Promotional Products Around the Globe: Promotions from “Down Under”
There are so many American companies that come to Australia and don’t succeed. The [Australian business] mentality is such that if you promote something too hard, too much or too overtly, it actually becomes unpopular. There’s a real subtly to Australian business, and I think because of that the promotional products industry has maintained a certain level. I don’t know that we will ever get to the point where we will have the full glut of promotional products like we have in the United States, because the Australians would be turned off by that. That is not something they would consider to be appropriate advertising. In Australia, there’s a term for this mentality called the Tall Poppy Syndrome. It’s almost a part of the convict mentality that exists as part of the fabric of the Australian culture. The Tall Poppy Syndrome is such that if somebody starts to talk about themselves too much, pump themselves up too much, or if they’re too out there, the Australians cut them down to size. It’s an even-level playing field. That’s something that’s inherent in the way that we do business. There’s a sense of equality across the board, which is actually a very refreshing thing.
- Places:
- Australia