Australia’s obsessions make it the lucky country

 

For the past few days the folks downunder have been inundated with news about a horse called Winx. Apparently,  she runs fast and wins races.

Can’t wait to see more of her. Only kidding.

As Rhett Butler said, “Frankly,  my dear…”

And if it’s not about Winx then it’s about cricket and putting your hands down your pants to tamper with a ball and that’s not cricket. Or is it?

Every day in the late afternoon and early evening we are flooded with advertisements about gambling. In fact , even one of our cricket “heroes” is used to promote betting. And if that is not ironic enough we are advised to gamble responsibly.

So what does that mean?  From the point of view of betting agencies they want the viewers to gamble as irresponsibly as possible so that more money is accumulated by them. After all, isn’t it all about making a profit?  So why pretend that they are giving us good advice?  For crying out loud, pull the other one.

Now, you would think that I am against all this obsession with sports and betting, but I have learned to count my blessings.

Why?

Because in other parts of the world people are killing each other, starving and imprisoning their enemies, pillaging and hating one another.

So go ahead, Winx. While you keep us distracted we are very lucky to be living here.

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Clowns in the Apple Store

It was Thursday so the little robots at the Apple Store were wearing black tee-shirts. They were busy organising the visitors into possible challenges for the Geniuses up on Mt Olympus or buyers of more geeky stuff. Appointments were being made on identical I-pads and everybody was extra cheerful and well trained to postpone answering any question for several hours with the ubiquitous advice:-

“You can always call Apple Care, you know.”  An expensive adventure in time and money.

We only had one simple question, but the munchkin said that he was not allowed to look at my note book even though he believed he could solve the problem quite fast. It was not his programme for the day and he had to obey orders. Hmm…

I have never been impressed by the kindergarten atmosphere of the Apple Store. It seems to be patronising and unhelpful. When  we expressed our exasperation emphatically he agreed to peek at our note book. It was a system problem he could not resolve and told us that it would it correct itself in a little while. Sadly,  he was not scheduled to do that on this blackshirt day.

How ironic that refusing to help us took him much longer than having a peek at our note book.  In the end he achieved nothing more than wasting our time.

We went home, non-plussed. My non-munchkin spouse,  who is not “a computer expert”,  fiddled around with the settings. Perhaps he could resolve that system problem that was meant to correct itself.  He did what would have taken the restricted employee just a few minutes.  And he did it without donning a coloured Tee-shirt or uttering geeky greetings that rang hollow in the world of adults who should grow up.

Gimmicks are extremely annoying when sensible service is lacking.

 

Bertocchi Smallgoods Revisited

This week I received a very pleasant surprise from the Marketing and Merchandising Manager of Bertocchi Smallgoods in Australia.  Mr  Tony Rapone had been made aware of the unfortunate experience I had had five years ago when I bought some Mortadella made by Bertocchi which had been placed in some outdated casing which did not give the correct information about the ingredients in the product.

The old casing had MSG listed on it as an ingredient and it so happens that I am allergic to it. So when I rang the company only to be informed that the casing was old and the product no longer contained MSG I was told not to worry but there was no apology.

Naturally, I was very upset by the poor customer relations  and decided to avoid Bertocchi products from then on.

Following Mr Rapone’s assurance that my treatment had lacked consideration all those years ago and that he apologised on behalf of the company I am satisfied that Bertocchi would not repeat this error in the future. I appreciate  Mr Rapone’s gesture after all this time

Moronic Medownick TV commercial lacks class

I have commented on the stupidity of the Medownick Laser Clinic commercials in the past.  Sadly, for a company that provides eye surgery they behave like puerile circus clowns.

So for a while the TV commercials disappeared from our screens and so I assumed , wrongly, as it happens,  that the advertisers had decided to stop promoting a medical company in such an embarrassing manner.

I would have expected the owners of this medical service to inform their marketers that their medical practice should inspire confidence in a potential client rather than project an image of slapstick idiots who fall over themselves on the screen.

I wonder if the doctors who perform the laser eye surgery greet the patient with a banana peel, false red nose and a colourful costume like Ronald’s.

Such inspirational fun in the operating theatre!

 

 

Funerals and IVF clinics. The immorality of advertisers.

When the funeral business began to advertise that seniors should fund their own funerals I squirmed.  “Do it because you love your children” was the message that played on seniors’ emotions. To me it is embarrassing that the heirs who will inherit your earthly possessions would refuse to bury you unless the funeral was prepaid by you.

How has it come to this?  Can’t the heirs be trusted to do the right thing?

Apparently not,  otherwise the ads would not be aired constantly.   So they work on emotional blackmail and Generation X is  given a free pass.  How low can advertisers stoop?

Here we go,  lower still…

There is  a large IVF fertility business that promotes the idea of parents paying for their children’s reproductive treatment.   Sarah would like to be a mother but she and her partner are too poor to afford the treatment. So why not get Sarah’s parents to pay for it?

My question is “if Sarah can’t afford the fertility treatment how is she going to afford paying for bringing up,  educating,  feeding and housing the children whose birth her parents paid for?”

Or will that be the responsibility of the potential  grandparents as well?

UNIQLO’s unfortunate marketing mistake in Australia

Since the days when I studied Japanese at university I have been a great admirer of Japan’s business acumen.  So when UNIQLO opened up some clothing stores in Australia I was very pleased.

You can imagine my disappointment when year after year, UNIQLO fails to cater for Australian sizes.

It is well known that average Australians are not thin.  The average size has been growing so that many Aussies are now about a size 16 or Medium to Large.

However,  when one enters a UNIQLO store all the larger sizes have disappeared and the only sizes still left are S for small or XS for extra small. These sizes would be more appropriate for the Japanese customers. When I asked the very pleasant attendants why there are only tiny sizes left they actually admitted that the larger sizes always sell out immediately.

Today they even admitted that this is a frequent complaint from potential customers.

So shouldn’t this be a lesson for the bosses at UNIQLO?

The first lesson in marketing is  “Learn who your customers are.”  The second lesson is “Cater to the market.”

In my opinion,  UNIQLO would be much more successful if it remembered that Aussie customers are not the same shape as Japanese customers.

We would love to enjoy the excellent products provided by UNIQLO if only they would fit.

 

Why Australian retirees spend their money overseas

On November the 14th I wrote about the juvenile perfumes that are on sale here in Australia. Apparently, these weak lolly water essences are directed towards the pubescent girls who are mad about Justin Bieber and Little Boy Bands.

Coincidentally,  on the following day,  Robert Gottliebsen, who is a famous economist,  wrote an article in “The Australian” newspaper entitled  “Marketers ignore the over 65s, the only age group who have money and want to spend.”

It is a lamentable fact that retail spending has declined and Gottliebsen blames the retailers who have ignored the only demographic who can actually afford to buy.

Retailers have been hoping that Christmas shopping will help them out of this decline,  but,  in my opinion the anticipated splurge by unfunded shoppers  will only lead to more personal debt among the younger age group.

If only the retailers would provide goods that would appeal to the richest group in our society, the cashed-up over 65s, then these retirees would not have to do their shopping on overseas trips or online with overseas businesses.

I’m sure that they would much prefer to contribute to the Australian economy instead of sourcing their goods,  such as adult perfumes,  from other parts of the planet.