Around 16 million people with an immigrant background live in Germany - many of them with Turkish roots. A huge customer base!
"German companies are wasting a huge potential here," says Burhanettin Gözüakça, an expert in so-called ethno-marketing.
...Although some companies such as Mercedes, AOK or Deutsche Bank are already advertising in Turkish, it's not enough to simply translate advertising.
Cultural and religious sensitivities must be taken into account. In addition, the emotional aspect often takes precedence when German Turks make a purchasing decision.
An example: Media Markt tried to translate advertising featuring a pig ("pig cheap"). That's not a good idea, as pigs are perceived by Muslims as impure and this does not have a purchase-stimulating effect.
...The German-Turkish Chamber of Commerce in Berlin makes a similar argument: "People of Turkish descent represents a huge customer group in this country."
16 million people with an immigrant background live in Germany. That is around 20 per cent of the overall population - and growing! Among children and youths in Germany, as many as 30 per cent have an immigrant background.
In coming years the number of immigrants will continue growing, while, by contrast, the overall population stagnates or even falls. "German companies should be aware of this," said the spokesman for the Chamber of Commerce.
The ethno-marketing expert says: Although many companies are already making use of their Turkish-speaking employees, this is only a drop in the ocean, because the biggest advertising platform is actually almost unused: television.
Turks love televisions, sitting in front of it for three or four hours each day, as proved by the polling company Data4You. But they don't watch German broadcasters, preferring Turkish instead - up to 80%.
An immense advertising platform that is criminally neglected by German companies, explains the expert. Many Turks associate emotions with their television series which they like to share through watching collectively.
By contrast, German programs are often perceived by the Turkish target group as factual, remote and information-oriented - and hardly watched.
Source:
Bild Via:
PI
5 comments:
The fact that they prefer emotion to facts and reason is one of the major causes of Turkey being the poorest and most backward country that considers itself "European." Germany by contrast is a First World advanced country. Why would they want to adopt an inferior culture based on emotion instead of reason and facts?
I will never understand why these Second and Third Worlders flood into the West and then immediately and loudly demand that we become just like the countries that they ran away from. It's pathological.
I no longer recognise the Britain I grew up in
http://www.dailymail.co.uk/news/article-2248365/I-longer-recognise-Britain-I-grew-in.html
Forget the advertising problem... 20% of the population is a problem, nay, a tragedy. 30% of youths??? ARGHHHHH
I just made a post on real diversity. It's a contest, see how many cultures you can name that reside in Europe.
http://trollmanforest.blogspot.ca/2012/12/shit-that-pisses-rightleft-wing.html
We should spread the contest. Even with Google I doubt people can name all of these cultures.
this is only a drop in the ocean, because the biggest advertising platform is actually almost unused: television.
Glyn Willmoth
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