Reaching the expat community (HSBCs drive to promote its offshore banking services to expatriates)
Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5
Roberts J.Marketing Week (UK), 12 November 2009, Vol. 32, No. 46, Start page: 28, No. of pages: 2
Describes the efforts made by the HSBC bank to market and promote its offshore banking services to expatriates. Acknowledges the difficulties associated with communicating with expatriates, due to the fact that this customer group is scattered over a massive area of the world, making it difficult to develop meaningful comprehensive promotional campaigns using traditional methods. Draws attention to the fact that expatriates form a group that tends to be high-earning and potentially demanding of premium services, and HSBC hopes that using a marketing strategy based around its own in-depth research into expatriates will attract big spenders to its operations. Notes that HSBC has undertaken research, currently in its second year and drawn from over 3,000 expatriate respondents, in which one section, Expat Economics, was released in early 2009, while the next stage, Expat Existence, will be released in November 2009. Concludes that the plan is to use the insights from these studies to inform HSBC’s external media and marketing strategy, fine tune its communications strategy, and educate its employees on how to understand better the expatriate audience.Article type: ViewpointISSN:0141-9285Reference: 39AC357
Keywords: Banks, Expatriates, Marketing strategy,Promotional methods, United Kingdom
