A Michael Zhang Workshop on Chinese Demographic Marketing

October 9, 2013

Are we Chinese or not?

ABOUT MICHAEL ZHANG

Experienced English-Chinese translator, working with National Geographic Traveler for over 10 years

Chinese media specialist, managing two key tourism accounts on Sina Weibo, OTMPC and Red Leaf Outdoor Travel Guide

Long-time media escort for Ontario Tourism and Tourism Toronto

Professional tourist (Liked)

ABOUT THIS WORKSHOP

To get readyBy examinationBy understandingBy looking into possibilities

YES OR NO

Chinese people like to travel with family and friends.

Chinese people like shopping.

Chinese people like camping.

Chinese people like BBQ.

Chinese people like to eat Chinese food in a smaller town.

Chinese people like deserts.

Chinese people like spicy food.

Chinese people like discounts.

Chinese people like fishing.

Chinese people like pets.

BRUCE AT A GLANCE

CHINESE MARKET AT A GLANCE

CHINESE MARKET AT A GLANCE

Overseas Chinese Market ADS to boost the yearly

rate of travel to Canada from China by up to 50 per cent by 2015.

Chinese Tourists direct input >C$524 million annually by the year of 2015. (Conference Board of Canada)

Hot real estate market + controlled exchange rate=money to spent

Ready to explore 2nd Tier destinations

Domestic Chinese Market Growing number of

Mainlanders Came with some wealth High average income from

professional work Weak English ability Chinese habits and

customs carried over

Origin 2001 2010

Mainland China

40,000 30,000

Taiwan 3,100 2,700

Hong Kong 1,900 790

CHINESE CHARACTERS

EVENT AND HOLIDAY DRIVEN

Maple Syrup

Fall Colors

Dragon Boat Festival

Night Market

The Ex

School breaks

All long weekends

LOOK “CLOSER”

Chinese Canadians

New vacation destinations New Things to do

Newcomers Ways to experience Canada

To become “Canadian”

Chinese Int’l Students

Just have fun Limited time

VFR Follow who’s here Showcase hosts’ life

FIT Worthwhile trips Easy access from Toronto

Bus Tours Good first taste Photos taken/food eaten

Kids and Seniors can be deciding factors.

DRIVING DISTANCE

Tobermory

3.5 hrs from Mississauga

4 hrs from Scarborough/Toronto

Kincardine

2.5 hrs from Mississauga

3 hrs from Scarborough/Toronto

DESTINATIONS WITHIN SAME DISTANCE FROM TORONTO

BLANK MAP TEST

Chinese Canadians

New vacation destinations New Things to do

Newcomers Ways to experience Canada

To become “Canadian”

Chinese Int’l Students

Just have fun Limited time

VFR Follow who’s here Showcase hosts’ life

FIT Worthwhile trips Easy access from Toronto

Bus Tours Good first taste Photos taken/food eaten

WHAT HAVE YOU GOT? Unparalleled nature?

Horticultural tourism like no one else?

Unmatchable outdoor activities?

A dish you can claim the best in Ontario?

A history that has a meaning today

A program that inspire people in someway

Distinguish yourself

Claim something

Make them say wow

Give them opportunities to record

Let them spread the good word for you

Quiz

List following things to do from MOST to LEAST interesting for Chinese touristsHike a trailEat at a famous local restaurantGo to a local art galleryVisit an antique shopVisit a farmer’s marketPlay games and drink beer in a cottageGo campingGo swimming in a lakeGo fishing on a dock

BECOME FAMOUS BY PROVIDING A BETTER EXPERIENCE

Example #2 Point Pelee is boring

Example#4 Antique shopping in

Beaverton for $8.50 After seeing $200+

antique in Haliburton Forest

Example #1 How would you like your

steak cooked?

Example #3 The J stroke

CHINESE COLLATERAL AND MEDIA

CHINESE LANGUAGE

THE MYTH

Cantonese

Traditional Chinese

Mandarin

Simplified Chinese

EXAMPLES OF KEY INFO IN CHINESE

Website

One page highlights of your business

Key information regarding purchase (like no refund after purchase, cash only)

Driving direction

Promotion and sale (Book a room and get boat tickets 241)

Safety guidelines

Welcome (card, sign, greetings)

Fun programs (Scavenger hunt in the Park)

TRANSLATION

Google Translation

Any Chinese Guy

Experienced

Translator

Choose Wisely

DM

Great Choice: Online Media

Social MediaLong-term self-

managementConstant feedInteraction and

engagement

Chinese WebsiteAdvertisementEvent

promotionAnchored to

own webpage

Advantages over print: much broader audience, cost-effective, diverse formats, visually appealing, permanent, interactive, shorter turnaround, easier to share, etc.

CONTENT MANAGEMENT

Key information Widely unknown to Regularly misunderstood

by Specifically interesting for Sale/discount information Shared contents from

Website

Stunning images Nature People The uncommonly seen

Re-posted follower status Initiate conversation Maximize exposure

Prized campaigns Claim the prize in person

Interaction with other Chinese social media accounts Ontario Tourism Yorkbbs Etc.

Example of Content

•What

•When

•Where

•Who

•Why

Fixes and Ideas

Things you can add to your menu or service list (Dining and Lodging) Steamed Rice (Not risotto or similar western style rice dishes) Wonton soup Chicken noodle soup Chinese pickles and hot sauce Rice porridge or congee for breakfast if you are B&B or hotel Important notice in Chinese, such as dishwashing instruction, how

to use thermostats, smoking areas, etc Chinese TV Channels, newspapers and magazines Ask your guests to sign your guestbook in Chinese (Monitor) Ask them to review on Trip Advisor in Chinese (Monitor)

Fixes and Ideas (con’d)

Bruce County, Trail and Park More information available in Chinese language Programs to initiate understanding of nature and culture, such

as natural interpretation, learn to camp Claim Top 10 Free Tours （ Jeju Island, Korea ） Take a photo at (____), enter to win Hike the Bruce T-shirt, or even better in Chinese Chinese hiking events or Hiking events with a Chinese portion Claim to be the Best of Bruce Trail, or a campaign called “It’s

called Bruce trail for a reason

Summary: StepsSelf-examination

Match with right target

Get product and service ready (Programs)

Get language ready

Get content ready (Social media)

Choose the right channels

Re-examination

Q&A