As an entrepreneur you’ve heard it said that you need to know your market. It’s very true because if you don’t know what your market needs you won’t be able to meet those needs. If you can’t meet those needs your market isn’t going to buy from you because you are unable to solve their problems.
You need to go beyond just being able to solve their problems, you need to know how to market to them so that they know that you have a solution to their problems. Without that we will not be able to make any real money online or offline as an entrepreneur.
Even large companies with dedicated marketing divisions can make major marketing errors without the proper market research. Perhaps you have heard of some of these famous errors. We can take these errors made by those large companies and use them to benefit our businesses.
Major Marketing Errors
When General Motors wasn’t selling any Chevy Novas in Mexico they discovered that in Spanish “Nova” means “It won’t go.” Once they changed the name of the car in Mexico they found the cars selling.
Gerber baby food was surprised that they weren’t selling any jarred baby food in Africa. When they looked into matters they discovered that due to the low literacy rates most food products in Africa have a picture of the food on the packaging label! Apparently nobody was interested in eating that cute little gerber baby!
Coors beer attempted to translate their saying “Turn it Loose” into Spanish but wound up with the translation “Suffer from diarrhea!” Clearly that was not a big seller.
Clairol started selling a curling iron called the Mist Stick in Germany where mist was slang for manure. Manure stick, anyone?
When Coca Cola translated their name into Chinese it meant, “Bite the wax tadpole” or “Female horse stuffed with wax” depending on the dialect.
When Pepsi translated their slogan “Come alive with the Pepsi Generation” it translated in Chinese to, “Pepsi brings your ancestors back from the grave!”
First of all I hope that you enjoyed reading those stories – and the funny picture! Sometimes all it takes is something as small as having a second or even third pair of eyes look something over for us before we start to market something.
Everyone makes mistakes, even the big guys! Isn’t that good to know? When we make mistakes we are not failures, we are actually in very good company!
But many mistakes can be avoided if you find out what your market wants and how they think.
Chances are that you won’t be translating anything into another language but you can still do some research to find out what they want and how they think. You can create a survey to find out. You can ask a question on your blog or your email list. You can go to a forum where your market hangs out and ask questions.
You don’t need to have a lot of money or a marketing department to do your own research and get results that will bring you success in your entrepreneurial endeavors.
To Your Success,
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