Expat Marketing

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. Continue reading

Global iPlayer Matilda Douridas expat — Matilda explains how the Global iPlayer service is a constantly expanding service, with new material being uploaded on a daily basis.

The BBC’s popular online catch-up service, BBC iPlayer, has continued to grow. It now encompasses several countries outside the UK. The product is clearly aimed predominantly at the British expat market, but local viewers can benefit too.

Expat Marketing has been speaking to Matilda Douridas, marketing manager at the BBC, to learn more about the expanding service.

Matilda, what criteria were you looking at when choosing the countries in which to launch the iPlayer service? Continue reading

globe with crisis text — The crisis is hitting some expats markets hard, but in the meantime some Asian and South American destinations are booming.

As global recession looms, expat marketers are wondering which markets will be left after the storm.

While some traditional expat markets seem close to collapse, others attract more and more foreigners, offering new business opportunities for expat service providers.

Our team at ExpatMarketing.com has rated some of the largest local expat markets by attractiveness. The assigned market score, portrayed by up to four stars, reflects how important the given expat market will be in the near future. Continue reading

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. Continue reading

Migration from UK to Poland — Polish expats return home

Many Polish expats who had moved to the UK to make a better life for themselves are now returning home to Poland. For companies targeting foreigners, this change creates new business opportunities.

A study from UK National Board of statistics discovered that the most popular destination for non-British people was Poland – and that 98% of people moving there are Polish.

Poles have traditionally represented a large percentage of immigrants coming into the UK. Many believe the reason for the Poles abandoning the UK now, could be due to the fact that the economic gap between the two countries is closing considerably. Continue reading

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. Continue reading

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.” Continue reading

highly skilled immigrants — Marketers are often asked to estimate the size of a specific expat population. But how big is the market?

When asked to estimate the total size of their target market, expatriate marketers often face difficulties with the answer. There’s virtually no global data on international expatriation, and the available information usually does not differentiate between migrants, international students and high-income-expatriates. So what can you say the next time your boss asks you where to spend the expatriate marketing budget? Continue reading

Expat Marketing

“It’s country vs. culture marketing”

“We can profit from both the local and expat markets”

Which expat markets are crisis-proof?

DKV Globality launches unified global expat service

Are Polish expats returning home?

Is your expat segment homogeneous?

Targeting expats: A successful expat advertising campaign

How big is the expat market?