Why ethnic marketing should be part of your Post-Covid marketing plan?

By: wmutenza

The corona-virus crisis has paused every economy in the world, and has naturally reduced companies’ financial forecasts for 2020. However, every leader must be ready to bounce back and return stronger and smarter; this requires a rethinking of their marketing strategy; looking at other neglected markets like the ethnic minorities across the UK, by opening their boundaries to interact with a demographic that has a spending power of £300 billion!.

It’s good time to reflect and review your marketing activities. What’s more, if your brand hasn’t tried ethnic marketing yet – it couldn’t be a better time to do it now. Only 1 in 5 brands in the UK target ethnic minorities, whilst they have a spending power of £300 billion. Whether you’re a retailer, distributor or a brand, ethnic marketing is very effective and sets you apart.

Let’s take sampling as an example, a recent study shows that 73% of consumers said they were likely to buy a product after trying it. Only 25% said the same thing about seeing a television commercial.

Most people go to the grocery store with a list, or at least a good idea of what they need to buy for lunch, dinner or the weekend’s snacks. They don’t necessarily go looking for your product. However, if a real person is standing in the aisle and offers them a sample of your product, they’re more likely to stop. Once they’ve tried the item for themselves, they’re more likely to buy it – even if it’s not on their shopping list.

It can be even more effective if the promoter speaks the same language as the target audience.

Targeting ethnic minorities doesn’t necessary have to happen at the store, we’re proud to offer our Clients more than just bi-lingual promoters. Our Whole Market campaign approach delivers both universal insights and personalization at scale; ensuring maximum relevance across multiple cultures, languages, and markets – making interaction easy. From print, radio, social media, events, sponsorships to online.


ThePromota is an award winning Multicultural Marketing and Ethnic Advertising agency based in London with offices in Denmark, working closely with forward thinking organisations to engage Black, Asian, and minority ethnic consumers across Europe.
Services: Marketing Consultancy | Media Buying & Planning | Digital Marketing | Experiential And Outreach | Strategy & Behavioural Planning

See how we can help you increase the saliency of your campaigns. www.thepromota.com | Email: info@thepromota.com | Tel: UK: (+44) 207 237 7317 | (+44) 7790 647 089

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