When I first moved to the UK, back in 2002, I was surprised by the manner in which restaurants in particular marketed themselves on their signage and hoarding. Restaurants were claiming to be ‘probably the best’. Below is a similar sort of sign:
I used to laugh when I saw those sorts of signs. Only the best in this area? Probably the best? Yet over time, I have developed more of a sense of and appreciation for British culture. Thus, I came to appreciate their sense of understatement. Being seen as too cocky or forward might put customers off.
It was a real lesson in marketing the right message to the intended audience. Claiming to be ‘probably the best’ would never work in America; hey, America is the home of the World Series, where only American and Canadian teams compete. We like things big and loud with a showy sense of confidence. But clearly, that wouldn’t work here in the UK. It probably also wouldn’t work elsewhere as well.
So, I’d like to ask our international audience here, on chickenmonkeydog, how is marketing done in your corner of the world? What cultural differences on marketing need to be considered in your neck of the woods?
[…] this just another example of understated marketing, or does the proprietor really have sewing machines with the ability to reason? To be safe, […]