Starbucks Middle East Success Secrets – How a US coffee company succeeded in a region already saturated with coffee shops
Coffee and coffee shops are an integral part of Middle East culture, with many claiming that the ancient roots of coffee consumption rest in the Arabic-speaking world. A classical Arabic Abd al-Khadir ode to coffee claims it to be “the beverage of the friends of God.” Enter Starbucks, an utterly American Seattle-based coffee chain with over 600 stores in 12 Middle Eastern and North African countries, with a client base that is growing every day, and surging revenue throughout the region. How has Starbucks blended ancient Arabic culture with modern marketing into a delicious success? And why does the Middle East love the Starbucks brand?
Ramadan just like Christmas has become a season of increased consumerism and attention to shopping. Marketers need to understand how to effectively market during this season in order to take advantage of many of the opportunities it contains and to avoid Ramadan marketing mistakes that could be costly. In this guide we briefly cover some of the various aspects of Ramadan marketing to help you be more successful with your seasonal marketing efforts in Muslim regions.
Image credit: justyn
According to the Northwest University Qatar estimates in their Media Industries in the Middle East 2016, the total ad market in the Middle East was valued at 5.5 billion USD in 2015. While it only accounts for a small percentage of global ad spend in 2015, the market in the Middle East is ripe with opportunities for marketers to expand their advertising. Though the current market structure differs greatly from that of the global market, or even other underdeveloped markets, the MENA region is seeing a gradual shift into the modern era of digital marketing, an area especially pertinent to the region’s 141 million internet users.
Though the world of Arabic PPC is always expanding, many new ad campaigns fail to be effective due to several common mistakes that can seriously undermine a good campaign. Any ad campaign run in Arabic needs to be optimised in the just as an English campaign needs to be optimised. We’ve compiled a list of some of the most frequent offenses for new PPC campaigns in the MENA region so you can avoid these pitfalls in your own efforts.
1. Using poorly written or nonexistent calls to action
When creating ads in Arabic, it’s important to utilise similar calls to action, like “buy,” “find,” or “shop.” Without these calls to action, the meaning of the ad can become unclear to the customer. For example, the ad below is for a company that finances Islamic real estate purchases, meaning they provide a specific kind of financing for Muslim customers. The ad was generated while searching for “عقارات لندن” and it advertises mortgage financing. However, the ad’s wording leaves the user without a call to action, opting to instead state the services offered. For a list of Arabic calls to action you should be using, see this article.