Strategy
Lead w/ Insight
The first step: insight and understanding.
The first step of all successful campaigns is to first understand the customer target. Understanding the buying motivations of Chinese consumers requires knowledge and experience with Chinese culture and the underlying influences that drive Chinese behavior.
With history and life experience that sharply contrasts to the West, the average Chinese buyer looks for different benefits and different reasons to buy.
Therefore insight into what drives the Chinese to action is essential before any meaningful campaign can be launched. What drives the Chinese to action in your niche industry? What are the factors that influence, motivate, and communicate on a deep emotional level? This understanding of the mindset and particular details of your industries niche audience forms the foundation of an effective campaign.
From insight we create strategy.
Once we've discovered the key insights that unlock a target market, we then create a strategy to best leverage those elements within the natural limitations of your China advertising campaign.
This includes creation of a campaign theme designed to harmonize with your Chinese audience in addition to achieving your business goals; identifying the most effective media channels to reach your market and scheduling each according to China's unique seasonal marketing climate; and creation of a full 360° strategy to maximize the effect of your advertising budget.
From strategy we execute tactics.
Once the strategy is set, BA then executes every element of the campaign; from design of all advertising collateral; to production; media planning and buying; trade show/road show creation and marketing; sourcing; and China vendor coordination.
