Marketing to degrees of difference

DOES a marketing message need to be changed to suit WA audiences?

According to KPMG partner and demographics expert Bernard Salt, it does.

He said WA still had a suburban culture while the main population centres on the east coast were embracing urban living.

“A marketing push that a company might use in Sydney or Melbourne would need to be changed slightly to work in Perth. I believe Perth has slightly different values,” Mr Salt said.

“The suburbs rule in Perth. Admittedly that’s still the same in Melbourne and Sydney, but it’s really a question of degrees.”

The Brand Agency managing director Ken James said the argument that marketing messages needed to be changed to suit Perth was flawed.

“You just need to look at the success of Bunnings. The Bunnings message is the same both here and on the east coast,” he said.

“There are some products that need to be treated differently because of the parochial nature of Perth. If you have a WA-made product you work off that.”

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