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Multicultural Marketing Case Study: Axis Forex

About the Client: Axis Forex is a leading FX Trading provider, providing investors with a diverse range of financial & investment management services.

Requirements: The principals of Axis Forex are experienced FX investment professionals and wish to expand their client base further to include more Asian investors, they are interested in promoting their services to Asian investors in Australia and in Asia.

Our Services:

During our discussion with the client, we have identified a number of opportunities – Axis Forex provides FX investment/trading as well as foreign exchange transfer service, a particular service in demand for many migrants such as transferring funds to their children or transferring funds between the businesses.

In addition, their trading platform is available in Chinese, and we view this as an added on advantage for Asian investors.

A number of activities have been suggested and implemented:

First, we have created the Chinese version websites for Axis Forex, these websites are also being updated regularly incorporating the new contents and services offered by Axis Forex.

Second, we have assisted the company to release press release onto Chinese media, online and on newspapers, as well as providing ad works for their advertising campaign.

Third, as a follow up, we have also helped them to participate in investment seminars and meet with investors to educate and promote their services and products to investors.

We have also found regular commentaries are very useful and effective marketing tool – by sending out regular financial commentaries, in the form of newsletters is a very cost-effective strategy to promote your company as the Subject Expert for the area.

Additionally, regular monthly interviews which we provide the translations as well as the distribution is another effective way to promote the company as the expert in the field.