Don’t get me started on the “It’s summertime” promotion fiasco. Too late, you did.
I’m a member of Internations, which is supposed to be a forum and social meeting group for international people, and they are ALWAYS writing, “Summer is here and it is hot hot hot” or “Time to snuggle up somewhere warm for Halloween,” both of which are absurd for South Africans, Argentineans, Australians and New Zealanders who do everything upside down, and who (AFAIK) don’t know much about Halloween except that it features in American TV yearly. Then there is the 40% of human population who live in the tropics and who experience two seasons: “hot and dry” or “hot and wet”.
And people who expect me to care about this thing they called football here in Europe, but which I know of from childhood as a marginal sport called soccer. It’s either cricket, rugby, or sailing for us. Half the world’s population live in countries where “football”/soccer is a marginal sport.
Two things I can advise:
- avoid trying to be topical with marketing by using something that is in the news/advertisting/cultural season of your local environment.
- ask ex-pat friends to sit in front of computer while you are watching, and ask them to speak aloud while they go through your web workflow. Listen as they say things like, “why does it say it is summertime? there is snow outside.” and “I get frustrated when the price is shown in USD…what’s that in Ugandan schillings?”
PS: In America? The rest of us are slightly puzzled by Thanksgiving, Halloween, American elections cycles and circuses (actually completely puzzled by that one), maybe Valentine’s Day, baseball, your version of football, and the Kardashians.
Edit: I just got a “30% discount for Halloween” offer via e-mail…sigh.