Stefanie Hartman In The Press

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The Importance of Knowing your Audience

Posted on 29 Nov 2012 | Author Stefanie | Comments 1 comment | Tags

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The Importance of Knowing your AudienceI found this funny website with Crazy Translations and it got me to thinking about why it’s so crucial to understand your target market.

Picture this: You’re a big-shot marketing honcho at General Motors in the ‘70s.  One of the global car retailer’s best-selling models is the Chevy Nova.  Comfortable, conservatively stylish for its day, it’s a car that’s on the move – so to speak.  Your territory is Latin America and you’re excited to offer this fine vehicle to our neighbors to the south.  You hop a flight from Detroit south of the border because you just can’t wait for the dealers to greet you like the conquering hero you know you are.  You walk proudly into the first dealership and ask the manager about Nova sales.  “Nunca (none),” he says.  You’re sure “nunca” is the word for “thousands.”  You ask the interpreter for a translation.  “None,” he says, “the dealer has not sold one Nova.”  What?! How can that be possible?!  In the states, dealers can scarcely keep enough on the showroom floor!  Why haven’t they sold any?

“Well,” explains the interpreter sheepishly, “No-va in Spanish means: Doesn’t go.”

The morale of this famous business blunder is clear: know your customers, know your niche target market. And, this is important, know them before you spend millions in research, development, production and marketing!

Being successful in a business venture takes more than a knowledge of the market, it starts with a knowledge of people – the buyers, the final customer –  Each person plays a unique role in your ultimate success – as well as a unique perspective on your product or service’s plusses and minuses based on the observations from where they sit.  Talk with them.  Visit them.  Listen to them.  Communication  is key.

Things to think about:
• Think outside the norm. Who could benefit from your info, but no-one is teaching them?
• Where do they hang out & their lifestyle? (Locate companies that reach your target market)
• What are the commonalities of why customers come to you for help?
• Find out if there is a market for your product by seeing how many people search for your keywords.

Just ask the Scandinavian manufacturer Electrolux who once launched their newest vacuum in the U.S. with the slogan: “Nothing Sucks Like an Electrolux.”

You bet.

Other Big Marketing Brands and Funny Translations:

Clairol introduced the “Mist Stick,” a curling iron, into Germany only to find out that “mist” is slang for manure. Not too many people had use for the “Manure Stick.”

Coors put its slogan, “Turn It Loose,” into Spanish, where it was read as “Suffer From Diarrhea.”

Pepsi’s “Come Alive With the Pepsi Generation” translated into “Pepsi Brings Your Ancestors Back From the Grave” in Chinese.

When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what’s inside, since many people can’t read.

Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine

When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its “Fly In Leather” campaign literally, which meant “Fly Naked” (vuela en cuero) in Spanish.

An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope’s visit. Instead of “I saw the Pope” (el Papa), the shirts read “I Saw the Potato” (la papa).

The Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read “Are You Lactating?”

The Coca-Cola name in China was first read as “Kekoukela”, meaning “Bite the Wax Tadpole” or “Female Horse Stuffed with Wax”, depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent “kokoukole”, translating into “Happiness in the Mouth.”

Article Written by Stefanie Hartman www.stefaniehartman.com
Photo source: Microsoft Clip Art

2011 ©  Stefanie Hartman Enterprises Inc.  You may republish this article, if you keep the article intact as is and credit the authors name and website: “Stefanie Hartman” and website: www.stefaniehartman.com.  Thank you.

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How Do You Become an Expert in Your Niche Market?

Posted on 28 Nov 2012 | Author Stefanie | Comments No comments | Tags

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How Do You Become an Expert in Your Niche Market?I read an interesting book called “Blink”1 by Malcolm Gladwell, who was recently called one of the most influential thinkers of our time.

He wrote about “Thin Slicing”, or the ability to get a fast amount of information (in the blink of an eye) when you’ve immersed yourself in its study.

He illustrated this point with a story from the Getty Museum in California. They bought a marble statue for 10 million dollars and had a geologist test the surface of it to make sure it was authentic. After 2 days, the geologist determined that it was.

Then the Museum decided to brag about it.

Shortly thereafter, they were showing the sculpture to Italian Art Historian, Frederico Zeri, who served on the Getty’s board of Trustees, and Evelyn Harrison, one of the world’s foremost experts on Greek Sculpture.

When Zeri was taken down to the museums restoration studio to see the korus, he found himself staring at the sculpture’s fingernails.  They seemed somehow wrong to him, but it was in a way that he couldn’t immediately articulate.

When it was Evelyn’s turn, the curator took her down to the basement, swished the cloth off the top of it and beamed, “Well it isn’t ours yet, but in a couple of weeks it will be.”

To his shock, Evelyn turned to him and said, “I’m sorry”.

She had no idea why she said that, she just had a feeling, a hunch.  You see, these two individuals had spent most of their life pouring over original sculpture and art and had become experts.

Something got recorded in their brain that they were unable to explain.  They absorbed a complicated amount of clues along the way, and it turned into instinct.

This same thing happens to me with marketing, and probably to you within your own expertise.

When these experts looked at the sculpture, right away, in the “blink” of an eye, they instinctively knew it was a fake, although they couldn’t logically explain to the Curator why they had come to that conclusion.

This area of your brain is not connected to your speech.  In 2 seconds, they knew what eventually took the museum 14 months to confirm.

Successful people in business or even in stock investing can often get unexplainable feelings or indications that something is not right or when something is great and they should move on it quickly.

I bet you have your own unique expertise and instincts based on your life experience, hands-on experience and training, and that you could teach that valuable info to another human being who could really use your help and guidance.

What information or skill is literally immersed into your being, your brain that has become your instinct?  Answer that, and your life could change. Continue Reading

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Are You Basing Your Niche Marketing Strategy on a Mythical Foundation?

Posted on 11 Mar 2009 | Author Stefanie | Comments No comments | Tags

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Have you ever heard the expression ‘Junk in the Trunk’?

It’s actually a slang term that refers to someone that has a full figured bottom.  You know I’m on the treadmill a couple of times a week to reduce my back end – but in your business, you really need some junk in the trunk!

FACT:  The bigger the back-end of your organization, the bigger your bank account.

If you want to maximize your list, have additional profits centers that bring in money while you sleep and have a system in place that sells to people who already love your stuff, this is stuff you need to know!

FACT: Knowing these common niche marketing myths and understanding those ‘junk in the trunk’ implications is going to make your business easier and much more profitable.

Here’s an example for you: Continue Reading

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