing practices). </span> </p> <p> <span> * Share case studies of successful sustainability projects. </span> </p> <p> <span> * Use certifications and compliance with frameworks such as China’s Green Product Certification or international standards like ISO 14001. </span> </p> <p> <br/> </p> <p> <span> 3. Leverage Local Digital Channels </span> </p> <p> <span> China’s digital ecosystem offers multiple touchpoints to communicate ESG efforts effectively: </span> </p> <ul> <li> <span> WeChat: Share ESG reports, case studies, and sustainability updates through WeChat articles and mini-programs. </span> </li> <li> <span> Baidu SEO &amp; PR: Optimize sustainability-related content for Baidu search and publish thought leadership articles on industry platforms. </span> </li> <li> <span> Xiaohongshu &amp; Douyin: While traditionally consumer-focused, these platforms are increasingly being used by B2B brands to humanize their sustainability stories through engaging visuals and short videos. </span> </li> </ul> <p> <br/> </p> <p> <span> 4. Engage in Industry Collaboration and Events </span> </p> <p> <span> Sustainability in China is often driven by partnerships and industry alliances. B2B companies should actively participate in: </span> </p> <ul> <li> <span> Green technology forums and ESG summits. </span> </li> <li> <span> Industry associations that promote sustainable business practices. </span> </li> <li> <span> Collaborative projects with NGOs and government initiatives. </span> </li> </ul> <p> <br/> </p> <p> <span> 5. Educate and Inspire Your Stakeholders </span> </p> <p> <span> ESG messaging should go beyond self-promotion. B2B companies can add value by: </span> </p> <ul> <li> <span> Providing educational content on ESG trends and regulatory updates. </span> </li> <li> <span> Hosting webinars and training sessions on sustainability best practices. </span> </li> <li> <span> Partnering with media outlets to share insights on China’s green transformation. </span> </li> </ul> <p> <br/> </p> <p> <strong> Final Thoughts </strong> </p> <p> <span> The rise of ESG in China’s B2B sector is more than a passing trend—it’s a shift that will define the future of business. Companies that integrate sustainability into their marketing and communications will not only meet compliance expectations but also differentiate themselves in a rapidly evolving market. </span> </p> <p> <span> <span>  </span> </span> </p> <p> <span> At Brandigo China, we help businesses craft compelling ESG narratives that resonate with Chinese audiences. Get in touch to learn how we can support your sustainability-focused marketing strategy. </span> </p> <p> <span> <br/> <br/> </span> </p> </div> Tue, 18 Mar 2025 04:12:28 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/the-rise-of-green-and-esg-messaging-in-chinas-b2b-sector blog thumbnail main image https://www.brandigochina.com/b2b-marketing-metrics-that-matter-in-china Measuring marketing success in China presents a unique set of challenges. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/China+Analytics.jpg" alt="Chinese business people meeting at an office"/> </div> <div data-rss-type="text"> <p> <span> Measuring marketing success in China presents a unique set of challenges. Unlike Western markets, where platforms like Google Analytics dominate, China’s digital ecosystem operates independently, with players like WeChat, Baidu, and Douyin leading the way. For B2B marketers, understanding the right metrics to track is crucial for optimizing campaigns and demonstrating ROI. </span> </p> <p> <br/> </p> <p> <strong> 1. WeChat Engagement Metrics </strong> </p> <p> <br/> </p> <p> <span> WeChat is the most powerful tool for B2B marketing in China, serving as both a content hub and a lead generation platform. Key WeChat metrics to track include: </span> </p> <ul> <li> <span> Article Read Rates – The percentage of users who open and read your content. </span> </li> <li> <span> Shares and Forwards – How often content is being shared, signaling its relevance. </span> </li> <li> <span> Follower Growth and Retention – The rate at which your audience is expanding and staying engaged. </span> </li> <li> <span> Conversion via Mini-Programs – Tracking actions taken within WeChat, such as event sign-ups or content downloads. </span> </li> </ul> <p> <br/> </p> <p> <strong> 2. Baidu Analytics and SEO Performance </strong> </p> <p> <span> Google doesn’t rule search in China—Baidu does. Measuring your visibility on Baidu is crucial for organic lead generation: </span> </p> <ul> <li> <span> Keyword Rankings – Where your website ranks for industry-relevant terms. </span> </li> <li> <span> Baidu PPC Click-Through Rates (CTR) – How effectively your paid ads drive traffic. </span> </li> <li> <span> Bounce Rate and Time on Page – Indicators of content relevance and user engagement. </span> </li> <li> <span> Backlink Growth – The number of external links pointing to your site, improving authority. </span> </li> </ul> <p> <br/> </p> <p> <strong> 3. Social Media Engagement on Douyin, Rednote (Xiaohongshu), and Bilibili </strong> </p> <p> <span> Depending on your industry, platforms like Douyin (TikTok), Rednote (Xiaohongshu), and Bilibili play an important role in brand visibility. </span> </p> <ul> <li> <span> Video Views and Watch Time – Metrics that indicate content appeal. </span> </li> <li> <span> Engagement Rate – Likes, comments, and shares as a measure of audience interaction. </span> </li> <li> <span> Follower Conversion – The percentage of viewers who follow your account after engaging with content. </span> </li> </ul> <p> <br/> </p> <p> <strong> 4. Lead Generation and CRM Data </strong> </p> <p> <span> Tracking lead generation and conversion metrics is essential for B2B success in China. </span> </p> <ul> <li> <span> WeChat and Website Lead Forms – Measuring submissions and follow-ups. </span> </li> <li> <span> Event and Webinar Registrations – Tracking attendance and engagement rates. </span> </li> <li> <span> Sales Pipeline Contribution – How marketing efforts translate into SQLs (Sales Qualified Leads). </span> </li> </ul> <p> <br/> </p> <p> <strong> 5. eCommerce and B2B Marketplace Performance </strong> </p> <p> <span> For B2B brands leveraging platforms like Alibaba and JD.com for distribution: </span> </p> <ul> <li> <span> Store Traffic and Conversion Rates – Measuring product visibility and sales. </span> </li> <li> <span> Customer Reviews and Feedback – Analyzing sentiment and refining product offerings. </span> </li> <li> <span> ROI on Paid Campaigns – Assessing the effectiveness of marketplace advertising. </span> </li> </ul> <p> <br/> </p> <p> <strong> Final Thoughts </strong> </p> <p> <span> Success in China requires adapting to local platforms and tracking metrics that truly reflect business impact. By focusing on WeChat, Baidu, social platforms, and CRM-driven insights, B2B marketers can make data-backed decisions that drive results in this unique market. </span> </p> <p> <span> Looking to refine your China marketing strategy? Brandigo China can help you navigate the complexities and optimize your campaigns for measurable success. </span> </p> <p> <span> <br/> <br/> </span> </p> </div> Tue, 18 Feb 2025 03:02:33 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/b2b-marketing-metrics-that-matter-in-china blog thumbnail main image https://www.brandigochina.com/katja-omlor-director-global-corporate-marcoms-coltene-group Katja Omlor, Director Global & Corporate MarComs, Coltene Group (formerly Global Product Marketing Director, Leica Geosystems). <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <strong> The Challenges of Marketing a Diverse Product Portfolio </strong> <span> <span> – How to create compelling, consistent messaging when working with a vast range of highly technical products. </span> </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <strong> The Role of Product Marketing </strong> <span> <span> – From developing a business case to product positioning, launch strategy, and eventual phase-out, Katja explains how product marketing drives commercial success. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> The Power of User-Generated Content </strong> <span> <span> – Why brands should embrace customer voices, even when feedback isn’t always perfect. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Memory Generation in Marketing </strong> <span> <span> – A future-focused strategy that ensures brands remain top-of-mind, even when customers aren’t ready to buy. </span> </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Balancing Global &amp; Regional Marketing Needs </strong> <span> <span> – How to provide strategic guidance while allowing regional teams the flexibility to localize. </span> </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/katja-omlor/" target="_blank"> Katja Omlor on LinkedIn </a> </p> <p> <a href="https://www.coltene.com/europe/" target="_blank"> Coltene Group website </a> </p> <p> <a href="https://www.linkedin.com/company/coltenegroup/" target="_blank"> Coltene Group on LinkedIn </a> </p> <p> <a href="https://leica-geosystems.com/en-gb/" target="_blank"> Leica Geosystems website </a> </p> <p> <a href="https://www.linkedin.com/company/leica-geosystems/" target="_blank"> Leica Geosystems on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 13 Feb 2025 11:39:16 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/katja-omlor-director-global-corporate-marcoms-coltene-group The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/katie-smith-founder-and-ceo-of-wild-path-consulting Katie Smith is the founder and CEO of Wild Path Consulting and a fractional CMO. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <strong> Adventurous Beginnings </strong> <span> : Learn how Katie’s diverse and adventurous career journey has influenced her ability to think creatively and tackle complex challenges, helping her become an expert at solving problems in innovative ways. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Strategic Alignment for Success </strong> <span> : Katie emphasizes the importance of aligning teams, goals, and strategies to achieve clarity, focus, and meaningful outcomes. She shares practical advice on breaking through organizational silos to create more cohesive and effective marketing strategies. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Overcoming Stagnation and Embracing Change </strong> <span> : Discover Katie’s approach to turning stagnation into momentum, using adaptability and bold decision-making to navigate through uncertainty and drive business growth. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> The Role of a Fractional CMO </strong> <span> : Katie explains how fractional CMOs can bring high-level expertise to businesses on a flexible basis, offering the strategic direction needed to scale effectively without the commitment of a full-time hire. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Finding Opportunity Amidst Chaos </strong> <span> : Katie shares her philosophy on embracing chaos and uncertainty as opportunities for transformation, providing tips on how to reframe challenges into strategic advantages that lead to long-term success. </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://followthewildpath.com/" target="_blank"> Wild Path Consulting website </a> </p> <p> <a href="https://www.linkedin.com/company/wild-path-consulting/" target="_blank"> Wild Path Consulting on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/katiesmithwildpath/" target="_blank"> Katie Smith on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 22 Jan 2025 03:10:10 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/katie-smith-founder-and-ceo-of-wild-path-consulting The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/saul-hudson-co-founder-managing-partner-angle42 In the latest episode of The Radical Global Marketing Podcast, we sit down with Saul Hudson, Co-founder and Managing Partner of Angle 42. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <strong> Educating the Market </strong> <span> : Many blockchain and exponential growth tech companies face the unique challenge of being at the leading edge. Their products and services are often unlike anything seen before, requiring an educational component to their communication strategies to bridge understanding gaps. </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <strong> From Genius to Storytelling </strong> <span> : While many technologists are bona fide geniuses in their fields, they may not excel at telling their stories. This is where strategic communication support becomes critical in translating complex ideas into compelling narratives. </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <strong> Building Bridges Between Worlds </strong> <span> : Saul highlights the importance of connecting the tech sector with mainstream media and financial audiences, enabling innovation to be understood and embraced on a broader scale. </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <strong> Overcoming Communication Challenges </strong> <span> : He shares actionable advice for tech companies navigating the ever-evolving media landscape, including how to stand out in a crowded space. </span> </li> </ul> <p> <span> <br/> </span> </p> <ul> <li> <strong> Strengthening Media Relationships </strong> <span> : Practical tips on how to foster trust and build lasting connections with journalists, helping to amplify brand visibility and credibility. <br/> </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://angle42.co/" target="_blank"> Angle42 website </a> </p> <p> <a href="https://www.linkedin.com/company/angle42/" target="_blank"> Angle42 on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/saul-hudson/" target="_blank"> Saul Hudson on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Sun, 12 Jan 2025 06:33:28 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/saul-hudson-co-founder-managing-partner-angle42 The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/daniel-edward-rosen-founder-der-strategies Daniel Edward Rosen is the founder of DER Strategies, an exciting new content marketing consultancy launched earlier this year. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <strong> The Journalism Foundation </strong> <span> : Dan reflects on his time as a journalist covering New York City’s vibrant and complex landscape. He explains how the rigor of hard journalism laid the groundwork for developing high-quality branded content. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Shifting to Marketing </strong> <span> : We explore the challenges Dan faced transitioning from journalism to content marketing, including the evolving relationship between marketing and communications teams. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Training for Content Strategy </strong> <span> : Dan highlights lessons learned from his hard news days and how they informed his approach to branded content and thought leadership. He shares his work with  </span> <strong> Fannie Mae </strong> <span> —explaining how thought leadership helped rebuild trust post-financial crisis. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> The Value of Content Audits </strong> <span> : Dan discusses the importance of profiling target audiences and conducting thorough content audits. He shares how working closely with sales teams provides invaluable, unfiltered customer insights. </span> </li> </ul> <p> <br/> </p> <ul> <li> <strong> Founding DER Strategies </strong> <span> : We dive into what inspired Dan to establish his consultancy and get his thoughts on the evolving future of branded content. </span> </li> </ul> <p> <br/> </p> <p> <span> Finally, shout-outs to: </span> </p> <p> <a href="https://www.linkedin.com/in/sarah-parada-ba3a5a3/" target="_blank"> Sarah Parada – Fanie Mae </a> </p> <p> <a href="https://www.linkedin.com/in/alexander-jutkowitz-7326b169/" target="_blank"> Alex Jutkowitz – Founder of SJR </a> </p> <p> <a href="https://www.linkedin.com/in/matthew-van-dusen-9a36999/" target="_blank"> Matthew Van Dusen </a> <span> <span> , </span> </span> <a href="https://www.linkedin.com/in/gabe-gold-2769523b/" target="_blank"> Gabe Gold </a> <span> <span> and </span> </span> <a href="https://www.linkedin.com/in/mitch-stoller-4867163/" target="_blank"> Mitch Stoller </a> <span> <span> – </span> </span> <a href="https://www.literateai.com/" target="_blank"> Literate AI </a> <span>   </span> </p> <p> <a href="https://www.linkedin.com/in/steve-hirsch-02588727/" target="_blank"> Steve Hirsch </a> <span> <span> and </span> </span> <a href="https://www.linkedin.com/in/evan-leatherwood-b7294090/" target="_blank"> Evan Leatherwood </a> <span> <span> – </span> </span> <a href="https://hirschleatherwood.com/" target="_blank"> Hirsch Leatherwood </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.derstrategies.com/" target="_blank"> DER Strategies Website </a> </p> <p> <a href="https://www.linkedin.com/in/daniel-edward-rosen/" target="_blank"> Daniel Edward Rosen on LinkedIn </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> <span> <span> on LinkedIn </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 18 Dec 2024 04:05:28 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/daniel-edward-rosen-founder-der-strategies The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/decoding-chinese-buyer-personas-understanding-decision-making-in-b2b-markets In the fast-evolving landscape of global business, understanding buyer personas is critical for success. Nowhere is this more important than in China, the world’s second-largest economy and a powerhouse in B2B transactions. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/ChinaB2bPersonas+blog.jpg" alt="Chinese business people meeting at an office"/> </div> <div data-rss-type="text"> <p> <span> In the fast-evolving landscape of global business, understanding buyer personas is critical for success. Nowhere is this more important than in China, the world’s second-largest economy and a powerhouse in B2B transactions. The decision-making processes among Chinese businesses are nuanced and influenced by a unique blend of cultural, social, and economic factors. To succeed in this dynamic market, it’s essential to decode these buyer personas and align your strategies accordingly. </span> </p> <p> <br/> </p> <p> <strong> 1. Hierarchy and Consensus </strong> </p> <p> <span> Decision-making in Chinese companies often follows a hierarchical structure but requires consensus across key stakeholders. While senior executives have the final say, mid-level managers, technical experts, and procurement teams play a significant role in influencing the outcome. This layered process means that B2B marketers must address the needs and concerns of multiple personas within the organization. </span> </p> <p> <br/> </p> <p> <span> Key Takeaway: Develop multi-layered messaging that resonates with different levels of the decision-making chain. Highlight strategic benefits for executives while offering technical details and ROI data for operational managers. </span> </p> <p> <br/> </p> <p> <strong> 2. The Importance of Guanxi </strong> </p> <p> <span> In China, *guanxi* (关系), or interpersonal relationships, is a cornerstone of business culture. Trust and long-term relationships are valued over one-time transactions. Companies often prefer working with partners who have a proven track record or come through trusted referrals. </span> </p> <p> <br/> </p> <p> <span> Key Takeaway: Invest in building strong relationships through consistent communication, networking events, and local partnerships. Leverage endorsements from existing clients to establish credibility. </span> </p> <p> <br/> </p> <p> <strong> 3. Emphasis on Risk Mitigation </strong> </p> <p> <span> Chinese B2B buyers are typically risk-averse and prioritize reliability over innovation. A proven track record, case studies, and testimonials are highly persuasive in reducing perceived risks. Decision-makers often seek comprehensive after-sales support and warranties to ensure long-term stability. </span> </p> <p> <br/> </p> <p> <span> Key Takeaway: Showcase your experience, provide concrete evidence of your success, and outline clear after-sales support plans. </span> </p> <p> <br/> </p> <p> <strong> 4. Digital Channels Influence Buying Decisions </strong> </p> <p> <span> China’s digital ecosystem is unique, with platforms like WeChat, Xiaohongshu, and Douyin playing a significant role in business communication and information gathering. Decision-makers frequently rely on these platforms for research, peer reviews, and professional networking. </span> </p> <p> <br/> </p> <p> <span> Key Takeaway: Optimize your digital presence on China’s leading platforms. Share thought leadership content, case studies, and client testimonials to build trust and authority in your industry. </span> </p> <p> <br/> </p> <p> <strong> 5. Localization Matters </strong> </p> <p> <span> Chinese businesses value localized products, services, and marketing approaches that align with their cultural and operational context. Messages that reflect an understanding of local market dynamics and regulatory requirements resonate more strongly. </span> </p> <p> <br/> </p> <p> <strong> Key Takeaway: </strong> <span> <span> Tailor your messaging, product offerings, and customer service to meet the specific needs of Chinese buyers. Use Mandarin in communications and ensure that your sales and support teams understand local business practices. </span> </span> </p> <p> <br/> </p> <p> <strong> 6. Value Beyond Price </strong> </p> <p> <span> While cost is an important factor, Chinese B2B buyers often evaluate value in terms of long-term benefits, quality, and service. Companies willing to go the extra mile—offering customization, fast responses, and reliable support—gain a competitive edge. </span> </p> <p> <br/> </p> <p> <strong> Key Takeaway: </strong> <span> <span> Focus on the value proposition beyond price. Emphasize your ability to deliver consistent quality, customization, and dependable service. </span> </span> </p> <p> <br/> </p> <p> <strong> 7. The Role of Group Decision-Making </strong> </p> <p> <span> Unlike Western markets where individual decision-makers may hold significant sway, group decision-making is more common in Chinese businesses. Teams often include members from finance, operations, and technical departments, each bringing a different perspective. </span> </p> <p> <br/> </p> <p> <strong> Key Takeaway: </strong> <span> <span> Equip your sales teams to address diverse concerns and provide tailored information that satisfies the priorities of each group involved in the decision-making process. </span> </span> </p> <p> <br/> </p> <p> <strong> 8. CSR and Sustainability Influence </strong> </p> <p> <span> Corporate Social Responsibility (CSR) and sustainability are becoming increasingly important in China, driven by government policies and growing environmental awareness. Buyers are more likely to partner with companies that demonstrate a commitment to sustainability. </span> </p> <p> <br/> </p> <p> <strong> Key Takeaway: </strong> <span> <span> Highlight your sustainability efforts and align your messaging with China’s green development goals. </span> </span> </p> <p> <br/> </p> <p> <strong> Final Thoughts </strong> </p> <p> <span> Understanding Chinese buyer personas requires a holistic approach that combines cultural awareness, digital savviness, and a focus on building long-term relationships. By addressing the unique factors influencing purchasing decisions, B2B marketers can position themselves as trusted partners in this complex and lucrative market. </span> </p> <p> <br/> </p> <p> <span> For global businesses entering or expanding in China, success lies in understanding these nuances and adapting strategies to meet the needs of Chinese buyers at every level. With the right approach, your business can thrive in one of the world’s most dynamic B2B markets. </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 11 Dec 2024 06:14:41 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/decoding-chinese-buyer-personas-understanding-decision-making-in-b2b-markets blog thumbnail main image https://www.brandigochina.com/terence-tam-founder-ceo-radical-marketing Marketing academic and serial entrepreneur, Terence Tam is the founder and CEO of Radical Marketing. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <br/> </p> <p> <span> Terence discusses the following main talking points: </span> </p> <p> <span> <br/> </span> </p> <ol> <li> <strong> The Radical Approach to Marketing </strong> <span> : Terence shares the innovative strategies Radical Marketing uses to help coaches and speakers scale their businesses, including the unique "blitzvertising" methodology for testing and refining marketing campaigns. </span> </li> <li> <strong> Navigating Industry Challenges </strong> <span> : Insights on overcoming heightened competition and audience skepticism in the coaching and seminar marketing space, with an emphasis on clear differentiation and credibility. </span> </li> <li> <strong> Pivoting During COVID </strong> <span> : How Radical Marketing successfully transitioned from seminar-focused strategies to webinars during the pandemic, highlighting adaptability and long-term growth. </span> </li> <li> <strong> Personal Branding &amp; Niche Marketing </strong> <span> : Terence stressed the importance of distinctive personal branding and targeting niche audiences for greater impact and resonance in a crowded market. </span> </li> <li> <strong> Future Plans &amp; Scaling Challenges:  </strong> <span> The agency's aspirations to explore new industries like dental marketing while maintaining its customized approach to the coaching sector, and the ongoing challenge of reducing reliance on founder-driven strategies. </span> </li> </ol> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.radical-marketing.com/" target="_blank"> Radical Marketing Website </a> </p> <p> <a href="https://www.linkedin.com/company/radicalmarketing/" target="_blank"> Radical Marketing on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/terencewtam/" target="_blank"> Terence Tam on LinkedIn </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> <span> <span> on LinkedIn </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Sat, 30 Nov 2024 03:08:26 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/terence-tam-founder-ceo-radical-marketing The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/navigating-the-complexities-of-chinas-digital-ecosystem-for-b2b-marketers In this blog, we’ll explore the key platforms shaping B2B marketing in China, their unique functionalities, and how they differ from Western counterparts. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/NavigatingDigital+blog.jpg" alt="A path leading to a city skyline at night."/> </div> <div data-rss-type="text"> <p> <span> Expanding China’s digital landscape is unlike any other in the world. For B2B marketers, understanding and leveraging its unique ecosystem is crucial to success. From the dominance of platforms like WeChat to the growing influence of Xiaohongshu and TikTok (Douyin in China), navigating this environment requires a tailored approach. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In this blog, we’ll explore the key platforms shaping B2B marketing in China, their unique functionalities, and how they differ from Western counterparts. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Why China’s Digital Ecosystem is Unique </strong> </p> <p> <span> <br/> </span> </p> <p> <span> China’s digital ecosystem operates within a "walled garden," meaning most Western platforms like Google, Facebook, LinkedIn, and Twitter are blocked. Instead, Chinese platforms dominate, offering highly localized and integrated features that blend messaging, content sharing, e-commerce, and CRM functionalities. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Unlike Western platforms, these tools are often more than social media—they’re ecosystems in themselves. For B2B marketers, this creates opportunities for deeper engagement and targeted outreach but also demands a nuanced understanding of these platforms. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Key Platforms for B2B Marketing in China </strong> </p> <p> <span> <br/> </span> </p> <p> <strong> 1. WeChat: The All-in-One Platform </strong> </p> <p> <span> WeChat, with over 1.2 billion monthly active users, is far more than a messaging app. For B2B marketers, its versatility makes it indispensable: </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <strong> Official Accounts </strong> <span> : A must for branding, content marketing, and customer communication. </span> </li> <li> <strong> WeChat Work (WeCom) </strong> <span> : A professional tool for client engagement, integrating seamlessly with the main WeChat app. </span> </li> <li> <strong> Mini Programs </strong> <span> : Enable lead generation through interactive campaigns, virtual events, or product showcases. </span> </li> <li> <strong> Moments Ads </strong> <span> : Highly targeted advertising within users’ feed. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> Unlike LinkedIn, which focuses on professional networking, WeChat combines personal and professional connections, allowing B2B brands to build trust and nurture relationships over time. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> 2. Xiaohongshu: Visual Discovery Meets Business Influence </strong> </p> <p> <span> Xiaohongshu (Little Red Book) is often considered a consumer platform, but it’s increasingly important for B2B industries looking to target professionals in design, fashion, or tech. </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <strong> Content Focus </strong> <span> : Visual storytelling drives engagement, making it ideal for industries with visually appealing products or services. </span> </li> <li> <strong> Brand Credibility </strong> <span> : Reviews, tutorials, and educational posts can position brands as industry leaders. </span> </li> <li> <strong> Trend Adoption </strong> <span> : Use this platform to showcase your brand’s innovation or creative edge. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <strong> 3. TikTok/Douyin: Short-Form Video for Brand Awareness </strong> </p> <p> <span> While TikTok is globally popular, its Chinese counterpart, Douyin, offers features specifically tailored to China’s market. Douyin’s emphasis on high-quality, localized video content can help B2B brands enhance visibility and humanize their offerings. </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <strong> Video Campaigns </strong> <span> : Highlight case studies, product demos, or behind-the-scenes stories. </span> </li> <li> <strong> E-Commerce Integration </strong> <span> : Promote virtual events, webinars, or white papers directly through embedded links. </span> </li> <li> <strong> Trend-Driven Marketing </strong> <span> : Stay agile and participate in trending challenges or hashtags to reach wider audiences. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <strong> How Chinese Platforms Differ from Western Counterparts </strong> <span> <br/> </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/Slide1.jpeg" alt=""/> </div> <div data-rss-type="text"> <p> <span> For B2B marketers, these differences underscore the importance of adopting a localized strategy. A simple content repost from LinkedIn won’t suffice—content must resonate with Chinese audiences in terms of tone, visuals, and functionality. </span> </p> <p> <span> <br/> </span> </p> <p> <strong> Tips for Success in China’s Digital Ecosystem </strong> </p> <p> <span> <br/> </span> </p> <ol> <li> <strong> Localize Content </strong> <span> : Invest in translation and cultural adaptation to ensure your messaging connects with Chinese audiences. </span> </li> <li> <strong> Leverage Mini Programs </strong> <span> : These lightweight apps within platforms like WeChat can streamline lead capture and product showcases. </span> </li> <li> <strong> Focus on Relationships </strong> <span> : Build trust through consistent, value-driven content rather than hard selling. </span> </li> <li> <strong> Experiment with New Formats </strong> <span> : Video, livestreams, and interactive posts perform exceptionally well in China. </span> </li> <li> <strong> Partner with Local Experts </strong> <span> : Collaborate with agencies or consultants who understand the nuances of China’s digital environment. </span> </li> </ol> <p> <span> <br/> </span> </p> <p> <strong> Conclusion </strong> </p> <p> <span> <br/> </span> </p> <p> <span> China’s digital ecosystem presents unparalleled opportunities for B2B marketers, but it also demands a unique approach. By understanding the platforms, their functions, and the cultural context, B2B brands can unlock the full potential of this dynamic market. </span> </p> <p> <span> Ready to take your B2B marketing in China to the next level? Let’s start the conversation. </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 26 Nov 2024 09:37:55 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/navigating-the-complexities-of-chinas-digital-ecosystem-for-b2b-marketers blog thumbnail main image https://www.brandigochina.com/natalia-pamich-global-marketer-and-skincare-entrepreneur Natalia Pamich is a global marketer and skincare entrepreneur <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <strong> Key Insights from Natalia: </strong> </p> <ol> <li> <strong> Embrace Cultural Awareness </strong> <span> <br/> Natalia’s global upbringing taught her to connect with diverse people and perspectives—a crucial skill for any marketer today! Her advice? Embrace cultural nuances to resonate more deeply with your audience. </span> </li> <li> <strong> Start in Sales for Real-World Insight </strong> <span> <br/> Before diving into marketing, Natalia got firsthand experience in retail sales, learning what truly drives customers’ decisions. For aspiring marketers, she suggests this as an invaluable way to understand buyer behavior. </span> </li> <li> <strong> Foundation First, Adapt Second </strong> <span> <br/> Switching from beauty to food and beverages? For Natalia, it was all about adapting core marketing principles to each new category. The fundamentals of marketing don’t change, so focus on mastering them before fine-tuning to specific markets. </span> </li> <li> <strong> Innovate as an Indie </strong> <span> <br/> Natalia is now launching her own skincare brand, bringing an indie, challenger mentality to a competitive field. She highlights the importance of rethinking traditional approaches and crafting a brand that feels authentic and disruptive. </span> </li> <li> <strong> Digital Dominance and DTC </strong> <span> <br/> With digital at the heart of her strategy, Natalia will launch her skincare line direct-to-consumer. DTC gives brands full control over messaging, pricing, and customer experience—a must for any emerging brand. </span> </li> <li> <strong> Influencers &amp; AI: Marketing Trends to Watch </strong> <span> <br/> Influencers remain essential, but Natalia notes the rise of micro- and nano-influencers, making brand alignment more precise. She also predicts AI and VR will shape marketing, though regulatory and ethical questions abound. </span> </li> <li> <strong> Conquer Fear in Entrepreneurship </strong> <span> <br/> Shifting from corporate to entrepreneurship, Natalia shared the importance of pushing past fear. Acknowledging doubt is normal, but letting go of fear opens doors to fresh ideas and rewarding challenges. </span> </li> </ol> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/nataliapamich/" target="_blank"> Natalia on LinkedIn </a> </p> <p> <a href="https://dearmissgina.com/" target="_blank"> Upcoming brand sign-up </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 26 Nov 2024 04:37:31 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/natalia-pamich-global-marketer-and-skincare-entrepreneur The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/optimizing-your-website-for-the-china-market-key-steps-for-international-businesses Whether you're looking to enhance a section of your global site or build a dedicated China website, following these steps will help ensure your brand makes a strong digital impression. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/WebsiteBlogBanner.jpg"/> </div> <div data-rss-type="text"> <p> <span> Expanding into China presents tremendous opportunities for international businesses, but navigating its unique digital landscape is essential for success. One of the most critical aspects of this is optimizing your website for the China market. Whether you're looking to enhance a section of your global site or build a dedicated China website, following these steps will help ensure your brand makes a strong digital impression. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 1. Assess Your Website’s Accessibility in China </span> </p> <p> <span> Before diving into optimization, it’s crucial to check whether your current website is even accessible in China. Due to government regulations and the “Great Firewall,” many websites that work perfectly elsewhere may experience slow load times or be blocked entirely in China. Use tools to monitor how your site performs there, ensuring users can access content quickly and easily.  </span> </p> <p> <br/> </p> <p> <span> 2. Consider ICP Licensing </span> </p> <p> <span> If your goal is to fully localize your digital presence in China, applying for an ICP (Internet Content Provider) license is essential. This government-issued license allows you to legally host your website on servers within China. Businesses without an ICP license often rely on hosting in nearby regions like Hong Kong or Singapore, but a locally hosted site offers much faster loading times and better search engine performance. </span> </p> <p> <br/> </p> <p> <span> 3. Optimize for Chinese Search Engines </span> </p> <p> <span> Google doesn’t operate in China, meaning your global SEO strategy won’t work in this market. Instead, focus on optimizing your content for Baidu, China’s leading search engine, and others like Sogou and 360 Search. Consider the following steps: </span> </p> <ul> <li> <span> Keywords: Research local keywords to understand what your Chinese audience is searching for, ensuring they are culturally relevant. </span> </li> <li> <span> Meta Tags &amp; Descriptions: Tailor these to local keywords and Baidu’s algorithms. </span> </li> <li> <span> Mobile-First Design: Since mobile search dominates in China, ensure your website is mobile-friendly and adheres to Baidu's mobile SEO standards. </span> </li> </ul> <p> <br/> </p> <p> <span> 4. Language and Localization </span> </p> <p> <span> While your global website may offer language options, Chinese visitors expect content that speaks directly to them in **Simplified Chinese**. Beyond translation, this means localizing content to reflect cultural preferences and consumer behavior. For example, adjust product descriptions, images, and even color schemes to suit Chinese tastes. Localization also involves aligning messaging with local holidays, events, and trends. </span> </p> <p> <br/> </p> <p> <span> 5. Leverage Local Hosting &amp; CDNs </span> </p> <p> <span> Hosting your website on servers within China, or at least in nearby regions, dramatically improves website performance. Additionally, using a **Content Delivery Network (CDN)** that includes China-based nodes can further enhance load speeds and the overall user experience. Slow websites are one of the top reasons users abandon pages in China, and fast load times can be a competitive advantage. </span> </p> <p> <br/> </p> <p> <span> 6. Adapt to Chinese UX Preferences </span> </p> <p> <span> Website design preferences differ between Western and Chinese users. To succeed, adapt your design to meet local expectations: </span> </p> <ul> <li> <span> Busy Homepage Layouts: Chinese websites tend to feature denser content on their homepages, often incorporating promotions, news, and social media links. </span> </li> <li> <span> Interactive Elements: Features such as QR codes and integration with WeChat, the country's dominant social media platform, enhance user engagement. </span> </li> <li> <span> Trust Signals: Ensure that your website displays trust markers, such as customer reviews, official certifications, and prominent contact details (especially phone numbers and WeChat QR codes). </span> </li> </ul> <p> <br/> </p> <p> <span> 7. WeChat Integration </span> </p> <p> <span> No discussion of China’s digital landscape would be complete without mentioning WeChat, the super app used for everything from messaging to payments. Integrating your website with WeChat through QR codes, direct links to your official WeChat account, or even building a WeChat Mini Program can help you connect with your audience where they spend the most time. </span> </p> <p> <br/> </p> <p> <span> 8. Dedicated China Website vs. China Section </span> </p> <p> <span> When considering whether to create a dedicated China website or optimize a section of your global site, think about your long-term goals: </span> </p> <p> <span> Dedicated China Website: This is ideal for businesses with significant operations in China, as it allows for full localization, better SEO, and faster website performance with local hosting. </span> </p> <p> <br/> </p> <p> <span> China Section on Global Website: If you are just starting or have limited operations in China, this may be a more cost-effective approach. A localized Chinese-language section, with culturally relevant content and WeChat integration, can still provide a good user experience while minimizing upfront investment. </span> </p> <p> <br/> </p> <p> <span> 9. Comply with Local Regulations </span> </p> <p> <span> Beyond ICP licensing, it’s important to comply with China’s data privacy and cybersecurity laws. Familiarize yourself with the Personal Information Protection Law (PIPL) and Cybersecurity Law to ensure your website's data collection and usage practices meet local legal requirements. </span> </p> <p> <br/> </p> <p> <span> 10. Regular Performance Monitoring </span> </p> <p> <span> Once your website is live, regularly monitor its performance and user engagement. Tools like Baidu Analytics and WeChat analytics can provide insights into traffic, user behavior, and how effectively your website meets the needs of the Chinese market. Regular updates, performance testing, and SEO adjustments are essential to maintaining a competitive edge. </span> </p> <p> <br/> </p> <p> <span> Final Thoughts </span> </p> <p> <span> Optimizing your website for the China market requires more than translation—it involves an understanding of local regulations, search engines, hosting solutions, and consumer behavior. Whether you're adjusting a section of your global site or developing a dedicated China website, these steps will help you create a digital presence that resonates with Chinese audiences and aligns with your global business objectives. </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 15 Oct 2024 06:03:28 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/optimizing-your-website-for-the-china-market-key-steps-for-international-businesses blog thumbnail main image https://www.brandigochina.com/bianca-blake-prashant-mahajan-klickrr Bianca Blake and Prashant Mahajan are the co-founders of Klickrr. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <h3> <br/> </h3> <ul> <li> <span> Bianca and Prashant share their professional and entrepreneurial journey as co-founders of Klickrr. </span> </li> <li> <span> They discuss the key role that SMS can still play in the successful marketing and communications strategy of businesses of all sizes. </span> </li> <li> <span> They offer tips on how a business can set themselves up for success in advance of launching their own SMS marketing channel. </span> </li> <li> <span> Both talk about the own challenges behind the brand development and marketing of the Kilckrr business itself and their plans for future growth as business leaders. </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://klickrr.com/" target="_blank"> Klickrr website </a> </p> <p> <a href="https://www.linkedin.com/company/klickrr/" target="_blank"> Klickrr on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/biancablake/" target="_blank"> Bianca Blake on LinkedIn </a> </p> <p> <a href="/" target="_blank"> https://www.linkedin.com/in/mahajanprashant/ </a> </p> <p> <a href="https://www.facebook.com/Klickrr/" target="_blank"> Klickrr on Facebook </a> </p> <p> <span> You can also find Klickrr on Instagram and X using @Klickrr </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 13 Sep 2024 04:42:33 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/bianca-blake-prashant-mahajan-klickrr The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/elad-hefetz-airfleet Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology to optimize marketing efforts. </span> </p> <p> <span> <br/> </span> </p> <p> <span> He outlines various methods for identifying customer personas based on website interactions. Expensive techniques involve analyzing enriched data to determine who is visiting a site, while more cost-effective strategies use simpler methods such as tracking user interactions with specific pages related to their department. This allows marketers to target users based on their behavior and presumed departmental affiliation. The discussion further delves into the non-linear nature of the buyer's journey, challenging the traditional funnel model. Elad emphasizes the importance of understanding the customer's stage in the buying process, using analytics to track and target based on multiple visits and interactions, rather than a straightforward path. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The conversation also touches on the evolving nature of content delivery, with a strong stance against gating content behind forms. The speaker advocates for making information freely available on websites to educate and engage potential customers without barriers. This approach is aligned with the changing preferences of B2B buyers who increasingly seek to educate themselves before making purchasing decisions. The emphasis is on providing value through accessible, high-quality content rather than traditional lead capture methods. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Key business tips highlighted in the discussion include: </span> <span> <br/> </span> </p> <ul> <li> <span> Utilizing customer behavior data to personalize the marketing approach and optimize customer journeys. </span> </li> <li> <span> Emphasizing the importance of understanding and adapting to the non-linear buyer's journey. </span> </li> <li> <span> Advocating for open access to informational content to facilitate customer education and engagement. </span> </li> <li> <span> Leveraging technology to identify and target specific customer personas effectively. </span> </li> <li> <span> Moving away from outdated content delivery methods like PDFs and gated content to enhance customer experience and accessibility. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/eladh/" target="_blank"> Elad on LinkedIn </a> </p> <p> <a href="https://www.airfleet.co" target="_blank"> Airfleet Website </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 09 Sep 2024 06:22:46 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/elad-hefetz-airfleet The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/do-international-brands-need-a-weibo-account-for-china-marketing With over 580 million monthly active users, Weibo presents a vast opportunity for brands to engage with Chinese consumers. But does every international brand truly need a Weibo account to succeed in China? <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/Weibo+Banner.jpg"/> </div> <div data-rss-type="text"> <p> <span> As international brands increasingly turn their attention to China, the world’s second-largest economy and a powerhouse in e-commerce and consumerism, navigating the digital landscape becomes a critical part of their strategy. One platform that often comes up in this conversation is Weibo, China’s leading microblogging site. With over 580 million monthly active users as of 2023, Weibo presents a vast opportunity for brands to engage with Chinese consumers. But does every international brand truly need a Weibo account to succeed in China? Let’s break it down. </span> </p> <p> <br/> </p> <p> <span> What is Weibo? </span> </p> <p> <br/> </p> <p> <span> Weibo, often referred to as the "Chinese Twitter," is a social media platform that blends elements of Twitter, Facebook, and Instagram. Users share short posts, images, videos, and live streams, making it an essential space for real-time engagement. The platform has become a hub for influencers, celebrities, and brands to interact with the public, amplifying content through likes, comments, and shares. </span> </p> <p> <br/> </p> <p> <span> Why Weibo Might Be Essential for International Brands </span> </p> <p> <br/> </p> <p> <span> 1. Broad Reach </span> </p> <p> <span> One of Weibo's strongest assets is its massive user base. With hundreds of millions of monthly users, Weibo offers access to a diverse audience, ranging from everyday consumers to KOLs (Key Opinion Leaders) and even high-profile celebrities. For international brands looking to make an immediate splash, this extensive reach provides an invaluable entry point. </span> </p> <p> <br/> </p> <p> <span> 2. Effective Engagement with Younger Consumers </span> </p> <p> <span> Weibo is particularly popular among younger, tech-savvy users aged 18–35, who often make up the most active shoppers in China's e-commerce market. For brands in industries like fashion, beauty, tech, and entertainment, where the younger demographic is crucial, Weibo offers the potential to directly engage with this audience through influencer marketing, creative campaigns, and interactive posts. </span> </p> <p> <br/> </p> <p> <span> 3. Trending Topics &amp; Real-Time Interaction </span> </p> <p> <span> Weibo is driven by trending topics and hashtags, allowing brands to capitalize on viral moments or social movements. Whether it's participating in a cultural event, engaging with trending news, or launching a new product during key national holidays like Singles' Day  (Double 11), Weibo enables real-time engagement with consumers. This dynamic engagement helps brands stay relevant and connected with their audience. </span> </p> <p> <br/> </p> <p> <span> 4. Influencer (KOL) Marketing Hub </span> </p> <p> <span> China's KOL economy is one of the strongest in the world, and Weibo plays a significant role in this ecosystem. Many KOLs, from mega-influencers to micro-influencers, are active on Weibo, offering international brands a platform to collaborate with trusted voices to reach their target audiences. These influencers can act as powerful brand advocates, driving both awareness and sales. </span> </p> <p> <br/> </p> <p> <span> 5. Localized Brand Storytelling </span> </p> <p> <span> Through Weibo, brands have the opportunity to share their stories in a culturally relevant way. Localization is key in the Chinese market, and Weibo allows brands to fine-tune their messaging to resonate with the Chinese audience. Whether it’s sharing behind-the-scenes content, customer testimonials, or creating Weibo-exclusive promotions, the platform supports rich storytelling that feels authentic and tailored. </span> </p> <p> <br/> </p> <p> <span> When Weibo Might Not Be Necessary </span> </p> <p> <br/> </p> <p> <span> While Weibo offers undeniable benefits, there are cases where an international brand might not need to prioritize the platform. </span> </p> <p> <br/> </p> <p> <span> 1. Niche Target Audiences </span> </p> <p> <span> Not every brand needs mass appeal, and if your business is targeting a more specific demographic, Weibo might not be the most efficient way to reach them. For example, luxury brands often prefer to focus on more premium platforms like WeChat or Xiaohongshu  (Little Red Book), where affluent, high-spending consumers are more concentrated. Similarly, B2B brands may find limited utility in a consumer-centric platform like Weibo. </span> </p> <p> <br/> </p> <p> <span> 2. Strong Presence on Other Platforms </span> </p> <p> <span> China's digital ecosystem is vast, and platforms like WeChat, Douyin (TikTok’s Chinese counterpart), Bilibili, and Xiaohongshu all serve different purposes. WeChat, for instance, is more akin to a 'super app' with integrated shopping, customer service, and loyalty programs. If your brand already has a well-established presence on these platforms, adding Weibo may not always be necessary unless it aligns with your specific goals. </span> </p> <p> <br/> </p> <p> <span> 3. Resource Limitations </span> </p> <p> <span> Managing a Weibo account requires dedicated resources. It’s not enough to merely create a profile; brands need to consistently post relevant content, monitor discussions, engage with users, and measure performance. For smaller international brands or businesses just entering the market, managing multiple Chinese platforms can be overwhelming, and focusing on one or two core platforms may yield better results initially. </span> </p> <p> <br/> </p> <p> <span> Alternatives to Weibo </span> </p> <p> <span> Weibo is not the only platform for international brands looking to tap into the Chinese market. Depending on the target audience and objectives, brands may consider other platforms as more strategic investments: </span> </p> <p> <br/> </p> <p> <span> 1. WeChat: A multifunctional platform that combines social media, messaging, and commerce. Brands use WeChat for customer engagement, official brand accounts, and mini-programs for e-commerce integration. </span> </p> <p> <br/> </p> <p> <span> 2. Douyin: The short-video platform equivalent to TikTok, popular for its viral video content and seamless shopping integrations. </span> </p> <p> <br/> </p> <p> <span> 3. Xiaohongshu (Little Red Book): A highly trusted platform among Chinese consumers for product recommendations and reviews, especially in beauty, fashion, and lifestyle sectors. </span> </p> <p> <br/> </p> <p> <span> Should Your Brand Be on Weibo? </span> </p> <p> <span> Ultimately, whether your international brand needs a Weibo account for its China marketing depends on your target audience, goals, and resources. For brands looking to tap into China’s massive consumer base, engage in real-time marketing, and leverage influencer collaborations, Weibo can be an invaluable tool. However, if your brand is niche or already flourishing on other platforms, Weibo might not be a necessity. </span> </p> <p> <br/> </p> <p> <span> That said, Weibo’s status as a cornerstone of China's digital marketing landscape cannot be ignored. Brands that do well on Weibo often find themselves more connected to the pulse of China’s rapidly evolving consumer trends. For many, the benefits outweigh the challenges, but as always, success depends on how well you tailor your strategy to the platform's unique features and audience expectations. </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 03 Sep 2024 09:41:15 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/do-international-brands-need-a-weibo-account-for-china-marketing blog thumbnail main image https://www.brandigochina.com/the-importance-of-trade-shows-for-b2b-marketing-in-china-5-tips-for-international-success Trade shows are pivotal in B2B marketing, offering unique opportunities for international businesses to engage with the dynamic Chinese market. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/TradeShow.jpg"/> </div> <div data-rss-type="text"> <p> <span> Trade shows are pivotal in B2B marketing, offering unique opportunities for international businesses to engage with the dynamic Chinese market. All of China’s major cities benefit from multiple, world-class, exhibition facilities and most are usually busy week in, week out. </span> </p> <p> <span> However, making the most of trade shows in this diverse and competitive environment requires strategic planning and local insights. Here’s why trade shows are crucial for B2B marketing in China and five top tips to enhance your presence. </span> </p> <p> <br/> </p> <p> <span> The Significance of Trade Shows in China </span> </p> <p> <br/> </p> <p> <span> Market Penetration </span> <span> <span> - Trade shows provide a platform for international businesses to enter and establish themselves in the Chinese market. They allow companies to showcase their products and services to a targeted audience, including potential clients, distributors, and partners. </span> </span> </p> <p> <br/> </p> <p> <span> Networking Opportunities </span> <span> <span> - These events offer invaluable networking opportunities with key industry players, local businesses, and government representatives. Building relationships at trade shows can lead to partnerships, joint ventures, and collaborations. </span> </span> </p> <p> <br/> </p> <p> <span> Brand Visibility </span> <span> <span> - A well-executed trade show presence boosts brand visibility and credibility in China. It’s a chance to demonstrate your company's commitment to the market and build a strong brand image. </span> </span> </p> <p> <br/> </p> <p> <span> Market Insights </span> <span> <span> -  Participating in trade shows allows businesses to gain firsthand insights into market trends, customer preferences, and competitor strategies. This information is crucial for tailoring products and marketing strategies to better fit local needs. </span> </span> </p> <p> <br/> </p> <p> <span> Sales and Lead Generation </span> <span> <span> - Trade shows are excellent platforms for generating sales leads and making direct sales. Engaging with attendees and collecting contact information can lead to valuable business opportunities and partnerships. </span> </span> </p> <p> <br/> </p> <p> <span> Top 5 Tips to Enhance Your Trade Show Presence in China </span> </p> <p> <br/> </p> <p> <span> 1. Understand Local Culture and Business Practices </span> </p> <p> <br/> </p> <p> <span> To effectively connect with your audience, it's essential to understand Chinese business etiquette and cultural norms. Respect for hierarchy, importance of relationships (guanxi), and a focus on long-term partnerships are crucial. Tailor your booth design and marketing materials to reflect local preferences and values. Consider hiring local staff who can bridge cultural gaps and communicate effectively. </span> </p> <p> <br/> </p> <p> <span> 2. Invest in Professional and Eye-Catching Booth Design </span> </p> <p> <span> Your booth is often the first impression potential clients will have of your company. Ensure it is visually appealing, professionally designed, and clearly communicates your brand message. Incorporate interactive elements and multimedia to attract attention and engage visitors. The design should reflect both international standards and local aesthetics to resonate with the Chinese audience. </span> </p> <p> <br/> </p> <p> <span> 3. Leverage Digital Marketing and Social Media </span> </p> <p> <span> Before and during the trade show, utilize digital marketing and social media to create buzz and drive traffic to your booth. Platforms like WeChat and Weibo are essential for reaching the Chinese audience. Share updates, promotional offers, and interactive content to build interest and engage with potential leads. Consider using QR codes to facilitate easy access to your digital content and contact information. Partnering with key trade media on co-created content around the tradeshow can also be beneficial. </span> </p> <p> <br/> </p> <p> <span> 4. Prepare for Efficient Lead Management </span> </p> <p> <span> Trade shows generate numerous leads, so having a strategy for managing and following up on these leads is critical. Implement a system for collecting and organizing contact information, and ensure your team is trained to handle inquiries promptly. Develop a follow-up plan to nurture leads post-event, as timely follow-ups can significantly impact conversion rates. </span> </p> <p> <br/> </p> <p> <span> 5. Participate in Pre-Show and Post-Show Activities </span> </p> <p> <span> Engage in pre-show activities, such as advertising in trade show directories and networking with industry influencers. During the show, attend relevant seminars and workshops to enhance your industry knowledge and make valuable connections. Post-show, review your performance, gather feedback, and evaluate the success of your participation. This reflection helps refine future strategies and improve your overall trade show approach. </span> </p> <p> <br/> </p> <p> <span> Trade shows in China offer substantial opportunities for international businesses to grow their presence and tap into the vast Chinese market. By understanding local nuances, investing in effective booth design, leveraging digital tools, managing leads efficiently, and participating in related activities, you can maximize the impact of your trade show participation. Embrace these strategies to enhance your B2B marketing efforts and achieve lasting success in China. </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 13 Aug 2024 08:17:16 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/the-importance-of-trade-shows-for-b2b-marketing-in-china-5-tips-for-international-success blog thumbnail main image https://www.brandigochina.com/dave-beveridge-global-marketing-director Dave Beveridge is Project Director for Chaos, a provider of 3D and rendering solutions for architects, engineers, visual artists and media/entertainment companies. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Dave emphasizes the importance of adapting marketing strategies to meet the evolving demands of the industry and highlights his strategic shift from product-focused to client-centric approaches throughout his career. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Dave delves into the nuances of creating effective marketing strategies in a B2B environment. He advocates for a thought leadership approach that positions a company as both knowledgeable and influential within its sector. This method not only attracts clients but also retains them by continuously providing valuable insights and solutions that address their specific needs. Dave’s experience underscores the necessity of leveraging data and insights to fine-tune marketing efforts, ensuring they are both effective and resonant with the target audience. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Throughout the podcast, Dave also reflects on the challenges and adjustments required when navigating corporate changes, such as mergers and acquisitions. He shares personal anecdotes and professional experiences that illustrate the critical nature of adaptability in leadership roles within the marketing sphere. His global perspective, enriched by working in various countries, provides him with a unique viewpoint on how to effectively manage and implement marketing strategies across different cultural and organizational landscapes. <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Business and Marketing Pointers </span> </p> <ul> <li> <span> Emphasizing Client-centric Marketing: Transitioning from a focus on products to addressing client needs and industry insights. </span> </li> <li> <span> Thought Leadership: Positioning the company as knowledgeable and insightful within the industry to attract and retain clients. </span> </li> <li> <span> Importance of Industry Specific Marketing: Tailoring marketing strategies to cater to specific industries for more effective messaging. </span> </li> <li> <span> Leveraging Data and Insights: Using data to understand market dynamics and consumer behavior to guide marketing efforts. </span> </li> <li> <span> Adaptability in Roles: Demonstrating flexibility and resilience by adapting to various significant roles within organizations. </span> </li> <li> <span> Global Perspective: Gained from working in multiple countries and understanding diverse market dynamics. </span> </li> <li> <span> Navigating Corporate Changes: Adapting to organizational shifts, especially after mergers or acquisitions. </span> </li> </ul> <p> <span> <br/> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/dave-beveridge-a9274bb/" target="_blank"> Dave Beveridge on LinkedIn </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Sun, 21 Jul 2024 20:37:07 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/dave-beveridge-global-marketing-director The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/leveraging-livestreaming-for-b2b-marketing-in-china Livestreaming is now a powerful tool for B2B marketers looking to capture the attention of Chinese enterprises. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/LiveStream.jpg"/> </div> <div data-rss-type="text"> <p> <span> Livestreaming has become a dominant force in China’s digital landscape, transforming how businesses engage with their audiences. While initially popularized in the B2C sector, livestreaming is now a powerful tool for B2B marketers looking to capture the attention of Chinese enterprises. This blog explores how B2B marketers can harness the potential of livestreaming to enhance their marketing strategy in China. </span> </p> <p> <br/> </p> <p> <span> The Rise of Livestreaming in China </span> </p> <p> <span> China's digital ecosystem is unique, with platforms like WeChat, Xiaohongshu (Little Red Book), Douyin (TikTok), and Kuaishou leading the way. Livestreaming has become an integral part of these platforms, driving substantial user engagement. In 2023, China’s livestreaming market was valued at over 1.2 trillion yuan, underscoring its immense potential for marketers. </span> </p> <p> <br/> </p> <p> <span> So why should B2B Marketers Should Embrace Livestreaming? </span> </p> <ul> <li> <span> Enhanced Engagement: Livestreaming offers real-time interaction, allowing businesses to engage with potential clients directly. This immediacy helps build trust and rapport. </span> </li> <li> <span> Demonstrating Expertise: Livestreams can be used to showcase industry knowledge, product demonstrations, and expert interviews, positioning the company as a thought leader. </span> </li> <li> <span> Real-Time Feedback: Instant feedback during livestreams provides valuable insights into client needs and preferences, facilitating better product and service development. </span> </li> </ul> <p> <br/> </p> <p> <span> Strategies for Effective B2B Livestreaming </span> </p> <p> <span> <span>  </span> </span> </p> <p> <span> 1. Choose the Right Platform </span> </p> <p> <span> Selecting the appropriate platform is crucial. While WeChat and Xiaohongshu are popular, platforms like Douyin and Kuaishou are also gaining traction in the B2B space. WeChat Work (WeCom) is excellent for more professional, business-focused content. </span> </p> <p> <br/> </p> <p> <span> 2. Content Planning and Scheduling </span> </p> <p> <span> Develop a content calendar that includes regular livestream sessions. Consider the following types of content: </span> </p> <ul> <li> <span> Product Demonstrations: Show how your products or services work in real-time. </span> </li> <li> <span> Industry Insights: Share expert opinions and market trends. </span> </li> <li> <span> Case Studies: Present success stories and how your solutions have helped other businesses. </span> </li> <li> <span> Q&amp;A Sessions: Allow potential clients to ask questions and get instant responses. </span> </li> </ul> <p> <br/> </p> <p> <span> 3. Promote Your Livestreams </span> </p> <p> <span> Use multi-channel promotion to ensure maximum reach. Announce upcoming livestreams on your website, email newsletters, and social media channels. Utilize paid promotions on Chinese social media platforms to boost visibility. </span> </p> <p> <br/> </p> <p> <span> 4. Leverage Influencers and Industry Experts </span> </p> <p> <span> Collaborating with industry influencers and experts can significantly enhance your livestream’s credibility and reach. Influencers can attract their followers to your livestream, providing a broader audience. </span> </p> <p> <br/> </p> <p> <span> 5. Interactive Elements </span> </p> <p> <span> Incorporate interactive elements like polls, quizzes, and live Q&amp;A sessions to keep the audience engaged. Interactive content not only retains viewer interest but also provides valuable data on audience preferences and behaviors. </span> </p> <p> <br/> </p> <p> <span> 6. Post-Livestream Follow-Up </span> </p> <p> <span> After the livestream, engage with your audience through follow-up emails and messages. Share a recorded version of the livestream for those who couldn't attend. Analyze the feedback and interactions to refine future livestreams. </span> </p> <p> <br/> </p> <p> <span> Measuring Success </span> </p> <p> <br/> </p> <p> <span> To gauge the effectiveness of your livestreaming efforts, consider the following metrics: </span> </p> <ul> <li> <span> Viewership Numbers: Track the number of live viewers and replay views. </span> </li> <li> <span> Engagement Rates: Monitor likes, shares, comments, and other interactions during the livestream. </span> </li> <li> <span> Lead Generation: Measure the number of leads generated during and after the livestream. </span> </li> <li> <span> Conversion Rates: Assess how many leads convert into actual clients. </span> </li> </ul> <p> <br/> </p> <p> <span> Challenges and Considerations </span> </p> <p> <br/> </p> <p> <span> Cultural Sensitivity </span> </p> <p> <span> Understanding and respecting Chinese business culture is vital. Ensure your content is culturally appropriate and resonates with the local audience. </span> </p> <p> <br/> </p> <p> <span> Technical Issues </span> </p> <p> <span> Ensure a stable and high-quality streaming setup to avoid technical glitches. Investing in reliable streaming technology and a professional team can mitigate potential issues. </span> </p> <p> <br/> </p> <p> <span> Livestreaming presents a unique opportunity for B2B marketers to engage with the Chinese market in a dynamic and interactive way. By carefully planning and executing a livestreaming strategy, B2B businesses can build stronger connections, demonstrate their expertise, and ultimately drive growth in the competitive Chinese market. As with any marketing strategy, continuous learning and adaptation will be key to staying ahead in this rapidly evolving landscape. </span> </p> <p> <br/> </p> </div> Thu, 11 Jul 2024 07:20:14 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/leveraging-livestreaming-for-b2b-marketing-in-china blog thumbnail main image https://www.brandigochina.com/kelley-valone-prove Kelley Valone is a seasoned marketing professional with extensive experience in demand generation, SaaS, and various marketing strategies. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Kelley discusses her career and touches on many facets of B2B marketing. Some takeaways: </span> </p> <p> <span> <br/> </span> </p> <p> <span> Key Takeaways for Marketing Professionals: </span> </p> <ul> <li> <span> Demand Generation Evolution: </span> <span> <span> Marketing professionals should recognize the evolving nature of demand generation, which now encompasses not just lead acquisition but also pipeline acceleration and customer upselling. </span> </span> </li> <li> <span> Importance of ABM and Field Marketing: </span> <span> <span> Account-Based Marketing (ABM) and field marketing are crucial for targeting and engaging specific customer segments effectively, especially in competitive markets. </span> </span> </li> <li> <span> Brand Building alongside Demand Capture: </span> <span> <span> Successful marketing strategies balance brand building with demand capture to enhance brand recognition and credibility, leading to better engagement and conversion rates. </span> </span> </li> <li> <span> Customer Journey Integration: </span> <span> <span> Marketing efforts should integrate seamlessly across the customer journey, from lead acquisition to customer retention, emphasizing cross-selling and upselling. </span> </span> </li> <li> <span> Utilizing Digital Tools for Personalization </span> <span> : Adoption of digital tools that enable personalized customer interactions and streamline processes (e.g., Geo Targeting) is essential for modern marketing strategies. </span> </li> <li> <span> Leveraging AI and Technology: </span> <span> <span> Incorporating AI and advanced technologies into marketing strategies can help understand consumer behavior, predict market trends, and personalize customer interactions, keeping companies competitive. </span> </span> </li> <li> <span> Strategic Customer Engagement: </span> <span> <span> During the COVID-19 pandemic, innovative virtual events and targeted engagement strategies proved effective in connecting with key decision-makers, highlighting the importance of adaptability in marketing tactics. </span> </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/kelley-vallone-b2294220/" target="_blank"> Kelley Valone on LinkedIn </a> </p> <p> <a href="https://www.prove.com" target="_blank"> Prove website </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 01 Jul 2024 04:04:23 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/kelley-valone-prove The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/nandini-nandakumar-smirnoff Nandini is an intrapreneurial marketer and a collaborative leader with over a decade of experience in marketing Fortune-500 brands. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> This episode of the podcast features an interview with Nandini Nandakumar, a seasoned marketer with extensive experience in FMCG, retail, and e-commerce across Asia, Europe, and North America. Nandini currently serves as the Global Marketing Director for Smirnoff and has a rich history with Diageo, including roles in India, Ireland and North America.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Her career reflects a deep commitment to the impactful blend of the art and science of marketing, emphasizing creativity and precision to influence consumer behavior positively. Nandini's journey showcases her ability to adapt to various market conditions and regulations, particularly noting the challenges and learning experiences from restrictive marketing environments like India. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In discussing marketing strategies, Nandini highlights the importance of local adaptation while maintaining a consistent global brand purpose, especially for global brands like Smirnoff. She explains how different markets necessitate unique communication strategies and how digital channels have become increasingly central in marketing across various regions. Nandini points out the significance of understanding local nuances to effectively engage consumers through appropriate channels, whether it be digital, print, or experiential marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Nandini also delves into the role of agencies in creating brand-specific content, stressing the collaborative efforts between global and local teams to ensure brand consistency and relevance. She expresses enthusiasm for the evolving landscape of marketing, which increasingly integrates technology and data to enhance creativity and efficiency. Nandini's approach underscores a commitment to storytelling and emotional connection, essential for building strong, enduring brand relationships with consumers. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Here are some key marketing tips shared by Nandini: </span> </h3> <ul> <li> <span> Emphasize both the art and science of marketing to create impactful consumer interactions. </span> </li> <li> <span> Adapt global brand strategies to accommodate local market nuances. </span> </li> <li> <span> Leverage digital and traditional media effectively to communicate brand ethos and offerings. </span> </li> <li> <span> Collaborate closely with agencies to ensure creative consistency and adaptability across markets. </span> </li> <li> <span> Utilize data and technology to improve marketing efficiency and effectiveness while maintaining a strong focus on storytelling and emotional engagement. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/nandinian/" target="_blank"> Nandini on LinkedIn </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 07 Jun 2024 09:43:49 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/nandini-nandakumar-smirnoff The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/is-xiaohongshu-little-red-book-the-right-platform-for-your-brand-s-china-marketing-strategy Our guide to help global brands get to grips with one of China's fastest growing digital platforms. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/LRBheader.jpg" alt="WeChat Channels livestreamer"/> </div> <div data-rss-type="text"> <p> <span> With over a billion internet users, China's digital landscape presents a goldmine for international brands. Navigating this vast market, however, requires a nuanced understanding of local platforms and user behaviors. One platform that has been gaining significant traction is XiaoHongShu (Little Red Book), often referred to as the "Chinese Instagram." But is it the right platform for your brand? Let's explore what XiaoHongShu offers and how it could fit into your marketing strategy. </span> </p> <p> <br/> </p> <h4> <span> What is XiaoHongShu? </span> </h4> <p> <br/> </p> <p> <span> XiaoHongShu, launched in 2013, started as a community for sharing overseas shopping experiences. It has since evolved into a vibrant social commerce platform where users discover and review products, share lifestyle content, and make purchases directly. With over 300 million registered users and a highly engaged community, it combines elements of Instagram, Pinterest, and e-commerce, making it unique in the Chinese market. </span> </p> <p> <span> Why Consider XiaoHongShu for Your Brand? </span> </p> <p> <br/> </p> <h4> <span> 1. Target Audience </span> </h4> <p> <span> Young and Affluent Users:  XiaoHongShu's user base primarily consists of young, urban, and affluent women. If your brand targets this demographic, XiaoHongShu is a fertile ground for building brand awareness and loyalty. </span> </p> <p> <span> Trust and Authenticity: Users on XiaoHongShu highly value authentic content and peer reviews. Brands that can leverage this by fostering genuine engagement can build a strong, trustworthy presence. </span> </p> <p> <br/> </p> <h4> <span> 2. Content-Driven Engagement </span> </h4> <p> <span> Visual Appeal: Much like Instagram, XiaoHongShu thrives on visually appealing content. Brands with strong visual elements can excel by creating captivating posts that resonate with users. </span> </p> <p> <span> Influencer Collaborations: Influencers, or Key Opinion Leaders (KOLs), play a crucial role. Collaborating with KOLs who align with your brand can drive significant engagement and credibility. </span> </p> <p> <br/> </p> <h4> <span> 3. Integrated E-Commerce </span> </h4> <p> <span> Seamless Shopping Experience: XiaoHongShu offers an integrated shopping experience where users can discover, review, and purchase products without leaving the platform. This reduces friction and enhances the likelihood of conversions. </span> </p> <p> <span> Cross-Border Commerce: For international brands, XiaoHongShu's cross-border e-commerce capabilities simplify the process of reaching Chinese consumers without the need for a local presence. </span> </p> <p> <br/> </p> <h4> <span> Challenges to Consider </span> </h4> <p> <br/> </p> <h4> <span> 1. Regulatory Environment </span> </h4> <p> <span> Navigating China’s regulatory landscape can be complex. Compliance with local regulations regarding advertising, data privacy, and e-commerce is essential. Partnering with local experts or agencies can help mitigate these challenges. </span> </p> <p> <br/> </p> <h4> <span> 2. Cultural Sensitivity </span> </h4> <p> <span> Understanding and respecting Chinese cultural nuances is crucial. What works in Western markets may not necessarily resonate in China. Tailoring your content to align with local preferences and values is key. </span> </p> <p> <br/> </p> <h4> <span> 3. Content Creation </span> </h4> <p> <span> Producing high-quality, engaging content consistently can be resource-intensive. Brands must be prepared to invest in local content creators or agencies to maintain a steady stream of relevant and appealing content. </span> </p> <p> <br/> </p> <h4> <span> Best Practices for Success on XiaoHongShu </span> </h4> <p> <br/> </p> <h4> <span> 1. Localize Your Content </span> </h4> <p> <span> Adapt your messaging to suit local tastes and preferences. Use Mandarin Chinese for all communications and ensure your content reflects the interests and values of Chinese consumers. </span> </p> <p> <br/> </p> <h4> <span> 2. Leverage User-Generated Content </span> </h4> <p> <span> Encourage users to share their experiences with your products. User-generated content (UGC) can significantly boost your credibility and reach on the platform. </span> </p> <p> <br/> </p> <h4> <span> 3. Collaborate with KOLs </span> </h4> <p> <span> Identify and partner with influencers who align with your brand’s image and values. Their endorsements can amplify your brand’s visibility and trustworthiness. </span> </p> <p> <br/> </p> <h4> <span> 4. Engage Authentically </span> </h4> <p> <span> Engage with users by responding to comments, addressing concerns, and showing appreciation for their feedback. Authentic interactions can foster a loyal community around your brand. </span> </p> <p> <br/> </p> <h4> <span> 5. Paid Promotion </span> </h4> <p> <span> The XioaHongShu platform offers brands the opportunity for paid promotion to boost traffic. There are also weekly challenges, such as post two videos in a week for example, which if met are also awarded with a boost. </span> </p> <p> <br/> </p> <h4> <span> 6. Monitor and Adapt </span> </h4> <p> <span> Regularly analyze your performance metrics to understand what works and what doesn’t. Be ready to adapt your strategies based on insights and changing trends. </span> </p> <p> <br/> </p> <p> <span> XiaoHongShu offers a unique blend of social media and e-commerce, making it an attractive platform for international brands targeting young, affluent consumers in China. While it presents some challenges, the potential rewards in terms of brand visibility, trust, and direct sales are substantial. By localizing content, leveraging influencers, and engaging authentically, brands can harness the power of XiaoHongShu to build a strong presence in the Chinese market. </span> </p> <p> <br/> </p> <p> <span> In conclusion, XiaoHongShu is not just a platform but a community. Success on XiaoHongShu requires more than traditional marketing tactics; it demands authenticity, cultural sensitivity, and a commitment to engaging with consumers on their terms. If your brand is ready to embrace these principles, XiaoHongShu could be a pivotal component of your China marketing strategy. </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 04 Jun 2024 04:15:30 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/is-xiaohongshu-little-red-book-the-right-platform-for-your-brand-s-china-marketing-strategy blog thumbnail main image https://www.brandigochina.com/how-to-make-the-most-of-wechat-channels 5 top tips to help B2B brands make the most of WeChat Channels, WeChat's short video platform. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/Channelsheader.jpg" alt="WeChat Channels livestreamer"/> </div> <div data-rss-type="text"> <p> <span> WeChat Channels is a short video platform within the WeChat app that allows users to create and subscribe to content channels. For B2B marketing in China, WeChat channels provides a great opportunity for further engagement with you target audiences. </span> </p> <p> <br/> </p> <p> <span> WeChat Channels provides businesses with a dedicated space to showcase expertise, share industry insights, and connect with fellow professionals. For B2B marketers, this presents a valuable opportunity to position their brand as a thought leader, nurture relationships with clients and prospects, and ultimately drive business growth. </span> </p> <p> <br/> </p> <p> <span> A bonus with WeChat channels is that, unlike the main WeChat platform, WeChat Channels can also be a source of public traffic, helping break down the ‘walled garden’ barrier that official WeChat accounts experience. Users can subscribe to channels based on their interests, and the content published by those channels will appear in their WeChat feed. They can like, comment, and share posts, fostering interaction and engagement within the platform. </span> </p> <p> <span> Here are our 5 top tips to help your brand get to grips with WeChat Channels </span> </p> <p> <br/> </p> <h4> <span> 1.Tailor your content for a specific B2B audience </span> </h4> <p> <span> Successful B2B marketing on WeChat Channels hinges on creating content that resonates with the target audience. Unlike B2C marketing, which may focus on lifestyle content or product promotions, B2B content should prioritize value-driven insights, industry trends, case studies, and best practices. By offering valuable information and solutions to common pain points, businesses can establish credibility and trust among their B2B audience, laying the groundwork for long-term partnerships. </span> </p> <p> <span> We recently wrote about the importance of specific marketing personas for China marketing campaigns, and this is one example where that stage in the strategic process really pays dividends. (Link to previous blog) </span> </p> <p> <br/> </p> <h4> <span> 2. Cultivate thought leadership </span> </h4> <p> <span> WeChat Channels serve as a platform for businesses to showcase their expertise and establish thought leadership within their industry via livestreaming or webinars. By consistently publishing high-quality content that addresses relevant topics and challenges faced by B2B professionals, businesses can position themselves as trusted advisors and go-to resources. </span> </p> <p> <br/> </p> <h4> <span> 3. Engaging with your target audience </span> </h4> <p> <span> Engagement is key to building meaningful relationships with B2B clients and prospects on WeChat Channels. Businesses should actively encourage interaction by soliciting feedback, responding to comments, and initiating conversations with followers. Hosting Q&amp;A sessions and live events can further enhance engagement and foster a sense of community around the brand. By fostering dialogue and demonstrating responsiveness, businesses can strengthen connections with their B2B audience and nurture leads through the sales funnel. </span> </p> <p> <br/> </p> <h4> <span> 4. Leverage networking opportunities </span> </h4> <p> <span> WeChat Channels offer ample networking opportunities for B2B marketers to connect with industry peers, influencers, and potential collaborators. Businesses can join relevant broadcasts and participate in discussions, share insights, and exchange ideas with fellow professionals through webinars for example. Additionally, businesses can collaborate with industry associations, trade publications, and event organizers to amplify their reach and establish partnerships. Networking on WeChat not only expands the brand's visibility but also facilitates valuable connections that can lead to business opportunities. </span> </p> <p> <br/> </p> <h4> <span> 5. Measuring for Success </span> </h4> <p> <span> As with any marketing strategy, measuring performance and gaining insights are critical for optimizing B2B marketing campaigns on WeChat Channels. Businesses should leverage analytics tools to track key metrics such as engagement rates, audience demographics, and conversion rates. By analyzing data and identifying trends, businesses can refine their content strategy, adjust messaging, and tailor their approach to better meet the needs of their B2B audience. Continuous monitoring and optimization are essential for driving results and maximizing ROI in B2B marketing on WeChat. </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 04 Jun 2024 03:38:09 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/how-to-make-the-most-of-wechat-channels blog thumbnail main image https://www.brandigochina.com/dave-koerner-75f-building-automation-podcast Dave Koerner is an award-winning marketing leader with a background in international business development and building revenue-based marketing teams. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> <span> We delve into Dave’s unique journey through entrepreneurship, sales, and his pivotal role in marketing, particularly at 75F, a company at the forefront of building automation technology. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Dave narrates his "three miracles" journey, beginning with a childhood passion for entrepreneurship that stood out in his family, transitioning into a successful sales career where he leveraged his experiences to excel in non-traditional environments, and finally venturing into the marketing world. At 75F, he focuses on innovative strategies for promoting energy efficiency and comfort in buildings through smart technology, despite being a challenger brand in a market dominated by skepticism towards climate change and green technologies. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Throughout the conversation, Dave discusses the challenges and strategies of marketing in the B2B sector, emphasizing the importance of being local, leveraging asymmetry against bigger competitors, and the creative utilization of video content and events to differentiate 75F. He stresses the significance of sales enablement, supporting sales teams, and the need for marketing strategies that are not just unique, but also directly counter what large competitors are doing. Dave also touches on the future of marketing, highlighting the critical need for authenticity and trust in an era where consumer skepticism is increasingly prevalent. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Dave’s insights into marketing and business development are deep and varied, offering several key takeaways for marketers and business leaders: </span> </p> <ul> <li> <span> The importance of empathy in understanding the challenges faced by CEOs, founders, and sales teams. </span> </li> <li> <span> The strategic advantage of being a challenger brand through localization, asymmetry, and innovative marketing channels. </span> </li> <li> <span> The crucial role of trust and authenticity in building a successful brand amidst growing consumer skepticism. </span> </li> <li> <span> The need for businesses to adapt and innovate in response to emerging technologies and changing consumer expectations. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> His emphasis on authenticity, innovation, and strategic differentiation offers a roadmap for building impactful, trusted brands in an increasingly skeptical world. </span> </p> <p> <span> <br/> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/dckoerner/" target="_blank"> Dave Koerner on LinkedIn </a> <span> <span>  </span> </span> </p> <p> <a href="https://www.linkedin.com/company/brandigo-china-marketing" target="_blank"> Brandigo China on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 15 May 2024 06:48:15 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/dave-koerner-75f-building-automation-podcast The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/andy-smith-strategiq Andy Smith at StrategiQ is a master marketer and leader at one of the UK's most progressive agencies. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Andy chats about his background in retail and sales and the corporate grounding he developed during his early career. His introduction to marketing and advertising sales came from the 12 years he spent at Yellow Pages, the majority of which was working face-to-face with businesses of all sizes. </span> </p> <p> <span> <br/> </span> </p> <p> <span> He talks about maintaining a passion for business challenges, a belief in robust business planning and developing marketing strategies and tactics that are directly aligned with the business plan. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We discuss leadership in an agency environment and how Andy interprets his role as CEO. We also look at the career progression of his team and the importance of providing opportunities for growth and leadership. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Andy highlights the importance of achieving a balance between brand, technology, and customer experience, and how this has influenced how StrategiQ positions itself as a business. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/andy-smith-44b81822/" target="_blank"> Andy Smith on LinkedIn </a> </p> <p> <a href="https://strategiq.co/" target="_blank"> StrategiQ website </a> </p> <p> <a href="https://www.linkedin.com/company/strategiq/" target="_blank"> StrategiQ on LinkedIn </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.aminworldwide.com/" target="_blank"> AMIN Worldwide online </a> </p> <p> <a href="https://www.linkedin.com/company/aminworldwide/" target="_blank"> AMIN Worldwide on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 11 Apr 2024 01:12:17 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/andy-smith-strategiq The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/sean-o-brien-b2b-leader-podcast Marketing podcast with B2B marketing leader Sean O'Brien <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Sean's approach to marketing is distinguished by his ability to blend B2C storytelling techniques with B2B marketing strategies, a methodology he's passionately applied across different industries. This unique approach has enabled him to rejuvenate and enhance brand and product strategies, making complex, technical products more relatable and engaging to a broader audience. Sean emphasizes the importance of storytelling and brand building in creating compelling marketing narratives that resonate with both consumers and business clients. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In his current role at Mott Corporation, Sean is involved in multi-channel marketing strategies, including digital marketing, live events, and the development of a customer enablement platform. This platform is designed as an interactive tool to showcase the company's technologies in various applications, enhancing customer engagement and sales processes.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Sean's efforts aim to amplify Mott Corporation's visibility globally and solidify its position in key industries like green hydrogen production, healthcare, and semiconductors. A significant part of Sean's strategy involves account-based marketing (ABM), targeting and personalizing marketing efforts for major Fortune 100 companies. This approach focuses on delivering tailored messages and solutions to potential clients within these organizations, highlighting Mott Corporation's capabilities and success stories. The objective is to penetrate these large companies more deeply by addressing specific needs and projects, thereby fostering closer partnerships and driving sales. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Lastly, Sean touches on the evolving landscape of marketing, emphasizing the critical role of AI in enhancing marketing strategies without overshadowing the need for personalized, human-centric content. He advocates for a balance between leveraging AI for efficiency and maintaining authentic, engaging storytelling that connects with the audience on a personal level. Through his leadership and innovative approaches, Sean continues to drive Mott Corporation's marketing forward, adapting to the changing market dynamics and embracing new technologies to stay competitive. </span> </p> <p> <span> <br/> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/sean-o-brien123/" target="_blank"> Sean O'Brien on LinkedIn </a> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://mottcorp.com" target="_blank"> Mott Corporation </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 20 Mar 2024 06:03:23 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/sean-o-brien-b2b-leader-podcast The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/do-you-need-specific-marketing-personas-for-china Developing marketing personas specific to your China target audiences should be the foundation of your China marketing strategy and insight research, and here are 6 reasons why. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/PersonasBlog.jpg" alt="China Marketing Personas"/> </div> <div data-rss-type="text"> <p> <span> Do you need specific marketing personas for China? </span> </p> <p> <span> When it comes to localization for your brand’s China marketing strategy, you have to go a lot deeper than a simple translation exercise for your marketing assets. Developing marketing personas specific to your China target audiences should be the foundation of your China marketing strategy and insight research, and here are 6 reasons why. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 1. Choose your channels wisely. </span> </p> <p> <span> Unless you have a bottomless budget and the resources to match, it can be extremely challenging to execute effective campaigns across all the diverse marketing channels available to China marketers. Developing detailed China marketing personas will help you identify which channels work best for your target audience and at which stage of the buyer journey. Helping you focus your campaigns accordingly. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 2. Create content that really counts. </span> </p> <p> <span> Great China marketing content takes time and effort to produce. You want to maximize that investment in resources by creating content that will genuinely resonate with your target audience and influence the behavior or decision-making process that you are looking to influence. Mapping your China personas pain points and any objections they may have in purchasing your products or services allows you to directly address these in your China marketing content.  </span> </p> <p> <span> <br/> </span> </p> <h4> <a href="https://www.brandigochina.com/why-does-your-content-fall-flat-in-china" target="_blank"> You can find more advice on how to make sure your China marketing content is hitting home in our recent blog. </a> </h4> <h4> <span> <br/> </span> </h4> <p> <span> 3. Keeping your cultural relevance. </span> </p> <p> <span> China has a rich and diverse culture with unique customs, traditions, and values. Marketing personas help brands understand these nuances and tailor their messaging accordingly. For example, a persona created for a young urban professional in Shanghai will have different preferences and priorities compared to a persona for a retiree in rural Sichuan. By creating China marketing personas, brands can ensure that their marketing efforts resonate with the target audience on a cultural level. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 4. Identifying buyer behaviours. </span> </p> <p> <span> Chinese consumers exhibit distinct behaviour patterns influenced by factors such as social status, family structure, and technological advancements. For instance, Chinese consumers are more likely to use mobile payment platforms like Alipay and WeChat Pay than their Western counterparts. Marketing personas can help brands understand these behaviour patterns and adapt their strategies to meet the unique needs of Chinese consumers. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 5. Segmenting the market. </span> </p> <p> <span> It goes without staying but China is a vast and diverse market with significant regional differences. What works in Beijing may not necessarily work in Guangzhou. By creating marketing personas for different regions, brands can tailor their products and messaging to suit the preferences of each market segment. This level of customization can help brands gain a competitive edge and increase their market share in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 6. How is your brand perceived? </span> </p> <p> <span> Chinese consumers have specific perceptions and expectations of international brands. By creating personas, brands can gain insights into how they are perceived and identify areas for improvement. For example, a brand targeting young, tech-savvy consumers may need to focus on innovation and sustainability, while a brand targeting older, more conservative consumers may need to emphasize tradition and heritage. It’s important to note here that how your Chinese audience perceives your brand could be very different to other parts of the world, so again, China market insight research is invaluable. </span> </p> <p> <br/> </p> <p> <span> In a highly competitive market like China, understanding the target audience is key to gaining a competitive advantage. By creating marketing personas, brands can identify unmet needs and untapped opportunities, allowing them to tailor their offerings and messaging to stand out from the competition. </span> </p> <p> <span> Creating marketing personas specifically for the Chinese market is essential for international brands looking to succeed in this dynamic and complex market. By understanding the cultural nuances, consumer behaviour, and market dynamics, brands can create targeted and effective marketing campaigns that resonate with Chinese consumers and drive business growth. </span> </p> <p> <span> <br/> <br/> </span> </p> </div> Fri, 15 Mar 2024 03:10:16 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/do-you-need-specific-marketing-personas-for-china blog thumbnail main image https://www.brandigochina.com/cheryl-caudill-greif-b2b-global-insights-podcast Cheryl Caudill is the Vice President of Global Marketing Communications for Greif, a leading supplier of industrial packaging products. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Cheryl emphasizes the evolution of marketing over the years, particularly due to the COVID-19 pandemic, which forced companies to embrace digital strategies, tech talks, webinars, and other digital marketing initiatives. She highlights the increasing importance of AI and chatbots in the sales funnel, facilitating quicker customer interactions and engagement. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Cheryl also acknowledges the significance of mentorship in her career. She expresses her pride in her team's accomplishments, particularly their successful management of a massive event at </span> </span> <a href="https://www.interpack.com" target="_blank"> Interpack in Dusseldorf, Germany </a> <span> . </span> </p> <p> <span> <br/> </span> </p> <p> <span> Regarding B2B marketing, Cheryl emphasizes the value of trade shows and exhibitions in fostering personal connections. She shares her excitement about Greif's upcoming 150th anniversary and its plans for celebrating this milestone. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Cheryl also touches on the challenges and opportunities of marketing in a B2B context, where the focus is on customer service and execution. She emphasizes that even in industries that may not seem inherently exciting, success comes from delivering on promises and executing marketing tactics effectively. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/cherylcaudillmarcom/" target="_blank"> Cheryl Caudill on LinkedIn </a> </p> <p> <a href="https://www.greif.com" target="_blank"> Greif </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China, with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 07 Mar 2024 08:18:03 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/cheryl-caudill-greif-b2b-global-insights-podcast The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/adam-clark-hasbro Adam Clark is the Director of Integrated Marketing, Asia for Hasbro, one of the largest toy and game manufacturers in the world. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Adam talks about his early career at Accenture working on significant marketing operations projects and CRM implementations, and the valuable experience this helped him gain in process design. </span> </p> <p> <span> <br/> </span> </p> <p> <span> He talks about his move into brand marketing with Nestle USA, learning essential campaign planning, budget management and marketing promotion skills, before shifting focus to building digital campaigns, as well as partnering with agencies. </span> </p> <p> <span> <br/> </span> </p> <p> <span> After relocating to Asia and working with Cathay Pacific on a significant CRM project, Adam shares his experience working for Hasbro in Asia and describes some of the territory variations, such as channel, e-commerce platforms, and messaging strategies that international marketers need to understand to be successful in the region. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Adam shares some of his thoughts on what a successful agency partner looks like. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Finally, he offers his opinion on some of the key issues marketers face in the future including the challenges digital marketers face from an increasingly cookie-less ecosystem. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/adam-clark-997b347/" target="_blank"> Adam Clark on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China, with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 29 Feb 2024 07:31:15 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/adam-clark-hasbro The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/sylvia-zanetti-stratitude Sylvia Zanetti is the Managing Director and Lead Strategist for Stratitude, a strategic integrated marketing agency headquartered in South Africa. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> We discuss the value of agency professionals spending time client side and how this can help develop a greater understanding of the corporate side of the relationship. </span> </p> <p> <span>   </span> </p> <p> <span> Sylvia chats about the challenges and opportunities working in Africa. We talk about some of the unique characteristics of successful marketing in the region. Sylvia cites the example of the importance of informal networks and community groups in South African marketing strategy. </span> </p> <p> <span>   </span> </p> <p> <span> We talk through the constant balancing act of channel identification, messaging, and localization that all international marketers manage on a daily basis and the importance of quality research in maintaining a successful balance. </span> </p> <p> <span>   </span> </p> <p> <span> We also discuss how marketing is becoming increasingly borderless. Sylvia uses her own example of her agency in South Africa working for a Danish client on a campaign in Nigeria. </span> </p> <p> <span>   </span> </p> <p> <span> Finally, we discuss the advantages of fully integrated agencies for clients, including how not having multiple specialist agencies competing for budget and client resources can maximize value and return on investment. <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.linkedin.com/in/sylvia-zanetti-71924b5/" target="_blank"> Sylvia Zanetti on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/stratitude/" target="_blank"> Stratitude on LinkedIn </a> </p> <p> <a href="https://stratitude.co.za/index" target="_blank"> Stratitude online </a> </p> <p> <a href="https://www.linkedin.com/company/aminworldwide/" target="_blank"> AMIN Worldwide on LinkedIn </a> </p> <p> <a href="https://www.aminworldwide.com/" target="_blank"> AMIN Worldwide online </a> </p> <p> <a href="https://www.linkedin.com/company/brandigo-china-marketing" target="_blank"> Brandigo China on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 20 Feb 2024 07:55:09 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/sylvia-zanetti-stratitude The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/the-art-of-chinese-naming Discover the complicated art of Chinese brand and product naming. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/chinese-naming.webp" alt="Chinese Naming"/> </div> <div data-rss-type="text"> <h4> <span> Does My Company Need a Chinese Brand or Company Name? </span> </h4> <p> <span> Entering the Chinese market is an exciting and potentially lucrative move for any international company. However, it's also a journey filled with unique challenges and considerations, particularly when it comes to branding. One of the key questions that arises for foreign businesses is whether to adopt a Chinese brand or company name. Let's delve into this topic, considering linguistic, legal, and other practical aspects. </span> </p> <p> <span> <br/> </span> </p> <h4> <span> Understanding the Linguistic Landscape </span> </h4> <p> <span> <span> Cultural Resonance: </span> </span> <span> The Chinese language is rich in meaning and symbolism. A well-chosen Chinese name can resonate culturally, making your brand more relatable and memorable to Chinese consumers. For instance, Coca-Cola's Chinese name ‘可口可乐’ (Kěkǒu Kělè) translates to "delicious happiness", which not only sounds similar to its English name but also conveys a positive message. </span> </p> <p> <br/> </p> <p> <span> Ease of Communication: A Chinese name is easier for the local population to pronounce and remember. This ease of communication can be a crucial factor in word-of-mouth marketing and brand recall. </span> </p> <p> <span> <br/> </span> </p> <h4> <span> Legal and Trademark Considerations </span> </h4> <p> <span> Trademark Protection: China operates on a first-to-file basis for trademarks, unlike the first-to-use system in many Western countries. Registering a Chinese brand name provides legal protection and prevents others from registering similar names. </span> </p> <p> <br/> </p> <p> <span> Avoiding Infringement: Adopting a Chinese name and securing its trademark can protect your business against copycats and trademark squatters, a common issue in China. </span> </p> <p> <span> <br/> </span> </p> <h4> <span> Marketing and Brand Identity </span> </h4> <p> <span> Brand Perception: A Chinese name can significantly influence how your brand is perceived. A name that aligns with your brand's identity and values can create a strong, positive impression. </span> </p> <p> <br/> </p> <p> <span> Localization vs. Global Identity: Choosing a Chinese name is a step towards localization, which demonstrates respect and commitment to the Chinese market. However, it's crucial to balance this with maintaining your global brand identity. </span> </p> <p> <span> <br/> </span> </p> <h4> <span> Practical Business Considerations </span> </h4> <p> <span> Ease of Doing Business: Having a Chinese name can simplify everyday business operations, from setting up bank accounts to dealing with local suppliers and partners. </span> </p> <p> <span> <span>  </span> </span> </p> <p> <span> Digital Presence: In China’s digital ecosystem, dominated by platforms like Weibo, WeChat, and Tmall, a Chinese name can enhance your online presence, making it easier for consumers to find and engage with your brand. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Adopting a Chinese brand or company name is not just a translation exercise but a strategic business decision. It requires a deep understanding of linguistic nuances, trademark laws, marketing strategies, and cultural sensibilities. While there is no one-size-fits-all answer, for most businesses looking to make a mark in the Chinese market, a well-crafted Chinese name can be a valuable asset. </span> </p> <p> <br/> </p> <p> <span> Remember, the goal is to build a bridge between your brand and Chinese consumers, blending your global identity with local relevance. As you navigate this decision, consider consulting with experts who specialize in Chinese market entry and branding to ensure that your chosen name resonates with both your brand ethos and your target audience in China. </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 02 Feb 2024 07:25:28 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/the-art-of-chinese-naming blog thumbnail main image https://www.brandigochina.com/susie-lee-kilgariff-stellermann-william-alexander Susie Lee-Kilgariff is Group Head of Marketing for Stellarmann and William Alexander, both part of the Wellcombe Group. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Susie talks us through her marketing career journey, her unique vocational career path and what sparked her passion for marketing. </span> </p> <p> <span>   </span> </p> <p> <span> <span> We discuss some of the innovative and creative rebrand projects she has executed and talk about the importance of tone of voice. Susie references </span> </span> <a href="https://nickparker.co.uk/voicebox" target="_blank"> Nick Parker </a> <span> , a tone of voice specialist who has developed the hugely effective Voicebox methodology and toolkit. </span> </p> <p> <span>   </span> </p> <p> <span> <span> As part of a discussion on marketing personalization and the challenges around data acquisition and management coupled with target audience attention, Susie advocates for a focus on in-bound leads and providing smaller, better quality data pools for sales teams. Steven and Susie reference a previous campaign Susie led developed by </span> </span> <a href="https://uppb2b.co.uk/" target="_blank"> UPP B2B </a> <span> . </span> </p> <p> <span>   </span> </p> <p> <span> <span> Susie discusses some of her career inspirations, including the work of </span> </span> <a href="https://www.redcmarketing.com/" target="_blank"> Adrian Rowe of Rec C. </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/susieleekilgariff/" target="_blank"> Susie Lee-Kilgariff on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/stellarmann/" target="_blank"> Stellarman on LinkedIn </a> </p> <p> <a href="https://stellarmann.com/" target="_blank"> Stellarman website </a> </p> <p> <a href="https://www.linkedin.com/company/william-alexander-recruitment-ltd/" target="_blank"> William Alexander on LinkedIn </a> </p> <p> <a href="https://www.william-alexander.com/" target="_blank"> William Alexander website </a> </p> <p> <a href="https://nickparker.co.uk/voicebox" target="_blank"> Voicebox </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China, with 20 years of on-the-ground experience in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 26 Jan 2024 03:34:49 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/susie-lee-kilgariff-stellermann-william-alexander The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/navigating-the-new-new-in-china-s-market What to look for from China B2B marketing in 2024 -our latest thinking on the year's direction <div data-rss-type="text"> <h3> <span> What to expect from China B2B marketing in 2024 </span> </h3> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/funkyg7736_flat_design_poster_with_a_Chinese_business_woman_sta_29370517-3ac0-4cf4-bfc8-8c0bb9ebc586.png" alt="a woman is standing in front of a city skyline ."/> </div> <div data-rss-type="text"> <p> <span> The year 2024 marks a pivotal moment in the world of B2B marketing in China, as we witness a paradigm shift towards what can be aptly termed the 'new new' situation. This emerging scenario is characterized by unprecedented digital advancements, evolving consumer behaviors, and a unique market ecosystem that demands innovative approaches. In this dynamic environment, B2B marketing strategies are not just about keeping pace; they are about leading the charge in embracing change. Let’s explore the key trends that are defining this 'new new' landscape in China's B2B marketing domain. </span> </p> <p> <span>   </span> </p> <p> <span> 1. Leveraging Social Commerce Platforms </span> </p> <p> <span> In China, social commerce platforms like WeChat, Little Red Book, Douyin (TikTok's Chinese counterpart), and Sina Weibo are more than just social networks; they are powerful business tools. These platforms are becoming increasingly important for B2B marketers, offering a direct line to potential business clients and partners. In 2024, we're seeing more B2B companies harness these platforms for lead generation, branding, and even direct sales. Choose the right channel that has the most reach to your target audience. </span> </p> <p> <span>   </span> </p> <p> <span> 2. AI and Big Data Analytics </span> </p> <p> <span> The integration of AI and big data analytics into marketing strategies is becoming more pronounced. These technologies enable marketers to gain deeper insights into customer behavior, optimize campaign performance, and personalize experiences at scale. In China’s competitive B2B market, leveraging AI-driven analytics can be a game-changer for understanding and predicting market trends. Look for advancements in native Chinese AI tools throughout the year. </span> </p> <p> <span>   </span> </p> <p> <span> 3. Content Marketing: Quality Over Quantity </span> </p> <p> <span> The Chinese market is showing an increasing preference for high-quality, informative content. B2B marketers are focusing on creating valuable and engaging content that resonates with their target audience. We’re seeing more videos and graphical approaches to social media. </span> </p> <p> <span>   </span> </p> <p> <span> 4. Mobile-First Strategies </span> </p> <p> <span> With the widespread use of smartphones in China, a mobile-first approach is crucial. This includes optimizing websites and content for mobile devices, using mobile-friendly email formats, and developing apps or mini-programs for platforms like WeChat. In 2024, not having a mobile-optimized strategy could mean missing out on a significant portion of the market. </span> </p> <p> <span>   </span> </p> <p> <span> 5. Sustainability and CSR </span> </p> <p> <span> Corporate Social Responsibility (CSR) and sustainability are becoming important factors in the decision-making process for Chinese businesses. B2B marketers are incorporating sustainable practices and CSR initiatives into their branding and communications, as these values resonate strongly with Chinese consumers and businesses alike. </span> </p> <p> <span>   </span> </p> <p> <span> 6. Increased Focus on Customer Experience (CX) </span> </p> <p> <span> Creating a memorable customer experience is vital. Chinese businesses are placing a greater emphasis on CX in their marketing strategies, understanding that a positive experience can significantly impact customer loyalty and referrals. This includes personalized communication, seamless integration across channels, and after-sales support. </span> </p> <p> <span>   </span> </p> <p> <span> 7. Adapting to Local Regulations </span> </p> <p> <span> China’s regulatory environment is unique and often changes rapidly. Staying abreast of these changes and adapting marketing strategies accordingly is crucial for B2B companies. This includes compliance with data protection laws, advertising regulations, and industry-specific guidelines. </span> </p> <p> <span>   </span> </p> <p> <span> 8. Adapting ABM (Account Based Marketing) Strategies </span> </p> <p> <span> While Account-Based Marketing (ABM) has been a buzzword in Western B2B marketing circles, its application in China presents unique challenges. The traditional model of ABM, which focuses on tailored strategies for individual high-value accounts, does not seamlessly fit into the Chinese business environment. This is largely due to the diverse and complex nature of Chinese enterprises and the different decision-making processes, and the scarce availability of legal contact information. However, this doesn't mean ABM is off the table; rather, it requires adaptation. In 2024, we see a trend towards a more flexible and culturally nuanced form of ABM. This involves deeper market research to understand the intricacies of target companies, leveraging local platforms for engagement, and customizing communication to align with the Chinese business etiquette. A demand generation campaign will likely be more effective than trying to find a true ABM approach in most cases. </span> </p> <p> <span>   </span> </p> <p> <span> Conclusion </span> </p> <p> <span> As we navigate through 2024, these trends highlight the importance of agility and innovation in the B2B marketing space in China. Companies that embrace these trends, adapting their strategies to the evolving digital landscape and cultural nuances of the Chinese market, are poised to achieve significant growth and success. Drop us a line if you’d like to learn more! </span> </p> </div> Mon, 22 Jan 2024 06:59:56 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/navigating-the-new-new-in-china-s-market blog thumbnail https://www.brandigochina.com/costco-massively-successful-launch-in-shenzhen Brandigo supports Costco's latest warehouse launch in Shenzhen with targeted content, WeChat advertising, and influencer management. <div data-rss-type="text"> <h3> <span> Brandigo marketing helps epic warehouse launch in Southern China </span> </h3> </div> <div data-rss-type="text"> <p> <span> <span> Brandigo was proud to support Costco at the latest warehouse launch in Shenzhen, China. Crowds waited for hours for the official opening, and membership card sales soared through the roof. Bloomberg reported tens of thousands of people waited in line to be in the first through the doors. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Brandigo services included promotion through WeChat articles, WeChat advertising, as well as the planning and management of influencers (KOLs) from the mainland as well as Hong Kong. The warehouse, the first in Southern China, benefits from its proximity to Hong Kong. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Brandigo is proud to work closely with Costco to bring their amazing products and service to mainland China. Check out the images from opening day as well as from the VIP party. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> The opening was widely reported in worldwide news, including </span> </span> <a href="https://www.bnnbloomberg.ca/costco-s-new-china-store-triggers-shopping-frenzy-on-opening-day-1.2021181" target="_blank"> Bloomberg </a> <span> <span> and  </span> </span> <a href="https://edition.cnn.com/2024/01/13/china/toy-story-3-costco-shenzhen" target="_blank"> CNN </a> <span> <span> . </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Brandigo has worked closely with Costco since pre-opening in China, supporting them with content creation, management of their popular WeChat official account, advertising, PR, influencer marketing, and creation of their quarterly magazine, Costco Connection. </span> </span> </p> </div> Mon, 22 Jan 2024 06:20:06 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/costco-massively-successful-launch-in-shenzhen news thumbnail main image https://www.brandigochina.com/kay-geithner-apm-terminals-crane-engineering-services Kay is a hugely experienced, dynamic, and innovative international business leader, working in a fascinating sector. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Kay takes us through his background in engineering working in international teams in Europe and Asia. </span> </p> <p> <span>   </span> </p> <p> <span> He discusses some of the big trends and challenges facing his industry, including managing capacity, manufacturing in China, developing suppliers, and pays particular attention to the electrification of his industry and what that means for suppliers. </span> </p> <p> <span>   </span> </p> <p> <span> We talk about some of the latest technology being utilized in crane design and maintenance, including virtual and augmented reality. </span> </p> <p> <span>   </span> </p> <p> <span> Kay discusses how his business’ current marketing and brand positioning drive has been inspired by recent progress and successful projects delivered. There are fantastic stories which aren’t currently being told. </span> </p> <p> <span>   </span> </p> <p> <span> We look at the comparison between Western and Chinese B2B marketing within the terminals industry and how there is an opportunity for disruption. </span> </p> <p> <span>   </span> </p> <p> <span> Kay is also an active member of the European Chamber of Commerce in Shanghai. Regularly participating in panel sessions and workshops. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/kaygeithner/" target="_blank"> Kay Geithner on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/apm-terminals/" target="_blank"> APM Terminals on LinkedIn </a> </p> <p> <a href="https://www.apmterminals.com/en/services/crane-engineering-services" target="_blank"> APM Terminals Crane &amp; Engineering Services online </a> <span> <span>  </span> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 19 Dec 2023 12:13:16 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/kay-geithner-apm-terminals-crane-engineering-services The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/why-does-your-content-fall-flat-in-china One of the early challenges international brands face with their China B2B marketing is developing a content strategy that lands with their Chinese target audiences. <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/ContentBlog+Header.jpg" alt="B2B marketing in China"/> </div> <div data-rss-type="text"> <p> <span> by Steven Proud </span> </p> <p> <span> <br/> One of the early challenges international brands face with their China B2B marketing is developing a content strategy that lands with their Chinese target audiences. And one of the biggest mistakes made is believing that all the fantastic content being pushed out from your international marketing team will have the same impact in China as it does elsewhere. <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> Know your audience </span> </p> <p> <br/> </p> <p> <span> China boasts a diverse and rapidly evolving business environment. The buyer journey is complex, particularly for B2B markets, and developing great content is essential for cutting through the noise. Brands that acknowledge and embrace these nuances are better positioned to craft content that captures the attention of their Chinese target audience. </span> </p> <p> <br/> </p> <p> <span> Speaking of which, getting to know your Chinese audience intimately, and developing detailed personas specifically for your China content, is strong jumping off point for developing a China content marketing strategy. You can ensure that the messaging in your China content is speaking directly to the wants and needs of your target audience, and make sure your personas are matched to your China marketing channels and their buyer journey pain points. </span> </p> <p> <br/> </p> <p> <span> Get your localization balance right </span> </p> <p> <br/> </p> <p> <span> There is no need to completely abandon your successful global content, it can still be valuable as part of your China content strategy, but there needs to be a balance between well localized global content, and content that has been developed bespoke for your Chinese consumers. </span> </p> <p> <br/> </p> <p> <span> Successful B2B brands recognize the importance of localization. Translating content verbatim from one language to another is not sufficient; it must be adapted to align with the cultural, linguistic, and regulatory nuances of the Chinese market. This includes using appropriate idioms, understanding social norms, and incorporating local trends to make the content more relatable to the target audience. </span> </p> <p> <span>   </span> </p> <p> <span> Building trust through thought leadership </span> </p> <p> <span>   </span> </p> <p> <span> In the B2B realm, trust is paramount. Chinese businesses value relationships and reliability when engaging with global partners. B2B brands that establish themselves as thought leaders in their industry by providing valuable insights and expertise through their content are more likely to gain the trust of Chinese audiences. This can be achieved through webinars, whitepapers, and other forms of content that showcase industry knowledge and innovation. </span> </p> <p> <span>   </span> </p> <p> <span> Leveraging Chinese Social Media Platforms </span> </p> <p> <span>   </span> </p> <p> <span> China has its own set of popular social media platforms, such as WeChat, Weibo, and Douyin (the Chinese version of TikTok). B2B brands that understand the importance of these platforms and leverage them effectively can significantly enhance their reach and engagement. Creating content tailored for these channels, such as visually appealing infographics and short videos, can help capture the attention of a wider China audience. </span> </p> <p> <span>   </span> </p> <p> <span> Mobile first is an important concept here as well. China has embraced mobile technology like nowhere else. This means that most of your content output is going to be viewed on a mobile device. Make sure that your content is optimized for this platform, so it benefits from a great user experience. </span> </p> <p> <br/> </p> <p> <span> Amplification </span> </p> <p> <br/> </p> <p> <span> We’ve spoken many times about the challenges of growing your follower-base in China. For example, one of the issues brands must overcome when they launch their WeChat strategy is accounting for the private traffic limitations. </span> </p> <p> <br/> </p> <p> <span> Being a proactive member of a digital community, collaborating with industry influencers and partnerships with key trade media will all contribute to amplifying your content and boost engagement. </span> </p> <p> <br/> </p> <p> <span> Taking a strategic, long-term approach to your China B2B marketing content and having a content plan that covers multiple channels, messaging pillars and target audiences will certainly help to ensure that all that brilliant content your spent time and resources creating will hit home as you want to with your Chinese audience. <br/> </span> </p> </div> Fri, 15 Dec 2023 07:03:15 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/why-does-your-content-fall-flat-in-china blog thumbnail https://www.brandigochina.com/bessie-lee-peter-bomer-china-inside-out Bessie Lee & Peter Bomer are the authors of the recently published China Inside Out, China's Innovators In Their Own Words. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> <span> We talk about the inspiration for writing </span> </span> <a href="https://www.amazon.com/China-Inside-Out-Chinas-Innovators-ebook/dp/B0CBHFL3N2/ref=sr_1_1?crid=2MPWVUSISL68T&amp;keywords=China+Inside+Out&amp;qid=1702543551&amp;sprefix=china+inside+o%2Caps%2C734&amp;sr=8-1" target="_blank"> China Inside out: China’s Innovators in Their Own Words </a> <span> <span> , originating from Bessie’s own Chinese-language podcast, </span> </span> <a href="https://podcasts.apple.com/gb/podcast/%E8%B4%9D%E6%9C%9B%E5%BD%95/id1492415440" target="_blank"> Beiwanglu </a> <span> . Originally focused on marketing, it evolved to discuss themes around innovation and requests for translated transcripts grew. </span> </p> <p> <span>   </span> </p> <p> <span> Peter and Bessie discuss some of the challenges and mistakes international brands typically get wrong and why they can struggle in China. </span> </p> <p> <span>   </span> </p> <p> <span> We talk about the Chinese approach to problem and solving and how successful teams operate in China. This includes the speed at which they identify problems and test solutions. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/bessielee/" target="_blank"> Bessie Lee on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/peter-bomer-8b652a3/" target="_blank"> Peter Bomer on LinkedIn </a> </p> <p> <a href="https://podcasts.apple.com/gb/podcast/%E8%B4%9D%E6%9C%9B%E5%BD%95/id1492415440" target="_blank"> Beiwanglu on Apple Podcasts </a> </p> <p> <a href="https://www.amazon.com/China-Inside-Out-Chinas-Innovators-ebook/dp/B0CBHFL3N2/ref=sr_1_1?crid=2MPWVUSISL68T&amp;keywords=China+Inside+Out&amp;qid=1702543551&amp;sprefix=china+inside+o%2Caps%2C734&amp;sr=8-1" target="_blank"> China Inside Out: China's Innovators In Their Own Words available now </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 14 Dec 2023 09:46:26 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/bessie-lee-peter-bomer-china-inside-out The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/ciaran-connolly-profile-tree Ciaran Connolly is the founder of Profile Tree, an award-winning digital agency based in Northern Ireland that helps its clients identify and implement effective online strategies. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Ciaran takes us through his career journey from retail operations to agency founder and leader. </span> </p> <p> <span>   </span> </p> <p> <span> He discusses the challenges small businesses face in grasping the digital opportunity. </span> </p> <p> <span>   </span> </p> <p> <span> Ciaran talks about the benefits of having Profile Tree’s own web channels established and active as a way of showing clients real time metrics and results. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/ciaranconnolly/" target="_blank"> Ciaran Connolly on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/profiletree/" target="_blank"> Profile Tree on LinkedIn </a> </p> <p> <a href="https://profiletree.com/" target="_blank"> Profile Tree online </a> </p> <p> <a href="https://www.youtube.com/@Profiletree" target="_blank"> Profile Tree YouTube Channel </a> </p> <p> <a href="https://www.linkedin.com/company/profiletree/events/" target="_blank"> Profile Tree monthly LinkedIn Learning events </a> </p> <p> <span>   </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="http://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 23 Nov 2023 07:22:35 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/ciaran-connolly-profile-tree The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/mastering-b2b-marketing Across a few WeChat group conversations last week, I saw a recurring theme – confused marketers asking: “Which channel is the best for B2B marketing in China?” <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/b2b+marketing+china+graphic.webp" alt="B2B marketing in China"/> </div> <div data-rss-type="text"> <p> <span> by Mike Golden </span> </p> <p> <br/> </p> <p> <span> <span>  </span> </span> <span> Across a few WeChat group conversations last week, I saw a recurring theme – confused marketers asking: “Which channel is the best for B2B marketing in China?” To me it seems like one of those esoteric philosophical questions – “How long is a piece of string?” or “What is the sound of one hand clapping?”  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Navigating the B2B landscape in China requires a deep understanding of three critical pillars: context, content, and channel. Each of these plays a pivotal role in crafting a marketing strategy that resonates with your Chinese business audience. This blog aims to explore these pillars in greater depth, offering insights and practical tips for businesses looking to succeed in the dynamic Chinese market.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> At the core of these three pillars is your brand – without a strong position and brand message, you’ll always have trouble effectively penetrating the complicated China market. What is the key message that resonates with your target audience? Does it make sense in Chinese?  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Let’s have a look at these three pillars, which form the backbone of Brandigo’s China Marketing Methodology.  <br/> </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/brandigo_3_pillars-122552bd.webp" alt="brandigo china methodology"/> </div> <div data-rss-type="text"> <p> <span> Context: Navigating the Intricacies of the Chinese Market </span> </p> <p> <span> Understanding Language, History, and Cultural Nuances: </span> <span> <span> Effective communication in China goes beyond mere translation. It involves appreciating and integrating cultural nuances, historical references, and local business etiquette. For instance, understanding the role of Guanxi (personal relationships) in business relationships can significantly impact partnership building and negotiation strategies. </span> </span> </p> <p> <br/> </p> <p> <span> <span> Target Audience Analysis: </span> </span> <span> Deeply analyzing your target audience in China is crucial. This includes understanding the industry sector, company size, decision-making processes, and regional characteristics. For example, the approach to engaging with state-owned enterprises in Beijing may differ significantly from that for private enterprises in Shenzhen. What pain points does your audience have? How does your product or service make their life better or easier? </span> </p> <p> <br/> </p> <p> <span> <span> Keeping Up with Market Trends: </span> </span> <span> The Chinese market is characterized by rapid changes in technology, consumer preferences, and regulatory landscapes. Businesses must stay informed about these trends, such as the growing emphasis on digital solutions and sustainability, to remain relevant and competitive. </span> </p> <p> <br/> </p> <p> <span> Content: Developing Engaging and Relevant Marketing Material </span> </p> <p> <span> Creating Value-Driven and Insightful Content: </span> <span> <span> In the B2B context, content that offers real value and insight is highly valued. This can include in-depth industry analyses, expert commentaries, and educational materials that position your business as a thought leader in your field. </span> </span> </p> <p> <br/> </p> <p> <span> <span> Customizing Content for the Chinese Market: </span> </span> <span> Content should be carefully tailored to reflect the preferences and interests of the Chinese audience. This involves using language and visuals that resonate with local culture, incorporating case studies relevant to the Chinese market, and addressing the specific pain points and aspirations of Chinese businesses. </span> </p> <p> <br/> </p> <p> <span> <span> Innovative and Digital-Focused Content Strategies: </span> </span> <span> With China’s advanced digital ecosystem, innovative and digitally focused content is crucial. This includes leveraging multimedia formats like videos, podcasts, and interactive webinars that cater to the preferences of a digitally-savvy audience. </span> </p> <p> <br/> </p> <p> <span> Channel: Leveraging the Right Platforms for Maximum Impact </span> </p> <p> <span> Digital Platforms: The Backbone of Chinese B2B Marketing: Digital platforms like WeChat and Baidu are central to any digital marketing strategy in China. Understanding each platform’s unique audience and functionalities, such as WeChat’s mini-programs or Baidu’s search engine capabilities, is crucial for targeted marketing campaigns. Other platforms, such as Zhihu, Weibo, Douyin (TikTok) and Little Red Book may have a place in your strategy, depending on your target audience and budget.  </span> </p> <p> <br/> </p> <p> <span> <span> Integrating Social Media and E-commerce: </span> </span> <span> Platforms like WeChat and Douyin not only serve as social media channels but also integrate e-commerce functionalities – although serious e-commerce players will still look to Alibaba (Tmall) and JD as the major e-commerce platforms. Utilizing these platforms for B2B marketing can help bridge the gap between marketing and sales, offering a streamlined customer experience. Be prepared for major investment if you are looking to launch a Tmall store – something that Western marketers are usually surprised about.  </span> </p> <p> <br/> </p> <p> <span> The Importance of Offline Engagement: </span> <span> <span> Despite the focus on digital, offline channels continue to play a significant role in China. Trade shows, industry conferences, press conferences, and face-to-face meetings are invaluable for creating impactful news that can be promoted digitally.  </span> </span> </p> <p> <br/> </p> <p> <span> Importance of Influencers (KOL): </span> <span> <span> The line is becoming blurry between B2C and B2B (so-called B2B2C in some contexts) – this is reflected in influencer marketing, or Key Opinion Leader (KOL) marketing. There is a massive range of KOL in China – including e-commerce live-streamers who sell product to video and photo KOL who write and publish stories about your brand.  </span> </span> </p> <p> <br/> </p> <p> <span> Conclusion: The Path to Successful B2B Marketing in China </span> </p> <p> <span> The journey to mastering B2B marketing in China is intricate and requires a well-rounded approach that encompasses a deep understanding of the local context, creation of tailored and insightful content, and strategic use of the most effective channels. By focusing on these three pillars and continuously adapting to the market’s evolving dynamics, businesses can achieve significant success in China’s challenging yet rewarding B2B landscape.New Paragraph </span> </p> <p> <br/> </p> </div> Tue, 14 Nov 2023 05:15:00 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/mastering-b2b-marketing blog thumbnail https://www.brandigochina.com/matt-field-aventum-group Matt Field is the Chief Marketing Officer for Aventum Group. Matt has had a fascinating journey from sales to marketing professional and business leadership. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Matt talks about how he started his career in sales and how successful business growth provided the opportunity to take a risk and pivot to marketing. </span> </p> <p> <br/> </p> <p> <span> He offers insight into how Aventum Group has grown a hugely talented internal marketing including in-house specialists and creative, and the positive impact this has had on the business. </span> </p> <p> <br/> </p> <p> <span> Matt discusses the importance of business growth without sacrificing company culture, something that has become a USP for the Aventum Brand. He also talks about how robust and engaging internal comms is imperative to achieving this. </span> </p> <p> <br/> </p> <p> <span> He takes us through the rebranding process his company underwent, and how adopting an ‘explorer’ archetype has provided a marketing step change and the opportunity to be a disruptive force in the sector. </span> </p> <p> <br/> </p> <p> <span> Finally, Matt gives a shout out to Oliver Bearman, an emerging young motorsport talent on the Formula 2 circuit that is supported by Aventum Group. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/matt-field/" target="_blank"> Matt Field on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/aventum-group/" target="_blank"> Aventum Group on LinkedIn </a> </p> <p> <a href="https://www.aventumgroup.com/" target="_blank"> Aventum Group website </a> </p> <p> <a href="https://www.aventumgroup.com/" target="_blank"> Oliver Bearman - The Road to F1 </a> </p> <p> <span>   </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="http://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 13 Nov 2023 07:41:33 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/matt-field-aventum-group The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/james-killoran-the-mission-control James Killoran is the Head of Strategy at The Mission Control, an international, award-winning creative agency that is producing brilliant work for the global life science and healthcare sectors. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> James talks about his career journey as a creative marketer and we spent some time discussing how growing up in Northern Ireland, before moving to London and then the US has shaped both himself as a creative and his career in marketing. </span> </p> <p> <span>   </span> </p> <p> <span> He talks about the challenges and opportunities that come from focusing on the healthcare and life science sector, often breaking new ground for products that are new and unique developments. </span> </p> <p> <span>   </span> </p> <p> <span> James shares his passion for creativity and how the vision and values that have shaped The Mission Control are all part of the strategy to drive his agency forward. </span> </p> <p> <span>   </span> </p> <p> <span> We talk about some of the latest innovations in marketing technology, but James stresses the need for the human element to continue to be a central pillar of marketing creative. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/james-k-8687399/" target="_blank"> James Killoran on LinkedIN </a> </p> <p> <a href="https://www.linkedin.com/company/the-mission-www-themissioncontrol-com-/" target="_blank"> The Mission Control on LinkedIN </a> </p> <p> <a href="https://themissioncontrol.com/" target="_blank"> The Mission Control Website </a> </p> <p> <span>   </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> <br/> </span> </p> </div> Wed, 08 Nov 2023 09:10:49 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/james-killoran-the-mission-control The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/dr-tanweer-alam-kemin-nutrisurance Dr. Tanweer Alam is Global Marketing Director for Kemin Nutrisurance. With a background in animal health, as well as time served in the Indian military, Tanweer has had a fascinating journey to become the talented and passionate marketing professional and leader that he is today, and he takes us through that journey in today’s episode. He also discusses how marketing strategy fits within his company’s broader business objectives. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Tanweer talks us through his journey as a marketing professional and how is background in veterinary science and the Indian military, as well as in sales, have positively shaped him as a business and marketing leader and influenced his career to date. </span> </p> <p> <span>   </span> </p> <p> <span> Focusing on his own sector, Tanweer talks about the increasing challenges around market segmentation, and indeed sub-segmentation, and the importance of well-defined messaging as a result. </span> </p> <p> <span>   </span> </p> <p> <span> He talks about emerging growth markets for pet ownership as well as the impact that the COVID pandemic had on the serious problem of pet abandonment. </span> </p> <p> <span>   </span> </p> <p> <span> Tanweer talks about the importance of ‘thinking big’ when it comes to international marketing as wells as maintaining stability within the marketing team, while at the same time being agile and responsive. </span> </p> <p> <span>   </span> </p> <p> <span> He talks about how some of the marketing world’s most prominent academic literature continues to influence him, including Positioning: The Battle for your Mind by Al Ries and Jack Trout, as well as The Fortune at the Bottom of the Pyramid by C.K. Prahalad and Stuart L. Hart. </span> </p> <p> <span>   </span> </p> <p> <span> Tanweer discusses some of the latest innovations in content marketing and how AI can be utilized to improve our understanding of personas. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="/"> Brand </a> <a href="https://www.brandigochina.com" target="_blank"> igo Chin </a> <a href="/"> a </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/drtanweer/" target="_blank"> Dr Tanweer Alam on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/kemin-nutrisurance-the-pet-food-and-rendering-technologies-division/" target="_blank"> Kemin Nutrisurance </a> </p> <p> <a href="https://www.kemin.com/na/en-us/home" target="_blank"> Kemin </a> </p> <p> <a href="https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586" target="_blank"> Positioning: The battle for Your Mind by Al Ries and Jack Trout. </a> </p> <p> <a href="https://www.amazon.com/Fortune-Bottom-Pyramid-Eradicating-Anniversary/dp/0137009275/ref=sr_1_1?crid=350WO0BF1CQSA&amp;keywords=the+fortune+at+the+bottom+of+the+pyramid&amp;qid=1698834786&amp;s=books&amp;sprefix=the+fortune+at+the+bottom+of+the%2Cstripbooks%2C1042&amp;sr=1-1" target="_blank"> The Fortune at the Bottom of the Pyramid by C.K. Prahalad and Stuart L. Hart. </a> </p> <p> <span>   </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> <br/> </span> </p> </div> Thu, 02 Nov 2023 03:48:00 GMT https://www.brandigochina.com/dr-tanweer-alam-kemin-nutrisurance The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/andy-yen-servicenow Andy Yen is Global Partner Marketing Director for ServiceNow. In this episode, he talks about his journey from sales and business development to marketing and marketing leadership and how this has benefited his career, he talks about the challenges and opportunities of partner marketing and offers some excellent advice for those starting out in their marketing careers. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Andy talks about his journey to marketing from sales and business development for technology companies and how this has influenced his approach to marketing and marketing leadership. </span> </p> <p> <span>   </span> </p> <p> <span> He discusses how he keeps his work and ideas fresh with his manta “when you feel comfortable it’s time to change.” </span> </p> <p> <span>   </span> </p> <p> <span> From a strategy and campaign development point of view, Andy talks about how he and his team seek to build their marketing personas around the employee journey and the ‘moments that really matter.” </span> </p> <p> <span>   </span> </p> <p> <span> Andy discusses some of the challenges and opportunities he faces in his partner marketing role. </span> </p> <p> <span>   </span> </p> <p> <span> Finally, he offers some great advice to young marketers at the beginning of their career. Namely to get out into the wider business and to build advocates for your work from outside your team. </span> </p> <p> <span>   </span> </p> <p> <span> Andy gives a shout out to Daniel Cheng, founder and CEO of Metric Design Studio, and the work he and his team does. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/andyyen06/" target="_blank"> Andy Yen on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/servicenow/" target="_blank"> ServiceNow on LinkedIn </a> </p> <p> <a href="https://www.servicenow.com/" target="_blank"> ServiceNow online </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 16 Oct 2023 10:36:00 GMT https://www.brandigochina.com/andy-yen-servicenow The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/doris-gong-volvo-construction-limited In the latest episode of The Radical Global Marketing Podcast, Steven speaks with Doris Gong, Head of Brand Marketing & Communication Asia for Volvo Construction Equipment. Doris takes us through her unique career journey, her enthusiasm for marketing technology and team development, as well as a deep dive into her company’s approach to marketing and communications. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> Doris talks about her unique career journey to marketing leadership in China for international brands. </span> </p> <p> <span>   </span> </p> <p> <span> She discusses her personal enthusiasm for marketing technology and how this has impacted on her work, her team, and their marketing success. </span> </p> <p> <span>   </span> </p> <p> <span> Doris takes a huge amount of pride in her team’s development and highlights how, as a manager and leader, seeing her team and colleagues grow and development themselves is her ultimate reward. </span> </p> <p> <span>   </span> </p> <p> <span> She concludes that new emerging technologies are hugely important for marketing and marketing professionals, but notes how the fundamental, human skills, should never be overlooked nor underestimated. </span> </p> <p> <span>   </span> </p> <p> <span> Doris highlights Volvo Construction Equipment is the official equipment sponsor of the upcoming FIA World Rally-Cross of China in Hong Kong and how Volvo Construction Equipment products are being used to build this exciting hybrid street track. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/doris-gong-69562b8b/" target="_blank"> Doris Gong on LinkedIn </a> </p> <p> <a href="https://www.volvoce.com/" target="_blank"> Volvo Construction Equipment </a> </p> <p> <a href="https://www.linkedin.com/company/volvo-construction-equipment/" target="_blank"> Volvo Construction Equipment on LinkedIn </a> </p> <p> <a href="https://www.worldrxhk.com/home-en.php" target="_blank"> FIA World Rally Cross Hong Kong </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> <br/> </span> </p> </div> Mon, 02 Oct 2023 08:34:00 GMT https://www.brandigochina.com/doris-gong-volvo-construction-limited The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/adam-selwyn-m-booth In this episode, Steven speaks with Adam Selwyn, VP Creative and Strategy Director for M Booth. They talk about Adam’s background as a PR professional in the US, the challenges faced by international brands localizing for the US market, and how there is an opportunity for PR and comms professionals to lead the creative charge. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> Adam talks about creativity in PR and communications and how specialists in these fields have an opportunity to push the creativity agenda for clients or the organizations they work for. </span> </p> <p> <span>   </span> </p> <p> <span> He discusses influencer marketing as, in his opinion, it is meant to be, creating authentic spokespeople and advocates who genuinely love the brands they partner with. </span> </p> <p> <span>   </span> </p> <p> <span> He talks about some of the localization challenges US agencies face when working with international brands targeting the US market. </span> </p> <p> <span>   </span> </p> <p> <span> Adam highlights that the purpose of creative communications is to change a consumer’s reasons for believing in a brand, into reasons to care. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/adam-selwyn-847a325/" target="_blank"> Adam Selwyn on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/m-booth/" target="_blank"> M Booth on LinkedIn </a> </p> <p> <a href="http://www.mbooth.com" target="_blank"> www.mbooth.com </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 26 Sep 2023 11:09:00 GMT https://www.brandigochina.com/adam-selwyn-m-booth The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/thomas-catulli-sps-marketing In this episode, Steven speaks with Thomas Catulli, CEO of SPS Marketing. They talk about Thomas's varied background in digital marketing, starting his career working client-side for Deutsche Telekom, and his journey as an international digital marketing leader and innovator. <div data-rss-type="text"> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Thomas talks about his start in marketing working for Deutsche Telekom, and the people who influenced him and helped shape the marketer he has become.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> He notes how working through a period of considerable transformation for large organizations has helped him get an appreciation for how his clients work and some of the challenges they themselves face. </span> </p> <p> <span> <br/> </span> </p> <p> <span> He talks about working at the forefront of the evolution of digital marketing and his push to take on some of the bigger networks working with global brands. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Thomas talks about how digitalization and technology is impacting on team structures and our ways of working, and how it impacts on the growth strategy of modern marketing agencies. </span> </p> <p> <span> <br/> </span> </p> <p> <span> He offers his thoughts on some of the challenges and opportunities the world faces from the onset of AI. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In this episode, Steven speaks with Thomas Catulli, CEO of SPS Marketing. They talk about Thomas's varied background in digital marketing, starting his career working client-side for Deutsche Telekom, and his journey as an international digital marketing leader and innovator. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/thomas-catulli-04757216/" target="_blank"> Thomas Catulli on LinkedIn </a> </p> <p> <a href="https://www.sps-marketing.com/" target="_blank"> SPS Marketing website </a> </p> <p> <a href="https://www.linkedin.com/company/sps-marketing-gmbh/" target="_blank"> SPS Marketing on LinkedIn </a> </p> <p> <a href="https://www.sps-marketing.com/spsblog/PODCAST_en/" target="_blank"> SPS Marketing Podcast </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> <br/> </span> </p> </div> Mon, 11 Sep 2023 07:50:00 GMT https://www.brandigochina.com/thomas-catulli-sps-marketing The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/robert-heldt-custom-media In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Robert Heldt, founder, and CEO of Custom Media. They talk about Robert’s early career in international business and marketing and how that shaped him as a business and marketing leader today, as well as some of the unique challenges for global brands deploying successful marketing in Japan. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> How digital marketing has evolved in Japan </span> </li> <li> <span> How international businesses need to gain an appreciation of the decision making process within Japanese organisations to be successful </span> </li> <li> <span> The power and significance of effective storytelling in successful Japanese marketing strategy </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Robert talks about his marketing career background and his journey to becoming a business founder and leader in Japan. </span> </p> <p> <span>   </span> </p> <p> <span> How his earlier career in global hospitality helped him develop some of the essential skills required to be an effective international marketer. </span> </p> <p> <span>   </span> </p> <p> <span> Robert talks about some of the unique challenges international business leaders need to navigate in order to grow in Japan. </span> </p> <p> <span>   </span> </p> <p> <span> He offers insight into some of the unique characteristics of effective marketing campaigns in Japan and the steps international brands need to take in order to be successful there. </span> </p> <p> <span>   </span> </p> <p> <span> He shares some of his thoughts on the future of marketing in Japan and the rest of the world. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/robertheldt/" target="_blank"> Robert Heldt on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/custom-media-kk/" target="_blank"> Custom Media on LinkedIn </a> </p> <p> <a href="http://www.custom-media.com" target="_blank"> www.custom-media.com </a> </p> <p> <a href="http://" target="_blank"> Robert and artist, David Stanley Hewitt, discuss the importance of story telling at Advertising Week Asia 2023. </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 04 Sep 2023 10:27:00 GMT https://www.brandigochina.com/robert-heldt-custom-media The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/malin-cunningham-hattrick In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Malin Cunningham, founder, and Managing Director of Hattrick. They talk about Malin's journey as a successful marketer and agency leader, as well as Malin and her business' values and mission regarding sustainability messaging and its importance for the future. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> <span> Malin shares her journey from her native Sweden to leading a successful UK-based agency </span> </span> </li> <li> <span> How her vision and values around sustainability shape her business and her team's work for clients </span> </li> <li> <span> How forward-thinking B2B businesses are re-assessing how they communicate around sustainability issues </span> </li> <li> <span> How businesses can develop authenticity in sustainability and positive climate change action </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Malin talks about her earlier career and pathway to becoming a successful agency founder and leader. <br/> <br/> She discusses her passion for sustainability and positive climate change issues and how that shapes the values and mission of her business, and the work it produces for its clients. <br/> <br/> Malin gives some insight into the Net Zero Masterclass sessions and how focusing on positive action and messaging is helping businesses talk about sustainability with authenticity, cutting through the 'green wash'. <br/> <br/> Malin also talks about her vision for the future, both for the company, her team, and for marketing and communications in general, and the influence it can have on sustainability moving forward. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/malin-cunningham-b181667/" target="_blank"> Malin Cunningham on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/company/wearehattrick/" target="_blank"> Hattrick on LinkedIn </a> </p> <p> <a href="https://www.wearehattrick.com/" target="_blank"> Hattrick website </a> </p> <p> <a href="https://www.wearehattrick.com/carbon-literacy-course" target="_blank"> Net Zero Masterclass </a> </p> <p> <a href="https://www.bcorporation.net/en-us/certification/" target="_blank"> B Corp Status </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="http://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 25 Aug 2023 07:42:00 GMT https://www.brandigochina.com/malin-cunningham-hattrick The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/is-douyin-the-right-channel-for-your-international-brand Douyin, the video-based social-networking platform (known as TikTok internationally), has, at the last count, amassed almost 750 million active users. This makes it a hugely popular platform in China, and one that China marketers in both B2C and B2B sectors are constantly reviewing for opportunities. <div data-rss-type="text"> <h3> <span> This fast growing China marketing channel does provide opportunities for B2B </span> </h3> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/DouyinHeader.jpg" alt="Douyin fellow"/> </div> <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span> <span> Douyin, the video based social-networking platform (known as TikTok internationally), has, at the last count, amassed almost 750 million active users. </span> </span> </p> <p> <br/> </p> <p> <span> <span>  </span> This makes it a hugely popular platform in China, and one that China marketers in both B2C and B2B sectors are constantly reviewing for opportunities. </span> </p> <p> <span> <span> <br/> The demographics of the channel itself are pretty focused. A </span> </span> <a href="https://www.statista.com/statistics/1202727/china-douyin-user-age-distribution/" target="_blank"> s reported by Statista at the end of 2022, </a> <span> <span> one in every three Douyin users is under the age of 26. The average user is consuming 26.6 hours of content a month and they are doing so via their phone. 80% of users are under the age of 30 and 40% live in top tier cities. 60% have a college education. <br/> </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> What this all translates to is that Douyin users are young, affluent, educated consumers. </span> </p> <p> <span> <br/> The channel provides multiple opportunities for brands to promote their products, brand messaging, and amplify their digital presence. This includes several advertising formats including open screen ads, in-feed ads, sticker ads and paid search. </span> </p> <p> <span> <br/> Douyin also features its own paid promotion functionality called Dou+ that amplifies existing content, has its own KOL ecosystem, and can link to various e-commerce channels once you reach a certain threshold for follower numbers. <br/> All the above can be segmented and target via Douyin’s Data Management Platform (DMP), allowing for effective, targeted campaigns if you have clear objectives and metrics in place to measure what works and what you need to tweak to improve. </span> </p> <p> <span> <br/> There is no doubt Douyin can be a hugely impactful China marketing channel for consumer brands, but there is also a lot of potential there for B2B brands as well, albeit with several caveats. </span> </p> <p> <span> <br/> The platform can be content hungry, and the content itself needs to be impactful, engaging, and shareable to stand out. Creating regular content like this can be a challenge for B2B organisations.  <br/> This also means that Douyin needs to be approached with a clear plan and adequate resources to manage. </span> </p> <p> <span> <br/> Douyin is not going to be a priority for all B2B brands, but if the demographics match your China marketing strategy there are opportunities to engage with a rapidly growing, young, and affluent target audience that will grow and mature as your China business grows. <br/> </span> </p> </div> Fri, 25 Aug 2023 04:03:00 GMT https://www.brandigochina.com/is-douyin-the-right-channel-for-your-international-brand blog thumbnail main image https://www.brandigochina.com/orit-oz-oz-global-b2b In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Orit Oz, founder, and CEO of Oz Global B2B, to discuss how her experiences at the start of her career have shaped the vision and values of her business, the unique opportunities and challenges Israeli businesses face in the global corporate ecosystem, and some of the issues the marketing world needs to get to grips with to move forward. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Orit Oz talks about her journey from in-house marketing professional to international agency leader </span> </li> <li> <span> The inspiration behind the foundation of Oz Global B2B and how its values and mission were shaped </span> </li> <li> <span> The challenges and opportunities for Israeli businesses from a global perspective </span> </li> <li> <span> Orit's approach to agency leadership </span> </li> <li> <span> How Orit views the future of international marketing and her business' place within it </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Orit talks about the inspiration for founding Oz Global B2B and the lessons she learned from her time working in-house that have shaped her company's vision and values. <br/> <br/> She highlights how the business ecosystem in Israel and its position as a top global export nation provides unique challenges and opportunities for Israeli brands. <br/> <br/> She also discusses her day-to-day role as a business leader and touches on some of the issues pertinent to modern marketing and agency leadership. <br/> <br/> Orit discusses the future of B2B marketing for her business, looking at opportunities from businesses based outside Israel, and how technology is shaping where marketing can go. <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com"> Brandigo China </a> </p> <p> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> </p> <p> <a href="https://www.linkedin.com/in/oritoz/" target="_blank"> Orit Oz on LinkedIn </a> </p> <p> <a href="https://ozglobalb2b.com/" target="_blank"> Oz Global B2B </a> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> Brandigo China </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> </div> Wed, 23 Aug 2023 08:14:00 GMT https://www.brandigochina.com/orit-oz-oz-global-b2b The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/louise-morgan-technical-marketing-pr In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Louise Morgan, Owner and Consultant of Technical Marketing & PR (TMPR), to discuss tips for driving businesses forward through technical marketing and PR. Louise shares her journey as a marketer building TMPR, the niches it works with, the challenges it faces, and customer success stories. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Louise Morgan shares her journey as a marketing professional </span> </li> <li> <span> The genesis of Technical Marketing &amp; PR (TMPR) and what it does  </span> </li> <li> <span> What types of niches does TMPR work with?  </span> </li> <li> <span> The challenges TMPR faces from the construction industry  </span> </li> <li> <span> Louise talks about who and what has most impacted her career and her proudest moments </span> </li> <li> <span> TMPR’s day-to-day business operations and client success stories  </span> </li> <li> <span> The inspiration behind the virtual marketing manager model TMPR offers  </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode... </span> </h3> <p> <span> <br/> </span> </p> <p> <span> The importance of storytelling and strong messaging is just as important for traditional B2B sectors such as construction, engineering, and manufacturing, as it is for any other. Marketing and PR play a key role in how businesses in these sectors differentiate themselves and create a competitive advantage. <br/> <br/> Louise also highlights the significance of working with partners who not only understand your business but also have the vision to develop marketing and communications activities that underpin your sales strategy and objectives. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> </h3> <ul> <li> <a href="https://www.brandigochina.com/"> Brandigo China </a> <span>   </span> </li> <li> <a href="https://www.linkedin.com/in/stevenproud/" target="_blank"> Steven Proud on LinkedIn </a> </li> <li> <a href="https://www.linkedin.com/in/shanghaigolden/" target="_blank"> Mike Golden on LinkedIn </a> <span>   </span> </li> <li> <a href="https://www.linkedin.com/in/louisetechnicalpr/" target="_blank"> Louise Morgan on LinkedIn </a> <span>   </span> </li> <li> <a href="https://technicalmarketing-pr.com/" target="_blank"> Technical Marketing &amp; PR </a> <span>   </span> </li> <li> <a href="https://www.linkedin.com/in/leehackett/?originalSubdomain=uk" target="_blank"> Lee Hackett on LinkedIn </a> <span>   </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="http://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 13 Jul 2023 14:30:00 GMT https://www.brandigochina.com/louise-morgan-technical-marketing-pr The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/using-ai-tools-in-the-agency <div data-rss-type="text"> <p> </p> <div data-rss-type="text"> <h3> <span> Behind the scenes with AI tools </span> </h3> </div> <p> </p> </div> <div data-rss-type="text"> <p> <span> As a creative agency, it's natural that we are experimenting with all of the various AI tools available. Since most of our client text is in Chinese, the usage is limited to client communications (fixing up text) and some generative image creation - creating images or manipulating images with AI. We think the advances are amazing! </span> </p> <p> <span> <br/> </span> <span> Images </span> <span> <span> </span> </span> </p> <p> <span> We create content everyday, and a fair amount of it. That means not only photo and video shoots, but more realistically, a lot of stock photography. AI can replace some of the usual images, and also help us with storyboards and other work that would take a designer hours and hours. </span> </p> <p> <span> <span>  </span> <br/> Here is a typical stock photo. <br/> </span> </p> </div> <div data-rss-type="text"> <p> </p> <div data-rss-type="text"> <span> <span> Here are some attempts with Midjourney. </span> </span> </div> <p> </p> </div> <div data-rss-type="text"> <p> </p> <div data-rss-type="text"> <span> Seems a bit serious. Here's another attempt. We can specify the lens as well (35mm, 80mm etc.) and other effects. </span> </div> <p> </p> </div> <div data-rss-type="text"> <p> </p> <div data-rss-type="text"> <span> <span> Not bad - some  interesting options. What if we ask it to it as a 3D or rendered manga style? </span> </span> </div> <p> </p> </div> <div data-rss-type="text"> <p> </p> <div data-rss-type="text"> <span> <span> Now we are getting pretty wild! What's that AI thinking!? I mentioned Chinese woman in the prompt, so AI decided that they would accentuate that by putting a terracotta warrior on the table. I love it, so kitsch. For an actual client, one that has a giant teddy bear...we experimented with some ideas around "trust" - think trust fall. The AI came up with some pretty awesome first attempts. </span> </span> </div> <p> </p> </div> <div data-rss-type="text"> <p> </p> <div data-rss-type="text"> <span> <span> It's all pretty mind-bending, even when everyone is talking about it. </span> </span> <br/> <span> <span> A Few Best Practices at Brandigo </span> </span> <ol> <li> <span> Understand Your AI Tools: </span> <span> <span> Before implementation, it's crucial to understand how these AI tools work, their strengths, limitations, and suitable applications. Training your team on these aspects will help you leverage these tools effectively. We've been using ChatGPT 4 (for text) as well we Midjourney (for images). </span> </span> </li> <li> <span> Data Privacy and Security: </span> <span> <span> With great power comes great responsibility. Ensure that you use AI in compliance with all data protection laws and industry standards. Transparency about AI use and data handling can build trust with your clients. At the moment any human photos we are very careful about and will PS a different image onto it. </span> </span> </li> <li> <span> Gradual Implementation: </span> <span> <span> Instead of a sweeping change, introduce AI gradually to your operations. Start with pilot projects, learn from them, and scale up over time. </span> </span> </li> <li> <span> <span> Collaboration, Not Replacement: </span> </span> <span> AI should augment human capabilities, not replace them. For instance, use ChatGPT to manage routine queries and let your human team handle complex, nuanced interactions. </span> </li> <li> <span> <span> <span>  </span> Continual Learning and Improvement: </span> </span> <span> AI, like any technology, evolves. Regularly update your knowledge and your AI systems to stay relevant and effective.New Paragraph </span> </li> </ol> <br/> </div> <p> </p> </div> Sat, 08 Jul 2023 12:23:00 GMT https://www.brandigochina.com/using-ai-tools-in-the-agency blog thumbnail main image https://www.brandigochina.com/lacey-li-screening-eagle Listen to The Radical Global Marketing Podcast as Steven Proud sits down with Lacey Li, Head of Marketing APAC of Screening Eagle Technologies, to discuss tips for better marketing. Lacey talks about her journey and experience as a marketing professional, the challenges of being an international marketer, Screening Eagle Technologies and her role in the company, and marketing in the APAC region. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Lacey Li talks about her journey and experience as a marketing professional </span> </li> <li> <span> People that have influenced Lacey’s career and her proudest career moments  </span> </li> <li> <span> Lacey talks about Screening Eagle Technologies and her role in the company  </span> </li> <li> <span> The challenges of marketing in the APAC region  </span> </li> <li> <span> The short and long-term goals of Screening Eagle  </span> </li> <li> <span> The impacts of technology on global marketing </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode… </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Marketing is fundamental for the success of any business. So what can you learn from an expert B2B marketer who has been in the game for over 16 years?  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Marketing is not only about creating awareness of your brand or product, but it's also understanding your customers' needs. It's even worse when it comes to global marketing because you deal with different languages, cultures, and government policies.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Listen to The Radical Global Marketing Podcast as Steven Proud sits down with Lacey Li, Head of Marketing APAC of Screening Eagle Technologies, to discuss tips for better marketing. Lacey talks about her journey and experience as a marketing professional, the challenges of being an international marketer, Screening Eagle Technologies and her role in the company, and marketing in the APAC region. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> </h3> <p> <span> <span> This episode is brought to you by </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are an independent marketing and communications agency based in Shanghai, China With over 18 years of on-the-ground experience in China, </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At </span> </span> <a href="https://www.brandigochina.com/" target="_blank"> Brandigo China </a> <span> , we work with multinational clients to support their marketing and business growth efforts in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Go to </span> </span> <a href="https://www.brandigochina.com" target="_blank"> www.brandigochina.com </a> <span> <span> to learn more and contact us with questions at </span> </span> <a href="http://mailto:hellochina@brandigo.com" target="_blank"> hellochina@brandigo.com </a> <span> . </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Thu, 06 Jul 2023 09:42:00 GMT https://www.brandigochina.com/lacey-li-screening-eagle The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/joanna-hutchins-jkh-consultancy-author In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Joanna Hutchins, a Fractional CMO at JKH Consultancy, to discuss marketing tips to help you grow. Joanna shares her journey as a marketing professional, how to overcome the challenges of international marketing, her role as a fractional Chief Marketing Officer, and her book Chinafy. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Joanna Hutchins shares her journey as a marketing professional </span> </li> <li> <span> How Joanna got into global marketing and the experience </span> </li> <li> <span> The challenges of international marketing and how to overcome them  </span> </li> <li> <span> The biggest influences on Joanna’s marketing career  </span> </li> <li> <span> What is a fractional Chief Marketing Officer? </span> </li> <li> <span> <span> The book </span> </span> <span> Chinafy </span> <span> <span> and the idea behind it </span> </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> In this episode… </span> </p> <p> <span> <br/> </span> </p> <p> <span> Do you have a good brand with great products? How can you get noticed, liked, and chosen by local and international customers? </span> </p> <p> <span> <br/> </span> </p> <p> <span> Marketing is fundamental to the success of a business. Don't be among the entrepreneurs that allow a brand with a promising future to collapse because of inefficient marketing. Being an international marketer for years, Joanna Hutchins has encountered many challenges, giving her the experience to create custom marketing solutions. She now shares how she helps entrepreneurs drive growth.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Joanna Hutchins, a Fractional CMO at JKH Consultancy, to discuss marketing tips to help you grow. Joanna shares her journey as a marketing professional, how to overcome the challenges of international marketing, her role as a fractional Chief Marketing Officer, and her book Chinafy. </span> </p> <h3> <span> <br/> </span> </h3> <h3> <span> Resources mentioned in this episode: <br/> </span> </h3> </div> Thu, 29 Jun 2023 14:59:00 GMT https://www.brandigochina.com/joanna-hutchins-jkh-consultancy-author The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/brad-olson-two-rivers-marketing In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Brad Olson, Vice President of Two Rivers Marketing, to discuss B2B marketing tips. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Brad Olson shares his background in marketing </span> </li> <li> <span> The challenges of international marketing and how to overcome them </span> </li> <li> <span> What has influenced Brad’s career path?  </span> </li> <li> <span> Brad talks about Two Rivers Marketing and what it does  </span> </li> <li> <span> What does the future of Two Rivers Marketing look like?  </span> </li> <li> <span> The impacts of AI on B2B marketing </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode… </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Are you facing complex sales challenges as a B2B company? The cause of this issue is likely marketing. So what needs to be done to improve your marketing and achieve results?  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Many B2B brands have good products or services but struggle with getting new clients and maintaining existing customers. Brad Olson recommends partnering with agencies — professionals who understand the industry and implement creative, market-driven strategies that drive results for you.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Brad Olson, Vice President of Two Rivers Marketing, to discuss B2B marketing tips. Brad shares his background in marketing, the challenges of international marketing and how to overcome them, and Two Rivers Marketing and what it does. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> <span> <br/> </span> </h3> </div> Thu, 22 Jun 2023 04:55:00 GMT https://www.brandigochina.com/brad-olson-two-rivers-marketing The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/jordan-audenaert-bbc In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Jordan Audenaert, Managing Partner at BBC, to discuss his leadership role in marketing. Jordan shares his biggest influences in the industry, why he values diversity, and his outlook on the future of marketing. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Jordan Audenaert shares his career journey in marketing </span> </li> <li> <span> Who are Jordan’s biggest influencers in marketing and advertising? </span> </li> <li> <span> The value of having a diverse team </span> </li> <li> <span> Jordan breaks down his role as a managing partner at BBC </span> </li> <li> <span> Why BBC chose to open an office in Bordeaux </span> </li> <li> <span> What does the future of marketing look like? </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode… </span> </h3> <p> <span> <br/> </span> </p> <p> <span> It’s a great time for marketing with innovative tools such as AI, helping creatives work more efficiently. Still, there needs to be a human point of view to make connections between the buyer and the business.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> That’s why executive leader Jordan Audenaert tries to hire a diverse group of talent. His mission is to create a culture of like-minded people working together, having different cultural perspectives which creates refreshing marketing. Find out why this strategic move works in his agency’s favor. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Jordan Audenaert, Managing Partner at BBC, to discuss his leadership role in marketing. Jordan shares his biggest influences in the industry, why he values diversity, and his outlook on the future of marketing. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> </h3> </div> Thu, 15 Jun 2023 08:35:00 GMT https://www.brandigochina.com/jordan-audenaert-bbc The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/tips-for-b2b-marketing-in-china-with-mike-golden In today's episode of The Radical Global Marketing Podcast, Chad Franzen of Rise25 sits down with Mike Golden, Founder and President of Brandigo China, to discuss B2B marketing in China. Mike talks about marketing in China and its evolution, tips for success in China, how the pandemic impacted the market, and how Brandigo is helping its clients. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Mike Golden shares his journey in B2B marketing  </span> </li> <li> <span> How B2B marketing in China has evolved away from US and Japan  </span> </li> <li> <span> Tips for successful marketing in China </span> </li> <li> <span> How COVID impacted businesses in China </span> </li> <li> <span> Brandigo customer success story </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode… </span> </h3> <p> <span> <br/> </span> </p> <p> <span> Do you have great products or services as a B2B brand but are struggling to penetrate the Chinese market? The problem might be in the marketing. So what needs to change to thrive in China? </span> </p> <p> <span> <br/> </span> </p> <p> <span> Marketing is fundamental for any business's success. But according to Mike Golden, the Chinese market is different from other countries. It has different digital channels and policies that international B2B brands may not understand. Now he shares how these brands can thrive in China through B2B marketing.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today's episode of The Radical Global Marketing Podcast, Chad Franzen of Rise25 sits down with Mike Golden, Founder and President of Brandigo China, to discuss B2B marketing in China. Mike talks about marketing in China and its evolution, tips for success in China, how the pandemic impacted the market, and how Brandigo is helping its clients. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> <span> <br/> </span> </h3> </div> Fri, 09 Jun 2023 03:18:00 GMT https://www.brandigochina.com/tips-for-b2b-marketing-in-china-with-mike-golden The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/online-shops-for-expat-groceries-in-china-with-james-butler In this episode… China is a very challenging market to penetrate as an international brand. James Butler recommends partnering with trusted online stores in China that specifically serve expat clientele and locals. This way, they act as an introduction bed for these brands. He shares his marketing journey and how they started a store that provides an international community in China. In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with James Butler, Head Of Marketing Communications at Epermarket, to discuss how they partner with international F&B brands in China. James talks about his career background in marketing, Epermarket’s business model, the challenges and opportunities it encounters working with international brands, and the future of global marketing communications in China. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span>  James Butler talks about his background in marketing </span> </li> <li> <span>  The motivation behind James’ relocation to China </span> </li> <li> <span>  Epermarket’s business model </span> </li> <li> <span>  The challenges and opportunities of working with international brands </span> </li> <li> <span>  Pivoting to a domestic audience from international </span> </li> <li> <span>  James’ proudest moments as a marketing professional </span> </li> <li> <span>  The future of global marketing communications in China </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode… </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> China is a very challenging market to penetrate as an international brand. James Butler recommends partnering with trusted online stores in China that specifically serve expat clientele and locals. This way, they act as an introduction bed for these brands. He shares his marketing journey and how they started a store that provides an international community in China.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with James Butler, Head Of Marketing Communications at Epermarket, to discuss how they partner with international F&amp;B brands in China. James talks about his career background in marketing, Epermarket’s business model, the challenges and opportunities it encounters working with international brands, and the future of global marketing communications in China.  </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> <span> <br/> </span> </h3> </div> Thu, 01 Jun 2023 05:58:00 GMT https://www.brandigochina.com/online-shops-for-expat-groceries-in-china-with-james-butler The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/david-van-schaick-the-marketing-practice In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with David van Schaick, Chief Marketing Office of The Marketing Practice, to discuss how tech leaders can improve their B2B marketing. David shares his professional background in marketing, how The Marketing Practice helps its clients, the challenges and opportunities it faces working with international B2B marketers, and much more. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span>  David van Schaick shares his professional background in marketing </span> </li> <li> <span>  The importance of tacit skills and knowledge as well as an appreciation of culture for successful international marketing </span> </li> <li> <span>  The transition process to becoming a global brand </span> </li> <li> <span>  The challenges and opportunities of working with international B2B marketers </span> </li> <li> <span>  The impacts of AI on marketing </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> <span> <br/> </span> </h3> </div> Fri, 26 May 2023 07:45:00 GMT https://www.brandigochina.com/david-van-schaick-the-marketing-practice The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/outi-armstrong-medicel In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Outi Armstrong, Vice President of Strategic Marketing and Development of Medicel, to discuss her journey as an international marketer. Outi talks about her background in international marketing, the transition from B2C to B2B marketing, her experience leading global teams, and the challenges that strategic marketing solves for Medicel. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> <p> <span> <br/> </span> </p> <ul> <li> <span> Outi Armstrong talks about Medicel and the services it offers </span> </li> <li> <span> Outi’s background in international marketing </span> </li> <li> <span> The transition from B2C to B2B marketing&amp;nbsp; </span> </li> <li> <span> Outi’s proudest moments as an international marketer </span> </li> <li> <span> Things that have hugely influenced Outi’s career; </span> </li> <li> <span> How is strategic marketing solving Medicel’s challenges? </span> </li> </ul> <p> <span> <br/> </span> </p> <h3> <span> In this episode… </span> </h3> <h3> <span> <br/> </span> </h3> <p> <span> Marketing is the lifeblood of every business. So are there marketing tips you can learn to help you thrive in an international market?  </span> </p> <p> <span> <br/> </span> </p> <p> <span> Outi Armstrong is an international marketer who has helped multi-billion dollar companies be more profitable through marketing. She advises marketing teams to be customer-centric and results-oriented thinkers. She recommends leveraging strategic marketing, allowing you to focus on your strengths and provide better service and value to your customers.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Outi Armstrong, Vice President of Strategic Marketing and Development of Medicel, to discuss her journey as an international marketer. Outi talks about her background in international marketing, the transition from B2C to B2B marketing, her experience leading global teams, and the challenges that strategic marketing solves for Medicel. </span> </p> <p> <span> <br/> </span> </p> <h3> <span> Resources mentioned in this episode: </span> <span> <br/> </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> <span> <br/> </span> </h3> </div> Thu, 18 May 2023 13:36:00 GMT https://www.brandigochina.com/outi-armstrong-medicel The Radical Global Marketing Podcast thumbnail https://www.brandigochina.com/theodore-o-mahony-from-kanvid In today's episode of The Radical Global Marketing Podcast, Steven sits down with Theodore O'Mahony, General Manager of KANVID, to discuss how they help companies succeed in the Chinese market through content creation. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> </div> <div data-rss-type="text"> <h3> <span> In this episode… </span> </h3> </div> <div data-rss-type="text"> <p> <span> Content creation is one of the best ways a company can meet new clients — but it can be different in China. So where can you get the support you need for your content to thrive in that marketplace? </span> </p> <p> <span> <br/> </span> </p> <p> <span> China is a highly developed country, and for international brands, they need marketing experts who understand the unique market. Thanks to KANVID, companies can leverage the power of content to enter the marketplace. They are an in-house visual content studio with cutting-edge technology and video equipment to help companies scale. </span> </p> <p> <span> <br/> </span> </p> <p> <span> In today's episode of The Radical Global Marketing Podcast, Mike Golden sits down with Theodore O'Mahony, General Manager of KANVID, to discuss how they help companies succeed in the Chinese market through content creation. Theodore talks about KANVID’s services, his career journey to China, the early challenges of getting KANVID off the ground, and their ideal clients. </span> </p> </div> <div data-rss-type="text"> <h3> <span> Resources mentioned in this episode: </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> </h3> </div> Thu, 11 May 2023 04:37:07 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/theodore-o-mahony-from-kanvid The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/place-branding In this episode, we chat with Kirsten Johnston, the founder, and CEO of JWDK, an innovative and trailblazing brand design firm specializing in cultural and place identity in China. <div data-rss-type="text"> <p> <span> It's Episode 3 of Season 2 of the CMO's Guide to China Marketing and it's another fascinating deep dive into China marketing with a leading expert working at the front lines of driving business growth in China. <br/>   <br/> In this episode, we chat with Kirsten Johnston, the founder, and CEO of JWDK, an innovative and trailblazing brand design firm specializing in cultural and place identity in China.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> JWDK partners with property developers and investors to create great place visions and to tell cultural brand stories that connect people to the places they love. Their clients include international property developers, state-owned developers, investment firms, asset managers, and local governments in China. <br/>   <br/> Kirsten herself is a hugely experienced and respected design and branding professional and business leader. She set up her design firm in London in 2003 before expanding it to Shanghai and Hong Kong in 2015. Under her leadership, JWDK has won more than 30 international awards for its brand strategy and design work, particularly in the property and place branding sector. Kirsten’s mission is to deliver effective design that has a positive social and economic impact in China. <br/>   <br/> In addition to her work as CEO &amp; Founder of JWDK, Kirsten sits on the Executive Board for the British Chamber of Commerce Shanghai and is the Chair of its Creative Industries and Marketing Committee.  <br/>   </span> <a href="https://www.linkedin.com/in/kirstenjohnston/" target="_blank"> <br/> </a> <a href="https://www.linkedin.com/in/kirstenjohnston/" target="_blank"> You c </a> <a href="https://www.linkedin.com/in/kirstenjohnston/" target="_blank"> a </a> <a href="https://www.linkedin.com/in/kirstenjohnston/" target="_blank"> n follow Kirsten via LinkedIn. </a> <span> <br/>   </span> <a href="https://www.jwdkpartners.com/" target="_blank"> <br/> </a> <a href="https://www.jwdkpartners.com/" target="_blank"> Visit the JWDK website to learn more about their work. </a> <span> <span> <br/>   <br/> Or follow them on Instagram </span> </span> <a href="https://www.instagram.com/jwdkpartners/" target="_blank"> @jwdkpartners </a> <span> . </span> </p> <p> <span> <br/> </span> </p> <p> <span> Enjoy the episode! </span> </p> </div> Mon, 10 Apr 2023 14:28:49 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/place-branding podcasts thumbnail main image https://www.brandigochina.com/brand-experience We spent time with Jason Holland, Founding Partner of STUDIO DOHO, a boutique architecture and design agency. Jason takes us through his journey from employee to start-up founder and beyond, and offers some of his key learnings for brands and marketers looking to boost their China growth. <div data-rss-type="text"> <p> <span> It's episode two of season 2 for The CMO's Guide to China marketing podcast and we've got another entertaining and insightful interview. </span> </p> <p> <br/> </p> <p> <span> Steven was super excited to spend time with Jason Holland, Founding Partner of STUDIO DOHO, a boutique architecture and design agency that has been responsible for some of the most exciting offline brand experiences in China for both international and local organizations. <br/>   <br/> Jason takes us through his journey from employee to start-up founder and beyond, and offers some of his key learnings for brands and marketers looking to boost their China growth. <br/>   <br/> You can find out more about STUDIO DOHO by visiting  </span> <a href="https://studiodoho.com/" target="_blank"> www.stu </a> <a href="https://studiodoho.com/" target="_blank"> dio </a> <a href="https://studiodoho.com/" target="_blank"> doho.co </a> <a href="https://studiodoho.com/" target="_blank"> m </a> </p> <p> <span> <br/> Enjoy the episode! </span> </p> </div> Sat, 08 Apr 2023 14:33:58 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/brand-experience podcasts thumbnail main image https://www.brandigochina.com/e-commerce-expert We were delighted to be joined by Josh Gardner, CEO, and Co-Founder of Kung Fu Data and Commerce. Josh is hugely experienced in helping brands successfully grow their business in China, besides being an entertaining speaker! <div data-rss-type="text"> <p> <span> We’re back! </span> </p> <p> <span> <br/> </span> </p> <p> <span> After a short break, we are delighted to bring you season 2 of The CMO’s Guide to China Marketing Podcast. </span> </p> <p> <span> <br/> </span> </p> <p> <span> And for our second season we are going with a slightly different format. Throughout season 1, Mike and Steven took a deep dive into all the major aspects of China marketing that international marketers and CMOs should be aware of. For season 2, we are excited to bring you a series of interviews with some of China’s leading international marketers, business leaders, and entrepreneurs, and get their perspective and insight into real-world businesses and campaigns. They will share how the tips and tricks we shared in season 1 are put into practice, and we’ll also probably hear a few war stories along the way as well. </span> </p> <p> <span> <br/> </span> </p> <p> <span> To kick things off we are setting the bar pretty high. We were delighted to be joined by Josh Gardner, CEO, and Co-Founder of Kung Fu Data and Commerce. Josh is hugely experienced in helping brands successfully grow their business in China and is a really entertaining speaker as well. </span> </p> <p> <br/> </p> <p> <span> Enjoy the show and don’t forget to follow Kung Fu Data, and Josh himself, on their social media via the links below: </span> </p> <p> <span> <br/> </span> </p> <p> <a href="https://www.kungfudata.com/" target="_blank"> https://www.kungfudata.com/ </a> </p> <p> <a href="https://www.linkedin.com/company/kung-fu-data/" target="_blank"> https://www.linkedin.com/company/kung-fu-data/ </a> </p> <p> <a href="https://www.linkedin.com/in/joshagardner/" target="_blank"> https://www.linkedin.com/in/joshagardner/ </a> </p> </div> Fri, 07 Apr 2023 14:34:44 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/e-commerce-expert podcasts thumbnail main image https://www.brandigochina.com/the-agency-edition In this episode of The CMO's Guide to China Marketing and this time Mike and Steven have put together a special agency-focused episode due to popular demand! <div data-rss-type="text"> <p> <span> In this episode of The CMO's Guide to China Marketing and this time Mike and Steven have put together a special agency-focused episode due to popular demand! <br/>   <br/> Agency friends and partners around the world have fed back that they'd like us to cover a few useful pieces of insight that can help them work with their clients and provide guidance on China marketing strategy and effective China marketing. So with decades of agency experience between them, and a big chunk of it China-based, that's exactly what the guys have done. <br/>   <br/> Some of their points of discussion for this episode include: </span> </p> <ul> <li> <span> The mistake many companies make by treating China marketing as an afterthought. </span> </li> <li> <span> The challenge of evaluating successful China marketing campaigns. </span> </li> <li> <span> Retaining flexibility in your strategy to cope with the dynamic environment. </span> </li> </ul> <p> <span> If there is anything you'd like us to cover in the future, we would love to hear from you. In the meantime, enjoy the podcast! </span> </p> </div> Thu, 06 Apr 2023 14:35:22 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/the-agency-edition podcasts thumbnail main image https://www.brandigochina.com/crisis-communications In this episode we review the latest China marketing news - also find out why Steven was locked in a storeroom with a BBC film crew for hours and how Mike inadvertently sparked a riot in Beijing. <div data-rss-type="text"> <p> <span> It's episode 5 of the CMO's Guide to China Marketing! <br/>   <br/> Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing. And this month the guys discuss the importance of good crisis communications planning for China. <br/>   <br/> This month's China Dumplings news bites include Chinese regulators clamping down on illegal pricing strategies for China e-commerce platforms and why all those CNY social media posts might not be getting the engagement that they used to. <br/>   <br/> We also find out why Steven was locked in a storeroom with a BBC film crew for hours and how Mike inadvertently sparked a riot in Beijing. <br/>   <br/> Enjoy! </span> </p> </div> Wed, 05 Apr 2023 14:35:42 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/crisis-communications podcasts thumbnail main image https://www.brandigochina.com/localization This time out Mike and Steven take a long look at localization and what it means for any China marketing strategy, finishing with their top 6 'need to knows' for international CMOs and marketing managers. <div data-rss-type="text"> <p> <span> Welcome to the CMO's Guide to China Marketing podcast! <br/>   <br/> Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing. <br/>   <br/> This time out Mike and Steven take a long look at localization and what it means for any China marketing strategy, finishing with their top 6 'need to knows' for international CMOs and marketing managers. <br/>   <br/> Also in this episode, Cinnamon Corgi makes another guest appearance when he clearly disputes Mike's opinion, and Steven finds out that he's been mispronouncing the 'H' in 'HQ" all these years. </span> </p> </div> Tue, 04 Apr 2023 14:36:50 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/localization blog thumbnail main image https://www.brandigochina.com/natalie-lowe-the-orange-blowfish In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Natalie Lowe, Founding Partner and CEO of The Orangeblowfish, to discuss her entrepreneurial journey running a creative agency in China. <div data-rss-type="text"> <h3> <span> Here’s a glimpse of what you’ll learn:  </span> </h3> </div> <div data-rss-type="text"> <h3> <span> In this episode… </span> </h3> </div> <div data-rss-type="text"> <p> <span> Are you struggling to enter the China market? Have you considered hiring a creative agency that knows the marketplace to help you enter it?  </span> </p> <p> <span> <br/> </span> </p> <p> <span> The Orangeblowfish is an agency based out of Shanghai that helps brands captivate and engage with the audience in China. Learn how they connect creativity with technology to solve business problems in China.  </span> </p> <p> <br/> </p> <p> <span> In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Natalie Lowe, Founding Partner and CEO of The Orangeblowfish, to discuss her entrepreneurial journey running a creative agency in China. Natalie talks about The Orangeblowfish and what it does, the core values that hold its team together, the common misconceptions clients have about China, and top tips for brands to thrive in the China market. </span> </p> </div> <div data-rss-type="text"> <h3> <span> Resources mentioned in this episode: </span> </h3> </div> <div data-rss-type="text"> <h3> <span> Sponsor for this episode... </span> </h3> </div> Mon, 03 Apr 2023 07:40:50 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/natalie-lowe-the-orange-blowfish The Radical Global Marketing Podcast thumbnail main image https://www.brandigochina.com/china-insights We take a detailed look at China insight research and how it can be the difference between a good and a great China marketing strategy.​ <div data-rss-type="text"> <p> <span> In this episode, the guys discuss new regulations for Chinese influencer marketing, the future of Douyin/TikTok, as well as how useful Covid-19 related messaging is to brands. They then take a detailed look at China insight research and how it can be the difference between a good and a great China marketing strategy.​ <br/> </span> </p> </div> Sun, 02 Apr 2023 14:37:14 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/china-insights blog thumbnail main image https://www.brandigochina.com/wechat-fundamentals Mike and Steven discuss some of the latest news stories and trends in China marketing, before taking you on a practical deep dive into the ubiquitous China app, WeChat.​ <div data-rss-type="text"> <p> <span> Mike and Steven discuss some of the latest news stories and trends in China marketing, before taking you on a practical deep dive into the ubiquitous China app, WeChat.​ </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> If you are an international CMO with an eye on the China market or thinking about how best to launch your brand in China, The CMO's Guide to China Marketing is the podcast for you.​ Check out our </span> </span> <a href="/blog"> China insights blog </a> <span> <span> and </span> </span> <a href="/downloads"> downloads </a> <span> <span> to learn more about China marketing - from the expert team on the ground here in China. <br/> </span> </span> </p> </div> Sat, 01 Apr 2023 02:33:04 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/wechat-fundamentals podcasts thumbnail main image https://www.brandigochina.com/how-can-my-brand-grow-its-wechat-followers-in-china Five tactics to help your brand gain social media followers in China. <div data-rss-type="text"> We’ve mentioned many times before how significant WeChat is as a marketing channel in China, with many international brands using it as the foundation of their in-market digital footprint. <div> <br/> </div> <div> But once you’ve invested time and resources in creating a great WeChat account, with a long-term plan for content output, you then face the next challenge – growing your fans and followers and building engagement. </div> <div> <br/> </div> <div> This can be particularly tricky for brands and marketing managers from all sectors because WeChat operates in a way we describe as a ‘walled garden’. What this means is, unlike most international social media platforms that reward well performing content posts with additional traffic (and the opportunity to go viral), when you post something from your WeChat account, only your existing followers will see it. So having a post-account launch strategy in place to acquire followers is hugely important if you are going to get the best return on investment from WeChat marketing. </div> <div> <br/> </div> <div> So here are five things to consider that can help your brand’s WeChat account grow its followers. </div> <div> <br/> </div> <div> 1. Create great content – It sounds simple, but creating impactful, creative, and ultimately shareable content will always be an effective way to encourage new followers and build engagement with your brand’s WeChat account. Develop a calendar of output that mixes up repurposed global posts from your other territories with content developed specifically for your Chinese audience. WeChat allows for long-form formats, but you can also incorporate animation, video, infographics, and so on. If you are creating posts that your followers want to share with their network, you will find your account will benefit from significant organic follower growth. </div> <div> <br/> </div> <div> 2. Tap into media/KOL partnerships – Working with a trade media partner or relevant KOL, for both B2C and B2B brands, is another effective tool for acquiring followers.  </div> <div> <br/> </div> <div> These relationships typically take the form of sponsored or co-created content that is posted via the partners WeChat account with a CTA seeking to drive new viewers to brand account. If your brand has a low number of followers this tactic gives you the opportunity to access the media partner’s follower-base. And when done effectively, it will attract some of their followers to become yours as well. </div> <div> <br/> </div> <div> 3. Take advantage of WeChat Channels – This is a fairly recent addition to the WeChat ecosystem, yet it had already amassed 450 million active users by the mid-point of 2022. Basically, it is WeChat’s version of a video streaming platform and includes live streaming functionality too. </div> <div> <br/> </div> <div> One of the major benefits of publishing video content via WeChat Channels is that it is more accessible to non-followers. Any WeChat user can potentially view your WeChat Channels content, and the platform does reward well performing videos with additional traffic which has the potential to turn in to new followers. </div> <div> <br/> </div> <div> 4. Don’t waste an offline opportunity - Trade shows, exhibitions and offline events are well and truly back in China, and they are a great chance to grow followers. Anyone visiting your stand at a trade fair should be encouraged to follow your account. Make sure your account’s QR code features prominently and think about adding some fun interactive elements like a lucky draw or quiz. If you are part of the exhibition team, you should be asking the people you meet and chat with to add your WeChat account. </div> <div> <br/> </div> <div> 5. Be part of the community – likes and engagement are a two-way thing and by being an active participant in your industry’s digital community, engaging with chat groups and content posted by key industry partners, you can attract more followers to your own account. </div> </div> Fri, 03 Mar 2023 09:50:03 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/how-can-my-brand-grow-its-wechat-followers-in-china blog thumbnail main image https://www.brandigochina.com/how-can-my-brand-make-the-most-of-wechat Five ways international brands can make the most of their WeChat account for China marketing. <div data-rss-type="text"> <p> <span> With over 1.6 billion active users at the last count, and over 45 billion messages sent everyday, WeChat as a marketing channel is ubiquitous in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> In fact, according to a </span> </span> <a href="https://www.scmp.com/tech/apps-gaming/article/2090472/wechat-top-workplace-communications-app-90-cent-chinese" target="_blank"> So </a> <a href="https://www.scmp.com/tech/apps-gaming/article/2090472/wechat-top-workplace-communications-app-90-cent-chinese" target="_blank"> uth China Morning Post repor </a> <a href="https://www.scmp.com/tech/apps-gaming/article/2090472/wechat-top-workplace-communications-app-90-cent-chinese" target="_blank"> t </a> <span> <span> , an overwhelming majority of 90% of Chinese employees prefer WeChat as their main work communication tool. And according to China Internet Watch , of the 77 minutes on average a day that WeChat users spend reviewing WeChat content, up to 30 minutes of this time is spent looking at official WeChat output from brands and businesses. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> So, with all this for context, it’s safe to say that WeChat should be at the heart of any international brand’s China marketing strategy, particularly for B2B companies looking to build brand awareness and engagement, as well as generate quality leads for their sales teams. In fact, many B2B brands entering China will turn to a well-designed and managed WeChat account as an alternative to a Chinese website as the basis of their digital footprint in China. </span> </p> <p> <span> <br/> </span> </p> <p> <span> So, in order to make the most of your WeChat presence in China, here are Brandigo China’s top 5 tips: </span> </p> <p> <span> <br/> </span> </p> <p> <span> 1. Make sure your account features a great UX – this might seem obvious, but it really is easy to fall into the trap that many brands fall into. They create their WeChat account with no strategy or content plan in place and give no thought to the end user. As a result, the account begins to resemble a disorganized mess. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Spending time on creating an attractive menu structure and a great UK for your account will help demonstrate its value to your target audience and keep them coming back. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 2. Create shareable content – again this might seem obvious but regurgitating the same global content and messaging with no thought to your target audience’s needs is a wasted opportunity. WeChat allows brands to present longform content in various formats. You have animation, video, infographic, and so on, all at your disposal. Mix it up, make it look nice, add an authoritative localized messaging house and tone of voice. All these things will attract followers and make them want to share the content you are working so hard to create. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 3. Take advantage of WeChat Channels – WeChat Channels is a relatively new addition to the platform and is simply a channel for sharing video content. The benefit is, unlike WeChat accounts, which operate largely in a ‘walled garden’ in that only your followers will see your posts, WeChat Channels rewards good performing video content with additional traffic. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 4. Make WeChat work for Sales – in recent years we’ve worked with some of our B2B clients to help them add a sales enablement functionality to their WeChat channel. It can be set up to act as a great repository for all your latest sales and marketing brand assets, putting them right in the palm of your sales team as and when they need them. </span> </p> <p> <span> <br/> </span> </p> <p> <span> 5. Build your community – engagement is a two-way street. When you are an active participant in your industry community, encouraging conversation and discussion, your account builds credibility and becomes part of media fabric of your industry. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Hosting community groups relevant to your industry is a great way to foster this. <br/> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 03 Mar 2023 06:01:03 GMT sproud@brandigo.com (Steven Proud) https://www.brandigochina.com/how-can-my-brand-make-the-most-of-wechat blog thumbnail main image https://www.brandigochina.com/china-marketing-in-2023 What does our crystal ball say about 2023? <div data-rss-type="text"> <h3> <span> Looking towards a brighter 2023 </span> </h3> </div> <div data-rss-type="text"> The year 2022 was a challenging one for the China marketing scene, as the COVID-19 pandemic led to significant changes in the way businesses operated and marketed themselves. With trade shows and in-person meetings being largely off the table, companies had to find new ways to reach their target audiences.  <div>   </div> <div> One trend that emerged was the increased use of KOLs (key opinion leaders) and other influencers to promote products and services. These individuals have a large following on social media platforms such as WeChat and Douyin (TikTok), and they can help businesses reach a wider audience through their trusted recommendations. For B2B marketers, this took the form of trade publications – typically the WeChat versions.   </div> <div>   </div> <div> B2B marketers also stepped out of the WeChat comfort zones and started to experiment with Douyin, Little Red Book and other more consumer-focused social media. One of the reasons being that the “walled garden” that is WeChat is a long, slow slog for new fans and growth – something that has always bedeviled China B2B marketers.   </div> <div>   </div> <div> Companies also experimented with video and used the WeChat Channels video platform to supercharge their WeChat content efforts. We saw a rise in B2B clients taking advantage of video in a more systematic way as well – supporting them to take a larger “content zero” piece of content and break it into sizable chunks.   </div> <div>   </div> <div> Another trend was the rise of webinars, which allowed businesses to connect with their customers and partners remotely. Some of our most successful clients incorporated webinars into their WeChat official accounts, providing a library of content, sometimes gated and sometimes available to the public.   </div> <div>   </div> <div> Hybrid trade shows and digital-only trade shows did not make much headway, although at CIIE (China’s major import-export trade show), we saw many brands use live-streaming to reach their target audiences that could not attend the exhibition.  </div> <div>   </div> <div> Looking ahead to 2023, it is difficult to predict exactly how the China marketing scene will evolve. With COVID-19 still a major concern and vaccination efforts ongoing, it is more than likely that digital channels – especially newer channels – will to play a significant role in how businesses reach their target audiences, even as trade shows start to re-surface.   </div> <div>   </div> <div> However, as the pandemic hopefully comes under control and restrictions are lifted, it is possible that we will see a return to more traditional marketing methods, such as trade shows and in-person meetings. Only time will tell how the China marketing scene will adapt and change in the coming year.  </div> <div>   </div> </div> Mon, 23 Jan 2023 06:31:22 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/china-marketing-in-2023 blog thumbnail main image https://www.brandigochina.com/multi-channel-china-marketing-part-3-video In our latest video, we discuss if traditional channels still have a place in modern China marketing strategy - part 3 of our series. <div data-rss-type="text"> <h3> <span> Do traditional marketing channels have a place in a modern multi-channel China strategy? </span> </h3> </div> <div data-rss-type="text"> <p> <span> <span> As part of our Multi-Channel China Marketing series, Steven has been looking at the role that more traditional marketing channels can play in a modern China marketing strategy. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> You can see what he thinks in our latest video. And don’t forget to tell us what you think! Check out our </span> </span> <a href="/podcasts"> podcasts </a> <span> <span> and </span> </span> <a href="/downloads"> downloads </a> <span> <span> to learn more about China marketing - from the expert team on the ground here in China. </span> </span> </p> <p> <span> <br/> </span> </p> </div> Fri, 30 Sep 2022 06:43:04 GMT https://www.brandigochina.com/multi-channel-china-marketing-part-3-video blog thumbnail main image https://www.brandigochina.com/ciie-opens-in-november-are-you-ready-for-a-marketing-blitz Behind the scenes at CIIE - how to supercharge your presence at China's largest exhibition. <h3> If you are attending CIIE this year, make sure you stand our from the crowd. </h3> <div data-rss-type="text"> If you are planning to attend the 5th CIIE (China International Import Expo) – now is the time to align your marketing communications efforts to make the best use of this massive, government-supported trade fair. Currently the show is on track to open November 5. CIIE is an important showcase of China’s importance in global trade and a highlight of its plans to continue to attract foreign investment, especially after the COVID lockdowns. <div> <br/> </div> <div> <b> Why bother with a communications plan?  </b> </div> <div> <br/> </div> <div> While almost 500,000 visitors attended CIIE last year, exhibitors have an opportunity to outperform and “supersize” their attendance through smart marketing and communications. Brandigo has worked with individual companies as well as with entire country delegations over the last few years to ensure that your presence is not just limited to visitors in the hall, but can reach your target audience across China.  </div> <div> <br/> </div> <div> Despite the significance of the exhibition, many international brands fail to grasp the full opportunity of attending CIIE, failing to make a splash that cuts through all the noise and competition for foot flow to your stand. </div> <div> <br/> </div> <div> <br/> </div> <div> <b> Recommended approaches  </b> </div> <div> <br/> </div> <div> <b> Media Outreach </b> – while PR has taken a backseat to social media during the last few years, brands can take advantage of the importance of CIIE to push through brand and product information into key media. Journalists from key media are all at attendance at CIIE, and utilizing them to win media coverage is a great way to build brand awareness.  </div> <div> <br/> </div> <div> <b> Social Media Campaign </b> – whether you are on WeChat, Weibo, Little Red Book or Douyin (TikTok), your own social media channels should be planned out well in advance, with good photographers or a video team onsite to support your efforts.  </div> <div> <br/> </div> <div> <b> Social Media Amplification </b> – whether through KOL (influencers / trade magazine advertorials), CIIE is an opportunity to spread the word and tell your story to your target audience.  </div> <div> <br/> </div> <div> <b> Live Streaming </b> – we successfully broadcast 50 livestream segments at the last CIIE – an exciting and modern way to tell your story and build new customers and fans.  </div> <div> <br/> </div> <div> <b> Offsite/Online Event </b> – we can help you host a streaming event, such as a press conference, or an offline event, such as a media lunch.  </div> <div> <br/> </div> <div> <br/> </div> <div> <b> Not sure where to start? </b> <a href="/contact"> Contact us </a> to discuss CIIE packages that suit your company.  </div> <div> <br/> </div> </div> Wed, 31 Aug 2022 13:11:34 GMT mgolden@brandigo.com (Michael Golden) https://www.brandigochina.com/ciie-opens-in-november-are-you-ready-for-a-marketing-blitz blog thumbnail main image https://www.brandigochina.com/multi-channel-china-marketing-part-2-video Part 2 of our marketing series on multi- or omnichannel marketing in China. <h3> Digital Channels for International Brands in China </h3> <div data-rss-type="text"> <p> <span> Here's our second video in our new Multi-Channel China series. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> For this episode, we look at 7 of the main digital channels that international brands can utilize as part of a multi-channel marketing strategy for China. Do you agree with the 7 we've picked? Check out our </span> </span> <a href="/podcasts"> podcasts </a> <span> <span> and </span> </span> <a href="/downloads"> downloads </a> <span> <span> to learn more about China marketing - from the expert team on the ground here in China working with all major China digital marketing channels. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> Tue, 30 Aug 2022 03:02:40 GMT https://www.brandigochina.com/multi-channel-china-marketing-part-2-video blog thumbnail main image https://www.brandigochina.com/multi-channel-china-marketing-part-1-video Part 1 of our marketing series on omnichannel marketing in China. <h3> Multi-Channel China Marketing Part 1: What Does Multi-Channel Marketing Mean in China? </h3> <div data-rss-type="text"> <p> <span> <span> Multi-channel marketing means the same all over the world, but, as with most things, the nuances and unique characteristics of the China market can be a challenge to get to grips with. Steven kicks off our latest content series with a run-down of what some of the hurdles can be. Check out our </span> </span> <a href="/podcasts"> podcasts </a> <span> <span> and </span> </span> <a href="/downloads"> downloads </a> <span> <span> to learn more about China marketing - from the expert team on the ground here in China, working on complete multi-channel campaigns. </span> </span> </p> </div> Tue, 30 Aug 2022 01:42:58 GMT https://www.brandigochina.com/multi-channel-china-marketing-part-1-video blog thumbnail main image https://www.brandigochina.com/multi-channel-china-part-2-digital-options Digital options to make your China marketing sing! <div data-rss-type="text"> <h3> <span> What Digital channels are available to brands and which ones work best for who? </span> </h3> </div> <div data-rss-type="text"> The China digital landscape is vast and diverse and it’s usually a challenge to find a western equivalent to help international brands figure out how they work and how to maximize the opportunity. But each one can be a valuable tool deployed as part of an effective multi-channel marketing strategy in China. <div> <br/> </div> <div> <a href="/multi-channel-china-marketing-part-1-see-the-wood-through-the-trees"> In our last blog </a> , we broke down the biggest challenge for successful multi-channel marketing campaigns in China, namely, how to figure out the right tools to deploy and at which stage of your customer's journey. In this aspect, China market insight research is invaluable, yet you’d be surprised how many brands seem to skip this part out. In this article, we are going to run through some of the more commonly deployed digital channels available to marketers here. This is not an exhaustive list by any means, but it does represent some of the more accessible and effective channels for international brands. </div> <div> <br/> </div> <div> <b> Baidu </b> </div> <div> It’s always a risk attributing a western equivalent to China marketing channels as there isn’t anything that is truly accurate, however for this blog we are going to do just that when we talk about Baidu. The closest western equivalent here is Google and your China marketing strategy will need a blend of search engine optimization (SEO), search engine management (SEM), and performance marketing to maximize the opportunity. </div> <div> <br/> </div> <div> Baidu works similarly to Google but with some key differences. For example, Baidu doesn’t rank JavaScript sites, and the Baidu ‘spiders’ that crawl the web are a lot slower than Google’s so your China website should have a much flatter menu structure. Also, having a presence on as many sites and services within the Baidu ecosystem will boost your performance. </div> <div> <br/> </div> <div> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-sem"> We go into Baidu and what international marketers should know about it in more detail here. </a> </div> <div> <br/> </div> <div> <b> WeChat </b> </div> <div> You could write books about the significance of WeChat and how to take advantage of it, <a href="/downloads"> and to some extent we have </a> ! </div> <div> <br/> </div> <div> With over 1 billion users in China alone, WeChat is ubiquitous and so, so much more than a social media platform. There is e-commerce, mini-programs, a video platform, chat, paid advertising, and more, all for international marketers to get to grips with and explore. </div> <div> <br/> </div> <div> The first consideration is which type of account to open, and these days many brands will focus on WeChat as an alternative to a dedicated Chinese website or as a sales enablement tool. The course of action here is to consult with your agency and have a full WeChat strategy in place that includes account setup and a content schedule. </div> <div> <br/> </div> <div> You can review all our other WeChat resources including <a href="/blog"> articles </a> , <a href="/podcasts"> podcasts </a> , <a href="/downloads"> and e-books </a> , to help guide you through it and make informed decisions. </div> <div> <br/> </div> <div> <b> Weibo </b> </div> <div> Weibo started life as a micro-blogging site in China, used in a similar way to Twitter in the west. However, as with most social media platforms in China, its evolution has been rapid, and you will now find functionality similar to YouTube and Facebook incorporated. </div> <div> <br/> </div> <div> Weibo users are a very active demographic and cover a broad array of target sectors for brands and organizations. The platform allows brands to learn a lot about their target audience which in turn allows for marketing campaigns utilizing the platform to be laser-focused. It can be a great tool for brand awareness in China, and for fostering engagement. </div> <div> <br/> </div> <div> <b> KOLs </b> </div> <div> KOLs (Key Opinion Leaders), or influencers, dominate the China digital landscape and you can find them across all channels. </div> <div> <br/> </div> <div> They come in different categories depending on the size and response of their fanbase, and they have a place in both consumer and B2B campaigns.  <span> There are pitfalls though, and it is unwise to put all your China marketing eggs into the KOL basket. It can be very expensive for one, and the return on investment is not always what many brands expect from their outlay. </span> </div> <div> <br/> </div> <div> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> We’ve got more detail on KOL marketing in China in this dedicated video </a> , and here we covered <a href="https://www.brandigochina.com/the-cmos-guide-to-china-kol-marketing" target="_blank"> 5 things every international marketer should know about KOLs in this recent blog. </a> </div> <div> <br/> </div> <div> <b> Email </b> </div> <div> Email marketing using well-crafted, targeted content with the wants and needs of your target audience front and center can be enormously effective here in China, just like anywhere else. Good marketing insight research, i.e., really knowing your customer, is key to how successful your email campaigns are. </div> <div> <br/> </div> <div> A significant challenge in China is data management and access. It is illegal to purchase mailing lists for one, so working closely with your sales team and having robust CRM systems and processes in place is hugely important. </div> <div> <br/> </div> <div> <b> Live streaming </b> </div> <div> What started as a video gaming fad, live streaming in China is now very much mainstream and has recently grown hand-in-hand with KOL marketing. </div> <div> <br/> </div> <div> There are hundreds of live-streaming platforms in China. WeChat includes live streaming functionality and e-commerce retailers can speak directly to their customers through popular presenters via Taobao Live, to name but two. </div> <div> <br/> </div> <div> There is a common misconception though that we find amongst international brands looking to take advantage of live streaming in China. Broadcasting your messaging in real-time is all well and good, but if you don’t have an audience, it is a waste of time and resources. If you don’t have a platform for live streaming that features a decent-sized follower base, no one will be watching. The alternative to hosting a live stream on your own channel is to work with a relevant media partner or KOL and tap directly into their audience. Effective, but it can also be expensive without the ROI to match. </div> <div> <br/> </div> <div> <b> Douyin </b> </div> <div> Douyin, more commonly known as TikTok outside of China, is now one of the most popular short-video sharing platforms with over 20 billion views per day and an estimated 400 million active users, most of whom are in their early twenties. It’s a massive opportunity for brand awareness and engagement in China with a vital target market. </div> <div> <br/> </div> <div> Again though, this is a very popular digital channel for brands in China but there is a lot of noise and competition. Content has to be high quality and engaging to cut through and it can be a significant commitment in terms of time and resources to make it a success. </div> <div> <br/> </div> <div> That is just 7 of the most commonly employed digital channels by foreign brands in China, and as mentioned at the beginning, there are plenty of others. It all comes back to the point we made in our last blog. There are many options available for international marketers deploying a multi-channel marketing strategy in China and you won’t be able to take advantage of everything. The trick is to use your customer insight to identify the most effective f <span>   </span> or your campaigns. </div> <div> <br/> </div> </div> Tue, 28 Jun 2022 09:04:47 GMT https://www.brandigochina.com/multi-channel-china-part-2-digital-options blog thumbnail main image https://www.brandigochina.com/multi-channel-china-marketing-part-1-see-the-wood-through-the-trees Cutting through the clutter in China strong omnichannel campaigns. <div data-rss-type="text"> How can an international brand take advantage of a multi-channel marketing strategy in China and set itself up for success? <div> <br/> </div> <div> Multi-channel marketing means the same thing for China as it does everywhere else in the world. It’s not a particularly new concept. But like all things China marketing, China’s retail environment, digital ecosystem, consumer/customer behavior, and not least the rules and regulations that cover data, messaging, and channel restrictions, all combine to make this place a truly unique business environment for international brands, be they B2B or B2C. </div> <div> <br/> </div> <div> Multi-channel marketing simply means marketers taking advantage of all the channels they have available to interact with potential buyers, both direct and indirect, digital, and traditional, online and offline. Jack Ma took the concept a step further when he famously presented his idea for “new retail” in 2016, which led to marketing strategists coining the phrase “omni-channel”. This is essentially the same concept. Omni-channel simply suggests an online/offline consumer experience that is seamlessly integrated via digital technology. Think of the Hema Fresh retail concept. Shoppers can browse in store and purchase online, or vice versa should they wish. You can even have your items cooked in store and dine there and then or take it to go. </div> <div> <br/> </div> <div> It is absolutely true that international brands have access to a broad set of marketing channels at their disposal when it comes to China marketing. However, just because you have them doesn’t mean you have to use them. </div> <div> <br/> </div> <div> <br/> </div> <div>   </div> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/03juneGraphic.jpg" alt=""/> </div> <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span> China is not cheap. A successful campaign requires commitment. A commitment in terms of both resources and time, and the most successful brands can identify which will be the most effective channels to prioritize and into which they should invest those resources. Unless you are Apple, Nike, Alibaba, or the like, your brand is unlikely to be able to maximize the impact, and therefore the opportunity, of every single one. </span> </p> <p> <span>   </span> </p> <p> <span> <span> This then goes back to the importance of </span> </span> <a href="/the-cmos-guide-to-china-insight-research"> China market insight research </a> . A vital step in any successful marketing strategy yet one that so many international brands, of all shapes and sizes, neglect to take, and then wonder why their marketing campaigns aren’t hitting as expected and their China growth has stalled. </p> <p>   </p> <p> <a href="/the-cmos-guide-to-china-marketing-china-market-insight-research/utm_sourcerssutm_mediumrssutm_campaignthe-cmos-guide-to-china-marketing-china-market-insight-research"> We’ve broken down what a successful C </a> <a href="/the-cmos-guide-to-china-marketing-china-market-insight-research"> hina </a> <span> <span> </span> </span> <a href="/the-cmos-guide-to-china-marketing-china-market-insight-research"> market insight resea </a> <a href="/the-cmos-guide-to-china-marketing-china-market-insight-research/utm_sourcerssutm_mediumrssutm_campaignthe-cmos-guide-to-china-marketing-china-market-insight-research"> rch project looks like in recent videos and blogs, and whichever channel you are looking at, you can see the </a> <a href="/the-cmos-guide-to-china-marketing-china-market-insight-research"> value </a> <a href="/the-cmos-guide-to-china-marketing-china-market-insight-research/utm_sourcerssutm_mediumrssutm_campaignthe-cmos-guide-to-china-marketing-china-market-insight-research"> that it brings. </a> </p> <p> <span>   </span> </p> <p> <span> If your strategy is based on China social media channels, how do you know you are reaching your target audience via the right platform, in the right way, at the right time? If you can’t answer these questions, why plow all your money and time into a Douyin or Weibo activation if all your consumers’ purchasing decisions are based on WeChat content? </span> </p> <p> <span>   </span> </p> <p> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> If you are setting your stall </a> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> out behind a KOL-centric strategy, which can be an expensive enterprise, are you sure that you are choosing the right KOLs </a> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> to </a> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> work </a> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> with? Big isn’t always better when it comes to profile and total audience reach for your return on investment. </a> </p> <p> <span>   </span> </p> <p> <span> Multi-channel marketing is an extremely powerful set of tools for international marketers looking to make their brand successful in China, but you have to know which is the best tool and when it’s the right time to use it. </span> </p> <p> <span>   </span> </p> <p> <span> In future blogs and videos, we will be continuing to look at multi-channel marketing in China and will pick apart each aspect of it in more detail. For now, though, the key takeaway here is to put your brand in a position to identify which are the right channels for your business before you start investing time and money in costly China marketing activities that aren’t necessarily the best route to success. </span> </p> <p> <span> <br/> </span> </p> </div> Mon, 06 Jun 2022 05:37:39 GMT https://www.brandigochina.com/multi-channel-china-marketing-part-1-see-the-wood-through-the-trees blog thumbnail main image https://www.brandigochina.com/account-based-marketing-in-china Account Based Marketing (ABM) has been one of the key sales and marketing tactics for B2B businesses for the last few years. <div data-rss-type="text"> <p> <span>   <br/> </span> </p> <h2> <span> Account Based Marketing in China </span> </h2> <p> <span>   <br/> </span> </p> <p> <span> Account Based Marketing (ABM) has been one of the key sales and marketing tactics for B2B businesses for the last few years. It’s nothing new but it does have a fancy name now: basically targeting large accounts with personalized marketing. What’s different now are the tools now available to marketers, which allow us to fully realize key aspects of ABM: personalization, automation, leading to increased efficiency and increased sales. </span> </p> <p> <span>   <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span>   <br/> </span> </p> <p> <strong> What is ABM? </strong> </p> <p> <span>   <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span>   <br/> </span> </p> <p> <span> ABM is a strategic approach that marketers use to focus on defined clients – prospective accounts – through identification, engagement and nurturing. The ABM approach is the opposite of lead generation – the normal sales funnel is inverted so that instead of trying to develop as many leads as possible, we are just focusing on “named” leads – large, prospectively wonderful clients. </span> </p> <p> <span>   <br/> </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/account+based+marketing+funnel.png" alt="A pyramid with the words identify target companies target with personalized campaigns."/> </div> <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span> Define your goals </span> </p> <p> <span> <br/> </span> </p> <p> <span> Like any marketing and sales program, it is vital that the goals are clearly defined. This includes: </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <span> A well-defined strategy that includes clear communication between sales, marketing and customer support </span> </li> <li> <span> Content marketing plan personalized for each client segment </span> </li> <li> <span> Technology to support the efforts – a robust CRM and marketing automation system </span> </li> <li> <span> Sources of leads </span> </li> <li> <span> A program to follow up and adjust your efforts </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Account Planning </span> </p> <p> <span> <br/> </span> </p> <p> <span> A crucial element of account planning is setting up and customizing your CRM system as well as your marketing automation. This includes inputting all of the target account tiers into the CRM, automating content for each target customer, building workflows that are customized for each client, and setting up a full loop to ensure that sales and marketing are on the same page. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Content Strategy </span> </p> <p> <span> <br/> </span> </p> <p> <span> Planning your content around the buyer’s journey is how modern marketers are successful – through the simplified stages of awareness, consideration, decision and loyalty. In China the trick is to ensure that the content formats and channels make sense – how to use WeChat instead of email? Getting away from your website as the main channel and making sure that your formats and channels are up-to-date with the quickly changing market. </span> <span> New Paragraph </span> </p> <p> <span> <br/> </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/journey.001.jpeg" alt="A screen shot of a chrysler culture license map"/> </div> <div data-rss-type="text"> <p> <br/> </p> <p> <span> <span>  </span> Combining WeChat with ABM </span> </p> <p> <br/> </p> <p> <span> In the West, ABM systems fit wonderfully into marketing automation systems. In China, of course, WeChat proves to be a wonderful complication. As a basic element WeChat does not do enough. What we can do, however, is add technical elements into WeChat to make it fully functional – this means incorporating a CRM system into your WeChat account. On top of that you can add marketing automation elements into the system – so when your target client joins your WeChat account, you can feed them specific content personalized just for them. Add in chatbot functionality and now your WeChat is a supercharged channel. </span> </p> <p> <br/> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/chatbot-in-action.gif" alt="A white cell phone with a keyboard on the screen."/> </div> <div data-rss-type="text"> <p> <span> Sales enablement tools and ABM </span> </p> <p> <span> <br/> </span> </p> <p> <span> Sales enablement is another piece of the puzzle. When your sales team meets the client, are they rooting through their computer, trying to find a video or presentation deck, buried in their files? Or do they have a fully organized system and tools to pull up the right content, personalized for the meeting? Showpad is a tool that unifies marketing and sales so that the efforts of a proper ABM program are fulfilled by the sales team when they actually meet the client. Brandigo has also worked with some of our B2B clients on smart China marketing campaigns that utilize WeChat as an effective sales enablement tool as well. </span> <span> New Paragraph </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/showpad+partner+sales+enablement.png" alt="A hand is holding a tablet with a blue screen"/> </div> <div data-rss-type="text"> <p> <br/> </p> <p> <span> ABM is a wonderful approach, and it is possible in China – but the tools and channels have to be adjusted to be effective here. Looking to up your marketing and sales strategy in China? Talk to the experts at Brandigo. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Effective china B2B marketing </span> </p> <p> <span> <br/> </span> </p> <p> <span> If you want more great insight into how to make your China marketing strategy more effective, <a href="/downloads"> download our free e-Book, The CMO's Guide to China Marketing: 10 Top Tips for Your International Brand </a> .  </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <strong> </strong> </p> </div> Thu, 01 Jul 2021 03:58:00 GMT https://www.brandigochina.com/account-based-marketing-in-china blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-performance-marketing On the face of it, performance marketing campaigns via channels such as Baidu or WeChat share a lot of similarities with their western counterparts. <div data-rss-type="text"> <p> <span> On the face of it, performance marketing campaigns via channels such as Baidu or WeChat share a lot of similarities with their western counterparts. But for foreign brands looking to incorporate performance marketing into an effective China marketing strategy, there are some nuances that can make or break a campaign. In our latest CMO's Guide to China Marketing video, Brandigo's Global Marketing Director,  </span> <a href="https://www.linkedin.com/in/ACoAAAMM52oBe69CP_jw7wf-OgmUlxBuhHgDyiY" target="_blank"> Steven </a> <span> , breaks some of these down. </span> </p> <p> <span> <span>  </span> </span> </p> </div> <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span> If you are looking for more essential insight into how to make your China marketing strategy as effective as it can be, you can check out some of our free-to-download China marketing resources here. </span> <br/> </p> <p> <span> <br/> </span> </p> <p> <span> Or click on the image below to access your copy of <a href="/downloads"> The CMO's Guide to China Marketing: 10 Top Tips for Your International Brand </a> . </span> </p> <p> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> </div> <div> <a href="/downloads"> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/China+Marketing+Guide.webp" alt="CMOs Guide to China Marketing"/> </a> </div> Wed, 23 Jun 2021 02:34:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-performance-marketing blog thumbnail main image https://www.brandigochina.com/influencer-marketing-for-b2b-samsungs-successful-china-kol-campaign If you’ve been keeping your finger to the pulse of China marketing, chances are you’ve heard about KOLs (Key Opinion Leaders, aka influencers). <div data-rss-type="text"> <p> </p> <p> <span> If you’ve been keeping your finger to the pulse of China marketing, chances are you’ve heard about KOLs (Key Opinion Leaders, aka influencers). The buzz is not unfounded, and if you’re looking to amplify your content and create brand awareness using an “influencer” with an engaged following is one of the most popular marketing tactics in China and around the world.  </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> <span> </span> </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> If you are new to the world of KOL’s don’t worry, we have plenty of resources to catch you up. You can start by watching our </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-kols-and-influencers"> CMO’s G </a> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-kols-and-influencers"> <span>  </span> uide to Chin </a> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-kols-and-influencers"> a Marketing: KOLs and Influencers video </a> <span> <span> or read through our China KOL marketing blogs: </span> </span> <a href="/"> The CMO’s Guide to Chi </a> <a href="/the-cmos-guide-to-china-marketing-kols-and-influencers"> na: KOL Marketing. </a> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com/what-are-the-kpis-of-kols/"> The KP </a> <a href="https://www.brandigochina.com/what-are-the-kpis-of-kols"> Is of KO </a> <a href="https://www.brandigochina.com/what-are-the-kpis-of-kols/"> Ls </a> – in which we take a look at how you can measure the success of your KOL marketing activity as part of your China marketing strategy. </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <a href="/blog"> Whose Op </a> <a href="/blog"> inion Co </a> <a href="/blog"> unts? </a> – in which we looked at some of the legitimacy challenges KOLs need to address to show their value to the marketing industry and justify their costs. </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> KOLs in China are extremely powerful, and for a number of reasons have reshaped the consumer journey in the past few years. More and more, people turn to their favorite blogger, or fashion icon to receive information about the hottest products, the most reliable brands and the best deals. Many people search for product information through eCommerce platforms or social media apps, instead of going to the brand website or searching on Baidu. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> KOLs have impacted the ways in which brands communicate with consumers, and how people go about getting information. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> So what does this mean for B2B? </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> We’ve written about this before, but how many B2B KOLs do you see writing about office paper or brake fluid? Probably not many. So how do you use one of the most buzzed-about marketing trends to reach key decision-makers? </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Brandigo helped client Samsung develop an integrated digital marketing campaign to build awareness around their new AMOLED screen technology. </span> </p> <p> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/samsung1.png" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> </p> <p> <span> We did this using KOLs, but with a B2B twist. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Samsung needed to reach technology enthusiasts and early adopters interested in better screen technology that affects color, in order to influence mobile phone manufacturers to integrate the Samsung AMOLED technology into their devices. This is an example of a “pull” marketing strategy. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Who can communicate the benefits of a better screen technology that affects color? </span> </p> <p> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/challenge_samsungGIF.gif" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> </p> <p> <span> We worked with a range of industry experts from ophthalmologists, photographers, fashion designers, colorists, and make-up artists who were interviewed to discuss their experience and know-how regarding the benefits of the new AMOLED technology, and how the benefits of this technology could impact themselves and their industries. </span> <br/> <span> </span> </p> <p> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/Strategy_SamsungCS4.png" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/samsung-4.jpg" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> </p> <p> <span> These experts were able to illustrate, through their own expertise and experiences, how better screens are good for your eyes, provide a better experience visually, create a bigger impact, and more. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> AMOLED is now known as an attractive feature for interactive devices in China, from phones to watches, and the campaign led to direct deals with Chinese mobile phone manufacturers. </span> <br/> <span> </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> You don’t need to find the hottest TV celebrity to be the poster boy for your new window cleaner. Not only will this blow your budget, but think about who their target audience is, and what they’re really interested in… </span> <br/> <span> </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Connecting with the right KOL is about more than just the number of fans someone has or their engagement rate – know why their followers are engaged, what specific information do they expect? Do they follow the advice of this KOL? </span> <br/> <span> </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> For B2B look to industry thought leaders; doctors, award recipients, well known public speakers – these are the KOLs that are going to bring value to your brand, and likely be less expensive. </span> <br/> <span> </span> </p> <p> </p> </div> Mon, 21 Jun 2021 10:36:00 GMT https://www.brandigochina.com/influencer-marketing-for-b2b-samsungs-successful-china-kol-campaign blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-agency-edition Here is the latest video in our CMO's Guide to China Marketing series. We tap into our 15 years of China marketing experience to offer marketing leaders around the world all the insight and intel they need to make their China marketing strategy more effecti <div data-rss-type="text"> <p> Here is the latest video in our CMO's Guide to China Marketing series. We tap into our 15 years of China marketing experience to offer marketing leaders around the world all the insight and intel they need to make their China marketing strategy more effective. </p> </div> <div data-rss-type="text"> <p> <span> This time out we've done things a little different. We've had lots of great feedback from viewers for all our videos,  </span> <a href="/podcasts"> podcasts </a> <span>  and  </span> <a href="/downloads"> eBooks </a> <span> , to date, however, some of our agency friends and partners requested something a bit more relevant to them and how they can best support their clients in effective China marketing. So, here is Steven outlining 6 things we think all agency professionals need to know to help their clients achieve their China marketing objectives. </span> </p> <p> <br/> </p> </div> Tue, 01 Jun 2021 04:28:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-agency-edition blog thumbnail main image https://www.brandigochina.com/what-you-need-to-know-about-using-wechat-for-b2b-4-top-tips “WeChat doesn’t work for B2B” was something people used to say a lot, but like those who used to say “the earth is flat”, they’ve been proved wrong. <div data-rss-type="text"> <p> <span>   </span> </p> <p> <span> “WeChat doesn’t work for B2B” was something people used to say a lot, but like those who used to say “the earth is flat”, they’ve been proved wrong. </span> </p> <p> <span> <br/> </span> </p> <p> <span> WeChat is a brilliant tool for B2B. Think about it: B2B is about selling high-value, often niche products or services to customers with a specific need, with many decisions taken on the strength of a brand’s reputation. Creating content that addresses this allows a brand to market directly to potential customers on a device that each person doesn’t let out of sight throughout their waking hours. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> At Brandigo, pretty much every enquiry that comes into our Shanghai office has some request to incorporate WeChat into the brief, from helping with content ideas and creation, to opening and running the account. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> 1. It ain’t all about the numbers: Getting WeChat followers </span> </p> <p> <span> <br/> </span> </p> <p> <span> China has 1.4bn people. Optimistically speaking, only 0.0001% of them are going to have any interest whatsoever in your bio-friendly innovative new alloy coating material for agricultural grain silos. Expecting to get millions of followers ‘just because it’s China’ and it will make an impressive graph on the quarterly report won’t deliver results. You can buy followers, but are they relevant? Better to have a few hundred of the right people (decision-makers who will buy your product), than a few hundred thousand of the wrong ones (everybody else). </span> </p> <p> <span> <span>  </span> </span> </p> <p> <span> 2. Leverage what you have: WeChat is not a lead generation tool </span> </p> <p> <span> <br/> </span> <span> The standard offline to online conversion on WeChat is made by scanning a QR code. Some people in the West don’t like these, or think they’re ugly and won’t put them on packaging or marketing collaterals. They are shooting themselves in the foot. Put QR codes EVERYWHERE. All over your brochures, on your trade show booth, on your website, on your product itself. Chinese people will go to scan if they see a QR code. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Likewise, be aware WeChat is a walled garden, and should not be relied upon as a lead generation tool. When people post onto their moments feed, only people they are connected with can see it. This will probably include work contacts and industry peers. Make sure your employees in China are sharing WeChat content (very easy to do) to their feeds and the account contact card (again, very easy) to their professional network. </span> </p> <p> <span> <br/> </span> </p> <p> <span> No idea what moments are? Don’t know how contacts are made? And what’s the difference between a Subscription and Service Account?  </span> <a href="/downloads"> Download our guide for the answers and a WeChat crash course </a> <span> . </span> </p> <p> <span> <br/> </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/7+phones-0ec41638.png" alt=""/> </div> <div data-rss-type="text"> <p>   </p> </div> <div data-rss-type="text"> <p> <br/> </p> <p> <b> 3. Don’t Westernize it: WeChat is more than Facebook &amp; WhatssApp </b> </p> <p> <br/> </p> <p> A lot of Westerners will try and describe Chinese social media in terms they’re familiar with. So, WeChat becomes “the Chinese WhatsApp” and Weibo “the Chinese Twitter”. WeChat is an entirely different beast, with functions that go way beyond what we see on Western social media, but with limitations Europeans or Americans might not be used to. </p> <p> <br/> </p> <p> If your team is not familiar with WeChat, spend time going through the app with everyone, or even better, encourage them to download and use it themselves. This is a great opportunity to show things like H5 and HTML pages, which are tools that can be used to create engaging and interactive posts. </p> <p> <br/> </p> <p> <br/> </p> <p> <b> 4. Once a week, not every day: Posting frequency on WeChat </b> </p> <p> <b> <br/> </b> </p> <p> Some brands think they have to communicate with their followers on social media every day. This approach might work for Twitter, but for WeChat, your followers may feel they are being spammed. We normally suggest to clients they create a service account, which allows you to publish four times a month. Normally, we’ll do two or three articles each time we publish. </p> <p> <br/> </p> <p> The key here is making sure the content is valuable, engaging, sharable and useful. Better to spend time creating this kind of post, rather than shoveling out low quality every single day. It doesn’t all have to be brand new either. For example, WeChat supports videos, so you could publish video content with Chinese subtitles. If it is interesting and you’ve spent a lot of money creating it, use as widely as possible! </p> <p> <br/> </p> <p> <br/> </p> <p> <b> 5. Don’t get carried away: Keep your WeChat on-brand </b> </p> <p> <br/> </p> <p> This may seem obvious but we’ve seen it before – a B2B brand looking to spice up their posts with all the glitter and glitz available. Say no to the temptation. There are many third-party platforms that can help you turn your WeChat posts from drab to fab, but make sure you pick a style that matches your website as closely as possible, as your account should link directly to it. You don’t want to confuse followers by having a completely different look and feel. And remember, this is B2B, the audience is not expecting wackiness like they might in the consumer sphere. Work on tailoring your originality and creativity toward something useful and in keeping with your brand tonality. </p> <p> <br/> </p> <p> <br/> </p> </div> Mon, 24 May 2021 09:35:00 GMT https://www.brandigochina.com/what-you-need-to-know-about-using-wechat-for-b2b-4-top-tips blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-kols-and-influencers The latest CMO's Guide to China Marketing video is here! <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> The latest CMO's Guide to China Marketing video is here! In this episode,  </span> </span> <a href="https://www.linkedin.com/in/ACoAAAMM52oBe69CP_jw7wf-OgmUlxBuhHgDyiY"> Steven </a> <span> <span> offers insight into the KOL/Influencer landscape in China and offers a few tips and things to keep in mind before an international brand includes KOL marketing in its China marketing strategy. Check out our </span> </span> <a href="/podcasts"> podcasts </a> <span> <span> and </span> </span> <a href="/downloads"> downloads </a> <span> <span> to learn more about China marketing - from the expert team on the ground here in China working with KOLs and influencers across many key industries. . </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> Watch the video below to learn more. </span> </p> </div> Mon, 26 Apr 2021 09:43:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-kols-and-influencers blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-china-market-insight-research You would be amazed how many leading MNCs come to China and expect huge growth without doing any China market insight research. And it’s not just the preserve of the larger players either. Good robust intel can be generated with a reasonable budget. <div data-rss-type="text"> <p> <span> You would be amazed how many leading MNCs come to China and expect huge growth without doing any China market insight research. And it’s not just the preserve of the larger players either. Good robust intel can be generated with a reasonable budget.  </span> <a href="https://www.linkedin.com/in/ACoAAAMM52oBe69CP_jw7wf-OgmUlxBuhHgDyiY"> Steven </a> <span> , Brandigo’s Global Marketing Director, takes a look at why this is so important for effective China marketing in our latest CMO’s Guide video.  </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, </span> </span> <a href="/downloads"> The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand </a> <span> <span> . Check out our </span> </span> <a href="/podcasts"> podcasts </a> <span> <span> and </span> </span> <a href="/downloads"> downloads </a> <span> <span> to learn more about China marketing - from the expert team on the ground here in China. </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p>   </p> </div> <div data-rss-type="text"> <p>   </p> </div> Mon, 29 Mar 2021 06:08:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-china-market-insight-research blog thumbnail main image https://www.brandigochina.com/creating-effective-brand-loyalty-in-china International companies can no longer rely on their country of origin doing their marketing for them and the competition from local brands gets increasingly stiffer all the time. <div data-rss-type="text"> <p> Chinese consumers, especially in Tier 1 and 2 cities, are educated when it comes to brands. International companies can no longer rely on their country of origin doing their marketing for them and the competition from local brands gets increasingly stiffer all the time. Generating brand loyalty becomes an ongoing challenge and the solution has to be based on quality and service. </p> </div> <div data-rss-type="text"> <p> <span> <span> <span> </span> </span> </span> </p> </div> <div data-rss-type="text"> <p> <span> The past two decades have seen an explosion in the choices available to people in China. The country has opened up to the world and become an economic powerhouse, meaning everybody wants a slice of this particular pie. And because things move so fast here, with new channels opening up to marketers all the time, it’s difficult for brands to create the assets they need to keep themselves memorable amongst their target market. </span> </p> </div> <div data-rss-type="text"> <p> <span> So whether it’s Scandinavian paper pulp board sold by the ton or fancy South American coffee sold by the cup, in first tier cities especially, the options are manifold. </span> <span>   </span> </p> </div> <div data-rss-type="text"> <p> But has this led to as much bed hopping between brands as the research seems to suggest, and what is being done to keep hold of customers and consumers when they choose a brand? </p> </div> <div data-rss-type="text"> <p> <span> Well quite a lot, it seems. And as always in China, digital tools, particularly platforms like WeChat, are at the forefront. </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> </p> </div> <div data-rss-type="text"> <p> <b> B2B – isn’t it all about the balance sheet? </b> </p> </div> <div data-rss-type="text"> <p> The BrandigoChina old guard can tell many a tale of ‘negotiations’ with purchasing managers in Chinese companies. We can bemoan that these folks know the cost of everything and the value of nothing, but getting costs down is the job of procurement departments the world over. They think with their heads, not their hearts. </p> </div> <div data-rss-type="text"> <p> <span> In the ‘bad’ old days, some old fashioned guanxi would grease the wheels. Taking the manager out for a lavish meal or showering him or her with gifts was a good place to start. That sort of business practice has now, thankfully, long become a thing of the past. </span> </p> </div> <div data-rss-type="text"> <p> <span> Customer service and aftercare are vital in China, and using digital tools, it is easier to maintain this relationship. For example, you can send surveys asking for feedback, incentivizing people with a chance to win in a lucky draw. Hosting exclusive events for existing customers is another great way to meet them in person and develop a personal relationship. Sending personalized emails or WeChat messages with quality, relevant content, is another option for making that customer feel valued – and keeping your brand front of mind. </span> </p> </div> <div data-rss-type="text"> <p>   </p> </div> <div data-rss-type="text"> <p>   <b> B2C – This time it’s personal </b> </p> </div> <div data-rss-type="text"> <p> Chinese consumers are savvier then ever, and millennials in particular will no longer accept shoddy customer service or companies that shrug their shoulders and say its Hobson’s choice for the customer. Clever brands not only treat their customers well, they turn them into evangelists. <span>   </span> </p> </div> <div data-rss-type="text"> <p> In the highly competitive F&amp;B space for instance, international and local brands alike are doing some excellent work to foster and maintain brand loyalty as part of their China marketing strategies. <a href="http://www.wagas.com.cn/"> A great example is Wagas, an international casual dining/cafe chain. </a> The brand has built up a loyal following with a reputation for high-quality and excellent service, an identity that taps into the Chinese passion and trend for healthy modern living, and a loyalty program that customers find genuinely rewarding.  </p> </div> <div data-rss-type="text"> <p> The company has used WeChat and an innovative mini-programme that empowers loyal customers to manage their own reward points and earn member-only coupons which they can redeem at Wagas or Baker &amp; Spice venues around China. </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/2+phones.png" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> <span> Technology is opening up the options companies have to convert sales into brand advocates. Clever brands are embracing this, leveraging on the mobile phone, the tool most people have on their person throughout their waking hours, to market to them in a direct, personal and useful way, helping them solve their problems or making using the product a fun and engaging experience. B2B and B2C brands can take advantage of these omnipresent devices to deliver engaging content and brand experiences right into the hands of their customers that will foster brand loyalty.  </span> </p> </div> <div data-rss-type="text"> <p> <span> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand. Just click on the image below. </span> </span> </p> </div> Fri, 12 Mar 2021 09:08:00 GMT https://www.brandigochina.com/creating-effective-brand-loyalty-in-china blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-crisis-management Following on from our last video on which Steven went through our top tips to make your PR more effective in China, this time we go through everything CMOs and international marketers should keep in mind about crisis communications in China. <div data-rss-type="text"> <p> <span> Following on from our last video on which  <a href="https://www.linkedin.com/in/ACoAAAMM52oBe69CP_jw7wf-OgmUlxBuhHgDyiY"> Steven </a> went through our top tips to make your PR more effective in China, this time we go through everything CMOs and international marketers should keep in mind about crisis communications in China. Watch the video to learn more. </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand. Just click on the image below. </span> </p> </div> Tue, 09 Feb 2021 08:50:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-crisis-management blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-pr-and-media-relations In the latest in our series, The CMO’s Guide to China Marketing, here is Steven, Brandigo’s Global Marketing Director (and a PR specialist in a previous life), giving his four things global CMOs and international marketers need to know about PR and media relations in China. <div data-rss-type="text"> <p> <span> In the latest in our series, The CMO’s Guide to China Marketing, here is  </span> <a href="https://www.linkedin.com/in/ACoAAAMM52oBe69CP_jw7wf-OgmUlxBuhHgDyiY"> Steven </a> <span> , Brandigo’s Global Marketing Director (and a PR specialist in a previous life), giving his four things global CMOs and international marketers need to know about PR and media relations in China. Watch the video to learn more. </span> </p> </div> <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, <a href="/downloads"> The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand </a> .  </span> </p> </div> Mon, 25 Jan 2021 10:16:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-pr-and-media-relations blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-b2b-wechat-fan-growth-in-china As a full-service marketing agency here in China, we’ve produced our fair share of WeChat content – to date I’ve counted tens of thousands of pieces of content ranging across industries. <div data-rss-type="text"> <p> <span> As a full-service marketing agency here in China, we’ve produced our fair share of WeChat content – to date I’ve counted tens of thousands of pieces of content ranging across industries. Besides our major consumer client Costco, most of our clients are B2B or B2B2C focused – auto, health supplement ingredients, industrial and chemical clients with complicated value chains. </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <span> So how do you grow fans when you are selling the chemical that goes into air cons? Or paper pulp? Or the ingredient that goes into a supplement or fortification? And the complication with WeChat is that prospective followers must proactively follow you – by scanning a QR code or through shared content. This barrier creates a so-called “walled garden.” </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/WeChatscreen.jpg" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> <b> The B2B Challenge </b> </p> </div> <div data-rss-type="text"> <p> <span> Most of the B2B in China articles and pundits miss this focus completely – instead they assume that the company has SOME sort of saleable product, but that it is not consumer-focused. When in reality they have a component or one piece of an extremely long and complex value chain. Arcelor Mittel, the world’s largest steel manufacturer, is not selling homogenized rolls of steel on Alibaba, 1688, or any other B2B marketplace (and if they are, it is just for visible company promotion, not for actual sales). </span> </p> </div> <div data-rss-type="text"> <p> <span> So the B2B company, whether after China entry, or just realizing that every other company in the industry has an account, creates an official WeChat account to talk directly to industry followers, prospects, distributors, and its own employees. It dutifully recreates serious press releases in WeChat format, perhaps with some styling and design elements added. The corporate communications department usually takes the task, although individual business units, and HR, may create their own official accounts as well. At one point they may hire an agency to do the dirty work – creating and distributing weekly content. </span> </p> </div> <div data-rss-type="text"> <p> <span> Sales people excitedly share it on their Moments and in their WeChat groups. They send it to their family and friends. The follower numbers jump up. This is going so well! </span> </p> </div> <div data-rss-type="text"> <p> <span> Three months in. The content starts to lose its pizzaz. The sales team stops sharing it, unless harangued by their boss. The follower and read numbers start to decline. The comms department starts to blame the agency, and the agency complains that the company content is too boring (when they probably don’t really understand it in-depth). </span> </p> </div> <div data-rss-type="text"> <p> <b> Solving the Problem </b> </p> </div> <div data-rss-type="text"> <p> <span> So, how do we escape this doom spiral? Here are some of the tips that we have collated through the last several years. </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Content: industry know-how and trends </b> </span> </p> <p> <span> Content that educates and informs in your industry is worth sharing. And sharing is the name of the game. With the general decrease in WeChat article reads, it has to be very compelling or interesting.  </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Content: using a local touch </b> </span> </p> <p> <span> Photos and videos of local employees are always shared by the teams, to their friends and families. Honeywell had employees dress up in Chinese period costumes – proving to be an incredibly popular piece of content. News or products that bring benefit to Chinese customers is critical. </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Content: amazing and engaging </b> </span> </p> <p> <span> I know that’s a pretty vague way to state it – but content that looks amazing or has an engagement function always does better. We look to B2C content for hints and ideas – BMW, Starbucks etc have very nice content. The trick is to fit that development into a B2B mindset (and budget). One of our best performers was a hand drawn cartoon poster for Miba, a leading producer of bearings and automotive parts. Interesting stories, told visually, and interviews (video) are also great ways to generate amazing content. Remember to check your headline and key visual – this will be the main reason someone decides to read the story in the first place. </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Promotion: Incentivize the front-line to share </b> </span> </p> <p> <span> If the sales team does not share the content, there is already a problem. Running a contest with your sales team is one way to incentivize them to share widely. It’s also worth asking them what type of content they’d like to see. Finding a balance between the sales teams needs and marketing/global strategy is always tricky, but somewhere along that spectrum is the right tone and subject material for your company.  </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Promotion: Contests </b> </span> </p> <p> <span> Chinese (well, everyone) loves a good giveaway. Our client UPM, one of the world’s leading paper pulp producers, have given away (the so-called “lucky draw”) Finnish glassware, art pieces and home decorations for answers to questions and polls based on sustainable living. Not expensive, and a fun way to drive engagement. Note that “incentivized sharing” (share this to have a chance to win) is against Tencent’s rules and may lead to your account being banned. </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/UPMGiveAwayScreenRESIZED.jpg" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> <span> <b> Paid: WeChat advertising </b> </span> </p> <p> <span> Of course, there are paid advertising options available. Also, previously expensive packages, such as WeChat Moments Advertising, have become more reasonable. Also, you may generate a lot of fans that are not in your target audience. Cheaper options also exist – small banner types of ads at the bottom of articles. </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Paid: Content through industry media WeChat or KOL </b> </span> </p> <p> <span> Using industry media – or Key Opinion Leaders (KOL) in the consumer world – is a good way to promote the brand and campaigns or products. From our experience, to successfully build fan growth this must be combined with one of the other elements, such as a contest. </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Offline incentive </b> </span> </p> <p> <span> Any offline opportunities should be used to drive fan growth. Entering the exhibition space? Require them to scan your QR code and follow you. Running a seminar? Have everyone scan the QR code in your PPT and follow you first. One of the tricks here is to continue to provide worthwhile content to keep them as fans after, or else the drop-off rate will be high. </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Incorporate functionality beyond standard WeChat </b> </span> </p> <p> <span> You can add in additional functionality to your WeChat to attract and retain customers – for example a support document center, a webinar function, or a point-based CRM system. All of these tactics should provide value to your customer or prospects. This is the major growth area for accounts that have “hit the wall” with their content. Understanding the buyer’s journey is critical to making this successful.  </span> </p> </div> <div data-rss-type="text"> <p> <span> <b> Use your existing database / other channels </b> </span> </p> <p> <span> You can send an email – with QR code embedded (or now, a link to mini program) – and ask your database contacts to follow your account. Also important to make sure your WeChat QR code is visible on your website and other marketing collateral. </span> </p> </div> <div data-rss-type="text"> <p> <span> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, <a href="/downloads"> The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand. </a> </span> </span> </p> </div> Tue, 19 Jan 2021 08:37:00 GMT https://www.brandigochina.com/the-cmos-guide-to-b2b-wechat-fan-growth-in-china blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-sem All you need to know about SEM in China. <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> In true ‘cyber Monday’ style, the very generous China marketing experts at Brandigo are giving you two for one today on all our China digital marketing insight! If you haven’t checked out our partner piece, </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-digital-marketing"> The CMO’s Guide to China Digital Marketing </a> <span> <span> , you can head over </span> </span> there once you’ve enjoyed this one. For now, we are going to focus on China Search Engine Marketing, AKA SEM. </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> As with the rest of the world, SEM here in China breaks down into two main categories, search engine optimization (SEO) and paid search advertising, commonly known as pay-per-click advertising. However, that’s where most of the similarities end. So, to make sure you and your China marketing team are getting the most out of every element of your China marketing strategy, here are 5 things all global CMOs and marketing managers need to know about China SEM. </p> </div> <div data-rss-type="text"> <p> <b> We don’t Google, we Baidu </b> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> This has come up a lot throughout our </span> </span> <a href="/blog"> CMO’s Guide to China Marketing </a> <span> <span> series but it is worth mentioning again. Google is blocked in China where Baidu is the search engine of choice for the majority of Chinese internet users (currently enjoying a 70% market share). So, if you are wondering why your Google Ad campaigns get no traction in China, there you go. </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> At first sight, Baidu looks very similar to Google and while the mechanics of SEM work in much the same way, there are plenty of China specifics you need to understand to make it work for your business. Organic search results come hard and slow and Baidu uses different algorithms than Google. It is very complex to reach the first page. </p> </div> <div data-rss-type="text"> <p> Baidu offers more than 40 services, all Chinese language-only, including Baidu Maps, Baidu Baike (like Wikipedia), Baidu Wangpan (a cloud service), Baidu Tieba (a bit like Reddit) Baidu Zhidao (a Q&amp;A community), and so on. Having a relevant presence on as many of these services as possible will help to boost your Baidu SEO performance. </p> </div> <div data-rss-type="text"> <p> <b> Same Same but Different and it all Starts With Onsite SEO </b> </p> </div> <div data-rss-type="text"> <p> Just like search engines everywhere, Baidu loves up-to-date, useful information. We mentioned in our other article today <a href="https://www.brandigochina.com/the-cmos-guide-to-china-digital-marketing/"> the value of having a dedicated Chinese website </a> can bring to your Chinese marketing activities. Making sure this is well maintained with regular new content will enhance your China SEO as well. </p> </div> <div data-rss-type="text"> <p> Most of China’s web traffic comes via mobile phone use, so again, make sure the mobile visitor experience for your China website is optimized too. Keywords are important (remember these will be in Chinese though) and the Baidu Tongji tool is available to help research them. Don’t forget internal links to content elsewhere on your site, external links, and backlinks from respected Chinese websites will all have a positive impact. </p> </div> <div data-rss-type="text"> <p> Finally, meta descriptions are very important for Baidu SEO and you have 78 simplified Chinese characters to work with. Google has now moved on from meta keyword tags, but these are still necessary for Baidu. </p> </div> <div data-rss-type="text"> <p> <b> Incey Wincey SEO Spiders </b> </p> </div> <div data-rss-type="text"> <p> The Baidu spiders crawl the web much slower than their Google cousins. Making sure your Chinese website has a clear, flat navigation structure will help them go about their business but don’t expect them to be crawling your site as fast or as often. You can manually submit website updates to the Baidu Index to speed things up. </p> </div> <div data-rss-type="text"> <p> <b> Coding Secrets and Domain Extensions </b> </p> </div> <div data-rss-type="text"> <p> Baidu does not support JavaScript. JavaScript sites are displayed on Baidu but they aren’t crawled for updates, so they are not ranked. Baidu also has issues reading and evaluating subdomains from foreign websites so for any linking activity, you should ideally be working with websites with a .cn domain extension. As a backup, you can work with the .com domain extension but they will not be as effective. </p> </div> <div data-rss-type="text"> <p> <b> Clickety Click </b> </p> </div> <div data-rss-type="text"> <p> Pay-per-click advertising (PPC) has always been seen by marketers as a quick way to drive traffic to your website rather than wait for your target customers to find you organically. By paying for search engine ad space with Google and Bing, for example, you can bypass expensive and time-consuming SEO and make sure your brand is front and center when a potential customer searches for the products or services you offer. </p> </div> <div data-rss-type="text"> <p> PPC advertising is available in China, but Baidu’s advertising platform is only available in Chinese and can be extremely tough for foreign marketers to navigate. Usually, a foreign brand will need the help of a local agency or have a Chinese team in place which can make it expensive. A lack of transparency can also mean that it’s hard to figure out what your ROI is. </p> </div> <div data-rss-type="text"> <p> Account set-up is possible for most foreign companies, but the registration process is done in Chinese and can take up to 4 weeks. It is also worth noting that Baidu puts more emphasis on PPC in terms of SEO performance compared to Google. </p> </div> <div data-rss-type="text"> <p> Baidu ads fall into two categories, Search Ads and Display Ads. Search Ads are your normal PPC ads that most marketers are familiar with. They can be text-based or graphical and can appear to the left of the webpage or above and below the search results. Display ads are graphical ads that can be placed on thousands of Display Network websites via Baidu Wangmeng (a bit like Google AdSense). </p> </div> <div data-rss-type="text"> <p> So, there is a brief guide to China SEM. Don’t forget that Baidu approved keywords are essential and always track your performance. </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> Now head over to our </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-digital-marketing"> CMO’s Guide to China Digital Marketing </a> <span> <span> and don’t forget to catch up on all the other great Brandigo content. You can check out our </span> </span> <a href="/blog"> blogs </a> <span> <span> , social media, and </span> </span> <a href="/podcasts"> podcasts </a> <span> <span> . </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand. Just click on the image below. </span> </p> </div> Mon, 30 Nov 2020 14:41:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-sem blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-digital-marketing Digital Marketing in China - what's important. <div data-rss-type="text"> <p> <span> When I graduated and got my first role in the marketing world as a junior PR consultant, outdoor and radio were still taking huge chunks of a marketer’s budget. Facebook was brand new. Instagram and Twitter didn’t even exist. From a PR perspective, newsrooms still bustled, pitching good stories was essential, and most people still got their news, national, international, or industry-specific, in print form. </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <span> Despite showing my age, there is a point to this little retrospective. The industry I entered almost 20 years ago doesn’t exist anymore. Like everyone, I have had to adapt, learn, and evolve to keep my skills relevant. </span> <span>   </span> </p> </div> <div data-rss-type="text"> <p> <span> There was a big debate going on a year or two ago. Some of the marketing world’s leading lights began to make the statement that ‘all marketing is digital’ and everything else was obsolete. While I don’t agree entirely with that point of view, marketing has always been, and always will be, all about connecting with your audience at the right time, in the right place, with the right message. That is a truism here in China as it is everywhere else in the world. </span> </p> </div> <div data-rss-type="text"> <p> <span> And China has always been an early adopter, which means that its digital landscape is constantly evolving, and for marketers, this means constantly reviewing and evolving their China marketing. Also, the digital landscape that existed not even 10 or even 5 years ago is no longer what it was, and good practitioners are constantly learning and adapting their skills and expertise. </span> </p> </div> <div data-rss-type="text"> <p> <span> In a country with over 850 million internet users, who spend almost 6 hours a day online, mostly via their mobile phone, digital marketing plays a key role in any China marketing strategy. While there are no hard and fast rules that will stand the test of time, here are 6 key things global CMOs and marketing managers need to know to get to grips with China digital marketing. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> It’s digital Jim, but not as we know it </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> None of the channels are the same as in the west. Facebook, Twitter, and Instagram are blocked here in China, and it is the local tech giants, Tencent, Alibaba, and Baidu, that are in a constant battle on many digital fronts. </span> </p> </div> <div data-rss-type="text"> <p> <span> Typically, we are dealing with WeChat, Weibo, Bilibili, Douyin, Baidu, Little Red Book, and YouKu, to name just a few. Each has its own USP and, as I keep emphasizing, each is constantly evolving, just like the China digital ecosystem itself. Choosing the right platforms for your own content, or to promote your content, is just the first challenge. Each has their strengths, depending on your industry and target audience. </span> </p> </div> <div data-rss-type="text"> <p> <span> 10 years ago, we were talking about “Kaixing Wang” and other platforms that barely exist today. The key takeaway here is that adaptability and flexibility are key to keep up with all the different channels. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Know your tribes </span> </b> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> There are so many tribes and demographics segments in China. Understanding your target audience and how they use digital platforms is crucial to success. This is where China insight research, which we covered in more detail in </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-insight-research"> The CMO’s Guide to China Insight Research </a> <span> <span> , and our recent podcast </span> </span> can really show its value. You can identify where, when, and how your target audience is engaging with each of their preferred digital platforms. Understanding the consumer journey, and the touchpoints at each part of the journey, will help you focus your efforts (and budget). </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Get creative </span> </b> </p> </div> <div data-rss-type="text"> <p> When it comes to your China digital marketing strategy, don’t settle for small measures. Setting up an account and hoping it gains traction without any promotional efforts will not get you very far. Even for B2B brands, Chinese audiences love to see something new and exciting that creates a buzz. Don’t be afraid to work out campaigns instead of just regular content posts. </p> </div> <div data-rss-type="text"> <p> Video is becoming more and more important as 85% of Chinese internet users aged 16 to 64 are regularly watching online video content. Originally, Youku and Tudou were the digital channels of choice (similar to YouTube in the West), but now with the success of Douyin (TikTok), even luxury brands that normally shy away from content that is too “lo-fi” are getting involved. </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> WeChat is still a vital channel for many industries ( </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-wechat"> one that </a> <a href="https://www.brandigochina.com/the-cmos-guide-to-wechat"> <span>  </span> </a> <a href="https://www.brandigochina.com/the-cmos-guide-to-wechat"> we covered in The CMO’s Guide to WeChat here </a> <span> <span> ) and that means typically long-form blogs that work best on this platform. But you can also vary this up with video, motion graphics, and excellent design and creative. Well-designed WeChat mini-programs, the WeChat native version of an app, have also provide hugely effective for many businesses. </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Make sure your online customer experience is up to scratch </span> </b> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> We covered this in detail in our recent piece on </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-localization"> localizatio </a> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-localization"> <span>  </span> </a> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-localization"> n in China </a> <span> <span> marketing but, as a quick recap, it’s important to note that your Western website hosted on a server outside of China is probably too slow or does not load here. Also, if it doesn’t feature a Chinese language option or images that a Chinese audience won’t relate to, then you are missing an opportunity to build brand fans. Many of the clients we work with opt to develop a stand-alone Chinese version of their website designed within their brand guidelines, hosted in China so that they can optimize the visitor experience for their Chinese customers. </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> You need to nurture for anything to grow </span> </b> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span>  Channels don’t grow by themselves. Opening a WeChat channel, for example, will not suddenly bring you a flood of fans. You have to understand how the channel works and use creative approaches to build fans (or spend money – a lot of it). Influencer/KOL marketing can help here (again, we covered this in </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-kol-marketing"> The CMO’s Guide to China KOL Marketing </a> <span> <span> and yes, I am doing all of this on purpose! It’s not a coincidence you know!).   </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> Being active in social groups such as WeChat group chats and making sure your team is actively sharing content via their own social media will also help to grow fans and engagement. </span> </p> </div> <div data-rss-type="text"> <p> <span> As ever with all things China marketing, it’s hard to cover all the nuances and subtleties that impact on strategy decisions here. Digital marketing is a big area to cover and you are probably asking what about search engine marketing (SEM)? Well, you would be right to ask that question and we’ve got you covered. You can read the partner piece to this blog, The CMO’s Guide to China SEM, right here. </span> </p> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> Don’t forget to catch up on all the other great Brandigo content. </span> </span> <a href="/blog"> You can check out our blogs </a> <span> <span> , social media, and </span> </span> <a href="/podcasts"> podcasts. </a> </p> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <br/> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand. Just click on the image below. </span> </p> </div> Mon, 30 Nov 2020 14:05:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-digital-marketing blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-marketing-localization Any brand the operates in a foreign territory faces a delicate balancing act when it comes to localization. <div data-rss-type="text"> <p> <span> Any brand the operates in a foreign territory faces a delicate balancing act when it comes to localization. Not enough and your brand won’t resonate with key target audiences in your various countries of operation. Too much and you dilute all the things that made your brand successful in the first place. And it’s not just your creative output and messaging that need consideration, there are technical aspects to localization that make sure your buyer journey is fully optimized for your target foreign market, website performance being one such example. </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <span> Some regions will require less localization than others, such as US brands targeting UK consumers for example, and vice versa. China is not one of those regions. </span> </p> </div> <div data-rss-type="text"> <p> <span> Over the last couple of years, there have been some high-profile examples of foreign brands getting China completely wrong, with most of them still suffering the consequences. To this day, there are luxury brands that created a ‘messaging fail’ for themselves that are still unable to list their products on the biggest Chinese e-commerce platforms over a year later, seriously impacting their China growth. </span> </p> </div> <div data-rss-type="text"> <p> <span> China localization is multi-faceted, complex, and at times political, and requires the support of your HQ marketers, in-market team, and quite often, an agency partner that is well versed in helping international brands maximize their China marketing strategy. I’m not going to attempt to cover off every aspect in this article, but to give you a brief insight into some of the major considerations, here are our 6 things global CMOs need to know about China localization. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Get your messaging house in order </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> This is something we see frequently here in China, particularly when a ‘global’ agency based in the client’s home country is responsible for the China marketing strategy. Key messaging pillars, personas, positioning statements, and so on, may have had a great impact at home, but that in no way guarantees success in China. Tap into your local team and agency’s expertise here. They will be better versed in what your local consumers are looking for, what their purchasing behaviors are, and what messaging will benefit most. If you have time and budget available, China insight research can also make the difference between success and failure when it comes to your China marketing strategy. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Overcome the language barrier and cultural distance </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> English is not a widely spoken language in China, and in general, direct translations rarely have the same meaning or impact. Never rely on online translation (we’ve seen this done!) and while there are lots of good translation companies out there, they will not be able to tweak your messaging. Specialist China copywriters have the skill set required to provide translations that are on brand yet tailored to resonate with Chinese consumers. </span> </p> </div> <div data-rss-type="text"> <p> <span> The language barrier can have far-reaching consequences in China, even down to the brand or product name which may sound or mean something very different to a Chinese audience. Certain colors and shapes within your visual identity may hold different significance and meaning. The lasting damage getting these things wrong can do to a brand in China is huge so taking the time to have this all reviewed is well worth the investment. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Get a feel for the social landscape </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> <a href="https://www.brandigochina.com/the-cmos-guide-to-wechat"> Do you know your WeChat from your Weibo? </a> Your Douyin from your Youku? The social media platforms that you regularly use, and which likely make up part of your digital strategy, Facebook, Instagram, Twitter, are blocked in China, so it is essential that you get to grips with the various Chinese social media platforms and the different demographics that favor them. Each one has its own type of content, some include e-commerce elements, all are unique and can be tricky for foreign brands to utilize successfully. Although seemingly comparable, a typical LinkedIn or Facebook post would not work well as a WeChat post, for example. </span> </p> </div> <div data-rss-type="text"> <p> <span> Again, this is where the input of your local team and the support of a local agency will prove invaluable. Embarking on robust market insight research will also help you identify which social media platforms your customers are using, and the type of content they engage with. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Getting over the Great Fire Wall </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> It’s not just your usual social media channels that are blocked in China. Websites such as Google are also blocked so all that time spent on Google ads, your SEO strategy, even some of the functionality of your website, will need to be reviewed for your China marketing strategy. This will include how you embed video on your site, for example. Where your site is hosted also plays a part and can impact on the visitor experience. </span> </p> </div> <div data-rss-type="text"> <p> <span> Many companies choose to set-up a dedicated China version of their website which helps to navigate the complex China digital ecosystem. It will perhaps have a look and tone that may differ from your global website, but it will enhance your credibility with Chinese consumers and boost your performance on Baidu, China’s version of Google. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Read the rule book </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> Make sure you familiarize yourself with all of the rules and regulations of Chinese advertising. This is another one that may seem like stating the obvious, but you would be surprised at how many companies get this wrong. </span> </p> </div> <div data-rss-type="text"> <p> <span> One common error foreign businesses make is in their ad copy. In China, you are not allowed to make claims such as “the leading product”, “top product”, “world’s number 1 product” and so on. Indeed, for some industries, such as the medical and healthcare industries, the regulations go deeper and it may in fact be against the rules to advertise your products or services. </span> </p> </div> <div data-rss-type="text"> <p> <b> <span> Find your balance </span> </b> </p> </div> <div data-rss-type="text"> <p> <span> As with most things, balance is key. Some marketers go too far in their localization efforts and leave everything to the local office. Before you know it, your brand bears no resemblance to the global brand. Many times the local marketing team may be trying to make their own mark, or want to use their own team. </span> </p> </div> <div data-rss-type="text"> <p> <span> The trick is to find a perfect blend or happy medium – and each industry has its own norms. The Chinese version of your materials appeals to your target market. But at the same time one look and you know it is your global brand. Evaluating all marketing materials or having someone audit for you, is an important step to ensure global alignment. </span> </p> </div> <div data-rss-type="text"> <p> <span> This is just scratching the surface when it comes to China localization. If you’ve got any questions or if you are facing a China localization challenge for yourself, you can get in touch with any of the Brandigo team and we would be delighted to chat through it with you. </span> </p> </div> <div data-rss-type="text"> <p> <span> Finally, <a href="/podcasts"> listen to our podcast series </a> , dedicated to marketers working with or learning about China.  </span> </p> </div> <div data-rss-type="text"> <p> <span> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, <a href="/downloads"> The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand. </a> </span> </span> </p> </div> Thu, 12 Nov 2020 08:58:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-marketing-localization blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-insight-research Successful insight research in China - tips and tricks. <div data-rss-type="text"> <p> Market research is awesome. Having accurate and organized macro data at your fingertips makes a huge difference to developing any business strategy. You know the size of your market and what its’ needs are. You know who your competitors are and what they are up to. You know what your customers want. </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> You know what! </p> </div> <div data-rss-type="text"> <p> But you don’t know why! </p> </div> <div data-rss-type="text"> <p> That is the big difference between market research and market insight, it adds a layer of narrative to the stats and data market research provides that is invaluable when looking for growth in a market as challenging, diverse and fast-paced as China. Having this insight allows you to determine why your customers behave the way they do when it comes to your brand. By having this information you can then start to influence purchasing behavior with actions that positively impact on growth and the bottom line. </p> </div> <div data-rss-type="text"> <p> So, what do global CMOs need to know about insight research in China? Here are 6 things that I think are the most important. </p> </div> <div data-rss-type="text"> <p> <b> Set up a smoother landing </b> </p> </div> <div data-rss-type="text"> <p> Market entry in China is tough, full of challenges, surprises and fierce competition from global players and local businesses alike. Most new market entrants in China have seen all the market research data and decided that the potential size of the prize is worth the risk and investment. However, we’ve seen countless foreign businesses forgo insight and then fail to understand why their brand hasn’t made the big splash and huge profits they expected here in China (I’m looking at you Marks &amp; Spencer). Insight research should be an integral part of any China market entry strategy. </p> </div> <div data-rss-type="text"> <p> <b> Decide who you want to speak to </b> </p> </div> <div data-rss-type="text"> <p> The first stage of any successful insight research project, be it for the China market or anywhere else, is to identify exactly who you need to speak to within your customer base. What are the demographics? What is their job title? In complicated value chains, there may be a number of people involved – who are the biggest influencers to purchase? Who is most likely to give you 30 minutes of their time?! The answer to all these questions is likely to be very different for a Chinese company, or a local Chinese team for a global business, compared to western organizations. </p> </div> <div data-rss-type="text"> <p> <b> Ask the right questions </b> </p> </div> <div data-rss-type="text"> <p> Remember that the whole point of insight research is to get to the ‘why’ of customer behavior so the questions you ask need to give you the ability to map out their interests, pain points, aspirations, etc. What influences their purchasing decisions? What channels are they using for product information? What type of content do they appreciate and engage with? </p> </div> <div data-rss-type="text"> <p> <b> Make sure you see all the angles </b> </p> </div> <div data-rss-type="text"> <p> One common mistake many insight research projects make is to just focus on the external. Make sure your viewpoint isn’t too narrow by including both customers past and present, as well as members of your existing sales and marketing team. This is particularly valuable for international marketing managers working with a local team in China as they are your best eyes and ears on the ground here. </p> </div> <div data-rss-type="text"> <p> <b> 3 is the magic number </b> </p> </div> <div data-rss-type="text"> <p> Once you’ve conducted your interviews, the next step is to distill all the data down into preferably no more than 3 detailed buyer personas. You can break your personas down into three sections; general persona – their background, education, job title, the type of company they work for, for example; their value proposition – what his/her pain points are, what they value in a supplier, what their objections are when it comes to making a purchasing decision; and their influencers and stakeholders – his /her purchasing process, where do they source their information and what information do they need to make a decision, what are their touchpoints and the communication channels they are open to, and so on. </p> </div> <div data-rss-type="text"> <p> <b> Map your touchpoints </b> </p> </div> <div data-rss-type="text"> <p> It’s imperative to make this stage of the insight research project as detailed as possible, and again, for global CMOs based outside of China you are going to want to lean on your local team or agency support here as you will be looking to identify, amongst other things, the best channels to reach your targeted buyer, when to do it, and the types of messaging that is going to resonate best with them and influence their behavior. Your target customers in China are very likely to favor different channels and exhibit different behaviors than you are perhaps used to in your home market or other international territories. </p> </div> <div data-rss-type="text"> <p> You also want to break this down into the different stages of the buyer journey. Different channels and messaging will be more impactful at different times as your customer moves through the cycle from thinking about purchasing to pulling the trigger and signing the contract. When you have this information mapped out, you can use it as a base to build a strong go-to-market China strategy, including identification of the key channels. </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, </span> <a href="/downloads"> The CMO’s Guide to China Marketing: 10 Top Tips for Your </a> <a href="/downloads"> Intern <span>  </span> ational </a> <a href="/downloads"> Brand.  </a> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> Tue, 27 Oct 2020 03:58:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-insight-research blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-china-kol-marketing The China KOL landscape, like most aspects of China marketing, is very different from the West - find how how to use it. <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span>   </span> </p> <p> <span> <span>  </span> </span> <span> Five Things Global CMOs Need to Know about KOL Marketing in China. </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> Influencer or Key Opinion Leader (KOL) marketing has rapidly become a core pillar of any China marketing strategy, with the China KOL economy now valued at almost USD $9 billion. But the China KOL landscape, like most aspects of China marketing, is very different to how things work for the rest of the world. </p> </div> <div data-rss-type="text"> <p> Part of the reason for the popularity of China KOL marketing is that the digital ad platforms are not as targeted as, for example, Facebook, so this pushes the campaigns to engage with KOLs. The KOLs themselves are also spread across multiple platforms such as WeChat, Weibo, Xiaohongshu (Little Red Book), Pinduoduo, etc, all with different target audiences. B2B KOLs will most likely be high-profile experts or commentators on their chosen field and will enjoy all the credibility that comes with it. </p> </div> <div data-rss-type="text"> <p> So, to help you make informed decisions about the KOL tactics of your China marketing strategy, here are 5 things Global CMOs need to know. </p> </div> <div data-rss-type="text"> <p> <b> Look Who’s Talking </b> </p> </div> <div data-rss-type="text"> <p> ‘KOL’ is a broad term and it’s important to understand the different levels of KOL that are out there. Most China marketing specialists break the landscape down into 3 ‘tiers’. Tier 1 KOLs will typically have 1 to 2 million followers with each post averaging 200K to 1 million views. Tier 2 KOLs will have around 200,000 to 500,000 followers and average 50K to 200K views per post. Finally, Tier 3 KOLs can have between 5,000 and 50,000 followers, averaging 2K to 30K views for each post. Tier 1s are more likely to be celebrity influencers or KOLs who have monetized their social media channels and can make huge numbers of sales, one example being fashion blogger Becky Li who famously sold 100 Mini Cooper cars in 4 minutes during one of her live stream events. </p> </div> <div data-rss-type="text"> <p> Recent years have also seen what some consider to be a 4 ^th tier emerging which has been labeled KOC, or Key Opinion Consumer. These are usually social media users who are ordinary people who have a small number of followers, but whose followers have a significant amount of trust in their opinion, and who can therefore be very influential for sales. This trust has developed because of the KOCs genuine desire to test and review the products they are interested in. This rise has been encouraged by platforms such as Xiaohongshu whose algorithms rank posts according to their quality which in turn pushes genuine reviews higher up the feed. </p> </div> <div data-rss-type="text"> <p> <b> Money Talks </b> </p> </div> <div data-rss-type="text"> <p> There is no hiding the fact that KOL marketing can be expensive, especially for B2C marketers looking to work with top tier KOLs. Access to their millions of followers comes at a price. And while some of the industry-specific influencers that B2B marketers are more interested in do cost considerably less, hitching your China marketing spend entirely to the KOL bandwagon will likely lead to a disappointing ROI. Which leads me to the next point…. </p> </div> <div data-rss-type="text"> <p> <b> Finding Value </b> </p> </div> <div data-rss-type="text"> <p> Identifying and quantifying the value that your KOL marketing is contributing to your campaign is a challenge, particularly for B2B marketers, and particularly when reach and engagement figures can be a little opaque. It’s important to set KPIs upfront and appreciate that working with a KOL with a big fanbase doesn’t automatically make for a successful campaign. If your product is niche or you are looking to reach a smaller amount of decision-makers, KOLs with smaller audiences are likely to be more relevant and impactful despite small numbers of followers. A good way to benchmark KOLs and assess their value is to borrow a metric from traditional media campaigns. Cost per thousand (CPM) helps marketers to work out how much their campaign activities are costing per thousand people reached. Like most of these things, it is not an exact science, but it does help CMOs measure the performance of their KOL marketing and benchmark it against their other China marketing activities. </p> </div> <div data-rss-type="text"> <p> For e-commerce KOLs, it can be a little easier to measure ROI as ultimately you can track sales via each channel. But there are a few pitfalls to be wary of here, as you will see in the below section on “spotting the fakes.” </p> </div> <div data-rss-type="text"> <p> <b> Blurred Lines </b> </p> </div> <div data-rss-type="text"> <p> There is a wider conversation to be had on making a distinction between paid and earnt media here in China and that is something I will cover in more detail in the future. But for the purpose of this topic, it’s worth noting that the social media channel of a well-known journalist or even publication can be considered a KOL. Sometimes this is also the individual accounts of senior editorial personal. Putting it simply, your KOL marketing might include an agreement with a key media title/journalist to cover your products on their social media channel in exchange for a fee. </p> </div> <div data-rss-type="text"> <p> <b> Spotting the fakes </b> </p> </div> <div data-rss-type="text"> <p> Fake KOL and influencers have been a problem for the marketing industry all over in the world, with stories of fake follower numbers, staged engagement and ‘click’ farms to be found everywhere. China is no different. </p> </div> <div data-rss-type="text"> <p> The simplest way to spot how legit a KOL fanbase is to review previous content, paying attention to any comments left by followers, how the KOL responds or engages with followers, and so. You can also capture a bit more insight as to what the KOLs fanbase is interested in, the types of products or services they discuss, maybe even what their gripes are, and so on. </p> </div> <div data-rss-type="text"> <p> Access to previous performance of e-commerce campaigns is also critical – watch out though, the cheaters are smart: purchasing their own products to boost sales (and returning them afterward) and leaving thousands of comments through click farms are common tactics to be vigilant of. </p> </div> <div data-rss-type="text"> <p> If all the comments are perfunctory, always positive, if most of the comments are blocked, or sometimes not even related to the conversation, then alarm bells should be ringing. This should also be done over an extended period of time. If all the comments are coming from similar KOLs it is possible that they are all helping each other out to boost numbers and therefore the fee they can charge, and ultimately this will have a negative impact on your ROI. </p> </div> <div data-rss-type="text"> <p> There are also social media listening services and specialist KOL agencies that will help you tell the difference between a genuine KOL and a fake, but all will charge a fee for their services themselves. In some cases the agencies will want to steer you towards a KOL that is on their roster or a persona that they have developed in-house. This might be the way to go for your campaign but doing the due diligence covered above first anyway is going to put you in a more informed negotiation position. </p> </div> <div data-rss-type="text"> <p> KOLs play a huge part in the China marketing landscape and are very much here to stay. Whether yours is a B2B or B2C campaign, they can be a valuable marketing tool to have at your disposal and part of any well-rounded campaign. They are not, and never will be, a silver marketing bullet, however, and knowing what you are investing in before you make decisions is key. </p> </div> <div data-rss-type="text"> <p> If you’d like to chat about some of your own China KOL experiences or share positive (and not so positive) case studies, I’d love to hear from you. Leave a comment or ping me a message. </p> <p> <br/> </p> </div> <div data-rss-type="text"> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, <a href="/downloads"> The CMO’s Guide to China Marketing: 10 Top Tips for Your International Brand.  </a> </span> </p> </div> Tue, 27 Oct 2020 03:09:00 GMT https://www.brandigochina.com/the-cmos-guide-to-china-kol-marketing blog thumbnail main image https://www.brandigochina.com/the-cmos-guide-to-wechat Much like the rest of China’s digital landscape, WeChat operates completely differently than any Western social media platforms. <div data-rss-type="text"> <p> Launched as a mobile messaging app in 2011 by the China tech giant Tencent, WeChat has evolved into a ubiquitous China marketing platform with unrivaled functionality. However, much like the rest of China’s digital landscape, WeChat, and how it can be harnessed by international businesses as part of their China marketing strategy is a unique, mysterious beast. So, as an international CMO looking to maximize your China growth, what do you need to know? </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <b> Size matters </b> </p> </div> <div data-rss-type="text"> <p> <span> First of all, a little context to demonstrate the significance of WeChat to China marketing. </span> </p> </div> <div data-rss-type="text"> <p> <span> <em> Source: Hootsuite </em> </span> </p> </div> <div data-rss-type="text"> <p> <span> What this means is that, although WeChat is not the only tool in the China marketing kit, and different types of businesses will use it in different ways, it is a significant one that requires attention. </span> </p> </div> <div data-rss-type="text"> <p> <b> Get the right account setup – Service V Subscription </b> </p> </div> <div data-rss-type="text"> <p> <span> When you first set up your WeChat account you have the option of choosing either a Service account or a Subscription account. </span> </p> </div> <div data-rss-type="text"> <p> <span> We always recommend our clients select the Service account as this is a more flexible setup which allows for integration with more of WeChat’s functionality. </span> </p> </div> <div data-rss-type="text"> <p> <span> It is important to keep in mind that you are limited to 4 posts a month maximum. This frequency of publishing content is sensible for corporate WeChat accounts but does mean that planning is required for content pushing and certain content will be prioritized over others. </span> </p> </div> <div data-rss-type="text"> <p> <b> It is social, but not as you know it </b> </p> </div> <div data-rss-type="text"> <p> <span> WeChat is positioned as a social media platform but it so much more than that, with functionality that includes e-commerce, sales enablement, mini-programs that act like an app within an app, and so on. </span> </p> </div> <div data-rss-type="text"> <p> <span> Churning out content and hoping for impressions and engagement will not be effective, smart China marketing includes maximizing as many WeChat functions as possible in order to create an amazing user experience for your customers within the WeChat ecosystem. </span> </p> </div> <div data-rss-type="text"> <p> <span> Also, some of the functionality you rely on from your other social media platforms, live streaming, for example, are not available via WeChat. Livestreaming is hugely popular in China but usually requires a third-party specialist for most international businesses. </span> </p> </div> <div data-rss-type="text"> <p> <b> Think Glocal </b> </p> </div> <div data-rss-type="text"> <p> <span> One of the biggest challenges most organizations experience when they launch their WeChat is a disconnect between the global team wanting to protect the brand and messaging within their content, and the local team who want to drive customer engagement and sales. This is where support from a good agency is invaluable as they can bridge this gap. </span> </p> </div> <div data-rss-type="text"> <p> <span> Localization will always be a delicate balancing act between producing content that resonates with a local audience, but at the same time stays true to the brand and its values. Your agency partner should be expert at protecting that balance and working with you to produce content that satisfies both needs. </span> </p> </div> <div data-rss-type="text"> <p> <b> WeChat is a great sales enablement platform </b> </p> </div> <div data-rss-type="text"> <p> <span> We’ve had great success helping B2B clients develop their WeChat account into an effective sales enablement tool. Functionality is available that will put great customized content right into the hands of your customers and allow your sales team to foster their relationships with individual customers with the support of your latest marketing assets. </span> </p> </div> <div data-rss-type="text"> <p> <span> Some clients have created document repositories within the WeChat environment, have deployed chatbot technology, and developed mini-programs, that all enhance the user experience and drive sales. </span> </p> </div> <div data-rss-type="text"> <p> <b> Manageable data </b> </p> </div> <div data-rss-type="text"> <p> <span> There is a common misunderstanding amongst international marketers that WeChat is a data black hole, with question marks against data security when nothing could be further from the truth. </span> </p> </div> <div data-rss-type="text"> <p> <span> There are plenty of tools available that can secure your data and integrate it with some existing database management tools. </span> </p> </div> <div data-rss-type="text"> <p> <span> Again, there is a challenge here for international marketers. Your local sales team will be using WeChat as part of their regular sales activities, but your existing sales management software might not be effective in China. This is a common problem many international companies experience when they enter the China market. You should be looking to deploy a sales management tool that works with WeChat, not trying to make WeChat work with your existing one. </span> </p> </div> <div data-rss-type="text"> <p> <span> Brandigo has been working with international organizations to help them maximize their WeChat activities since the platform was launched. <a href="/downloads"> Our free WeChat guide e-book is available here </a> . Alternatively, you can email us at </span> <span> <a href="mailto:hellochina@brandigo.com"> hellochina@brandigo.com </a> </span> <span> for more information and to see some of our WeChat case studies. </span> </p> </div> Mon, 26 Oct 2020 09:58:00 GMT https://www.brandigochina.com/the-cmos-guide-to-wechat blog thumbnail main image https://www.brandigochina.com/can-a-brand-led-china-marketing-strategy-be-effective Recently published reports in the B2B marketing world have spoken of the power of brand marketing, creativity and storytelling. But for a China marketing campaign or brand strategy does the same hold true? <div data-rss-type="text"> <p> <span> Recently published reports in the B2B marketing world have spoken of the power of brand marketing, creativity and storytelling. But for a China marketing campaign or brand strategy does the same hold true? </span> </p> </div> <div data-rss-type="text"> <p> <span> <span> Here at Brandigo, we have always believed in the power of stories. We blogged in December about how B2B marketing professionals should be incorporating brand experiences that allowed them to tell their story in an engaging, authentic way into their brand strategy. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> A study published earlier in  </span> <a href="https://www.marketingweek.com/2019/06/05/b2b-brands-invest-brand-marketing/?cmpid=em~newsletter~weekly_news~n~n&amp;utm_medium=em&amp;utm_source=newsletter&amp;utm_campaign=weekly_news&amp;eid=8434467&amp;sid=MW0001&amp;adg=30B54982-8D56-43B6-A7A3-C1DC84326C16&amp;nocache=true&amp;adfesuccess=1" target="_blank"> M </a> <a href="https://www.marketingweek.com/2019/06/05/b2b-brands-invest-brand-marketing/?cmpid=em~newsletter~weekly_news~n~n&amp;utm_medium=em&amp;utm_source=newsletter&amp;utm_campaign=weekly_news&amp;eid=8434467&amp;sid=MW0001&amp;adg=30B54982-8D56-43B6-A7A3-C1DC84326C16&amp;nocache=true&amp;adfesuccess=1" target="_blank"> arketing Week </a> <span>  based on research conducted by the magazine and our e3 Network colleagues,  </span> <a href="https://themarketingpractice.com/de-de/?noredirect=de_DE" target="_blank"> The </a> <span> <span> </span> </span> <a href="https://themarketingpractice.com/de-de/?noredirect=de_DE" target="_blank"> Marketing Practice </a> <span> , brings the topic of B2B marketing and storytelling into focus again, largely drawing the same conclusions we did, that B2B marketers need to invest in creativity and storytelling just as much as our B2C cousins. </span> </p> <p> <span> <br/> </span> </p> <p> <span> But for marketers tasked with implementing an engaging and effective China marketing strategy, a unique, diverse, dynamic environment that can challenge the usual thinking on most business issues, does brand-led marketing have the same impact? </span> </p> <p> <span> <br/> </span> </p> <p> <span> This is the question I have been asking around the office for the last couple of days. And as you’d expect from the Brandigo China team, the opinions might differ slightly but they are all equally well thought out and reasoned. </span> </p> <p> <span> <br/> </span> </p> <p> <span> One interesting viewpoint came back from one of our talented Senior Account Execs. She said, "B2B advertising is often rational rather than emotional. From what I've experienced so far, modern B2B marketing in China still means trade fairs, freebies and good old guangxi. Of course, it's very digital, but the storytelling aspect seems to be an afterthought.” One of the reasons for this that our AM posits is that local managers don’t always have enough organizational power to lead a bold, local agenda. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For what it’s worth I completely agree with her that a lot of China marketing continues to be more ‘traditional’ B2B. But as Mike, our China President noted, this also represents an opportunity. He commented’ “I think B2B marketers have known all along that it is great stories and emotion that connect people - whether they be consumers or an R&amp;D specialist inside a hardcore B2B operation. Here in China, there is an incredible opportunity for brands willing to be contrarian and stand out in their markets - they just need to take that bold step.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> “One critical takeaway from recent research is that B2B brands should send half of their spend on brand building, and the other half on activation - such as lead generation. Emotions and differentiation are an incredibly important part of B2B decision making.” </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> The point that Mike is making isn’t just theoretical either. A case in point is a recent Brandigo project for the UK Government’s </span> </span> <a href="/uk-dit"> Food is GREAT </a> <span> <span> campaign which took the bold step of creating a series of experiential activations in China that told the story of UK Gin. The campaign attracted a whole new audience of Chinese F&amp;B professionals, buyers, influencers and decision-makers who had previously little to no experience of UK craft gins but who bought into the stories and heritage of the brands involved and really engaged with Food is GREAT initiative as a whole. </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> So is brand-led marketing and storytelling important? Obviously yes. Is this true for China marketing? The answer to that is yes as well. Are all B2B marketers in China trusting in their creativity and taking advantage of this for their own brand strategies? Not yet but here at </span> </span> <span> Brandigo will keep pushing the agenda and making sure that we add maximum value to our clients’ China marketing spend by looking at long-term brand building as well as short term sales gains. We do love the journey as well as the destination!New Paragraph </span> </p> </div> Wed, 23 Sep 2020 07:24:00 GMT https://www.brandigochina.com/can-a-brand-led-china-marketing-strategy-be-effective blog thumbnail main image https://www.brandigochina.com/making-a-big-show-of-fb In the latest in our mini-series of blogs and videos focusing on B2B marketing in the China F&B sector for overseas brands, we are taking a look trade shows and how China marketing managers can maximize the opportunity. <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> In the latest in our mini-series of blogs and videos focusing on B2B marketing in the China F&amp;B sector for overseas brands, we are taking a look trade shows and how China marketing managers can maximize the opportunity. </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> As a vital global market for international business, China is home to some of the biggest trade and industry shows in the world. The food and beverage sector is a growing market in China, particularly for overseas brands, and for the brand strategists and China marketing professionals operating within the industry tradeshows can be a vital step in the journey to in-market success. However, tapping into the opportunities that these high-profile events bring and maximizing the return on investment of taking part, takes a lot more than simply showing up with your samples. </span> </p> <p> <br/> </p> <p> <span> Mingliang Wang, Founder and Director of Sino Expo Informa Markets, the company behind some of China’s biggest F&amp;B industry events such as Food &amp; Hospitality China (FHC) was kind enough to give us some of his insight. He told us that, as a benchmark, FHC 2019 alone enjoyed: </span> </p> <ul> <li> <span> Over 3,500 exhibitors, 43% of which were overseas brands. </span> </li> <li> <span> Filled 15 exhibition halls, over 180,00m2  </span> </li> <li> <span> Featured 15,000 product demonstrations took place every day during the exhibition period </span> </li> <li> <span> 134,000 visitors attended the show, representing 110 countries. </span> </li> <li> <span> 24% of visitors described themselves as food importers </span> </li> </ul> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> Mingliang Wang </span> <span> , Founder and Director of Sino Expo Informa Markets </span> </p> <p> <span> <br/> </span> </p> <p> <span> Mingliang told us: “The market for imported food in China continues to grow rapidly. Industry trade shows are a main driver of this growth as more and more visitors are attending which, in turn, gives exhibitors more and more opportunity to have their products showcased and experienced by their target Chinese consumers. This is incredibly important for foreign brands who want to be successful in China. </span> </p> <p> <span>   </span> </p> <p> <span> “The traffic we are seeing at our shows demonstrate a clear pattern. More and more Chinese consumers are taking a broader interest in F&amp;B brands and products which is driving up fo </span> <span> otfall at trade shows. We are also seeing that these increasing numbers of visitors are spending more and more time visiting international pavilions, curious for new flavors and experiences.” </span> </p> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> So, with so much opportunity to tap into China trade shows and get your brand in front of more Chinese buyers, here are a few tips that will ensure you maximize your ROI for attending. </span> </p> <p> <br/> </p> <p> <span> Localize your brand collateral </span> </p> <p> <br/> </p> <p> <span> English might be the international language of business but, like many parts of the world, it is not so widely spoken in China. Make sure you localize your brand assets for your China trade show appearances. This should include any digital content and social media output. Speaking of which….. </span> </p> <p> <br/> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/UK+case+study+Cheese+brochure-f2e9e852.jpeg" alt="UK collaterals for China"/> </div> <div data-rss-type="text"> <p> <br/> </p> <p> <span> Tell everyone you are coming </span> </p> <p> <br/> </p> <p> <span> Many brands make the mistake of seeing China trade shows in isolation. And while you can tap into huge visitor numbers, you are competing for attention with, in some cases, 1000s of other brands from all over the world. Companies that make a real success of their China trade show appearances begin breaking ground in the months leading up to the show. This includes launching an online presence in China and tapping into China’s diverse and unique social media sector. WeChat, Weibo and Little Red Book can all be useful in telling the world you will be at the show and encouraging visitors to come and check out your stand. </span> </p> <p> <br/> </p> <p> <span> Make use of the fringe benefits </span> </p> <p> <br/> </p> <p> <span> All the China trade shows I have experienced have also had a fantastic range of fringe events and support activities, great for networking opportunities away from the hust </span> <span> le and bustle. Your team on the ground at the China trade show should be looking at what else they can attend and be part of. For example, the UK’s Department for International Trade and Defra, with their Food is GREAT initiative, host several additional activities and events for British F&amp;B brands to coincide with FHC or SIAL. </span> </p> <p> <br/> </p> </div> Wed, 23 Sep 2020 07:10:00 GMT https://www.brandigochina.com/making-a-big-show-of-fb blog thumbnail main image https://www.brandigochina.com/localize-this-part-2-beyond-the-brand-strategy For any China marketing strategy, the challenge of localization needs to look beyond the brand. There are operational elements that marketers need to focus on as well. <div data-rss-type="text"> <p> <span> For any China marketing strategy, the challenge of localization needs to look beyond the brand. There are operational elements that marketers need to focus on as well. </span> </p> </div> <div data-rss-type="text"> <p> <span> A couple of weeks ago we discussed some of the challenges overseas brands face in China, highlighting the luxury brand market and some of the recent missteps and mistakes brands in this space have experienced in the region. This week, another international brand has appeared to meet a new challenge for its China strategy, and although it’s more mundane than the senior leadership insulting an entire nation (Hi D&amp;G), it does throw up an interesting point of discussion. </span> </p> <p> <span> <br/> </span> </p> <p> <span> China-based users of the video conferencing service provider Zoom  </span> <a href="https://technode.com/2019/09/09/china-blocks-us-video-conferencing-tool-zoom/" target="_blank"> found access to the platform blocked last week </a> <span> , which led to a great deal of speculation as to why that might be. It’s not unusual for foreign websites to face issues in China but the reasons are typically not as dramatic as some of the reports would have you believe. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For example, any overseas business that wants to have a fully functioning online presence in China needs to have an Internet Content Provider (ICP) Certificate, also known as the ICP BeiAn. Having one of these means that the Chinese Ministry of Industry and Information Technology has reviewed and approved your website and you now have access to Chinese web hosting services, which will dramatically improve the speed and customer experience of your site in China. It also gives you access to Baidu PPC, the China equivalent of Google AdWords. </span> </p> <p> <span> <br/> </span> </p> <p> <span> There are plenty of other technical tricks that can make a huge difference to your China digital marketing strategy and enhance your in-market business performance. These range from having a specific landing page or micro-site for Chinese web users, getting to grips with the China social media landscape, or simply having the option to change languages on your home page. All sound fairly simple but you would be surprised to hear how often these things can be neglected and how much of a positive impact these can have on brand experience. </span> </p> <p> <br/> </p> <p> <span> Another interesting trend in localization for China marketing strategies is the increasing prevalence of experiential marketing, something the Brandigo Shanghai team recognized with our award-winning campaign for the UK Government when we created the  </span> <a href="https://vimeo.com/354669249" target="_blank"> British Gin Garden </a> <span> . </span> </p> <p> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> China was an early adopter when it came to e-commerce and leads the world in mobile technology and payment platforms to this day. And as Surekha Ragavan pointed out in  </span> <a href="https://www.campaignasia.com/gallery/more-marketers-see-value-in-brand-experience-centres/454068?eid=21&amp;edate=20190912&amp;utm_source=20190912&amp;utm_medium=newsletter&amp;utm_campaign=daily_newsletter" target="_blank"> Campaign Asia </a> <span>  earlier this week, even though so much of the brand/consumer relationship now takes place online, brands are increasingly searching for a localized brand experience as part of their China marketing strategy that gives customers a real-world connection to the brand. You customers might want to browse your products, learn your values, and make the final transaction of purchasing your products on their phone, tablet or laptop, but smart brands are also using innovative and creative experience marketing to underpin their strategy. In China we have seen B2C brands like Hennessy  and cosmetics giant  </span> <a href="https://www.campaignasia.com/gallery/mac-cosmetics-launches-first-interactive-experience-centre-in-shanghai/449988" target="_blank"> MAC  </a> <span> do this to great effect, localized to have impact in-market but true to their brand identity and values. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For B2B marketers and their China marketing strategy, the impact that smart localization has, not only on strategy but how that strategy is executed is clear. If your online functionality isn’t functioning in China, if your customers are missing out on the opportunity to ‘feel’ what your brand is all about, then you run the risk of a failing China marketing strategy. Encourage your agency partner to get creative, be innovative and ensure that all your localized brand communications are having the required impact </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 23 Sep 2020 04:13:00 GMT https://www.brandigochina.com/localize-this-part-2-beyond-the-brand-strategy blog thumbnail main image https://www.brandigochina.com/localize-this-getting-your-brand-right-in-china As the world’s leading luxury brands seem intent on self-destruction in their most important market, there are lessons for B2B marketers and brand strategists to learn when it comes to localization and managing a PR crisis. <div data-rss-type="text"> <p> <span> As the world’s leading luxury brands seem intent on self-destruction in their most important market, there are lessons for B2B marketers and brand strategists to learn when it comes to localization and managing a PR crisis. </span> </p> </div> <div data-rss-type="text"> <p> <span> According to McKinsey, in 2018 Chinese consumers accounted for </span> <a href="https://www.mckinsey.com/~/media/mckinsey/featured%20insights/china/how%20young%20chinese%20consumers%20are%20reshaping%20global%20luxury/mckinsey-china-luxury-report-2019-how-young-chinese-consumers-are-reshaping-global-luxury.ashx" target="_blank">   </a> <a href="https://www.mckinsey.com/~/media/mckinsey/featured%20insights/china/how%20young%20chinese%20consumers%20are%20reshaping%20global%20luxury/mckinsey-china-luxury-report-2019-how-young-chinese-consumers-are-reshaping-global-luxury.ashx" target="_blank"> almost a third of the global market for luxury goods </a> <span> . Yes, you read that right! 32% of global sales of luxury handbags, jewelry, clothes, champagne, watches, etc., were purchased by Chinese shoppers. This equates to $115 billion or 780 billion RMB. That’s not all, by 2025 this figure is expected to rise to 40%.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> In a market where brand means everything, it seems that Versace, Gucci and Givenchy didn’t learn the tough lesson meted out to D&amp;G earlier this year. The D&amp;G backlash arose from an ad campaign  </span> <a href="https://www.bloomberg.com/news/articles/2019-03-07/dolce-gabbana-is-still-paying-for-insulting-chinese-women" target="_blank"> featuring a Chinese model which was largely perceived as offensive in China </a> <span> . The mistake was further compounded when Mr Gabbana himself decided to double down on social media and further inflame the situation. Despite a subsequent apology, D&amp;G’s runway show at Shanghai Fashion Week was canceled, the brand lost its Chinese brand ambassadors, and perhaps most damaging of all, Chinese e-commerce powerhouses such as Alibaba’s TMall and JD.com have yet to reintroduce the brand on their Chinese sites. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Now, we’ve recently seen Versace, Givenchy and others face accusations of cultural insensitivity  </span> <a href="https://www.buzzfeednews.com/article/nancyvu/coach-givenchy-and-versace-have-apologized-to-chinese" target="_blank"> leading to Chinese brand ambassadors cancelling contracts in light of the media and consumer backlash </a> <span> . This time however, all the brands involved have been quick to issue public apologies, but only time (and sales figures) will tell how much damage has been done. </span> </p> <p> <span> <br/> </span> </p> <p> <span> But what has this got to do with China B2B marketing or brand strategy I hear you ask? Well, luxury brands might not be learning the lessons of their competitors’ mistakes, but there is plenty for B2B marketing managers to gain from their experience. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The first key point to take from this centers on localization. This may well be an increasingly globalized world, and centralized marketing has its benefits, but some regions, such as China, remain unique and dynamic and require specialist insight and expertise. If any of the above brands had consulted with a local team or consultant a lot of the subsequent trouble could have been avoided, either by avoiding the initial misstep in the first place, or by better managing the fall out once the proverbial hits the fan. We have worked on many client cases where smart localization of key messages has not only avoided controversy but also enhanced their business performance, which should be the overall aim of any China marketing, or B2B marketing strategy anyway! This can be a challenging balancing act for brands to do by themselves. You want to ensure that your brand resonates with the local audience as much as possible, without diluting what it is that made your brand successful in the first place. The importance of correctly drawn maps and usage of country names in the region is just a start – and even this easy fix seems to be difficult for so many brands.  </span> </p> <p> <span> <br/> </span> </p> <p> <span> The second is to make sure you have a crisis plan in place for the markets in which you operate. Anyone who has worked in marketing and communications for any length of time will have their own crisis comms horror story. Mine involves spending a day locked in a conference room with the production team of the BBC’s Watchdog show. The theme of all these stories will be how important a good, detailed crisis comms plan for each of your regions of operation is. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Our China President Mike put together </span> </span> <a href="https://www.brandigochina.com/the-cmos-guide-to-china-marketing-crisis-management"> a great post on this </a> <span> <span> not so long ago focused on crisis comms planning for China specifically, but the fundamentals Mike outlined stand up everywhere and are always worth remembering: </span> </span> </p> <p> <span> <br/> </span> </p> <p> <span> Steps to Develop a Good Crisis Plan </span> </p> <p> <span> <br/> </span> </p> <ul> <li> <span> Set up a Response Team – who is in the room and also how to contact any of the key people in an emergency. </span> </li> <li> <span> Identify Spokespeople and Train Them – if there is a chance that the media will want to interview someone, that person should go through media training. </span> </li> <li> <span> Develop Processes – build a decision tree and processes of who should do what, and when. Who has authority to make decisions? </span> </li> <li> <span> Prepare News Releases and Social Media Material in Advance – pre-written templates and releases will save time. </span> </li> <li> <span> Brainstorm Scenarios and Responses – go through all of the possible scenarios that might happen and role play the response. Horizon scanning and issues identification will help narrow down the potential issues. </span> </li> <li> <span> Ensure the Global Communication Team and Local PR team is on the same page and that all material is ready in Chinese. </span> </li> </ul> <p> <span> <br/> </span> </p> <p> <span> Brands make mistakes from time to time, always have, always will. Marketing in China makes it even harder for global CMOs and Communication Directors to deal with. But it is what happens in the aftermath that decides just how much damage has been done. </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 23 Sep 2020 03:58:00 GMT https://www.brandigochina.com/localize-this-getting-your-brand-right-in-china blog thumbnail main image https://www.brandigochina.com/what-are-the-kpis-of-kols After Forbes recently announced this year’s list of top-earning YouTubers , the conversation in the marketing world has turned to how best to measure the return on investment brands around the globe are putting into influencers and key opinion leaders (KOLs). <div data-rss-type="text"> <p> After Forbes recently announced this year’s list of <a href="https://www.forbes.com/sites/natalierobehmed/2018/12/03/highest-paid-youtube-stars-2018-markiplier-jake-paul-pewdiepie-and-more/" target="_blank"> top-earning YouTubers </a>  , the conversation in the marketing world has turned to how best to measure the return on investment brands around the globe are putting into influencers and key opinion leaders (KOLs). </p> </div> <div data-rss-type="text"> <p> <span> xAnother question for marketers to get to grips with is does size matter when it comes to selecting which influencer to work with? And what does this mean for B2B marketers and their global brand strategies? </span> </p> <p> <span> <br/> </span> </p> <p> <span> 7-year old Ryan made $22 million playing with his toys in the last 12 months. Yes, you read that right. $22 million. Playing with his toys! Regardless of how you feel about the rights and wrongs of this, by filming Ryan unboxing and playing with new toys, his parents have made him this year’s biggest YouTuber. He has over 17 million subscribers and his videos have been watched over 25 billion times. Most of his earnings come from pre-roll advertising, with the rest coming from sponsored posts. He has also just launched his own range of merchandise. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Influencer marketing is now very much part of the mainstream when it comes to marketing strategy. The size of the market is estimated to be $5bn globally, with 54% of this being spent on A-list celebrities. But how effective the strategy is remains up for debate. According to  </span> <a href="https://zine.co/" target="_blank"> Zine </a> <span> , a company that works with both brands and influencers, companies are wasting over $2bn a year on “lacklustre” results. This is due to poor targeting, follower fraud ( </span> <a href="https://www.marketingweek.com/2018/09/18/keith-weed-fake-follower-fraud-total-eradication/" target="_blank"> which has led to Unilever vowing to never work with influencers who purchase followers </a> <span> ), and a disengaged audience. For example, only 0.3% of baby boomers claim to be influenced by influencers, with the majority of consumers saying they prefer influencers who produce authentic, engaging content. </span> </p> <p> <span> <br/> </span> </p> <p> <span> What we are increasingly seeing is that size matters when it comes to influencer marketing, and not in the way you might think. Markerly, another influencer marketing platform, recently reported that micro-influencers, not those under the age of ten like young Ryan, but those with fewer than 1,000 followers,  </span> <a href="https://digiday.com/marketing/micro-influencers/" target="_blank"> enjoyed the best ‘like’ rates  </a> <span> and could be a more cost-effective solution for marketers. Nano-influencers are the next stage of this. These are typically social media users with a three-figure follower count that brands are beginning to value for their reach. The argument is you are more likely to act on something when it’s a personal connection advocating for it than you are if it’s a Kardashian or Rhianna. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For B2B brand strategy, I would argue that this isn’t news. B2B marketers have always known that quality over quantity always wins the day. </span> </p> <p> <span> “It’s about reaching and influencing the decision makers,” suggests Brandigo’s China President, Mike Golden. “You could invest your marketing budget in one or two A-listers but if you’re a B2B brand and your objective is to generate sales, and the person who makes the purchasing decisions has no interest in the influencers you choose to partner with, then you have just wasted your time and money. But if you can find the influencer who has the ear of that person, even if they only have a handful of followers, your ROI is going to be much more positive. </span> </p> <p> <span> <br/> </span> </p> <p> <span> “I think as B2B specialists our  </span> <a href="/OurWork"> B2B marketing campaigns </a> <span>  have always had to be more targeted and focused on the channels that can genuinely enhance our campaigns and offer value for our clients. Back in the days when traditional print media was king, a trade title with a low circulation but one that was read by senior decision makers was as much a valuable placement as a national newspaper mention was to a B2C campaign. The channels might have evolved and moved on but the theory remains the same. Taking China B2B marketing as an example, WeChat KOLs can make a big difference to the success of any campaign but they have to be well mapped and provided with content that is authentic and engaging for their followers for them to add real value. You can generate as many likes as you like, but if you aren’t influencing those with actual purchasing power then you have to ask yourself just how influential your influencers are.” </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 23 Sep 2020 03:49:00 GMT https://www.brandigochina.com/what-are-the-kpis-of-kols blog thumbnail main image https://www.brandigochina.com/food-for-b2b-thought Over the last 12 months, Brandigo has enjoyed a lead role in several high-profile B2B campaigns and activations in the F&B sector. <div data-rss-type="text"> <p> <span> Over the last 12 months, Brandigo has enjoyed a lead role in several </span> <a href="https://vimeo.com/354669249" target="_blank"> high-profile B2B campaigns and activations in the F&amp;B sector </a> <span> . Helping overseas F&amp;B brands on their China marketing journey has been an insightful process for us too! </span> </p> <p> <span> <br/> </span> </p> <p> <span> And as the Food Hotel China 2019 exhibition, one of the biggest F&amp;B trade events in the ASPAC region, saw some of the world’s best-known F&amp;B brands and industry leaders take over Shanghai for a week, we thought it would be a good time to share some of the expertise we have acquired working within the sector </span> </p> </div> <div data-rss-type="text"> <p> <span> China’s domestic consumption is a key driver for the global economy, and as reported by  </span> <a href="https://www2.deloitte.com/cn/en/pages/about-deloitte/articles/pr-china-consumer-import-consumer-market-research-report.html" target="_blank"> Deloitte earlier this month </a> <span> , the F&amp;B sector, and in particular the demand for quality dairy products, aquaculture seafood, luxury F&amp;B items and fresh produce with a transparent supply chain are amongst the product groups that have enjoyed the biggest surge in year-on-year demand. For example, Chinese milk consumption has increased 10-fold since 2000 according to  </span> <a href="https://research.rabobank.com/far/en/sectors/dairy/podcast_pulse_china_dairy.html" target="_blank"> research by Rabobank </a> <span> . </span> </p> <p> <span> <br/> </span> </p> <p> <span> So, with Chinese consumers so important to many foreign F&amp;B businesses, there are several key things to keep in mind for B2B marketers operating in the F&amp;B sector that will lead to a more impactful China marketing strategy. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Digital has to be on the menu </span> </p> <p> <span> <br/> </span> </p> <p> <span> A study by  </span> <a href="https://www.bcg.com/" target="_blank"> Boston Consulting Group </a> <span>  has reported that 70% of consumer transactions involve at least one digital touchpoint, so for F&amp;B brands and their China marketing strategy, a digital element is essential. Smart content that not only promotes key messages about the product but that also inspires, informs and encourages consumers to innovate with products will enjoy the most impact and engagement. WeChat is the most obvious channel and many F&amp;B brands are creating engaging posts, utilizing H5s and mini-programmes, but as ever within the China market, there are multiple layers and smart B2B marketers will also be looking at KOL/influencer campaigns, as well as producing their own content for channels such as Xiao Hong Shu (Little Red Book) which blends social media with e-commerce. </span> </p> <p> <span> <br/> </span> </p> <p> <span> A taste of the real world is important too </span> </p> <p> <span> <br/> </span> </p> <p> <span> China has always been an early adopter of all things mobile and e-commerce, making itself a world leader in the process. As the country embraces 5G technology, the pace of development shows no sign of abating. However, this does come with a significant ‘but’. In order to differentiate themselves now, B2B marketers are looking increasingly at online to offline brand experiences as part of their China marketing strategy. Chinese brands like Alibaba’s Hema Fresh grocery retail arm have led on this with their </span> <a href="https://econsultancy.com/what-you-need-to-know-new-retail-china-offline-online/" target="_blank">  ‘new retail’ business model </a> <span> . Activations, such as Brandigo’s  </span> <a href="https://www.transformmagazine.net/articles/2019/winners-announced-at-2019-transform-awards-asia-pacific/" target="_blank"> award-winner British Gin Garden campaign </a> <span> , are creating attractive opportunities for trade professionals and consumers alike to experience brands for themselves, get hands-on with products, and engage with brand owners face-to-face. Like any campaign, brand experiences, pop-ups and the like will have a specific target audience in mind and should be supported by media campaigns to maximize their impact. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Have enough locally sourced ingredients </span> </p> <p> <span> <br/> </span> </p> <p> <a href="https://www.brandigochina.com/localize-this-getting-your-brand-right-in-china"> https://www.brandigochina.com/localize-this-getting-your-brand-right-in-china </a> <span> , as evidenced by a number of brands, particularly in the luxury space, getting things very wrong indeed during the last 12 months. One aspect of brand strategy, the key messages that your brand communicates, can be a tricky pain point for any China marketing strategy as national and individual values can be very different from your own. The key is to tap into the brand values that resonate with a Chinese audience, which, from an F&amp;B perspective are based on quality, heritage, safety and traceability, and innovation. Chinese tastes are broadening as more and more Chinese citizens travel overseas and increasingly experience foreign cultures, make sure your messaging house taps into this in an authentic, non-patronizing way. </span> </p> <p> <span> <br/> </span> </p> <p> <span> A healthy balance </span> </p> <p> <span> <br/> </span> </p> <p> <span> Following on from the above, there is a definite interest in a healthier diet in China, instigated by a government drive launched in 2016 urging people to cut their salt and sugar intake. That said, like many nations around the world, China has seen an increase in health issues relating from eating too much fat and sugar, and some of the food safety issues faced in the country have been well documented. There is an opportunity for brands who can prove their ‘healthier diet’ or ‘responsible consumption’ credentials, but again, authenticity is key. </span> </p> <p> <span> <br/> </span> </p> <p> <span> This is just a brief overview for F&amp;B marketers looking to implement or enhance their China marketing strategy. Each brand will have its own unique characteristics that will form the base of their China offer. But working with the right partners in-market and ensuring a strategy with the right amount of localization and mix of online and offline brand experiences and communications, well that to me looks like a recipe for success. </span> </p> <p> <span> <br/> </span> </p> </div> Wed, 23 Sep 2020 02:00:00 GMT https://www.brandigochina.com/food-for-b2b-thought blog thumbnail main image https://www.brandigochina.com/demand-generation-tactics-that-work-in-china Spotlight on Demand Gen in China <div data-rss-type="text"> <p> <span> Spotlight on Semiconductor Marketing </span> </p> <p> <span> <br/> </span> </p> <p> <span> <b> Key Article takeaways </b> </span> </p> <p> <span> <br/> </span> </p> <p> </p> <ul> <li> Semiconductor-related business in China continues to grow <br/> </li> <li> Demand generation and Account-based management (ABM)-style strategies to develop leads are under-utilizedChina platforms and digital ecosystem means we have to adjust our tactics </li> <li> Tips from our experience helping companies that have the same challenges as you <br/> </li> </ul> <p> </p> <p> <span> As the world continues its march towards ubiquitous computing and the AI technology stack grows at an ever-increasing rate, global demand for semiconductors, and their associated industries, is also constantly expanding. To illustrate the point, McKinsey estimates that this will see demand for semiconductors related to AI growing at a rate 5 times greater than the rest of the market. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Looking at China specifically, which recently hosted the World Artificial Intelligence Conference (WAIC) in Shanghai, the country consumed $125 billion worth of chips in 2019, however, only manufactured around 16% of them. The Chinese government is pushing for investment in chip design and production with a desire to become more self-sufficient in the future, but it is unlikely to meet its own production targets by 2025, according to Mark Lapedus at Semiconductor Engineering. </span> </p> <p> <span> <br/> </span> </p> <p> <span> So, there is growth and opportunity out there for semiconductor businesses that are smart, agile and willing to take a long look at their China marketing strategy. </span> </p> <p> <span> <br/> </span> </p> <p> <span> Account-based management (ABM) has been a hot topic in marketing circles for a while now, and while the individual components of a good ABM campaign are nothing particularly new to marketing and sales professionals, thinking creatively and within all the latest tools and channels we have at our disposal to develop demand generation campaigns that truly foster leads is under-utlized here in China. This then is a huge opportunity for businesses operating in fiercely competitive and complex industries such as those in the semiconductor space. </span> </p> <p> <span> <br/> </span> </p> <p> <span> For example, outside of China, WeChat is not widely used and can be largely misunderstood and written off as the Chinese equivalent to WhatsApp or just another messenger platforms by marketers who have never had the opportunity to get hands on with it. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The reality is that WeChat is ubiquitous here, a ‘swiss-army’ channel that can be part of a successful ABM or demand generation B2B marketing strategy. But to be successful from a lead generation point of you, your use of WeChat has to be targeted, innovative and based on engaging content that resonates with your potential customers and their pain points. Your sales team also have a major role play in any successful campaign as it will be they who take on a lot of the responsibility for getting your content in front of potential customers. For this sort of initiative WeChat is acting like a sales enablement platform, supporting your sales and marketing teams in getting your targeted messaging and content in front of your customers. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The digital ecosystem in China, of which WeChat is just one part of, may look to have a lot of similarities to other overseas channels and platforms, but dig a little deeper and things get complicated quickly. Performance marketing, the line between paid and earned media, SEO/SEM, all have very different characteristics here in China compared to anywhere else in the world and require specialist skills and knowledge to navigate. </span> </p> <p> <span> <br/> </span> </p> <p> <span> So, your global social media strategy is unlikely to have the same impact for example, and a bespoke China social media strategy is necessary in order to generate results. Your following will grow differently, engagement will not happen in the same way you are used to, and even your website will require some special attention to make sure it is optimized for the China market (this can include tweaking site messaging, making sure Chinese language is easily available and accurately translated, including imagery that is appealing to Chinese audiences, and so on). </span> </p> <p> <span> <br/> </span> </p> <p> <span> A good way to guide your thinking on China semiconductor marketing is to address the following questions: </span> </p> <p> <span> <br/> </span> </p> <p> </p> <ul> <li>  Which Chinese channels are used by our target audience? Specifically, are they reading certain WeChat channels or trade media? <br/> </li> <li>  Do you attend Semicon China or other major trade shows? How do you incorporate your digital strategy into offline events? <br/> </li> <li>  Are you utilizing marketing automation? Live streaming presentations? <br/> </li> <li>  Is your content attracting the right target audience? <br/> </li> <li>  How can I adapt my international marketing communications program for China? What’s the right mix of global and local content? </li> </ul> <p> </p> <p> <span> <br/> </span> </p> <p> <span> B2B marketers in China operating in complex markets, such as the semiconductor industry, are generating success by adopting account-based marketing strategies (and hybrids) that create growth by truly engaging with decision-makers. These types of strategies are proving successful because: </span> </p> <p> <span> <br/> </span> </p> <p> </p> <ul> <li>  They are laser-focused on target audiences with genuine buying power and influence <br/> </li> <li>  Generate content that speaks to decision-makers in their own language, addressing their own needs and positioning your products as solutions to their pain points <br/> </li> <li>  Utilize industry-respected micro-influencers or media that can talk about complex services and products with authority <br/> </li> <li>  Encourage a closer relationship with your sales and marketing team <br/> </li> <li>  Develops marketing assets that empower your salespeople <br/> </li> </ul> <p> </p> <p> <span> Brandigo recently worked with National Instruments (NI) on one such demand generation campaign. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The company came to us with a brief to create some excitement amongst the semiconductor test engineer community in order to attract qualified sales leads from a list of targeted companies. Through insight research, we understood that the target audience of semicon test engineers like gamification, and were incredibly academic and competitive. This led to the creation of a semiconductor quiz, based on different levels of knowledge from the field. The quiz was created as a mini-site that could be shared through WeChat, or accessed by scanning a QR code. Entrants scored points, won prizes, and were encouraged to share with their colleagues and friends. </span> </p> <p> <span> <br/> </span> </p> <p> <span> The quiz was promoted through top trade media websites, WeChat accounts, and through an email campaign. The campaign was so successful that it was repeated for a second phase and led to new deals for the company. </span> </p> <p> <span> <br/> </span> </p> <p> <span> By taking a focused, targeted approach, and by understanding their target audience and channels, NI was able to generate qualified leads in a competitive market. </span> </p> <p> <span> <br/> </span> </p> <p> <br/> </p> <p> <span> If you want to find out more about how to make your China marketing strategy more effective, or to bring your brand up to speed on the latest China digital marketing tactics, you can download our latest ebook, <a href="/downloads"> The CMO's Guide to China Marketing: 10 Top Tips for Your International Brand. </a> </span> </p> </div> Tue, 22 Sep 2020 08:37:00 GMT https://www.brandigochina.com/demand-generation-tactics-that-work-in-china blog thumbnail main image https://www.brandigochina.com/using-live-streams-in-b2b-marketing And we are live in 3…2….1….. The Live stream is now mainstream. <div data-rss-type="text"> <p> <span> <br/> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> And we are live in 3…2….1….. </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <span> The Live stream is now mainstream. Once considered the preserve of gamers, sports events and pop stars, lives streaming is now throwing up a whole range of possibilities for B2B marketing. And as ever, digital China is leading the charge. </span> </p> </div> <div data-rss-type="text"> <p> <span> As most Chinese internet users skipped the desktop and went straight to mobile internet, China has a habit of early adoption for all things online and in particular, mobile-based e-commerce and entertainment platforms. Spend any time at all on public transport in China and you will see for yourself as your fellow passengers spend the duration of their journey shopping, watching sports or catching up with news and soap operas on their mobile devices. Now, as channels like Twitch as well as more famous names like Facebook with Facebook Live and Twitter with its Periscope app, gain momentum alongside the Chinese players like inke and kuaishou, the West is catching up with the East in how it consumes its media and spends its time online. </span> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/IMG_1722.jpeg" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> <span> Tuning in to the latest live stream is a big part of this. According to the ‘big 4’ advisory company, <a href="https://www2.deloitte.com/cn/en/pages/technology-media-and-telecommunications/articles/tmt-predictions-2018.html" target="_blank"> Deloitte, live broadcasts will have generated $545 billion in direct revenue </a>  in 2018, with revenue from live streaming making a significant contribution. The same report also suggests that China, where membership of streaming sites has “soared”, and where audiences are already comfortable paying to view video content, will remain the largest market for live streaming with viewers reaching 456 million. Forecasts for the US market paint a similar picture with revenues from live streaming subscriptions expected <a href="https://www.koeppeldirect.com/drtvblog/rise-of-livestreaming-marketing-trends-tips/" target="_blank"> to have doubled during the period 2013 to 2020 </a> . While this doesn’t necessarily mean consumers will pay for B2B live stream content, it does mean that live streaming as a channel is increasingly relevant for B2B marketers around the world and that B2B audiences are increasingly willing to take part. </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> The Brandigo team has been advocating the value of live streaming to B2B marketers for some time and you can see the results it can generate very quickly. For example, we are currently supporting the </span> </span> <a href="/"> Food is GREAT campaign </a> <span> <span>  being rolled out across China by the </span> </span> <a href="https://www.great.gov.uk/international/?lang=zh-hans" target="_blank"> UK Government, and this B2B campaign </a> <a href="https://www.great.gov.uk/international/?lang=zh-hans" target="_blank"> has alread </a> <a href="https://www.great.gov.uk/international/?lang=zh-hans" target="_blank"> y made smart use of live streaming </a> <span> <span>  to raise awareness of the campaign and push its key messages to a wider audience beyond the activities taking place in Shanghai and Beijing. </span> </span> <a href="http://www.pearvideo.com/video_1478925?st=1&amp;from=singlemessage&amp;isappinstalled=0" target="_blank"> This video features highlights </a> <span> <span> from a live stream broadcast at a major trade show held in Shanghai in November, and we estimate that an audience of 5 million from across Mainland China and beyond tuned in to the live stream of the Food is GREAT showcase event for Chinese F&amp;B professionals that our very own China President, </span> </span> <a href="https://www.linkedin.com/feed/update/urn:li:activity:6470143462510600192/" target="_blank"> Mike Golden, took part in as a member of the expert panel </a> <span> <span> . </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> For B2B marketers the challenge is to view live streaming as a part of the marketing toolkit that you can reach for on a regular basis, not just for product unveilings or virtual tours of your latest exhibition stand. Here are a few suggestions to think about: </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> With all the channels available to B2B marketing professionals, in China and the rest of the world, live streaming is something to be embraced. We would love to hear about your experience with live streaming so please leave us a comment, and get in touch to talk about how live streaming can give your B2B marketing a boost. </p> </div> Fri, 14 Dec 2018 12:43:00 GMT https://www.brandigochina.com/using-live-streams-in-b2b-marketing blog thumbnail https://www.brandigochina.com/who-said-qr-codes-had-to-be-ugly QR codes are a way of life in China, largely due to the popularity of WeChat, China’s social media (plus-everything-else) app. QR codes are at the center of many basic functions on this platform; scan a QR code to add a friend, scan a QR code to pay for fruit at a stand on the … Who said QR codes had to be ugly? Read More » The post Who said QR codes had to be ugly? appeared first on . <div data-rss-type="text"> <p> </p> <p> <span> QR codes are a way of life in China, largely due to the popularity of WeChat, China’s social media (plus-everything-else) app. QR codes are at the center of many basic functions on this platform; scan a QR code to add a friend, scan a QR code to pay for fruit at a stand on the street, scan a QR code at Starbucks to pay for your coffee, scan a QR code on a bike to unlock it, scan a QR code on a product to learn more about where it came from… You get the picture. QR codes make the world go ‘round here. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Deemed “ugly” by many in the West, QR codes have become a key element of O2O conversion in China. Just take a walk through the metro, or down a popular shopping street, look at the side of public busses whizzing by, the backseat of a a taxi, and you’ll find a maze of black dots , from small to large, begging you to take out your phone and scan to connect to the official WeChat account or campaign page. QR codes make transactions quick and seamless, and have become a permanent fixture of life in China. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> According to the 2017 WeChat Data Report, there are 797 million MAU’s of Official Accounts, with the total number of WeChat MAU reaching 1 billion in March of 2018, you can bet most people are following a slew of Official Accounts. By now users chat feeds are saturated with content and most aren’t looking to follow a new account unless it’s for a very, very good reason. So how can you impress people and convince them to scan and follow you? </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> We’ve talked before about growth strategies for WeChat, and WeChat best practices, but what about design? Giving your QR code that extra pizzazz certainly won’t hurt. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Designers have made some incredible QR codes that are too enticing not to scan. QR codes can be embedded in a WeChat post, put on a flyer, website, and more. Here are some of the coolest QR codes we’ve seen – scan to discover the account behind the code.  </span> </p> <p> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/awesome_QR+codes.gif" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/audi+QR+code.gif" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/bmw+QR+code.gif" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/mobike+QR+code.png" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/eagle+QR+code.jpg" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/beach+QR+code.gif" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/cheers+QR.gif" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> </p> <p>   </p> <p> </p> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/sprite+QR+code.jpg" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/sheep+QR+code.jpg" alt="" title=""/> <span> </span> </div> <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/beer+QR+code.jpg" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> Feeling inspired? </span> </span> <a href="/contact"> Drop us a line </a> <span> <span> see how we can help jazz up your WeChat account!  </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> Tue, 28 Aug 2018 02:26:00 GMT https://www.brandigochina.com/who-said-qr-codes-had-to-be-ugly thumbnail https://www.brandigochina.com/unlocking-wechat-for-b2b Many international brands struggle with adapting their social media marketing strategy to China’s complex digital ecosystem. WeChat, China’s most popular social media app is an even bigger headache for most B2B brands.   Why is B2B marketing on WeChat so different?   First brands have to have clear expectations of how WeChat is going to … Unlocking WeChat for B2B Read More » The post Unlocking WeChat for B2B appeared first on . <div data-rss-type="text"> <p> </p> <p> <span> Many international brands struggle with adapting their social media marketing strategy to China’s complex digital ecosystem. WeChat, China’s most popular social media app is an even bigger headache for most B2B brands. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> Why is B2B marketing on WeChat so different? </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> First brands have to have clear expectations of how WeChat is going to fit into their overall strategy. Once this is nailed down, it will be easier to begin developing targeted content and setting appropriate KPIs. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <span> We’ve put together a slideshare to help B2B brands have a better understanding of how WeChat can work for B2B marketing in China. </span> </p> <p> </p> </div> <div data-rss-type="text"> <p> </p> <p> <iframe> </iframe> </p> <p> </p> </div> Thu, 19 Jul 2018 06:45:00 GMT https://www.brandigochina.com/unlocking-wechat-for-b2b https://www.brandigochina.com/localizing-your-brand-message-in-china Translation from English to Chinese is a nightmare. Facebook is full of websites dedicated to ridiculous translations on store signs, billboards and t-shirts. And just last week we had a client ask why their Chinese team was upset that the global team actually used Google Translate for their marketing brochure – can you imagine how … Localizing your brand message in China Read More » The post Localizing your brand message in China appeared first on . <div> <a target="_blank"> <img src="https://lirp.cdn-website.com/c71887e7/dms3rep/multi/opt/lostintranlsation-1920w.png" alt="" title=""/> </a> <span> </span> </div> <div data-rss-type="text"> <p> <span> Translation from English to Chinese is a nightmare. Facebook is full of websites dedicated to ridiculous translations on store signs, billboards and t-shirts. And just last week we had a client ask why their Chinese team was upset that the global team actually used Google Translate for their marketing brochure – can you imagine how mangled that was? </span> </p> </div> <div data-rss-type="text"> <p> <span> </span> <span> Our dear friends of translation companies often come to the rescue – turning out around 40 pages in a few days of serviceable copy. But this often has to be completely re-written – straight translations always lose unless you are doing very technical translation. But marketing copy or brand messages? Prepare for confusion and perhaps even embarrassment. Advertisements and company slogans are also notorious for being badly translated. No – Google Translate is not a copywriter.  </span> </p> </div> <div data-rss-type="text"> <p> <span> What’s wrong? </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> Translation is not marketing – if you want to attract target customers and position your company in a foreign market, you’re going to have to put in more effort than just going for a translation. It’s the same with ad campaigns – designed specifically for one market they rarely translate well, or at the least just confuse the target audience. </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> Transcreation </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> Transcreation (“translation” + “creation”) is a term used by translation agencies and some marketers to describe their approach – basically writing original copy from a client brief. This is already a much better step than trying to just do translation. </p> </div> <div data-rss-type="text"> <p> <span> How do we do it in the agency? </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> We take it way beyond transcreation. It’s not just about the client brief – we actually need to understand the client’s positioning in the market, which means understanding competitors, the market, the products, and the company’s strengths.  </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> For brand positioning and messaging we go through a version of the Brandigo </span> </span> <a href="/china-entry-marketing-strategy"> brand methodology </a> <span> <span> , which includes: <br/> </span> </span> </p> </div> <div data-rss-type="text"> <p> <span>   </span> <span> <br/> </span> </p> <p> <span> <span> From this we develop a proper brand narrative, and then work on the messaging, which also typically includes analyzing the look and feel of the localized marketing collaterals. So this process might affect everything from the visuals to the slogan. The key is staying </span> </span> <span> on brand </span> <span> <span> , but also reaching the target Chinese audience with your core message.  </span> </span> </p> <p> <span>   </span> <span> <br/> </span> </p> </div> <div data-rss-type="text"> <p> <span> At the end of the day look closely at how you are localizing and translating your brand in China – and other countries. </span> </p> </div> Tue, 19 Sep 2017 02:47:00 GMT https://www.brandigochina.com/localizing-your-brand-message-in-china thumbnail https://www.brandigochina.com/getting-employer-branding-right-in-china-5-tips Attracting and retaining talent in China is one of the biggest challenges here. Anyone in HR or recruiting is well used to receiving resumes where the candidate has spent exactly 1 year at each company, rotating and changing jobs every season. Multinationals know that a strong Employer Value Proposition (EVP) and Employer Branding will help … Getting Employer Branding right in China – 5 tips Read More » The post Getting Employer Branding right in China – 5 tips appeared first on . <div> <img src="https://irp.cdn-website.com/c71887e7/dms3rep/multi/employerbrandingblog-d5ef324e.png" alt="" title=""/> <span> </span> </div> <div data-rss-type="text"> <p> <span> </span> </p> </div> <div data-rss-type="text"> <p> <span> Attracting and retaining talent in China is one of the biggest challenges here. Anyone in HR or recruiting is well used to receiving resumes where the candidate has spent exactly 1 year at each company, rotating and changing jobs every season. </span> </p> <p> <span> <br/> </span> </p> <p> <span> <span> Multinationals know that a strong </span> </span> <span> Employer Value Proposition (EVP) </span> <span> <span> and Employer Branding will help their company stand out and attract talent. Here are a few things to watch out for from our experience on making Employer Branding succeed in China:  </span> </span> </p> <p> <br/> </p> <ol> <li> <span> <span> Make sure your </span> </span> <span> EVP actually matches what you have to offer </span> <span> , and is not just a fancy sentence or meaningless poster. If it mentions “for the glory of the people” that is a hint you might want to rethink it. </span> </li> <li> <span> <span> Was your EVP truly </span> </span> <span> localized with China in mind </span> <span> <span> or is it just a global translation? Does it resonate locally? You should test this thoroughly and work on it with input from all stakeholders: managers, HR, communications, employees and job seekers. </span> </span> </li> <li> <span> <span> Are the </span> </span> <span> employer values </span> <span> <span> communicated throughout the organization? In a recent study more than half of the CEOs across a broad reach of industries did not know that their own company had an EVP. We call this kind of alignment Strategy Fluency TM . Is there a program setup to teach the EVP and cascade the information to different departments? </span> </span> </li> <li> <span> <span> Is there a set of </span> </span> <span> templates and rules </span> <span> <span> to follow for internal communications materials? We’ve seen a lot of “freestyling” here in China with every department developing their own newsletters, posters and WeChat social media accounts – all with different styles, fonts, graphics and images. It makes for a confusing mess. </span> </span> </li> <li> <span> EVPs benefit the bottom line </span> <span> . Companies without a strong EVP are more likely to have to pay a premium to attract talent. You can make this case when the financial controllers start to question the worthiness of the program. This is especially true in China where we often see HR departments starved of funding that is outside of pure channel recruitment. </span> </li> </ol> <p> <span>   </span> </p> <p> <span> The best way to succeed with your EVP is to develop a strong local version that actually means something – without losing all of the advantages you have built from the global headquarters. </span> </p> <p> <br/> </p> <p> <span> At the end of the day all of this should make your company sound like a great place to work, and truly attract the types of people that will thrive in your organization and help it succeed. </span> </p> <p> <br/> </p> <p> <a href="/contact"> Contact Brandigo </a> <span> <span> to find out more about how we help organizations develop EVP and internal communication programs through our proven methodology and talented team!New Paragraph </span> </span> </p> </div> Thu, 13 Jul 2017 13:00:00 GMT https://www.brandigochina.com/getting-employer-branding-right-in-china-5-tips thumbnail