My grandfather was a tulip grower during the last century and times were difficult in post-war Holland. They lived with 7 children - all girls - near a town that was bombed over 100 times during the war. But him and his brother managed to make a success of their business as they developed half a dozen unique tulip varieties.
Now, some 65 years later, these beautiful tulips are still exhibited at the famous yearly Keukenhof Flower Show in Holland and are sold world-wide.
You can imagine my surprise when I saw this variety - Flaming Parrot - in a garden centre here in Queenstown, New Zealand. (I actually got tears in my eyes..). I planted them last autumn and this is the result.
I have given these bulbs to several friends as a present - with the story of my grandfather who developed this variety. It makes it much more personal and my friends love them too..
By telling a story, you can add value to your product or business. Whether it's the history, the people or whatever the background, it adds an extra dimension, something to remember you by and an emotional connection. Just like with these tulips.
So, what are the stories you can tell about yourself and your business/products?
Till next week, Marijke
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Two weeks ago, I posted the Top 2017 Marketing Trends. The most mentioned trend in posts about 2017 Marketing Trends is Video (see last week's article). The second largest trend is Content. This is not really a new trend as creating fresh content for your website has been an important factor for improving your website's SEO for years.
But it doesn't hurt talking about content for a bit. The easiest way to update your website and social media is visual content. Videos, stunning photos and infographics. Above is an example of an infographic. It's a great way to display content in a visual way. We are faced with so much information on a daily basis, that we've become a bit lazy when it comes to reading text. If information can be displayed in a more visual way, we are more likely to absorb it.
So, include updating your website and social media weekly in your marketing planning with information that is relevant and interesting to your audience.
Till next week, Marijke
There’s nothing like a great photo to keep your website and social media channels up to date. Smartphones take the most amazing quality photos these days… And the great thing is that you always have it with you!
I found some cool little videos on youtube with tips on how to take great (some very creative!) photos with your smartphone!
Get out there this weekend and take some new pics. Have fun!
Till next week, Marijke
I recently heard a story of a Chinese visitor who was reprimanded at Auckland airport for smoking. The sign said ‘SMOKE FREE’. The visitor thought (understandably) that he was free to smoke.
Why not just say ‘NO SMOKING’? That way, there is no doubt.
Lost in translation…
If you are dealing with overseas visitors whose first language is not English and you provide information to them, whether written or verbal, try to think from their perspective. It’s about giving them a great experience, isn’t it?
Being a Dutch native, I had no choice but to learn multiple languages at school as few other nationalities speaking Dutch. I was also lucky to live in France and the US when I was young and learnt French and English at a young age. And I also learnt German and Spanish in school.
So, I have always been fascinated by language and fortunate to have the ability to view things from different cultural perspectives.
Why is it so important to make it easier for international visitors to understand your messages?
How can you avoid your message being lost in translation? Here are 6 tips to provide better information to your international markets:
1. Put information on your website in the languages of your target markets. It doesn’t have to include EVERYTHING, just the info and products that apply to them. It can be in the form of a pdf.
2. Have a QR code on your brochure with a link to that information.
3. Get the information professionally translated and DO NOT use Google Translate. You can contact your RTO for recommended translation services.
4. Keep in mind that ‘kiwi English’ is difficult to understand for most other nationalities. Speak slow, use simple language (no jargon) and ensure people understand you!
5. Research cultural differences
6. Ask your customers with that nationality for feedback (is the information clear, is the guide easy to understand etc).
Have a great weekend!
Marijke Dunselman. Click here to read more about us!