Ethnocast. Global Marketing Solutions For a changing world

Transcription

1 Ethnocast Global Marketing Solutions For a changing world

2 Ethnic & Diversity Experts We deliver the message required to your client s target audience through the most effective platforms Digital Banner ads Mobile ads Video ads Print Newspapers Magazines Tabloids Radio Regional broadcast Ethnic stations FM, AM or D.A.B Diverse Market Expertise

3 BAME UK Population UK s ethnic minority population = 10m+ or 19% of total population Ethnic Audiences are 60% more likely to buy a product if it were advertised in their media 77% of British Asians feel that mainstream media has no relevance to them Second most popular language spoken is now Polish Source IPA April 2014

4 Why Reach the Ethnic Population? Cultural familiarity British Indian men have an average higher income than average white Briton South Asians, spend more on FMCG, household products and ALL consumer goods Average household size is 4.6 vs UK average of 2.3 BAME s have a purchasing power of 320 billion+ Source IPA April 2014

5 Religious Festivals and commercial benefits Ramadan is the Islamic holy month of fasting and increase of doing good deeds like giving to charity because of Zakat Eid al-fitr marks the end of Ramadan Eid al-adha marks the end of Hajj and is a time for giving to the less fortunate Diwali is the Hindu festival of lights and the most celebrated festival amongst South Asians Passover is a Jewish celebration of foods and giving Chanukah is a Jewish holiday

6 South Asians & Afro-Caribbeans: Health Have some of the highest rates of death from coronary heart disease compared to any other population in the world Both men and women have a 50% higher risk of dying from heart disease compared to the white European population Twice as likely to develop diabetes and up to 6 times more likely to have type 2 diabetes 3 times more likely to develop cardiovascular disease but combined with type 2 diabetes this risk rises even further, particularly for adults with type 2 diabetes aged 20 to 60

7 1.7% of UK population identified as LGBT in 2015 Are more likely to have a higher disposable income 85% of LGBT buyers prefer brands 64% of gay men are more likely to buy via gay media 4.8 billion spent online and market is estimated at 810 billion 78% of LGBT adults would switch brands to those that are LGBT friendly Sources: ONS, Community Marketing Inc, Harris Interactive Inc and Witemmuni

8 LBGTQ friendly There s a new concept of consumption upgrade offering more tailored services. For example, an LGBT person might use a travel company, but if there s an agency designing LGBT-friendly itineraries the experience is better. Geng Le, chief executive of the vastly successful Chinese gay dating app Blued

9 The Arts Attitude and Winq Magazines 88% of readers support the arts More than 83% go to the theatre every month London then Manchester are top destinations 63% of readers have been to shows after seeing them advertised in the magazine Gay Times Culture embodies 1/5 th of editorial and advertising content The online Culture and Theatre section has over 1 million unique monthly users Source: Attitude and Winq, The Gay Times

10 Travel Gay Times readers: 70% have taken a holiday in the past 12 months 3x more likely to have taken 6-7 trips in Britain 2x more likely to have taken 2-3 trips abroad 47% more likely to have taken 6 or more trips abroad Spend on average 1,193 on a holiday

11 DIGITAL

12 Hyper local data overlay Find potential buyers in specific communities Fully integrated UK Census feed allows us to target areas and optimise campaigns based on the ethnic makeup of individual postcodes minimising wasted impressions and maximising return on investment Increase campaign efficiency by overlaying other targeting parameters In-Market Audience Lifestyle and purchase intent Demographic Age, gender, socio-economic group Contextual Categories, keywords and micro-content Device & Situational At home, at work or on the move

13 PRINT A growing print portfolio reaching into the diverse ethnic communities throughout the UK Over 70 different ethnic titles Range of ad displays provided

14 RADIO Geo-targeted radio stations throughout UK to reach ethnic communities Target all ethnicities regionally or nationally Stations specified to listeners being targeted Spot plan to reach listeners at specific times

15 Campaigns

16 Ethnocast Summary Ethnic & Diversity Experts Can extend your clients reach into affluent marketplaces Strong reputation for geo- targeted effective campaigns New opportunity to maximise ROI for your clients