British firms have been urged to target their marketing at the UK’s eastern European workers, a market worth around £4 billion.
Speaking in an interview, Satkar Gidda of SiebertHead, a brand firm with offices in London and Warsaw, said that numbers of eastern European workers and tourists are set to overtake Canadian and Australian ones in Britain.
Yet not only do eastern Europeans demand different goods, but also different marketing methods, Mr Gidda said in the Mad.co.uk interview, adding that there are “potential minefields” for marketers looking to create new brand identities
“Polish consumers have a very different colour perception to the British. Black for example is not seen as representing a premium image for products as it is in the UK and the US,” he stated in the article.
Mr Gidda added that packaging in Poland usually involves hyper-realistic images with a wealth of information on the front.
Despite these pitfalls, Mr Gidda said that the eastern European market in Britain is worth tapping and is set to boom in a group with the “consumer demand of Liverpool”.