1. Brand recreation:
   Firstly, a collection of alternative titles for the magazine was compiled, each of which was viable for the target Chinese audience while simultaneously retaining the essence of the original UK contents.
   
2. Producing the dummy issue:
   Using current issues as a foundation, Active selected suitable contents, illustrations, advertisements and covers; articles were translated, designed and typeset in a similar style; and the copies were printed locally.
   
3. Interviews:
   To ensure that the style and contents of the dummy magazine were both relevant and suitable for the target audience, Active secured nine in-depth interviews with Senior Financial Directors from various companies to evaluate their response to the publication. The interviewees came from a wide range of employers: from independent and private companies to joint ventures and large corporations. They were also from a balanced combination of foreign and local companies. Their education was a factor also taken into account and each interview lasted approximately 1 – 1.5 hours. Active selected each of the chosen directors using our Chinese colleagues’ extensive local networks; while the interviews were conducted in person by London based staff in order to personally offer a comprehensive analysis and face to face presentation to VNU in London.
   
4. The compilation of the final report:
   The results of the interviews were collated into a qualitative research summary report, which was subsequently analysed by Active marketing specialists in the UK to ensure that it responded to every marketing question it had set out to answer. The report was also examined to make certain that it was presented in a standard professional style so it could be communicated both within the Client Company VNU and for further marketing activities.

Benefits for Client Company VNU:

1. Efficient communication at fingertips:
   A clear and detailed research briefing was formulated between VNU and Active’s London Office. The smooth and successful operation of the project was a result of the understanding that was communicated and shared by all parties during this briefing.
   
2. One stop service:
   Active managed the process of the creation of the dummy issue from title branding, design, translation and typesetting through to the research design; conducting the interviews and composing the report. The involvement of Client Company VNU’s director was only required at the essential instructive and leadership stages. Active ensured that the plans were executed and took the administrative and operational strain away from Client Company VNU.
   
3. Cost effective:
   Active is a small firm with limited overheads, Active works with local staff and consistently utilises existing local networks and can therefore afford to charge very competitive rates.
   
4. Optimisation of both local and international resources:
   Active provides a high standard of service using experience learned from both East and West. Active offers the ‘best of both worlds’ combining local support and resources in China with international contacts and modern professionalism.

Testimonial:

“When working on international projects you need a partner that you can trust to deliver results and meet a deadline. Active provides quality of service, professionalism and affordability in the challenging business environment of China. “
- Jonathan Ross, CEO, VNU Business Media Asia

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Case study 2:
PR/Educational Event Organisation for London Metal Exchange (LME)

Challenge:

Business interest in China is rapidly increasing. A population of 1.3bn and a 9% annual increase in GDP has assured that British businesses are drawn to this emerging market. London Metal Exchange (LME) sought to increase understanding of its services within the financial and regulatory community. As a result, an educational seminar with a subsequent press conference was planned, and LME requested that Active work on the project.

Event promotion:

At this time there was no formalised database of brokers in China, which made locating the relevant audience a difficult task. To ensure that our data source was both accurate and comprehensive, Active’s local colleagues adopted various channels to conduct primary and secondary research; direct marketing was also employed.Through its “guanxi” (networks), Active also secured a prime advertising space in the most prominent industry newspaper and journalists from every major newspaper were expected to attend the press conference.

Facilitation:

Prior to and during the event, Active set up a temporary office with telephone, fax lines and other office equipment installed exclusively to ensure the smooth running of the occasion. Active arranged for the event’s promotional literature to be translated at a high standard and printed locally to reduce costs. The venue and hospitality for the conference were carefully chosen by Active staff to meet the LME’s high standard and specification.

Result:

An impressively substantial assembly attended the event, and it received excellent press coverage. Most importantly, London Metal Exchange received encouraging feedback and an overwhelming response.

Testimonial:

“Your hard work helped to make the event happen and to be successful - thank you so very much for all your ideas, help and effort: it is very much appreciated.”
- Anna Campopiano, Director of Corporate Affairs

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Case study 3:
Establish Presence and Export Facility for The Blayson Group Ltd

The Blayson Group Ltd is one of few British companies in the SME category to export their products to China. As early as 2001 Blayson became interested in promoting their products in China’s Investment Casting Market, the corporation is thus one of Active’s long-term partners. Active’s Chief Executive, Yintong Betser, has been appointed officially as their Chinese Consultant, providing personal and flexible communication services to assist and continue their marketing penetration.

Challenge:

Consolidate market entry and increase market share.

Personal Consultancy Assistance:

• Active translate all of Blayson’s company literature and technical specifications into Chinese.
• Travel and meeting arrangements are co-ordinated.
• Impartial interpretation is provided for crucial negotiations and educational seminars.

Market Research:

Market entry is a long commitment and requires continuous effort. To strengthen Blayson’s market positioning, Active was commissioned to perform an Investment Casting Market research study. This three-week long investigation took Yintong and a Blayson colleague to 25 foundries across the country. The results of the research provided a clear and thorough picture of the industry in China. Meanwhile, the report provided first-hand facts and figures for the Managing Director Ron Williams’ industry paper at the annual International Investment Casting Conference.

Market Entry:

Blayson had already nominated a local agent when Active became involved with their company. The sales volume, however, had not been satisfactory. Through Active’s own network, an alternative agency was established to strengthen its sales force in another part of the country. Working closely with The Blayson Group Ltd’s head office, Active continues to support the Client Company’s interactions with their agencies.

Advantages of working with Active:

• Manpower: Active took on the administrative tasks so that Blayson could concentrate on their business strategic decision making
• Office space: Active operates on their own premises, saving Blayson office space.
• Low retainer, less overheads: with a limited retainer, Active can be at hand at all times.
• Extra bonus: Originally Blayson hired Active for support. Our local network ensured that Active became the eyes and ears for Blayson, consequently recruiting another agent to strengthen its sales.

Testimonial:

“My experience of working with Active is very positive. Initial market research was carried out successfully in our specialist sector. This was followed by visits accompanied by Yintong who made the arrangements, set up the meetings and acted as interpreter and co-negotiator. As a result of our co-operation we have a clear understanding of the market we serve in China and strong sales. The importance of being able to work with a company in whom you can place absolute trust cannot be overstated. China is very different and simply cannot be accessed alone and Active continues to provide Blayson with excellent close support.”
- Ron Williams, Managing Director

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