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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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Signals Magazine October–December 2020
