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Getting up close and personal is critical today

Tactically ensure the media see, touch and use your product, if they like it, they will comment on it regularly in their publication and it may not cost you much money. Bring small groups of influential consumers together to learn about the brand and to touch the product. Establish a local social media presence in China, and in Chinese for them to belong to and follow. Drip feed stories through social and traditional media using a local partner who knows what to say and how to say it for you, often having an organisation separate from your distribution partner works better because they can step away from day to day selling and focus on building connections with consumers…..

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