Western Union Marketing: Multicultural in 80,000 Different Ways

Geoffrey Precourt

Western Union has customers in 202 countries. And, in each of those countries, the primary communications task is to speak to all kinds of immigrant populations who need to wire money back home. Consider the permutations: To do its global job fully, Western Union would have to create 201 different message packages in each of those 202 countries. The resulting 40,602 possible combinations represent unquestionably the fullest multicultural program for any international marketer.

In each of those 202 countries, moreover, Western Union needs to talk to two different audiences - people who want to send money and people who plan to receive money from a relative working abroad. From that perspective, the multicultural-communications occasions, in effect, double to more than 81,000.