Modern society, functioning on digital, technological and social platforms and channels seemingly knows no bounds or boundaries.
Exposure to, and interactions with other participants on countless channels is not limited to national, state and regional borders. Local cultural values and social mores are marginalised, minimised – if not negated.
CUSTOMER FIRST
Therefore, it is difficult for businesses to anticipate, identify, address and satisfy expectations, demands and appropriate standards with different localities, marketplaces and economies.
Little wonder then, why so many Australian manufacturers, distributors, entrepreneurs and consultants fail in their attempts to penetrate and prosper from the tempting vast marketplace of some 1.3 billion consumers in China. Recognising, respecting and responding to remote, physically distant prospective customers and clients is fraught.
Understanding is a subjective construct.
Rightly or wrongly, consumers and clients believe and contend that they are unique, different and, above all, an individual. Past experiences greatly influence expectations, which in turn establish bases on which customer satisfaction is determined, measured and compared. The number of contributing variables seems to be indeterminable.
Apple, with its i-phones and the social media channels may differ. Demand for such products, services and applications appear to be world-wide, universal if you will.
Fundamental to the success of those case studies is the maxim:
When you can’t differentiate
what you sell, differentiate
how you sell it.
Mass-customisation is only possible with strong local representation and communications. Supply-chains need to be heavily accented to conspicuous local presence. In the contemporary digital era, that will typically extend beyond the physical.
Ready, interactive access is imperative. The adjective seamless comes to mind. That is, no gaps.
BLACK AND WHITE
Nothing in modern business and life is simple. Both are complex and multidimensional.
Perceptions typically override the importance and influence of facts. Value seldom matches or mirrors price, in isolation.
Competitive advantage is achieved and sustained when relevance resonates. Often, that requires considerable investment in education.
“Black Friday” is an example of rapid opportunistic adoption. In Australia, it was, and is, recognised as a vehicle to stimulate early Christmas sales. To some extent it was successful in the short-term. The qualifying factor is that the bringing forward of planned and traditional Christmas oriented transactions in December was not replaced.
“Black Friday” meant many things to the business fraternity, but few to consumers. In the USA, where it evolved from the year 1946, it is conducted one day after Thanksgiving Day. That is the most active travel day (by air, trains, and road) of the year when families and friends gather, share a turkey luncheon feast, then sit back and view on the television the annual Macy’s sponsored Christmas parade through the streets of New York. It heralds the start of the peak Christmas trading period.
The following Monday is “Cyber Monday” when special offers are restricted to online avenues for one day.
In recent time a complementary event has developed on the day after “Black Friday”,
“Small Business Saturday”. That subgroup found that participating in the Friday event was too expensive – with advertising, inventory increases, substantial price discounts and possibly, the necessity for additional frontline service staff.
In Australia, adaption has prostituted the original concept. “Black Friday” has descended into Black November, and Black Long Weekend.
The integrity and believability of the advertising, marketing and pricing have been greatly compromised. Brand-damage is writ large among the consequences.
Bottomline, the message is to take great care when invoking copy-cat marketing, plagiarism and cultural imperialism. Reported consistently poor profit results,
underscores the risk. There is a scant record of success.
The challenge. Be original, unique, relevant, credible and transparent. Indeed, being proudly local has considerable currency.
CREATE YOUR OWN
For the initiators who seek financial and competitive advantage it is best to differentiate between seeking new customers and clients, to that of deepening established relationships, loyalty and repeat purchases.
To achieve optimal performance those two distinct goals require separate endeavours and events.
Targeting appropriate audiences is imperative.
IMPERIAL RIGHTS
Contemplate the old adage:
In the land of the blind,
the one-eyed man is king.
In the customer-focused era, by nature, the customers and clients are Kings, Queens – sovereigns all. For those in commerce who are striving to fulfil the needs and wants, imperial rights can be, and should be exercised. That is, deploying what is essentially the sovereign rights of those who continually deliver the promise.
There is no need for plagiarism, copy-cat practices or initiation. Unique, original and personal, individually and collectively have immense virtues, values and competitive advantage.
So, step forward with your own initiatives. Don’t reject, or neglect events like “Black Friday”, Halloween and the like. Just assign them a lower ranking.
Remember to not overextend oneself. Imperialism, properly applied, has its limits, be they cultural, social, commercial, religious or geopolitical.
Barry Urquhart
Business Strategist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au