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Reaching ethnic markets - Case studies

Why?

Promoting your brand the right way

A major make-up and skincare consortium wanted to understand better how to communicate with Black, Asian and Chinese consumers of beauty products in the UK to grow their share of
this lucrative market.

Through focus groups with ethnic minority consumers, interviews with ethnic minority beauty consultants, and in-store interviews with ethnic minority beauty consumers, ETHNOS identified how women heard about specific brands, which mainstream and specialist ethnic media they read, which social media they used, what forms of communication they trusted most, and which celebrities appealed to them as Black, Asian and Chinese consumers.

ETHNOS recommended a multi-pronged communications strategy, targeting distinct ethnic market segments.

Attracting new audiences

"ETHNOS made a good impression from the first presentation at pitch stage. We felt supported in terms of our past initiatives, challenged in terms of what more we could do and, most importantly,
we felt inspired by what we would be able to achieve with their research findings. ETHNOS used innovative research techniques and presented the findings in a clear, lively and user-friendly way. They made clear and actionable recommendations that will help the RSC attract a more diverse audience. ETHNOS conducted an outstanding research project and were a pleasure to work with."

Mary Butlin
Head of Market Planning
Royal Shakespeare Company

Expertise

Being able to enjoy cultural productions of the very highest standards should not depend on one’s ethnic background. Too many people from minority ethnic backgrounds do not make full use of the theatre. To reverse this trend, the RSC wanted to develop a comprehensive strategy to attract new ethnic audiences. They commissioned ETHNOS to explore the perceptions and attitudes minority ethnic people have of the arts, the theatre, the RSC, a sample of RSC productions, and RSC promotional material.

ETHNOS produced a detailed strategy which identified who to target, what levers
to press, how to present information in a clear, user-friendly and relevant fashion, what pricing strategy to follow, and where
and how to promote the RSC.