1. UAE >
2. Expanding a Business >
3. Marketing a Business

Marketing a Business in the UAE

The international transition of a business 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 the UAE; 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 in the UAE.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas, in a place like the UAE, 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 UAE

Before expanding your business in the United Arab Emirates, it is recommended that you consult a knowledgeable advertising agent. Radio is a popular medium for advertising and local monthly publications, such as Emirates Woman and Whats On are popular publications. In the UAE, price is seen as the most important factor in a promotion, although after-sales service is also becoming important.

Trade Events are another way for businesses to raise your profile if setting up a business in the UAE, although it is recommended that you use an agent if pursuing this avenue.

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing in the UAE. 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.

Although The United Arab Emirates is highly cosmopolitan, culture is still predominantly Islamic and Arabic. When expanding a business to the UAE it is worth remembering not to use provocative marketing, which may cause offence. The different states which make up the Emirates also mean that there are idiosyncrasies from region to region, depending on where you are starting up your business. For instance, in Dubai, the monarchy is held in very high regard and the Dubai people are extremely proud to have the oldest Malay Islamic monarchy in the world.

Click here to Ask an Expert about Marketing a Business in UAE