Mike Golden

Recent Posts

What we learned at FHC – the big China food & hospitality trade show

Posted by Mike Golden

Nov 20, 2017 7:05:54 PM

FHC is one of the big exhibitions in China – featuring hall upon hall of food, wine, beer, snacks, drinks, and every other type of food & beverage product available for import and distribution. Take the photo above for example, Eat Real, giving us a taste of their Quinoa and Hummus Chips – healthier snacking taking off in China. What works, and what doesn't work at these big exhibitions in China, here is what we found this year:

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Topics: China Marketing

WeChat for HR departments & recruiting

Posted by Mike Golden

Nov 6, 2017 8:30:00 PM

We’ve been analyzing HR recruitment channels and candidate customer journeys in China over the past few weeks. It’s pretty interesting to see what works, and what doesn't work. One of the major challenges seems to be HR departments trying to get their heads around the most efficient and effective use of WeChat – social media normally being under the purview of marketing or comms departments.

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Topics: China Marketing

Localizing your brand message in China

Posted by Mike Golden

Sep 18, 2017 10:47:37 PM

Translation from English to Chinese is a nightmare. Facebook is full of websites dedicated to ridiculous translations on store signs, billboards and t-shirts. And just last week we had a client ask why their Chinese team was upset that the global team actually used Google Translate for their marketing brochure – can you imagine how mangled that was?

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Topics: China Marketing

Getting Employer Branding right in China – 5 tips

Posted by Mike Golden

Jul 13, 2017 9:00:00 AM

Attracting and retaining talent in China is one of the biggest challenges here. Anyone in HR or recruiting is well used to receiving resumes where the candidate has spent exactly 1 year at each company, rotating and changing jobs every season.

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Topics: Brand Strategy, China Marketing

How to know when your international marketing strategy needs help

Posted by Mike Golden

Mar 24, 2017 4:02:00 PM

Sometimes we need some help. A lifeline. A friendly hand to get us over the fence that is localization and local market penetration strategy. Other times, we just want to have a fresh take on the industry, and to find a new approach.

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Topics: China Marketing

B2B Marketing Class: Video Storytelling

Posted by Mike Golden

Jan 13, 2017 4:02:00 PM

Video is obviously one of the most important mediums used in marketing today – and B2B marketing is starting to follow in stride. Here in China it still seems to lag behind with the majority of companies focusing more on traditional corporate video formats. We’ve compiled a few tips and examples to help you get your head in the video storytelling space.

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Topics: B2B, China Marketing

Finding your target audience in China - don't go at it blindfolded

Posted by Mike Golden

Dec 16, 2016 3:03:00 PM

Marketing in China doesn't have to be a stab in the dark, yet many marketing departments become overwhelmed quickly, and as a result, their message falls flat on the wrong audience. Persona mapping is an integral part of marketing in China, and there are several key questions about your target audience that you'll want to answer before moving forward.

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Topics: China Marketing

China marketing and promotion through WeChat Key Opinion Leaders - the platform, and the law, is not on your side

Posted by Mike Golden

Sep 9, 2016 2:02:00 PM

In China, brands are constantly trying to promote their content, and what better way to reach millions of users than through Wechat? However, the laws surrounding the way you promote your products and services are becoming tighter. Make sure you are using your Wechat account correctly.

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Topics: China Marketing

Marketing in China: 10 Tips to Succeed in Exhibitions

Posted by Mike Golden

Jun 6, 2016 3:02:00 PM

I found myself wandering around SIAL just recently – the massive food and beverage exhibition fair on the Pudong side of the river in Shanghai. In case you don’t know: 66,000 visitors and 2,900 exhibitors – the words overwhelming only begin to describe it.

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Topics: China Marketing

China B2B Marketing Challenges...start with us Marketers

Posted by Mike Golden

May 16, 2016 3:00:00 PM

Readers of our blog (thanks!) know that I like to go back to the marketing basics and look at what the actual customer journey is for the brand or product, and how the channel and content will help move the customer along the journey for that touchpoint. Some more about customer journeys here. This is where any marketing professionals should start their campaign – before looking at implementation. Even when marketing in China, these fundamentals become even more vital.

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Topics: China Marketing