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Marketing a Business in Turkey

The international transition of a business when preparing to expand is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.

Advertising and Sales promotions in Turkey

A highly effective way of expanding a business in Turkey is through television commercials. In Turkey there are over 20 national TV channels. Newspapers are also a popular way advertising if you're setting up a business in Turkey. The leading English language newspaper is the Turkish Daily News, but there are numerous other publications, including economy periodicals such as Anka Haber.

With sales promotions when expanding a business in Turkey, local agents are the most common form of entering the market. Regular personal contact with agents is essential as Turkish business is often based on trust and personal relationships are seen as a vital ingredient to a strong relationship. Trade shows are another popular form of entering the market in Turkey, although it is important to employ an agent if you are pursuing this avenue.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.

As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.

Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.

When expanding a business to Turkey, although the society is a mixture of several cultures, Turkey is predominantly a Muslim country. Consequently businesses should be aware of Islamic traditions and sensitivities, particularly when targeting women. However, Turks are also known to be proud of their nation, so marketing that incorporates national themes is likely to receive a warm reception.

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