HOW TO MARKET TO IMMIGRANTS
Immigrants present an opportunity to open up a new avenue of clientele as they are unexposed to branding of local products and services . This opens up a world of opportunity for business owners to establish an identity in this marketplace . With immigration being common amongst the Indian culture , many businesses have an opportunity to market their products / services to these new consumers and make them loyal clients . Capturing their attention proves to be the difficult part but is achievable through a few simple tactics . We can market to immigrants by keeping things simple , building value , and taking into account the desire for luxuries .
K . I . S . S . Principle
Many have heard about the Keep It Simple Stupid logic or K . I . S . S . for short and this works quite well when marketing to immigrants . We must understand that the products and services that they use will likely not coincide with established citizens . Immigrants will be budget conscience and more often than not will buy the necessities . Budget products and services would be a good push here such as food which is a necessity . Think basics and it will go a long way to capture this market .
Value Products & Services
Building value in a product or service will make it seem like one is getting more for their money and gives consumers purchasing power . Immigrants are all about value … if they can get more for their hardearned dollar , then they will . Larger quantity and bulk items do well in this category because of their appeal . Services that you can pre-pay ahead for multiple uses also build value for immigrants as well . Remember , value is built by creating a need for a product or service and knowing your audience .
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Desire & Luxury
Immigrants are not immune to the desire of luxury . As a business owner , this can get confusing quite quickly if you do not differentiate between established citizens and immigrants . To an established citizen , the desire of luxuries may come in the form of Louis Vuitton handbags , Mercedes-Benz ’ s , and European Vacations . To an immigrant who is establishing him or herself , the desire of luxuries is quite different . They come in the form of products and services that
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