German Speaking Country Tips 

Germany

Because of the strength of regional pride in Germany if you’re not sure where to begin with German-speaking markets pick a state to explore! Baden-Württemberg for example is one of Germany’s wealthiest states and is known for famous German car manufacturers like Mercedes, Audi and Porsche.

Eastern Germans (especially people over 40) still have a strong sense of community from before the fall of the Iron Curtain (in 1989). They have traditional Eastern German food and other customs which differentiate them from their Western neighbors.

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Quick tips for Germany:

  • Beer and wine themes – Germans love both!
  • Regional pride and dialects
  • Cross country skiers
  • Skiing + drinking
  • Ski pride based on region
  • Snowboarders vs. skiers
  • Engineering is one of the most common fields of study + jobs
  • There are over 300 motorcycle routes in Germany – it’s a popular hobby
  • Popular dog breeds: Labrador Retriever (Labrador) Golden Retriever, German Shepherd (Deutscher Schäferhund), Dachschund (Dackel)
  • About 12.4 million people do horse-related activities/sports
  • Over 20% of the population is 60 – 80 years old – did someone say “grandma” themes?
  • Golf is especially popular in Bavaria and North Rhine-Westphalia

Austria

In Austria there are nine different provinces and each one has unique characteristics; Tyrol is known for having some of the best ski resorts in the country and is loved by water sports fans, Vienna is famous in Austria for its wine, Upper Austria is known far and wide by nature enthusiasts and the list goes on! Niche themes that perform well in Germany may work in Austria too; especially sports, drinking themes, hobbies, etc.

Quick tips for Austria:

  • Cross country skiers
  • Cycling
  • Skiing + drinking
  • Ski pride based on region
  • Wine and beer themes
  • Nature/sport themes
  • Try applying designs/themes that work in Germany to Austria

Switzerland

There are 26 cantons (federal states) in Switzerland; in some areas people primarily speak German while in others they also speak French and Italian. It’s common for people to be bilingual as well! Outdoor activities are popular in this country like golfing, cycling, horseback riding, snow-sports, etc. Make sure to check out what languages are prominent in an area before you create a design for your campaign. Because many of the same activities are popular in different cantons you may find that offering the same design in a few different languages will work as well!

Quick tips for Switzerland:

  • Cross country skiers
  • Skiing + drinking
  • Ski pride based on region
  • Golf
  • Horseback riding
  • Cycling
  • Hiking – outdoor activities/sports
  • Rock climbing

Luxembourg

French, German and Luxembourgish are the official languages of Luxembourg. German and French (German is more common) are taught primarily in schools and the majority of the population is trilingual. Luxembourgish identity groups are becoming popular as people in this country try to preserve their unique cultural identity and language; Luxembourgish is spoken at home by native-born residents. Tourism is a big industry in Luxembourg. Currently 42% of the population is between 25 and 54 years old and is about 50/50 male/female.

Quick tips for Luxembourg:

  • International dog show takes place in Luxembourg – dogs/pets niche
  • Breeds like Bull Terrier, Mastiff, Pit bull, etc. are considered “dangerous” so the “Relax, it’s a Mastiff…not a freakin’ shark” type of designs might appeal to some groups who feel the laws are unjust
  • Largest immigration groups are from Italy and Portugal
  • Cross country skiers
  • Skiing + drinking
  • Ski pride based on region
  • Golf
  • Horseback riding
  • Cycling
  • Hiking – outdoor activities/sports
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