The Promota is an award winning multi-cultural marketing agency that offers fully integrated multicultural marketing solutions for clients targeting the ethnic audience in the UK, Europe and Africa.
Census predictions are forecasting that the ethnic minority group population in the UK is closer to 15% of the total UK population, up from 8% in 2001. Mainstream brands have historically not focused on specific ethnic audiences in the UK. This has partly been driven by the relative size and split of the audience and also that data was not readily available for brands and their agencies to analyse to help determine whether targeting specific audiences would deliver the desired ROI.
With the large changes in the UK population it is important for brands to build a more detailed understanding of who is consuming their product or service. By building their knowledge they will be able to understand the size of the opportunity e.g. whether they are under or over trading vs. their competitors. This audience represents a very substantial commercial opportunity for brands, but it comes with challenges because the “ethnic” title includes such a wide spectrum of cultures.