Today we bring you another podcast from our phi-life series.
Today’s topic: Geographic Influence On Claims
Did you know that advertising claims in the health and fitness industry are regulated differently in each country?
For example, in one country a product might claim to help you lose 10 pounds in 30 days, while in another country that same product will claim up to 20 pounds of weight loss!
This is true because from a marketing perspective, what might work in one country might not work in other. We actually find this happening quite often.
North America is a prime example.
You can have the same product for both the U.S. and Canadian market. However, each country will have a completely different claim.
What the companies are able to get away with saying depends on their government’s regulations. If you live in the U.S., you may be accustomed to hearing certain phrases such as, “Lose 30 pounds in 30 days” or “How to build 20 pounds of lean muscle in the next 4 months.” These phrases are commonly found in TV ads and fitness magazines. However, if you tried to marke the same product with this claim in Canada you might lose millions, because people simply wouldn’t believe it to be possible and nobody would buy.
The claims that you’re exposed to on a regular basis in your home country will have an effect on where your “BS radar” is set.
If you showed the U.S. ads to Canadians they would be very skeptical, however for U.S. viewers transformation from fat-average to fitness model in couple of months might not be that thrilling or impressive at all.
What’s even more interesting is how all the media channels tie-in to one another.
Ever thought to yourself, “If everyone keeps saying it, it must be true right?“.
That’s the very moment your judgement becomes clouded by media and your your skeptical eye begins to diminish.
Today Brad Pilon and John Barban will discuss how claims on print media, video media and product packaging vary in different countries and why that affects your buying decisions.
You will also learn and discover:
- The difference in what the government allows you to be exposed to and what you then believe is realistic to achieve
- Why consistency in print, visual, website commercials matters and how it affects your judgement
- How marketers used a
falseunsupported claim “U.S. Formula” to boost sales in North America
- That you are more of “a product of your own environment” than you may think
- That if you can predict the greatest possible claim people will accept, you will make a lot of money
- If it’s possible to know which claims are true
- Why the claims can be so different from country to country, but people have the same physiology
Listen to the podcast here: