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Multicultural Marketing Case Study – Reaching Out o Chinese Investors in Australia

Recent statistics has shown that Chinese is now the largest ethnic community in Australia, overtaking Italian as the largest ethnic community since 2007, the survey has also shown that Chinese is now the 2nd most used language in Australia, just after English.

There is approximate 1 million Australian Chinese living in Australia which is defined as those has some kind of Chinese heritage, some of them, especially those in the State of Victoria are 3rd generation Chinese whom their grandparents had arrived in Australia during the Gold Rush era in the 19th century.

Many Chinese families have also entered into interracial marriages, with many Eurasian children, they are also considered as part of the Australian Chinese population.

But the real growth occurred in the past 10 years, there was on average 45,000 to 50,000 newly arrived “Chinese migrants” into Australia every year, primarily from mainland China. This includes a large proportion of overseas students, which many would eventually stayed in Australia and also applying for family reunion for their parents to settle in Australia.

How to Reach these fast growing communities?

There are several key strategies to reach Chinese communities in Australia, and these strategies can be very effective:

1. Websites - There are specific community websites that Australian Chinese visit frequently, but these also include many top Asian websites that are found in China, Taiwan and Hong Kong.

2. Build a Chinese website – we can not emphasize the importance in having a Chinese website, by having a Chinese website, even just a few pages will increase your visibility multiple times.

3. Search Engine Submissions – Always remember, Google is not the major search engine used in most parts of Asia or amongst Chinese users, it is important to submit your website to other popular search engines such as Baidu, Sohu, Yahoo, Sina and many more.

4. Print Media – There are more than 50 Chinese language newspapers accounted for in Australia, and growing each day, we often laugh that there are more Chinese language newspapers than English newspapers in Australia. In reality, there is only less than 10 Chinese newspapers in Australia that has sizeable circulation, so choosing the right medium is very important for your marketing campaign.

5. Direct E-mail – Direct E-mail is very effective if you produce your e-mails in Chinese – and there are a few specialists in Australia doing this, including ourselves.

6. Press Releases – Engage a Multicultural Marketing specialist to write Chinese language press releases and distribute them for you – it is important to distribute them both online and also on print, as online press releases can reach much more audiences in Asia, and remember, a lot of Australian Chinese audiences still use Asian websites more than Australian websites.

Depending on your products and services, multi-level marketing is also very popular for Asian consumers if you are marketing consumer products, or setting up e-stores on popular Asian online marketplaces can also increase visibility of your products and services.
Article 8: Multicultural Marketing Case Study: Sirtex Medical

About the Client: Sirtex Medical (http://sirtexmedical.com) is a major biotechnology company based in Australia but with global client base, its product specialized in providing liver cancer treatment, which is a major cause of death in Asia due to high proportion of hepatitis related patients in East and South Asia.

Requirements: During our briefing, Sirtex Medical mentioned that majority of its revenue are expected to be coming from Asia, especially China and Taiwan, therefore, it is essential to have a Chinese version website and corresponding marketing campaign in those markets.

Our Services:

Chinese Website - The very first step is to create a Chinese version website for Sirtex Medical – this was created both in simplified and traditional Chinese characters. We have also hosted the 2 websites in different locations to ensure they can be found more easily.

Chinese Search Engine - The second step is sending them to various Chinese language search engines (Search Engine Submission), including the entire major Chinese search engines in China, Taiwan and Hong Kong.

Press Releases - The 3rd step is to create a number of press releases in Chinese, and this will become an ongoing marketing activity for us to promote Sirtex Medical continuously – this is regarded as a key strategy for Sirtex Medical to achieve high traffic and direct prospective medical professionals and prospective patients to their website.

Industry Groups Target Marketing - The 4th step is to continuously registering and promotes them onto medical or biotechnology specific websites, these are the specific industry websites and discussion forums which we have collected specifically to promote medical devices or biotechnology companies into Asian markets.

Effective Campaign

During our campaign, we have found press releases have been particularly effective to attract medical professionals, as well as specific industry links and participation in discussion forums as they can reach the target market very effectively. Other activities including participation in social networking media websites have also been very effective to reach the target market.