Posts tagged ‘Multicultural Marketing Agency’

March 14, 2012

London Fashion industry Insights

Fashion week – the designers, glam, creativeness flowing all over, fabrics, goodies and pure fashion, a females heaven! Something that we experienced a few weeks ago – clutched on to Dolce & Gabanna, Roberto Cavalli, Finsk and many more, as well as indulging in the goodies. We’re still having withdrawals from leaving the event, well the ladies in the office are!

An insight: the fashion accounts for 1.7% of UK GDP, twice as much as publishing, car manufacturing or the chemical industry! (Guardian – London Fashion Week displays its global credentials: 17 Feb 2012).

The Arab and Chinese market are key consumers to this industry, with their love of fashion and luxury labels.

The average spend of a Chinese customer on a single transaction in London during January to October last year was 1,058 pounds, 10 times the average spend of the equivalent British shopper. Money is no object for many Chinese shoppers, who have become a common sight strolling the polished floors of posh London department stores such as Liberty, Harvey Nichols and Harrods. (Reuters – UK muse do more to welcome Chinese: Feb 17, 2012)
While the latest figures from West End company which represents 600 premium retailers in London West End showed that Arab shoppers spend 15 times more than the average UK shopper.

Arab tourists from Saudi & the UAE on the other hand are spending £2000 in London priciest stores with June showing an 11% rise in sales due to wealthy Arabs in the capital spending £200 million (www.thinkethnic.com)

A very tempting market, to explore fashionably…

http://www.mediareach.co.uk

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September 15, 2010

MRA, Turning diversity into opportunity

Multiculturalism is booming. The emerging markets have strong spending power and they are not afraid to use it, thus creating lucrative avenues for businesses to capitalise on. Without an effective marketing strategy that has a true appreciation of the cultures, the value systems, the communications gap and the means to bridge that, any plans to target these markets are doomed to fail.

The ethnic population in the UK is approximated at 6 million, 10% of Britain’s population and is expected to grow by 2.5% annually, with a disposable income valued at £90 billion. This ranks it as one of the strongest developing niche markets in the UK. Further expansion of the EU will change these proportions and continue to increase the associated complexities in targeting new cultures effectively.

Media Reach Advertising has championed cross-cultural communications since its inception over twenty years ago. We built links with the media, community leaders and organisations to increase our effectiveness and turn the challenge into rewarding opportunities for our clients.
MRA is a true and visionary pioneer in this regard with a total of over 100 years specialist experience within the company. MRA continues to identify innovative means to access new markets with both local and international campaigns.

We provide clients with strategic and integrated marketing and communications solutions, building brands through approaches that extend beyond conventional advertising. MRA believes there is only room for marketing excellence and compelling creative solutions. Bold ideas and strong actions mark our brand and with effective use of strategy and media channels, we can help your brands shine in the ethnic marketplace.

http://www.mediareach.co.uk

September 14, 2010

Elephant Chakki Gold Flour ’45 Years of Tradition Enjoyed Daily’ has been shortlisted for this year’s World Food Awards

Elephant Chakki Gold Atta ’45 Years of Tradition Enjoyed Daily’ has been shortlisted in the following category for this year’s World Food Awards

World Food Award 2010 – Best Marketing Campaign

The World Food Awards are a new, national awards ceremony to recognise the best operators in the world food sector in the United Kingdom and Europe. Last year’s inaugural event was a huge success with the likes of Meena and Kirit Pathak, The Cinnamon Club, Sir Gulam Noon and Levi Rootsof Dragon’s Den fame among the winners celebrating at the ceremony which took place at London’s Hilton Park Lane.

This year’s event will be held on Saturday 23rd October, 2010, again at the Hilton Park Lane, and promises a glittering line-up – including performances from leading artists and a host of celebrities, sports personalities and acclaimed chefs to present the awards.

The event will be broadcast globally by Sony Entertainment Television Asia, organisers of the event, and we are delighted to announce that The AAare now taking over exclusively judging the category World Food Awards – Restaurant of the Year and that this year’s results are being audited and verified by KPMG.

http://www.mediareach.co.uk

April 7, 2010

‘Why multiculturalism becoming the new mainstream?

More people now live in urban cities and the composition of these towns and cities are becoming increasingly multicultural, resulting in more sophisticated, well-networked and demanding consumers who value service, experiences and attention. If brands can’t communicate effectively to this changing demographic, they will find themselves losing market share in the UK.

Approximately 15% of the UK’s population is made up of individuals from multicultural backgrounds, including Indian, Pakistani, Bangladeshi, African, Caribbean, French, Spanish, Polish, Lithuanian, Roma, Arab and South African to name just a few. This seemingly small figure however becomes a lot more significant when conservative estimates from calculate their spending power at more than £300 billion. If the trend is set to continue, being a multicultural marketing agency may be the new ‘mainstream’ agency.

Anecdotal evidence from the clients and communities we work with indicate that most established ethnic communities in the UK have had a lighter recession than most. While the rest of the UK has gotten itself into debt, these communities, including Indians, have relied on their shrewd saving habits and family support networks to see them through the bad times. However, during both the good and the bad times, they’ve always had a little money to spend.  So why are more brands not speaking to them?

That’s not to say that multicultural markets and the wider mainstream consumer markets don’t have anything in common; whether it’s property, food, drink, fashion, banking or lifestyle, they all aspire to something better and represent a share of the market place for brands. However, even after a torrential recession, the penny still hasn’t dropped for many marketers that they need a harder working and wider reaching, inclusive marketing mix.

Traditional mainstream media, although it works for a good portion of the market, doesn’t always translate well into other cultures and brands can lose any connection and relevance with a significant portion of the spending public. Businesses can no longer afford to ignore Britain’s multicultural markets if they want to strategically grow and increase their market share. In fact, cultural media, community messaging and niche marketing is fast becoming the conduit of the advertisers’ in-the-know, who’ve already spotted the value for money and ROI that others are yet to cotton on to.

Spending 100% of your budget on 60% of the population

In cities such as London where up to 40% of the population is made up from what is traditionally considered an ethnic background, diversity is what defines us.  The question then begs to be asked is: in post recession times where budgets are carefully set out and strategically allocated to render the highest possible returns, does it still make sense that brands are spending 100% of their marketing budget on reaching only an average of 60% of the population?

The greatest challenge for specialist marketing agencies like Mediareach Advertising is to show marketers what we already know. The same mainstream message does not fit all audiences and often, to reap maximum returns on advertising and PR investment, you have to speak to individual markets with messages they can relate to.  Meeting niche and multicultural markets halfway can go a long way in securing new market share for your product or service.

Commercially speaking, targeting specific communities with specific products could greatly increase your profit margins without increasing your marketing budget. An example of this is the fact that most Afro-Caribbean and African women residing in Britain spend an average of six times the amount of money on hair and beauty products than their mainstream peers and yet very few beauty and hair product campaigns effectively reach out to this audience.  If the product suited the market and marketing budget was redistributed across this market segment this could mean higher return on investments for your company.

Playing it safe doesn’t serve your bottom line

We say this tongue-in-cheek but it seems that many brand managers and marketers in Britain have too long been sitting in their ivory towers to realise the changing demographics of modern Britain.  Every few years there is a courageous brand manager or marketer who steps out and sets the bar just a little higher than the rest, often with great success.  For the most part however, brand managers across the country aren’t willing to look beyond the same formula that they have been using for the past couple of years.

Unfortunately, and especially in post recession Britain, the same old formula will no longer cut it with consumers.  Fast developing social networking sites, peer to peer information and an ever growing diverse demographic will no longer make allowances for the same old mass produced ‘one size fits all’ marketing campaign. Even financial institutions are investigating alternative credit systems like Sharia finance for a better financial model to avoid another financial disaster. Brands may come to realize that prosperity in post recession Britain will depend on their ability to move with the culture and display open honest two-way communication with their customers.

Thinking outside the box and looking at options you’ve not considered before instead of playing it safe doesn’t have to be an uncalculated risk with dire prospects of failure.  Specialist agencies such as ours can make this a calculated, results driven strategic step to help brands grow and brand managers shine.

The new year may offer many new opportunities but none as exciting as the opportunity to get in on the action of an under-valued market and strengthen the future for exciting brands.

Saad Al’Saraf

CEO

Mediareach Advertising

www.mediareach.co.uk

multicultural marketing agency