"September is back to school!"
That's the headline I saw on a social media post last week. It was for school supplies and the target audience was Australia.
I'm sorry but that's not the case for people in the Southern Hemisphere!
September in Australia is the start of the home stretch, so to speak. Australia's 'back-to-school' season is in February, so this was a major fail for this company.
1 September is the usual date associated with the start of the school year in the Northern Hemisphere, but not everywhere.
For instance, Bulgaria starts the school year on 15 September, while other countries, such as Norway, start in August.
But this is not the first time I've seen ad copy that should have been properly localised for Australia.
For instance, I had a client who wanted to send a Christmas message to their Australian stakeholders wishing them "much warmth in the holiday season".
There's no need to wish them "warmth" when December in Australia is summer and temperatures reach past 40 degrees Celsius!
Little errors like these can cost you sales and customers. You need to be in tune with your customer's experience and language. So when communicating with your Australian audience, it's always best to get an Aussie who knows Australian English and culture in and out to check your copy and text.
That Aussie is me!
If you'd like to find out more how I can get your voice across to your Australian audience and be certain you'll wish them well according to their calendar, talk to me. All you need to do is email me at info@nicknasev.com and let's get the kangaroos hopping!
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