Successful Dialog Marketing for Turkish Target Group in Germany

Deutsche Post achieved an above-average response rate of 12 percent with its bi-lingual mailing to Germany’s Turkish residents. The success once again demonstrated Deutsche Post’s expertise in the area of intercultural marketing and allowed the company to add to its address database for this target group.

Intercultural marketing is a growth market in Germany: Germany’s Turkish population alone consists of 2.6 million residents with buying power in the range of 17 billion euros. Under the slogan “Farbe bekennen” (Show Your Colors), 250,000 Turkish households in Germany were invited to vote for their favorite soccer club. As an incentive, participants were eligible to win valuable prizes, all of which were connected to Turkey in some way: travel tickets to Turkey, mobile phones with special calling rates, a face-to-face meeting with one of Turkey’s television comedy stars. Participants could increase their chances of winning by passing the questionnaire on to relatives, friends and acquaintances.

Thanks to the high response rate, Deutsche Post was able to expand and fine-tune its database for Germany’s Turkish residents. “This enables us to further improve the quality of our intercultural dialog marketing services, including such things as address leasing,” explains Werner Scheller, responsible for the relevant business department at Deutsche Post. Additional bi-lingual mailing initiatives – for Russian and Italian target groups, for example – are scheduled for the upcoming months.