Friday, 28 December 2012

WTF?? German Companies Urged to Advertise in Turkish

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.



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