expat ethnic marketing
“One of the best means of marketing would be using the media that the target community uses or reads.”

Ethnic marketing is a form of marketing that targets a specific ethnicity as its demographic. It therefore tailors the marketing strategy to suit different cultural and social norms.

Expat Marketing spoke to Felicia J.Persaud, founder and brand strategist of Hard Beat Communications NY. She is also an expert in ethnic marketing strategies.

 Felicia, tell me about your company.

Hard Beat Communications is a marketing and advertising agency which was founded in 2004 in New York. It is a multi-media marketing solution company, especially for ethnic marketing. It mainly focuses on the Caribbean Americans, Caribbean business, advertising, public relations and digital media.

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DKV globalite health network
DKV Globality has launched a unified global health service.

One of the challenges expatriates face is how to deal with local cultures, regulations and practical issues. Whereever you go, things just seem to be different than at home, and sometimes they are quite confusing.

Expat health insurer DKV Globality seems to be taking note of this. With a new global service concept, the company tries to establish a unified communication process and service branding for their expat customers – irrespective of where they are moving to. A network of international customer assistants – the so called “Globalites” – are available to clients 24/7 and in twenty-four different languages.

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Brits emigrate to Australia
Marketing opportunities also exist when you have heterogeneous audience.

The ideal target audience for any advertiser is a mass homogeneous group who share the same wants and needs. In theory, a homogeneous type of target group will allow the advertiser to address a large amount of potential costumers with less effort and resources than needed for a heterogeneous group of people. In practice, mass markets are often saturated and highly competitive.

To grow beyond mass markets, advertisers need to look for new “niche” targets. Expatriates, for example, are a very attractive niche, as they are looking for new products and services – and are not yet familiar with established national brands. In theory, you only have to get in front of them to sell your product.

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globe over target
Expat marketers should know how to target their campaigns to the right audience and design their banners to maximize CTR.

Targeting an advertising campaign at expatriates can be difficult. What marketing mix should you use? Do you target expats before or after they have moved abroad? Where do you place your ads?

These are the questions on many advertisers minds when faced with an expat campaign.

“Narrow down your advertising channels and choose media that is already targeting expats for the best results, advises Carlos Duez, business development manager at Just Landed. “Your marketing mix needs to use different channels. The Internet is the cheapest option and you can measure results. This is particularly important if you are on a limited budget.”

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Expats want special services as well as presents during the holidays.

When it comes to Christmas sales everyone fixates on retail.

At it first glance, this industry seems to be dominated by a few big names. Research from overseas shipping website Forward2me found Amazon UK the #1 for expat shoppers, followed by H&M UK and John Lewis. Expats gravitate to these familiar brands for much of their Christmas shopping, often through simple internet searches.

Fortunately, expats’ specific needs offer potential for niche-retailers as well. And there are other holiday niches ripe with potential, many of them service related.

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For expats celebrating the holidays is all about home, according to Jason Kelly of Kelly's Expat Shopping.

For many expats, holiday shopping is a dull experience. It’s often done entirely online, and the glow of a computer screen is hardly a fair substitute for the hustle and bustle of the Christmas shopping season.

Perhaps that’s why they flock to small specialty shops in droves each December. Expat Marketing talks to Jason Kelly, who owns and operates Kelly’s Expat Shopping with his Dutch wife, Kelly (yes, that makes her Kelly Kelly). Jason explains why “the personal touch” is so appealing this time of year.

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Rupert Bedell, Head of Group Marketing at Moneycorp, says editorials in well-regarded publications are very effective.

How frustrating must it be to have a pile of money in plain sight, yet be unable to get your hands on it?

That’s the case for many banks and financial services firms when it comes to young expat professionals. They see huge revenue potential, but often fail to get their message across.

Rupert Bedell, Head of Group Marketing at Moneycorp, talks to Expat Marketing about the challenges facing financial services firms trying to reach young expat professionals.

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Stuart Dixon is Program Director at Euro*MBA., ranked the #3 online business program in the world in 2010.

Many business programs suffer from a lack of international recognition, says Dr. Stuart Dixon, Program Director at Euro*MBA (which The Economist ranked as the world’s #3 online business school in 2010). Top national programs therefore fail to appear on expats’ radars.

Dixon talks to Expat Marketing about how business schools can use online learning to target up-and-coming expat professionals.

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Adel Nabhan, Marketing, Communication and Strategy Director at BNP Paribas Personal Investors

BNP Paribas launched a new expat banking brand in 2010, “The Bank for Expats”. Expat Marketing talked to Adel Nabhan, Marketing, Communication and Strategy Director at BNP Paribas Personal Investors (formerly Cortal Consors Luxembourg), about lessons from the campaign and his plans for the coming months.

Adel, you had been working with expats through BNP Paribas for years. Why did you launch a new expat brand last year?

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