5 Tips to Attract the local Indian consumer with your marketing message
Indians are the third largest migrant group in Australia. As mentioned by the Australian Bureau of Statistics
(ABS), in less than two years, the Indian population in Australia has increased by thirty percent. As of June 2018, Australia has 592,000 Indians living in the country.
A Large majority of the migrant population live in Sydney and Melbourne
Here are 5 ways to Market to the Indian community in Australia.
Multicultural Local Media – Some of the main publications are G’Day India, Indus Age, Indian Weekly and Indian Link. Generating competitions/giveaways with the Indian media can also work wonders.
Social Media – Like the Indian’s in India, the local community in Australia is also very active on social media. While there is some uptake on Instagram, Facebook is the most preferred platform. Facebook groups are a very effective way of reaching local communities and a strategic plan to target these groups can be a crucial part of your marketing strategy.
Indian Grocery Stores – The grocery store network is extensive and highly targeted. These stores are the central place for supplies and are visited at least once a month if not more. If you have a physical product or are hosting sporting game or events this is a great place to build awareness through posters, and product placement.
Festivals and events – The local Indian community celebrates a number of festive occasions in each city. These range from Diwali (Oct/Nov) Holi (Mar) and many more. Businesses can reach the audience through sponsorships, giveaways and event traditional stands at the events to connect with the community.
International students and Universities – All the major universities in Australia welcome International Indian students. This student network is a great resource for not only services like money transfers, banking, phone services, but also a fantastic lead in for domestic travel. While they may travel in student groups to start with, they are the main drivers for the decision making for visiting friends and relatives on International trips.