STEPHANIE FONG, ENTscope Staff Writer
If there’s anything I love, it’s reading up on the Chinese entertainment market and the latest marketing trends. Most recently, I read an article in the NY Times titled “Forget Movie Stars. In Hong Kong, Exam Tutors Are the Celebrities.” If there’s anything that young people obsess over, it’s becoming famous. What better way to wield star power than with one’s own employees? This is what cram centers across Hong Kong are beginning to do. Why might this work? Arguments for this kind of marketing ploy can be found in theoretical underpinnings.
According to a study published in 2011, a presenter’s attractiveness can affect persuasion positively regardless of whether the presenter and receiver share a similar profile and regardless of whether the product poses a low or high risk to the receiver. Not only can using academic professionals as influencers save the cram centers money, but also it can inspire young students to do well in academics.
A study published in 2012 found that the presence of expert endorsers in advertisements helps to heighten the level of credibility with customers. For those American media companies who are attempting to market to Chinese millennials, academic experts rank second only to friends & family as the most trusted information source. “Key Opinion Leaders” are held in high esteem by their large number of followers. Although one Hong Kong tutor shares that her level of recognition doesn’t extend beyond the walls of the cram school, the most popular tutors are able to make over six figures in a year.
One should always strive to make great content. When it comes to content or businesses that are “boring,” a good starting point is to create brainstorm webs, which will allow the shareholders to bounce ideas off one another. Working with an SEO agency can also help in teasing out what it is about the company that differentiates it from its competitors.
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