20 million people of Polish origin live outside the country. Therefore, the demand for sending money to family or friends living abroad is growing. Poles are looking for the cheapest and best ways to transfer money easily. This market is expanding, but gaining the trust of distrustful Polish customers is not easy. How do we promote money transfers to Poland effectively, using different marketing channels? Find the best ways!
Outdoor advertising to Polish immigrants
Money transfer brands have a wide range of outdoor promotion possibilities. Their advertisements are often found in public places and on various modes of transport, where hundreds of foreigners pass every day. A great and witty outdoor campaign was released by TransferWise, whose advertisements inundated London Underground. This was a great move because, according to research by emito.net, around 130,000 Poles live in London.
Outreach activities in hot spots
Every country has some areas that expats often visit. They are worth using when planning your outreach campaign directed to such a target. Outreach works great in hot spots such as Polish shops, restaurants, or churches. For example – Western Union often distributes its leaflets, and MoneyGram organises information stands in public places. The visibility of these brands in key locations for Poles makes them usually the first choice when they want to transfer money to Poland.
Event marketing
Events offer many options for brands that want to promote themselves. You can organise your event (but it is not that popular in the money transfer sector). More efficient is participating in local events addressed to Poles or expats organised by third-party organizations, where a company can reach a wider group of Polish customers.
This is precisely what MoneyGram did at the London Days of Poland Festival. This celebration of Polish culture brought a taste of Eastern European culture to the city. MoneyGram was one of the main sponsors of this big event.
The Congress of Polish Entrepreneurs 2023 in London was another example of an event sponsorship. Sami Swoi brand even appeared in the information bulletin for the participants as the best money transfer provider to Poland. This brand has been a partner of this event for many years and thanks to such initiatives, Poles often send money to Poland using the Sami Swoi service.
Global events are another idea. Western Union, for example, sponsored the UEFA Europa League match that took place in Poland. Big ads appeared on screens during the matches. A promotional campaign in the UK also supported the event. Western Union customers from Poland even had the opportunity to win match tickets. The whole action was promoted by leaflets handed out, for example, in Polish taxis.
Media relations for money transfer services
Media relations is also an important tactic for international money transfer providers. Just check Google to see how TransferGo does it. The brand cares about media visibility. Thanks to this, it expands its reach, meets new potential customers, and builds brand authority.
In our experience, SEO PR also works very well, i.e. sending press materials such as press releases, articles, or guides to media for Polish expats. You can create a lot of exciting materials on this topic because Poles are constantly looking for advice and information on many topics in relation to living abroad.
Popular media for Poles in the UK:
Sponsored articles in Polish media
PR materials should not be too promotional, so if you want to inform potential customers about your special offers, pricing, etc, and have the budget for it, you can book sponsored articles. It is best to choose popular websites covering financial news updates and also those that cover various topics dedicated to Polonia abroad.
Content marketing
The perfect idea is to create a brand blog dedicated to foreigners, people doing business abroad, or having family in another country, as Poles often look for options for sending money to their family living abroad.
That is what TransferGo does, and it works very well. Its blog is full of articles that solve the most popular problems with sending money, discuss new features and tools, and compare available solutions. Texts such as comparisons or rankings are fantastically positioned in search engines, positively affecting the SEO of the website.
Examples of topics worth discussing on the blog:
- The cheapest way to send money from the UK to Poland
- How to send money using a money transfer service?
- Top 5 common mistakes to avoid when sending money abroad
- Fastest ways to send money online
- The fastest international money transfer services
- What is the safest way to send money abroad?
- Can you use my bank account in Poland to send money to the UK?
- How much money can be sent using different money transfer methods?
- Best exchange rates
Programmatic campaigns
Programmatic campaigns are carried out on the Internet through advanced platforms. The process is fully automated and enables precise access to specific target groups, with a personalized message. The sale of space on the pages takes place in an auction model.
A well-designed campaign is targeted at visitors to specific websites. In the case of money transfer brands, the selection of advertising space is relatively easy due to a large number of visits and searches on favorite websites dedicated to expats.
Advantages of programmatic campaigns:
- Precision targeting: Programmatic platforms allow brands to reach Polish expats directly on the websites they frequently visit, increasing ad relevance and effectiveness.
- Personalized messaging: Automation enables tailored messages that resonate with the unique needs and motivations of Polish expats, increasing engagement and brand loyalty.
- Real-time optimization: Campaigns can be continually optimized in real-time, adapting to which messages and placements work best to reduce costs and maximize conversions.
Social media
Social media is the fastest and easiest way to communicate with potential clients. It is worthwhile publishing dedicated content, especially for specific ethnic groups. For example, OpalTransfer runs a Facebook profile in the Polish language, addressed to users both from Poland and Polish expats.
TransferGo is using TikTok’s popularity, with its Polish account even going viral a few times. The content shows the brand’s “human” side, often using popular trends to connect with a younger audience. Following this profile, you are getting the very best of Polish humor.
Watch TransferGo’s viral TikTok
If you need a professional communications agency in Poland to help you run an ongoing communications campaign or implement a one-time activity, feel free to contact us. We have a lot of experience running ethnic marketing and PR activities for Polish expats living in the UK and other countries.