by Dr Greg Chapman
In this ad, the product is Australia and the buyers are all Kiwis.
Notice how the ad butters up Kiwis, who at times are quite resentful of Australia being the big brother in the neighbourhood, by talking about them coming first (something most Australians neither know or care about!)
Yes it showcases sites and activities which aren’t available in NZ, but it spends time engaging with them first in ways most Australians wouldn’t consider as it implies that Kiwis are better than Australians in some ways.
Are there better ways you can engage with your buyers by stepping outside your own bubble?
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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