The other day my wife and I were walking in Ya Ma Tei in Hong Kong
looking for lunch. The area we were in has two specialties, hardware
and hookers. She noticed a doorway of an establishment advertising the
latter services. Lucky for me, she can actually make sense of all
three languages advertised in because it showed some fairly
interesting positioning differences.
English – As you might expect, this one was focused on how many
beautiful women are available and that there are a variety of quality
services they could provide.
Chinese – This one targeted tourists from the mainland, so there was a
different message focus. The main point was that it was friendly and
safe. All the other details were there, but they were overwhelmed by
this message.
Japanese – Again, the focus was slightly different, this time on
variety and novetlty. The wifey said that some of it read like it
could have come from the back of a DVD.
Lessons:
- Know your customers.
- Address your customers needs.
- Hong Kong is really a business town.
If you are in Singapore for echelon, come by and see me today in the exhibitor area. I’m showing off tasksee.com.
