Time to think about your ethnic strategy

Happy Chinese New Year!  Yes it would be a bit late for planning your Chinese New Year campaign this year, so let’s start with what we can still do…

The African community has doubled in the last 10 years, Muslims in the UK top 3 million for the first time, and Chinese visitors soared nearly 40% last year – all stories that have grabbed the headlines in the last few weeks. There’s one common theme – growth. And that equals opportunities for brands.

Many brands understand the importance of it, but most are still waiting for the tipping point: the point when the markets become big enough. However, the market has become “big enough” quietly already. Ramadan is the new Christmas. Last year, it brought a £100m surge in grocery sales and gave high-end stores a 28% boost in sales. And there are many other key ethnic festivals throughout the year.

It’s probably about time for brands to think more seriously about it. Just like communicating to any other audience group, it’s about building the relationships. It’s about engaging the communities by tapping into their cultures and passion points. It’s also about Moment Marketing, audience not platform, content marketing and various other marketing principles in one.

Only a few brands do this well already, so this could be what differentiates your brand.

And if you are reading this because you’d like to know more about Chinese New Year, here are a few things that you need to know.

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Josh Chi

Josh works in OMG Ethnic, a multicultural marketing consultancy that works across all Omnicom Media Group agencies. Being a keen traveller, Josh has a great interest in understanding different cultures and the implications for brands.

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