6 minute read
Leveraging Lunar New Year
Leveraging Lunar New Year to Connect with Chinese Customers
BY LAURA MCLEOD, COMMUNICATIONS MANAGER FOR LAT MULTILINGUAL
Though it may seem like fall has just arrived, marketers know it’s not too early to be thinking about Christmas and New Year campaigns. But if your dealership caters to Chinese clientele—or wants to deepen its connection with this audience—you should also be thinking about Chinese New Year, which begins February 12. While Chinese New Year itself is not commonly an occasion to buy a new vehicle, the month leading up to it is traditionally seen as a time to make purchases and complete important tasks to welcome the New Year.
Welcoming the Year of the Ox Chinese New Year, also known as Spring Festival, is the most important celebration for Chinese people locally and abroad. Celebrations typically start on the evening before the new moon, and end on the evening of the full moon 15 days later. Each lunar year is related to one of 12 zodiac animals and 2021 will be the Year of the Metal Ox.
Celebrating With Your Customers Running Chinese New Year promotions or campaigns is a great way to connect with your target audience. But it’s important to do it in a way that is culturally sensitive and isn’t just about selling products.
Typically, we would suggest an “online to offline” promotion (O2O), inviting people to a Chinese New Year celebration in your dealership, where they can leisurely browse your featured models. However, with COVID-19 social distancing requirements likely to remain in effect this winter, we suggest focusing on digital tools and online engagements. Here are some ideas: • WeChat: The social media app WeChat is very popular among Chinese locals in British Columbia, who often prefer it to Facebook, Instagram and Twitter. Giving red envelopes (hong bao) is a well-known tradition at Chinese New Year, but did you know you can do it digitally on WeChat? Gifting discounts or other incentives will be a big hit with your
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Chinese customers. You can also run WeChat Moments ads or create an enticing H5 game. Be sure to have Chinese customer service available (also on WeChat!) to respond to any questions or requests that may come in.
Webinars: Webinars can be a good way to showcase new models. Make sure that you hold your event before Chinese New Year—people will be more inclined to make a purchase. Budget for webinar promotions and prizes, make sure you leave enough time ahead of your event to promote it, and don’t forget to follow up after the session.
In-store events: In 2021, it’s unlikely you’ll be able to host large gatherings due to COVID-19. Instead, focus on VIP events—or encourage people to set up private appointments to view vehicles. You can also offer discounted auto detailing or maintenance services ahead of Chinese New Year. It’s traditionally a time to get things cleaned and organized before the New Year begins, making these types of offers particularly appealing.
Key Takeaways Now that you have some ideas on how to incorporate Chinese New Year into your marketing plan, we have one cautionary note. When working with diverse audiences, it’s important to understand the history and culture of any holiday you choose and leverage it carefully and sensitively. A nuanced cultural marketing strategy ensures you can build strong, long-term relationships that will benefit your dealership and your brand.
LAT Multilingual has been helping companies and organizations reach diverse markets since 1999, through quality translation and marketing adaptation services. Contact Laura McLeod at laura@latmultilingual.com or visit www.latmultilingual.com.
Chinese Marketing Tips
Colours matter: keep in mind that red is believed to draw luck and prosperity, while the colour black is considered unlucky.
When pricing vehicles, avoid the number four. In Chinese, the number four sounds like “death” or “dead.” Some people will go as far as to avoid any vehicle with a four in the serial number! The number eight on the other hand is considered lucky.
Place orange fruit such as tangerines or kumquats in the vehicles during Chinese New Year, as the orange colour symbolizes riches and good fortune. Always place them in multiples of two, as pairs are preferred.
Driving Vehicle Sales
Your dealership’s customers are diverse. To connect with clients, you need to reach them in their own language, on the media and social channels they use most.
Connect with your customers on WeChat. Build brand awareness on TikTok. We can help develop a strategy that works best for your audience and your goals.
www.latmultilingual.com/vehiclesales
