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  #21  
Old 26.09.2006, 17:23
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Re: Effective marketing/advertising to the expat community.

Marks right about expats and the web. Most of us don't have a yellow pages and if we search on the net, its usually with a specific supplier or type of product in mind.

You need your address and phone number and email on the website initially, and it may be simplest if you can simply piggy-back onto the karenmillen.com website. What about the franchise agreement ? They normally cover such shared activity....
dave


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My point is - why bother with trying to think of marketing ideas when the people who are out there looking for you can't find you?
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  #22  
Old 26.09.2006, 17:26
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Re: Effective marketing/advertising to the expat community.

Another point - within a few days those terms I used will be on google. But only because they appear in this thread. Your potential customers will then end up piling into this thread to see me having a go at you for your lack of internet presence. But at least they may find you that way. Isn't the internet great?
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Old 26.09.2006, 17:33
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Re: Effective marketing/advertising to the expat community.

A bigger question I have is why are you trying to sell to expats ? The rent on your shop must be skyhigh as you are in a prime retail site in the old town, and to justify that you need some volume or some extreme pricing.

Establishing a fashion designer in Switzerland is an uphill task, so while I wish you the best of luck you need to be looking hard at your marketing effort, and I don't necessarily mean spending money...

dave

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Another point - within a few days those terms I used will be on google. But only because they appear in this thread. Your potential customers will then end up piling into this thread to see me having a go at you for your lack of internet presence. But at least they may find you that way. Isn't the internet great?
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  #24  
Old 26.09.2006, 17:40
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Re: Effective marketing/advertising to the expat community.

Dave, you ask that question to Evolver - Britshop is geared towards expats. In likelyhood it is fairly small volumes he's shifting but then again it fits the profile he wants right now. No employees spending their day on the web, etc

So some businesses can and do target expats explicitly (and a subset of expats at that) but this can only apply to certain business models. You're right that something not-quite-so-niche should apply to a wider demographic audience.
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Old 26.09.2006, 17:40
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Re: Effective marketing/advertising to the expat community.

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A bigger question I have is why are you trying to sell to expats ? The rent on your shop must be skyhigh, and to justify that you need some volume.

Establishing a fashion designer in Switzerland is an uphill task, so while I wish you the best of luck you need to be looking hard at your marketing effort, and I don't necessarily mean spending money...
I think it's more that there is already a brand awareness from expats, so these people can become clients immediately (presuming, of course, that they could locate the info the need on the internet/google). The building a brand in the Swiss market could take a lot more effort (and time). If I were Zuricher I'd probably be avoiding the big task of building the brand to the Swiss and focus on the "low hanging fruit" of the expats, just to get a couple of customers into the store. But ultimately it probably won't be the expat market that brings in the bucks to pay the rent.

If the store is already established in Geneva then in theory they already know how to establish it there, so the experience can be leveraged. That said, they appear to have no internet strategy whatsoever for the Geneva store as well, so they must have done all that the "hard way".
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  #26  
Old 26.09.2006, 17:55
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Re: Effective marketing/advertising to the expat community.

Its quite a common mistake that prospective entrepreneurs make: to open a bar (especially bar) or shop and think that simply by being there and offering a product or service then people will come and buy. The bricks and mortar give the illusion of an established business , when in actual fact they represent a huge overhead. If I was to open a designer shop in Zürich I would make damn sure I understood the market and had a decent client list before I opened the shop.

But I'm sure all thats been considered here

dave

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. But ultimately it probably won't be the expat market that brings in the bucks to pay the rent.
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  #27  
Old 27.09.2006, 17:01
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Re: Effective marketing/advertising to the expat community.

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I don't really know if it would cover your target market but there is an ex-pat magazine called the New Stork Times. May be worth look?

p.s. Can you post details of the fashion show in the commercial section if that's allowed, I'd be interested in going.
Yes for sure you can come. Im hoping to be able to organise a free drink on arrival also, and free entry to the club after.

One i have designed the tickets i can send you one via email.
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