(Source: https://pltfrm.com.cn)
When planning the timing and scheduling of advertising campaigns in China, several factors come into play. Here are the primary considerations:
- Chinese Holidays and Festivals: Major holidays like Chinese New Year, Mid-Autumn Festival, and National Day Golden Week see significant consumer activity. Additionally, events like Singles’ Day (11/11) and 618 Shopping Festival have become vital dates for advertisers.
- Seasonality: Depending on your product or service, certain seasons might be more favorable. For example, winter clothing brands would obviously target colder months, while travel-related ads might peak during holiday seasons.
- Weekdays vs. Weekends: Understand the dynamics of your target audience. Are they more receptive during weekdays or weekends? For some businesses, weekdays might be more effective due to office-based online browsing.
- Peak Online Hours: With a vast population, peak online hours can make a difference in visibility. Consider when your target demographic is most likely online, such as during commute hours or evenings.
- Launch Dates of Competitors: Monitor the launch dates of competitors to avoid clashes or to strategize counter-campaigns.
- Duration of the Campaign: Depending on the message and the promotion, consider whether a short burst or a prolonged campaign is suitable. Flash sales might require aggressive short-term campaigns, while brand-building efforts might span longer durations.
- Budget Allocations: Allocate your budget based on the peak times and key dates you’ve identified. Sometimes, it might be worth investing more heavily during specific high-return periods.
- Local Events and Trends: Stay updated on local events (e.g., concerts, movie launches, local festivals) that could influence consumer behavior.
- Test and Optimize: Run small-scale tests to identify the optimal timing for your ads. Use analytics to adjust and refine your scheduling.
- Cross-platform Synchronization: If you’re advertising on multiple platforms, synchronize your campaigns for a consistent message. Chinese consumers often use several platforms simultaneously.
- Cultural Sensitivities: Avoid periods that might be seen as inauspicious or are linked with somber events. Always remain culturally sensitive in your timing and messaging.
Lastly, always be adaptable. The Chinese digital landscape is fast-paced. Responding quickly to trends and events can offer a competitive edge.
PLTFRM is an award-winning brand strategy firm that combines internationalization with Chinese localization and has successfully introduced well-known brands such as France’s BIC, the world’s largest disposable lighter brand manufacturer, Germany’s centuries-old coffee brand Melitta, and Chile Cherries to the Chinese. Search pltfrm for a free consultation！
