From Stereotypes to Empathy Marketing

I often hear marketers describe consumers utilizing stereotypes in permissible ways. The question that always comes to mind when this occurs is –what are the assumptions that are behind any cliché statements. The media is overrun with very narrow definitions of the target and this has negative effects on consumer engagement. When we become aware that we are using shortcuts we need to look at the ideas the words convey and challenge the assumptions behind them. So be aware when you shortcut conversations/media execution and revert to using simplistic stereotypes.

There are four simple tools to help business people to free their thinking and help you maximize the potential of your campaigns by being empathetic toward rather than ostracizing your target with patronizing language. Here are four easy steps to give you a hand.

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Accessing New markets - Resources for Australian Business.

 

The FIAL eCatalogue is an online searchable tool connecting international buyers with Australian food and beverage suppliers. International buyers have advised the specific company and product information required to aid making informed buying decisions. Users of the eCatalogue include: Export ready suppliers across 25 categories Pre-qualified international buyers across retail, foodservice and ecommerce channels Government and industry officials from Australia and in-market posts

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The changing consumer landscape

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In today's blog I wanted to share some information from a terrific book that I read a few years ago.  This book was based on research and talked to the changes in consumer sentiment with regard to their buying habits.  From consumerism, to what the authors refer to as mindful consumerism which is being seen across the developed world.

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Innovation on Demand

 

Today’s blog showcases one of our latest ON DEMAND tools, that we provide in partnership with THEKEY2.  This partnership enables the BDC Market Intelligence team to understand and develop your organisations social mission. Knowing why your business exists - and expanding its reach more broadly, to encompass consumers as well as shareholders, helps business keep ahead of the game in an environment that is rapidly changing.

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