Well, first up, in Australia, it’s ‘organisation’, not organization.
Small signals, even like spelling let us know that you’re not a part of our circle. We buy from brands that “get us”. We don’t want to go too far from the tribe and we don’t automatically trust outsiders, especially if they spell strangely.
That’s why brands do so much work to assimilate in the local culture.
McDonalds noticed this and rebranded to Maccas in Australia.
Uber, took one of the most obscure (in the grand scheme of things) TV shows, Kath and Kim and made a hit viral YouTube ad.
Not to mention that people use local pages to reach out to for technical support, tagging themselves and learning about new and emerging businesses. That’s why local pages usually have a higher engagement rate than global “broadcast mode” pages.
And then there’s poor old Kaufland, remember them? The German supermarket chain who entered Australia with no local social media… who recently exited, losing billions. Auf Wiedersehen!
The world is very big but now also extremely segmented into whatever you want. There’s someone out there who’s willing to perfectly cater to your customers if you’re not going to do it.
Like an independent IGA store who also does the footy tipping.
Or an Instagram account showcasing vegan food in Perth.
Or this one, dedicated to tiny hats.
Catering to people using their vernacular is the best way to gain trust.
Entering a new market without local social media pages is like going over to a new friend’s house without a bottle of wine.
Next time you’re talking to someone in hotels, try saying “OTA”, or if you’re talking to someone in commercial horse breeding say, “45 day positive” (they’ll congratulate you). Or talk to an F1 fan about Brawn’s rear diffuser… you’ll immediately be inside their circle.
And if you really want to make sure no one in Brazil buys your car, why not call it the ‘Ford Pinto’.
Are you a new brand to the Australian market? Email marcuswillis[at]eightclients.com.au