Diaspora marketing may not be a term you see as part of national headlines or even one that you are that familiar with. However, President Trump's executive order banning travel may vastly impact it, and with it, many of the products and services we consume every day. For many international brands, Diaspora Marketing is a very important part of their strategy and for those in emerging markets, the president's travel ban is linked to the success of their Diaspora marketing strategy and may determine their survival abroad. But to understand why it's important, we must first define exactly what it is.
One common misstep we often is see is marketers make is trying to sell their entire product line to the diaspora. It's expensive enough to import products abroad, marketing too many and obscure products is actually counterproductive. Remember your hottest selling product back home, might actually be a best seller in the Diaspora. Consider availability and saturation of similar products in the same space. If your brand produces a recipe or formula using ingredients readily available in the home country but scarce in the U.S., you have a competitive advantage and it's probably a good candidate to build a campaign around. The simple rule of economics applies, supply the demand.
2. Lead with the Brand
It's important to remember what it is you're marketing. Buyers already are sold on your product and service. They've been using it all their lives, they now need convenient options in which to do so. Any product made available to the Diaspora from a trusted brand is a nostalgic slice of "back home." Lead with the brand and focus your copy on where they need to go to get their feel good. Your Calls-To-Action and ad copy should reflect this.
3. Don't Discount Nationalistic Pride
As a Dominican-American, I was raised to believe there's absolutely a difference between Dominican oregano and the domestic strain. The intense smell, texture and color not to mention the flavor set it apart. While I'm sure such oregano could actually be grown here in the United States, its distinctiveness makes it somehow a proprietary product of the island. Why? Marketing.
We buy into certain products because we believe their only made possible because of where they come from. In this climate, especially, the Diaspora will clamor for products that represent their heritage. With a world, more divided than it has been since WWII, Nationalism is on the rise. Capitalize on the inherent connections with the Diaspora by tapping into their sense of pride. (Where allowed by law) include your flag and country name in product titles and don't discount how people feel when they see those colors. Use them in your packaging, even if they differ from the domestic brand sold back home.
For over 60 years, the United States saw rapid growth in immigration especially among countries of Latin and Asian descent. While new immigration reform legislation isn't directly designed to stem the flow of immigration from those countries, the perceived pulling of the American welcome mat will have a global effect on immigration and the marketing of American imports. But even in a changing environment, there can be winners with the right strategy.
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