Marketing through business books
For some clients, it’s important to share information with the team back in the office. That’s where our business travel books come in handy.
ACTIVE Anglo Chinese Communications used its vast knowledge of business culture to curate and write two business handbooks in partnership with China Telecom: ACTIVE Business Travel – China (in English) and ACTIVE Business Travel – Great Britain (in Chinese).
The books can be used by your team as handy reference guides whilst conducting business with or in China. Bespoke editions with information relating to your company can be developed on orders of 100 or more books.
Case study: Business handbooks
London Chamber of Commerce established its China Business Association in 2011. Keen to raise its profile amongst the Anglo-Chinese business community in the UK, they briefed ACTIVE Anglo Chinese Communications to develop a series of handbooks to share with this audience.
To develop a set of handbooks that would empower British or Chinese business leaders to conduct effective business between the two countries.
The team at ACTIVE Anglo Chinese Communications used its vast knowledge of business culture to curate and write two business handbooks in partnership with China Telecom: ACTIVE Business Travel – China (in English) and ACTIVE Business Travel – Great Britain (in Chinese). Every section was carefully researched and meticulously compiled to create essential guides to conducting business between the UK and China. The books were given additional credibility by having a foreword from the then Minister of State for Trade and Investment.
Managing Director, Yintong Betser also carried out an extensive PR campaign to generate awareness of the handbooks, culminating in a high profile press conference. To support the campaign, she also wrote (and continues to write) a column, ‘Yintong talks with…’ on themes and issues relating to doing business with China for the Chamber’s official magazine, London Business Matters.
The books were distributed to the London Chamber of Commerce’s membership, as well as other business organisations and networks including London and Partners.
The books were well received by the Anglo-Chinese business community here in London and widely reported by the London-based Chinese media. The launch was covered by two television stations as well as 12 other major press titles including Xinhua News and China Daily.