Think multicultural to attract new customers

Business Buddy suggests think multicultural to attract new customers

The world and especially the communities we live and work in are changing and businesses need to adapt to suit the needs of our expanding multicultural population.

New Zealand businesses need to find creative ways to attract these newcomers and turn them into customers.

Business Buddy director, Kirsten Hawke says relying only on traditional customers can leave a business vulnerable but if business focuses on attaining new business from immigrants they can grow their business.

“New immigrants may help revitalise communities facing economic decline,” says Mrs Hawke.

Asian immigrants to New Zealand continue to grow every year. The New Zealand Herald said in 2013: “Nearly 40 per cent of Aucklanders were born overseas and projections show that Asians could make up 30 per cent of the city's population.”

In any business it’s important to know who your prospective customers are.

This interactive map breaks down the Asian population by suburb in Auckland.

Businesses can check out the breakdown of their suburb and find out who their prospective new clients are.

“New immigrants bring cultural diversity and reflecting this diversity within your business can give you an edge,” says Mrs Hawke.

“Hiring a member from the prevalent ethnic group in your community could be a great benefit for any business.”

Having a staff member that speaks the same language as some of your clients, understands their needs and is ready and able to assist them, will go a long way to making your customers feel your business is a good fit for them.

For example, Business Buddy accountant, Angel Lee, is fluent in English, Cantonese and Mandarin.

“This can help build relationships with new customers, the stronger the relationships are the more likely it is that they will tell their friends and families and come back to your business.”

Businesses can try include freshening graphic design work with translated signage.

Hire a good translator for this and don’t use an automatic translator or non-native speaker.

The Translation Service provides professional translation services to businesses, central and local government, education providers and private individuals.

It’s also important to recognise what products and or services will appeal to this clientele and which publications the new migrant pays attention to.

You can then look at promoting specific products or services via these channels.

“As our communities become more and more cultural diverse businesses need to become more diverse and go with the trends,” says Mrs Hawke.

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