Small and medium-sized Hong Kong firms that seek out consumers in China are often put off by the huge expense involved in running marketing campaigns in the huge country.
For such enterprises, the government-run post office system could be a way out.
Partnering with China Post, which has access to tens of millions of residential and commercial addresses across mainland cities, Hongkong Post has a service that caters to entities with limited budgets.
For HK$1.5 per address, SMEs can send promotion mail to potential mainland customers based on certain selection criteria, including the specific mainland city, as well as other features like income level or whether the family owns a car.
For SMEs targeting local customers, Hongkong Post is running a similar service, allowing vendors to tap three million HK addresses that cover some of the most remote locations.
Based on research, Hongkong Post has grouped its address database into 38 categories using criteria like affluence and other family characteristics (e.g. with or without kids).
Vendors of all sorts can pick the category most suitable according to their business. Red wine sellers may want to reach the middle to upper income families while baby products merchants would want to narrow down their mail campaign to families with kids.
To make the most out of such campaigns, a Hongkong Post official offered a few tips at a Productivity Council seminar last week.
Coupon is usually popular with recipients. It can be a physical one, or there can be a QR code which could be scanned with a smartphone for receipt of an electronic coupon.
For some products, like shampoo or soup, including a sample would be good idea. Let the products speak for themselves.
A map is often suggested too to help customers find the retail outlets.
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