Opportunities in sight for businesses focusing on multicultural marketing and sales approaches
Although the Western world’s New Year’s celebration has passed, the Chinese calendar tells us that during the fourth weekend of January (27th to 29th) we approach the beginning of a new lunar year, the year of the Rooster. It is a traditional cultural celebration to welcome the New Year with specialty dishes and rituals in order to cultivate good fortune. According to the Chinese zodiac, the Rooster represents the tenth of twelve cycles and 2017 is a fire-Rooster year, a combination that recurs every 60 years.
Prosperity is the main wish behind many of the Chinese New Year’s customs, especially the distribution of red envelopes, which usually contain cash or precious giftable items, such as gold or jewelry. The colour red symbolizes yang – protection, good fortune and positive energy. Acknowledged as a tradition-heavy community, Chinese-Canadians make sure they celebrate the New Year’s festivities the right way, among friends and family. Traveling traffic from China can experience a surge of up to 47% during special occasions like this, with Millennials the largest demographic to visit the Great White North (around 32% of all incoming visitors). Still on the Millennials note, Project Atlas reports that Chinese students represented 31% of all international students in Canada in 2015 (over 38,990 students!) and more than half of them have considered making a life in Canada.
A new strategy for a global economy
Part of an integrated marketing strategy consists of maintaining a page on Weibo – an important social media platform in China. A hybrid of Facebook, Twitter and direct messaging apps like WhatsApp, Weibo facilitates the communication between Chinese travellers and the airport. The platform has a whopping 132 million users daily. “We have also worked with airlines to develop an innovative rates and charges program, ConnectYVR, that offers some of the lowest rates in North America,” reports the airport on its blog. YVR is also the only facility in Canada to offer direct flights to Nanjing. The service projects to create more than 162 jobs at YVR and throughout British Columbia.
The challenges of a multicultural marketing approach
Respecting language syntax and local particularities is crucial to make sure your message is heard loud and clear. Translation services are not quite enough when talking localization: the correct interpretation and effective (and local!) community engagement are paramount to the development of a successful strategy.
Best wishes for a happy and prosperous Year of the Rooster!