Chinese New Year is a great time to use the Chinese culture in employing the perfect marketing strategy. During Chinese New Year Chinese friends, families and relatives who are married will give and exchange “lai see” (red envelope with money) for good luck. Red envelope itself can be a powerful promotion tool in capturing the Chinese audience since it is a part of their culture.
Companies can use “lai see” to their advantage. If they customize the red envelope into a promotional item, many consumers will be exposed to your brand as they take it during Chinese New Year. You can put a coupon in the red envelope as well so people will know about your company and the products you are selling. This is a great promotional strategy during the Chinese New Year.
People might not care about the red envelope or coupon and toss them aside after taking the money. Therefore, a better strategy would to stick every dollar inside every red envelope with a sticker with your brand name and website to better promote your company. That way, they will at least get a glimpse of your brand as they scratch off the sticker from the dollar (stick the sticker in the president’s head!).
Chinese New Year can be a great time to promote your company. The red envelope marketing strategy can be a great success if each person gets only one envelope to make it cost effective (you have to watch out for repeat takers). Use your target market culture for your success.
