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Marketing a Business in Australia

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Marketing a Business in Australia

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Marketing a Business in Australia

The international transition of a business is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas, even in Australia, is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.

Advertising and Sales promotions in Australia

UK companies can promote their products in Australia by advertising in the major newspapers, industry magazines, and newsletters of trade associations. Direct mail campaigns can be a valuable part of a marketing strategy, however, direct mail campaigns launched from the UK without a local Australian presence, generally are not effective as a sole tactic. Appointing an agent / distributor in Australia is recommended to aid in marketing and sales.

Generally, price is the most important factor in promoting sales. Offering a special, low introductory prices on consumer products to gain a foothold in the market may develop customer awareness and loyalty. However, it is evident that product quality and after-sales service are also becoming important selling factors in the Australian market.

All UK exporters must have a website and working e-mail to be considered a serious international trading associate.

Australia hosts a variety of trade shows and conferences each year, however they are far less then some similar events in Asia or Europe. They do provide efficient access to the Australian trade and industry buyers.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.

Don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.

Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.

Generally speaking Australians are very down to earth and they try not giving the impression that they think they are better than anyone else. They value authenticity, sincerity, and loathe pretentiousness. Your modesty and sense of humor can play a vital role in establishing relationships. They do not show off achievements (academic, business, personal) and tend to distrust people who do. Aussies often use colourful language that would be unthinkable in other countries.

Relationships are highly valued and it is important to try speaking with everyone, as there are few people living in the country. Positive feelings and a win-win negotiating style, facilitate future business dealings.

People of British and Irish descent contributed building up the country and this should facilitate you. But do not forget that there was heavy migration also from Europe, especially from Greece, Italy, Germany, the Netherlands, Yugoslavia, Lebanon, and Turkey. Hence, do not think about Australia as a homogenous, white, Anglo- Saxon, Protestant nation. Aussies have a self-perception of a multi-cultural and multi-faith society, and people are exceptionally proud of that.

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Organisations that can assist with Marketing a Business

  • > Anglo Australian Business Agency

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