Sydney Masterclass Details

21 – 22 November 2019

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It’s no secret that China is one of the largest and the most important export destinations for Australian companies.

For B2C companies, with rising interest in certified, reliable, healthy products, Australian food, educational offerings, healthcare solutions and others are rapidly finding their place in the hearts of Chinese consumers. With the growth of cross-border e-commerce and payment gateways, purchasing processes are faster, easier and borderless. But there shouldn’t be any illusion that a good product by itself will generate sales. It doesn’t matter if you’re a newcomer or a mature company, knowing new trends, understanding your potential consumers and being on top of emerging technologies is a must to grow your brand in China.

For B2B businesses, it’s not only Australian companies that want to move into the Chinese market. Chinese companies also want to grow their businesses in the Australian market and in the wider region. They will require localised business knowledge, professional services and products, and this presents a huge opportunity for B2B businesses to grow through strategic partnerships with Chinese enterprises.

Are you a small local company dreaming about China? Every year Australia attracts millions of tourists and in 2018, China alone accounted for 52% of the growth in international visitor spending, with an increase of $1.3 billion to $10.9 billion. So this is your chance to jump on the bandwagon and expand your business horizons! Even small local brands and shops can work effectively with Chinese consumers. Want to know how? We will tell you everything you need to know at our in-depth training. Join us now to master China’s social media landscape!

Sources taken from:

https://www.businessinsider.com.au/australia-economy-international-tourism-china-tasmania-2018-7

https://assets.kpmg/content/dam/kpmg/au/pdf/2018/doing-business-in-china-november-2018.pdf

For registration enquiries, contact Wei Kang at weikang@marketing-interactive.com or at +65 6423 0329

Sydney Masterclass Pricing

  • Sydney Masterclass

  • Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Intro Launch Price

  • AUD1599/Person

  • From now till 19 September
    Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Early Bird

  • AUD1899/Person

  • From 20 September to 19 October
    Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Standard

  • AUD2599/Person

  • 20 October onwards
    Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials

Sydney Masterclass Agenda

21 – 22 November 2019 .  (9am – 5.00pm) . Sydney

Sydney Masterclass Day 1 Details

   WORKSHOP DAY 1 (SYDNEY)
08 30 Registration
09 00 Welcome note
09 15

China Market, Consumers & Digital Trends

  • Overview of the China market
  • Modern Chinese consumers overview (1st, 2nd and 3rd tier cities)
  • Most desired product categories and reasons behind it
  • Overview of China’s marketing & sales channels
  • Group Activity: Understanding China
10 30 Morning break
10 45

WeChat – A 360° Understanding of China’s Most Powerful Social Media

  • Overview of WeChat: messaging, groups, official accounts and payments
  • Driving followers to your WeChat
  • How to launch effective WeChat campaigns and what kind of content works
  • WeChat advertising options
  • Introduction to the WeChat mini programs
12 45 Lunch
13 30

Weibo – Winning on Weibo

  • Overview of Weibo for marketing
  • Weibo customization
  • Developing a solid content strategy: the 4-1-1 rule
  • Followers acquisition and development
  • Weibo’s newest features and future of the platform
15 30 Afternoon break
15 45

Looking Beyond Weibo and WeChat

  • Introduction to short video, forums and live streaming industry in China
  • Cheaper alternative to major platforms: Douyin & Bilibili 
  • How to leverage the boom: China’s hottest Toutiao
  • How to win on RED / Xiao Hong Shu
  • B2B marketing in China: discover Zhihu, Douban and Baidu Zhidao
  • Group Activity: Experience the difference
17 00 Day 1 summary and final Q&A

Sydney Masterclass Day 2 Details

WORKSHOP DAY 2 (SYDNEY)
08 30 Registration
09 00

Social Media Campaigns and Chinese Key Opinion Leaders (KOLs) – How to Run Effective SMM Campaigns

  • Strategise your campaign, set realistic budgets and KPIs
  • WeChat & Weibo campaign rules to watch out for
  • 3 types of campaigns that work on Chinese social media
  • Step-by-step guide to launch an effective campaign
  • Overview of KOL industry in China: 4 types of Chinese KOLs
  • What are Shuijun and how to avoid them
  • Find and audit your KOLs before promotion
  • 5 steps to an effective KOL promotion
  • Group Activity: Becoming the campaign guru and KOLs master
10 45 Morning break
11 00

How to Reach and Attract Chinese Tourists in Sydney

  • Chinese tourist industry overview for marketers
  • Modern Chinese tourists: what do they want and how to sell it to them
  • Best way to market to travelling Chinese: KOLs, cross border ads, WOM
  • Is your shop ready: 3 things you can do now to double your sales from the Chinese tourists
  • Group Activity: Create your own China tourists strategy
12 45 Lunch
13 30

How to Build an Effective CRM for China

  • Overview of WeChat and Weibo’s CRM functions
  • 3 steps to build a database of Chinese consumers
  • How to build CRM loyalty programs that work for China
  • Why you must have an excellent social CRM and customer service
  • Deep dive into the best practices
15 15 Afternoon break
15 30

How Technology is Setting a New Reality in China and the World

  • Overview of Alibaba’s new retail, JD’s unbounded retail and Tencent’s smart retail
  • 3 trends you can’t miss: retail as entertainment, unified channel, gamification
  • The future is now: pop-up stores, LST retail integrated, merging social media & retail
17 00 Day 2 summary and final Q&A
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