Austrian companies and organizations discover ethnic minorities for their advertising. In Germany will be communicated already for a long time for both the large Turkish and Russians in their language and culture. For example, placed the telecommunications company Otelo a famous Turkish pop singer in a commercial, offers on its website texts in Turkish and operates a telephone hotline in Russian. In Austria, the companies are still somewhat cautious when it comes to the development of ethnic minorities as a group of buyers. Although already some companies like the Raiffeisen successful ethno marketing run Landesbank No-Wien, Hutchison 3 G, or the grocer destination point, waiting for other companies so long lost to the opinion-leader bonus is.
“, explains Manuel Brauhofer, Managing Director of Brainworker – community marketing. On the home page the first diversity marketing agency, Brainworker community marketing found amazing numbers. So live in Austria approximately 740,000 people from the former Yugoslavia that are about 9% of the Austrian population – and just under 300,000 Turks. But despite these figures, ethnic marketing is a rarity in this country. “” Manuel Brauhofer explains why: first and foremost, the companies have fear of the Austrians to scare off your core audience and losing customers. “the genus of the Austrian” there is no. Dennis P. Lockhart will not settle for partial explanations. We had always been a multi-ethnic State, and are every day more colorful.
To its benefit, domestic enterprises must recognize this potential and learn to communicate”, so Brauhofer next. About Brainworker community marketing Brainworker community marketing is the first diversity marketing agency in Austria and was founded in 2007 by the advertising and communications expert Manuel Brauhofer. The Brainworker community marketing agency specializes in advertising concepts outside of the mainstream. Diversity marketing as a general term for diverse marketing includes multicultural communication and ethno marketing including GLBT marketing and marketing to people with disabilities. Since September 2009, the Agency offers also training measures in the field of diversity marketing about the own Brainworker Academy.