Through my experience in 360 communications over the globe, one thing has always been clear – what works for other markets, doesn’t always work here. The Middle East operates as a unique entity and needs to resonate with its residents, both nationals and expats alike. The Middle East market’s customer is well-aware, world travelled, understands concepts and also redefines them at times.

If we look at the GCC as a whole, there are currently over 55 million people living in the region comprising Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE. This population is a mix of locals and expats and each country has its own set of demographics, values and lifestyles to consider. These regions are culturally diverse and different from each other, which requires slightly altered strategies to connect with their audience.

Using the UAE as a prime example, most minds go straight to Dubai with its glitz and glamour. Emiratis make up only 10% of the population, leaving the remaining 90% to expats. In an already competitive market, brands that would choose to come here need to consider catering to audiences from a HUGE range of ethnicities, backgrounds, age groups and spending capabilities. 

On the other hand, in Saudi Arabia or Oman, nationals make up most of the population but still pose their own challenges when it comes to communication approaches. In countries where locals outweigh expats, I’ve noticed personal relationships, networking and building a foundation of trust with the audience is the key to securing consumers. 

After founding my own agency, Coffee Communications, in 2016 and catering to a range of local, international and regional brands, my team and I were able to create a “formula” we like to share with our global clients in order to ensure smooth and impactful communication strategies. 

  • Always presume there will be a language barrier 

The GCC is a cultural melting pot, with residents and tourists from all over the world. When creating a campaign or communicating with the press, it is important to localise your language too. When trying to reach nationals, communicate in Arabic. If you are trying to tap into a particular demographic, you need to communicate in their language too. If you are using influencers to market your product/service, use talents that can speak in the language your target audience will relate to. This works across all industries.

  • Adapt and customise your strategy and campaigns where necessary 

Particular industries might require your brand to go the extra mile in order to be appealing and relevant to the market. For instance, if your global client is a fashion brand, they may need to make changes to their product range for the Middle East. This could include lightweight fabrics, more ‘modest’ options, and a separate campaign entirely where modesty is taken into consideration. In my experience, I’ve noted that consumers here respond well to regional “exclusives” that are limited or unique to their country – e.g. launching a “Ramadan Exclusive”. This could apply to the F&B industry too, where venues can adopt a special dish that’s relevant to the country they are in. 

  • Think out of the box

This might be a cliché saying, but it’s a golden rule when thinking about the GCC. With the number of residents and GDP steadily increasing in the region, global brands are flying in! Most industries are starting to become saturated and it’s our responsibility as communication specialists to cut through the clutter. Think creatively, push boundaries, and always try to adopt new methods rather than opting for the easier, tried and tested route. Understand what works for your audience – whether its digital marketing or physical interaction, and utilise their preferred outlet effectively. Eventually, your viewers and listeners become repeat clients, purely because they have established a true connection with your brand. 

Many international brands and businesses want to venture into markets and also diversify offerings based on the new market and its trends. Catering to a regional market is not easy, but with the right communication tools, building a connection with your audience can lead to success in the long run.