…At best, the English, French, and Spanish speaking markets receive a footnote in the book of Israeli marketing.

I am convinced that most Israeli marketers of broad based consumer products and services regard “the niche market” in Israel as the Russian speaking market alone. At best, the English, French, and Spanish speaking markets receive a footnote in the book of Israeli marketing. Marketing towards the Arab market deserves its own comment, separate from this column.

That the Russian speaking market receives such a large allocation of marketing resources allocated towards niche markets seems obvious enough. It is a large and segregated market with its own distinct language, culture, tastes and purchasing patterns. However, the almost total disregard of all other niche markets in favour of the Russian bear, is folly.

What seems strange is that while most contemporary marketers have agreed that the future of marketing lies in creating meaningful marketing platforms with ever more segregated, defined and insular markets, Israeli marketers continue to operate in a now-dated marketing paradigm. While we seem to be up there with the leaders in developing that which is contemporary western culture, we have a long way to go in the arts of marketing.

The preceding ten to fifteen years has seen the establishment of sizeable English, French and Spanish communities in Israel. Just like the Russian market, these communities have their own language, culture, tastes and purchasing patterns. In many instances their relatively small numbers is also compensated by their very good purchasing power. This untapped dynamic is at the same time a marketers challenge and fantasy. It is truly virgin territory. In almost all instances, marketers turning their attention to these niche markets will be the first marketers to do so.

Like so many other immigrants to Israel, my first major purchases were household electrical appliances. Friends referred us to a certain branded electrical appliances store in Raanana. There we had the good fortune to be exclusively assisted by Ricky. Ricky was a fast talking, highly personable immigrant from the UK. I have little doubt that Ricky was also their best salesman by a long way. We purchased every single appliance from Ricky’s store even though cheaper appliances were available at their competitors. We felt that it was only here that we were truly understood, literally, culturally and emotionally. I am not sure whether Ricky’s employers understood this dynamic or not, but I can vouch that the vast majority of English speaking immigrants purchased their electrical appliances from this store.

Imagine that on your arrival in Israel, a car dealer, say Toyota, presents you with a gift package welcoming you “home”. Imagine that Toyota also provides you with a free once-off concierge lift service to one of their closest showrooms (before you have quite figured out the Israeli public transport system). Assume that Toyota informs you that questions relating to your purchase as an immigrant, taxes, or any other issues, can be addressed through a dedicated hotline, where you will be assisted in your first language. The brochure and contract of purchase are also in your first language. Finally, assume that, Toyota also provides you with a special new immigrant “discount” and easy paying terms. Which car would you purchase?    

For such marketing to work it has to be total. It has to be marketing that is linked-in to all of the company’s vital functions, and more then mere translation of marketing materials, or advertising in the Jerusalem Post. It is the construction of a parallel marketing platform with marketing managers that are dedicated to these niche markets. With an abundance of good marketing and marcom specialists drawn from these markets, there is little reason why these niche markets cannot be dominated by players who recognize the true value of niche markets. The way is wide open, and resources dedicated to these markets will be returned with loyalty and profits many times over.