VIP Class Notes (Vicki)

Write about your plans for Christmas

2 truths and 1 lie 

I have dated a girl before.

I hate eggs and milk.

I won a drawing competition in kindergarten. 

I stole money from my father’s wallet when I was 10 years old.

I used to stalk my boyfriend’s SNS by logging in his account.

I had an experience that I fall in love with a guy who has a wife. 

Vocabulary

pattern – gui lv
i.e.

curious – hao qi
i.e. I was curious

affair – hun wai qing
i.e. You guys had an affair.

endorsement – dai yan
i.e. Wang Yibo just got a new product endorsement.

vital – important
i.e. This part of the plan is very vital.

desire – the want of things
i.e. I have a desire for him.

susceptible – easily to be
i.e. Because I eat a lot of fried chicken, I am susceptible to get pimples.

hawk – an informal way of selling
i.e. Many vendors hawk at the street market.

awareness – zhi ming du
i.e. Our marketing strategy is that we need to raise brand awareness.

engaging – interactive; speaks to the customers
i.e. The game is an engaging activity.

content – nei rong
i.e. We have to make a content table.

spark – ji fa
i.e. I want to spark your interest in this product.

demographics – a group of people with similar characteristics 群体
i.e. The key demographics for our product is girls over 18.

instant – right now
i.e. I like to eat instant noodles.

bond – connection
i.e. I have a special bond with my sister.

Have you ever been on social media and seen your favourite celebrity talking about a product? These endorsements might not be totally random, and are actually seen as a vital part of the marketing process. The question is: How do social media influencers ‘influence’ what you buy?

Human desire for status and making friends, combined with our need to belong to a group, make us susceptible to being ‘socially influenced’. Companies often use that desire to have a similar lifestyle to a celebrity we admire to hawk or launch a product. So, what do these endorsements actually do?

Firstly, they can be used to build brand awareness. A social media influencer should have a strong understanding of the platform they operate on, and therefore can create engaging content that not only adheres to the brand image, but sparks their followers’ interests in a product they might never have seen before.

Secondly, influencers can improve a company or product’s relationship with their customer base. According to InMoment’s 2018 US Retail CX Trends Report on customer loyalty, 77% of buyers have been brand loyal for more than ten years. This is also true of 60% of millennials. A popular celebrity can target key demographics and talk or blog about a product, which can create an instant and lasting bond with the consumer.