Viewing entries tagged with 'multicultural marketing'

Where is Multicultural Marketing Heading in 2016?

Posted by Michael Dove on 16 January 2016

123rf247114s First some facts: Australian census data indicates that less than half of Australia’s population was born in Australia with both parents also having been born in Australia. Origins data, providing a more refined perspective, shows a third of Australia’s adult population bearing names revealing a background other than Anglo-Celtic (CALD1). In the US, by 2020,...

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What's in a Name? Sikh Names and Where to Find Them

Posted by Michael Dove on 16 January 2016

123rf21810505s Sikhs form one of the largest and fastest growing subgroups of Indian Australians with 72,296 identifying with Sikhism in the 2011 census – a growth of 273% over the 2006 figure.1 Origins data indicates an adult Sikh population of 58,532. Most Sikhs originate in the Punjab region which straddles India and Pakistan. Unlike other religions of...

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Lost in Translation: Honda Jazz not Fitta

Posted by Amanda Searle on 17 December 2015

honda logo The business case for undertaking thorough cultural analysis when marketing to particular cultural segments cannot be overstated. While this blog series of ‘Lost in Translation’ bloopers may bring a smile to your face, I’m sure it is not the case for the Marketing Executives and General Managers caught up in these damaging and costly blunders –...

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Lost in Translation: Soft Drinks, Hard Lessons

Posted by Amanda Searle on 21 September 2015

Pepsilogocropped The 70s saw fierce competition for market share by the two major cola brands – Coca Cola and Pepsi Cola. The ‘Cola Wars’ ensued, consisting of massive advertising campaigns and expansion into emerging markets, such as Asia. Most of us recall the ‘blind taste test’ which was won by Pepsi. So how then did Pepsi...

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Lost in Translation - the Nissan Breakdown

Posted by Amanda Searle on 24 June 2015

nissan logo In an attempt to increase penetration rates amongst persons of South Asian origin in Canada, Nissan Canada recently executed an advertising campaign using ‘Hinglish’, a mixture of Indian and English languages. It was designed to speak to South Asian Canadians in a friendly voice. However, it may not have been received by its South Asian...

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Lost in Translation - Gerber Happy Baby

Posted by Amanda Searle on 18 March 2015

gerber-baby.jpg Most marketers and business managers agree – segmenting by culture and developing appropriate marketing messages that resonate with specific cultural communities will increase penetration rates in emerging market segments. This does not mean that you can simply translate the messages into another language, and use an image of a person from the targeted culture. Effective cross-cultural communication...

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Challenging the Culture of Acquisition vs Retention

Posted by Anne Macindoe on 10 December 2014

131125.acquisition Depending on which ‘expert’ you believe, the cost of acquiring a new customer can be four, six, ten times or more the cost of looking after the customers you’ve got. Whatever the number, one conclusion can be drawn. It is dramatically more expensive to recruit new prospects and convert them into buyers than it is...

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Too Much of the Same Thing?

Posted by Anne Macindoe on 11 September 2014

123rf8235760s Sales and Profit. Revenue and Growth. Income and Overheads. All too familiar business terminology. At this time of year, when teams in nearly every organisation are furiously planning a growth-fuelled future, how many will count on the one secret weapon with proven returns? A culturally diverse workforce expands thinking, strengthens your team and has a direct...

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What's in a Name? Name Traditions of Scotland

Posted by Anne Macindoe on 11 September 2014

123rf22359005s Scottish naming traditions date back centuries. Since the Kingdom of Scotland was formed in the 9th century, Scots have been largely known by location, occupation and clan. Name patterns began to emerge clearly as the clan system broke down from 1700s and was firmly entrenched 100 years later. This type of history is one reason...

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Cultural Segmentation - See Your Customers Differently

Posted by Anne Macindoe on 6 August 2014

Collage small size2   Market segmentation is a fundamental step in any communication initiative. Without accurate segmentation, very little audience messaging can be successful. Census data and mapping like Social Atlas go some way towards building a population data framework. The Origins tool goes further, to accurately group data in the cultural contexts that determine communication value to culturally diverse customer...

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