Having a great understanding of your audience has always been key when effectively targeting your selected market and as the population becomes ever more diversified in terms of ethnic background the job of the marketer becomes increasingly difficult. Consumers are increasingly pushing the boundaries of the standard demographic breakdowns, making it more difficult for marketers to figure out how their message should be presented.
In order to assist advertisers targeting ethnic audiences, UM set up their Diversity Unit through a joint venture with Glen Yearwood. They became the second top-10 media agency in the UK to create a specialist division for cultural diversity.
The diversity team will focus on traditional and non-traditional channels for new and existing clients, with direct input from all areas of UM's brand teams.
Mark Middlemas, Managing Partner for Business Development at UM London, called it "a critically important area of communications" where current media measurement tools and research are "often not enough".
Working with top organisations...
...to grasp a better understanding of the audiences.
UMDU has extensive experience and an expert understanding of the ethnic minority groups (EMG’s) in the UK:
This includes: South & East Asian, Afro-Caribbean & Black African, Chinese, Polish / eastern European, Turkish & Middle Eastern, More recent migrants and Gypsies & travellers
A particular area of focus is on the UK’s Muslim community which currently numbers over 2m and involves a wide array of countries from the above groups.
How the UM Diversity Unit can help:
UMDU offers a wide range of marketing services to help clients unlock the growth potential of EMG’s in the UK.
- Strategic consultancy (what is the business opportunity for EMG’s with your brand and how can it work through to marketing?)
- Communications planning (what are the best channels for reaching a particular or multitude of EMG’s?)
- Research & Insight (how do I really understand the EMG consumer? what motivates them? why do they buy what they buy when? what media do they consume different to the mainstream?)
- Ideation (creating unique ideas that disrupt, shake-up, change EMG-category norms)
- Media investment (what are the most efficient media brands for the investment? what is the best buying strategy against a particular media or idea? what is the best price for the campaign / idea?)
- Digital (what is the most appropriate digital solution? what digital services are needed to answer the brief?
- Events / street marketing & retail (unique marketing solutions to reach EMG’s at street / high street level)
- Music & entertainment solutions (creating highly effective solutions using this lifestyle genre to better target EMG’s)
- Geo-mapping services (UMDU’s access to highly sophisticated GIS technology to ID effective EMG targeting solutions)
- Measurement (what really worked to make your campaign effective? A range of tools including Analytics to best understand the widest possible measurement metrics for campaigns / ideas – from media, marketing & business metrics and the relationship between all three)
Note: UM’s Diversity Unit is fully supported by our wider full service media agency structure.
Diversity Planning does require a different approach for brands. We have outlined an approach that can start to help you understand how to reach this potentially lucrative audience.
Take a look at some of the Case Studies by UM Diversity Unit:
CASE STUDY: UM boost ratings of the BET Awards 10
CASE STUDY: Old Jamaica Ginger Beer increase brand recognition
CASE STUDY: UM manage BET's growing TV audiences
CASE STUDY: Vectone Mobile targets Ethnic Consumers with Primesite
For more information, contact Mark Middlemas, Managing Partner of Business Development at UM London: Mark.Middlemas@umww.com