COM0014 Blog 3 Target Audiences

Communicating effectively with your audience/customers is the cornerstone of any social media strategy; and working with diverse groups adds an additional layer of challenges to it. My company’s largest product line is Personality Dimensions – a personally assessment tool.  It is available in four languages, and is sold widely in international markets outside of Canada including: Hong Kong, Australia, and the USA.  When my company began development with the product, extensive cultural research was undertaken to make it as universally appealing as possible.  Having access to this research has made it easier for me understand our target demographics.

While there are geographic and cultural differences amongst our target demographics, there are a number of similarities between them.  Clients mostly work in social and human services, i.e. career development, HR management, family services, etc.  There is a fairly even split in age demographics, a little under half are baby-boomers, also a little under half are generation X.  This group is increasing in size, and moving into higher positions as the former are retiring.  There is also a growing trend of millennials entering as front-line workers.  About 85% of these groups combined are female, which does pose some challenges for me.  The group as a whole is widely educated, having at least a two-year college degree, and many have bachelor’s degrees as well. In Canada, Australia, and the USA, English is the most widely spoken, however other languages have a significant presence. In Hong Kong, Cantonese is most widely spoken, however most of our clients also speak English.

Maintaining a blog on Personality Dimensions has been instrumental in reaching out to the younger demographics in our client group.  I am able to reach out to different communities by posting on a variety of topics, feature guest bloggers, and get feedback through surveys.

In many communities, the advice of leaders and respected influencers does more than any kind of advertising can.  My biggest challenge now is how to reach out to these individuals to get an “endorsement.” Please comment below if you have gone down this road, and share how well it worked for you.

Comm 0014 – Blog Post 1

Australia – The good, The bad, and The Ugly

imageMy wife and I are currently on our fourth trip to Australia. We love vacationing in this country. As I’ve explained to many people, Australia is different enough from Canada to be interesting, yet easy to “get around” due to cultural and linguistic similarities. (We can thank Mother England for our shared heritage.)

Rather than give you a blow-by-blow account of our trip, it’s more interesting to highlight a few day-to-day issues that Canucks travelling Down Under face. So with apologies to fans of the Spaghetti Western film genre, I present “Australia – The Good, the Bad and the Ugly.”

The Good

Retail prices are … retail prices!

The Aussie GST is 10% but you’d never know it. Unlike Canada, when the price says $10, you pay $10, not $10 plus GST. Finally, shopping without the mental gymnastics of added math!

The Ibis is my new fave bird

The Ibis is my new fave bird

Amazing wildlife.

Penguins, seals, whales, jellyfish, parakeets, and my favourite, the Ibis. Sure, Australia has it share of run of the mill pigeons and seagulls, but these other creatures are way cool!

“How’s your day going?”

Grocery clerks will ask you about your day and be genuinely interested in the response. This sure beats the clichéd “have a nice day” you get back home.

The Bad

You’re charging extra for ketchup?

Ketchup, or as it’s more commonly referred “sauce”, is not free at your local fast food or fish and chips outlet. A small smattering of red gold puts you back 50 cents. Saavy Aussies carry around their own bottle of the good stuff purchased from the grocery store.

Tim Hortons to the rescue?

Compared to when we first visited in 1990, coffee culture has come along way in the land Down Under. However, these fine folk haven’t mastered that “in-between” cup of coffee that Tim Hortons is so famous for. Yes, you can get your $6 latte or your crappy instant coffee, but not a good cup of $2 joe.

Which one is the $2 coin?

Which one is the $2 coin?

The $2 coin – underwhelming to say the least!

Take a look at the accompanying photo. Which is the $2? It’s the small gold coin. Yep, the smallest coin is the most valuable. I can’t help but feeling cheated when paying for something with a fiver or ten spot and getting these puny little guys back.

The Ugly

The Banana Hammock rides again

Unfortunately, the short speedo swim suit hasn’t gone the way of the Moa in this part of the world. Worse yet, most of the guys still rocking that look are … shall we say … heavy set dudes over the age of 50. Nobody needs to see that. (Which is why a picture does not accompany this paragraph.)

So have you travelled to the Island Continent in the past? What were your experiences? Comment below and share your thoughts.

Bill Corcoran – Comm 0014