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Ethnic consumers are often said to be “hard-to-reach”. Our experience tells us otherwise. Yes, there are pitfalls. For sure, making inroads does require a deep understanding of people’s lifestyles and values.

But there are many reasons why it is in fact easier to reach ethnic consumers than the general population. First, most communities are highly concentrated in large cities. Second, some sections of the ethnic population are avid consumers of ethnic media, of which there are many. Third, from satellite TV to the Internet and mobile phones, minority ethnic people are leading the digital revolution, which can make viral marketing particularly effective. Fourth, we have “tried and tested” strategies to bring people together, to ensure your brand gets visibility, and to trigger positive word of mouth to your companies’ advantage. Reaching ethnic consumers does not have to cost the earth either. It is all about harnessing the power of community networks.

Whether you are interested in commercial or social marketing, ETHNOS can help you develop a sophisticated segmentation of the ethnic market, understand the “drivers” of perceptions and behaviours, devise effective messages and communications strategies (content, format, media, placement) and evaluate the effectiveness of communications programmes.