Viewing entries tagged with 'segmentation'

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? Balinese Naming Traditions

Posted by Anne Macindoe on 7 August 2014

123rf12444863s editorial only Balinese Name Traditions The Indonesian island of Bali is famous for its culture. Among other qualities, its inhabitants are renowned for traditional dance, Hindu spiritualism and shadow puppetry. Balinese people also have a truly unique name convention. It is a tradition that visitors quickly notice, because so many locals share the same given names. One in Four New...

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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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Separation of Church and Trait?

Posted by Anne Macindoe on 2 September 2013

123rf8804959s One Melbourne council recently gave the green light to a unique project.  The Shia Muslim Al Sadiq Foundation will build a mosque on its Coolaroo property.  Right next door to an Assyrian church. Tensions are running high.  Members of St Mary's Ancient Church of the East claim the planning decision is tactless and provocative.  Their Muslim...

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What We Can Learn About Segmentation From Oprah

Posted by Anne Macindoe on 1 September 2013

oprah handbag Last week Oprah Winfrey was in a handbag shop.  She asked to see a particular item and the assistant made an assumption.  After giving the bag’s expensive price-tag, she suggested Oprah might like to view less costly bags. Whatever else can be drawn from this situation, one thing is certain.  The assistant (not recognising the...

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