First up… if you’re a marine brand posting about summer boating on your Australian Facebook page in January, or your European Instagram account in July, that’s exactly what you should be doing.
Local marketing should reflect local seasons.
The problem starts when those same messages appear on global communication channels.
Every year, a lot of international marine brands fill their worldwide social feeds with glorious images of summer. Blue water. Swimwear. Sundowners. Long evenings at anchor. Captions declaring that summer has arrived.
Except it hasn’t.
Not for Australia.
Not for New Zealand.
Not for a lot of places.
For a lot of your audience, it’s winter.
This isn’t an argument against aspirational summer imagery. Marine marketing has always sold the dream, and beautiful boating photography works.
It’s about recognising who is looking at it.
International brands spend enormous amounts of time making sure products meet local regulations, dealer networks are regional, currencies are correct and specifications suit different markets. They understand that customers in different parts of the world have different needs.
Yet, every northern summer, many seem to forget that the seasons are different too.
Maybe…
Instead of saying:
“Summer is finally here!”
Say:
“For those of you enjoying summer…”
Or:
“As the northern hemisphere boating season gets underway…”
Or even:
“To our friends in the southern hemisphere, we know you’re looking forward to your turn.”
A change that could transform the message from one that assumes everyone shares the same calendar to one that acknowledges your audience is genuinely global.
You could even have some fun with it?
Post the idyllic Mediterranean anchorage and add:
“Feeling a little jealous down south? Fair enough. Six months from now we’ll be looking enviously at your boating photos.”
Now you’re not just broadcasting beautiful imagery, you’re starting a conversation with your entire audience.
The marine industry is one of the most international industries in the world. Our marketing should reflect that.
© Andrew Hawkins, Mainsheet Media