Communicating with and promoting to ethnic minority markets

Outdoor posters

It is worthwhile considering advertising on outdoor posters which can also be good value for money, if you choose sites carefully. This obviously requires detailed knowledge of the ethnic geographical distribution. Ethnic language posters are extremely striking and highly memorable.

Events & festivals

Festivals are very popular with BMEs, offering social opportunities and chances to maintain their traditional customs. There are certainly many events to choose from such as Diwali (festival of lights), Eid (Muslim festival following Ramadan), Baishakhi (harvest festival), and events which have become more mainstream such as the Notting Hill Carnival. These are all ideal opportunities to promote to BMEs directly, either through local advertising, outdoor poster sites, sponsorship of particular events or ethnic media.

The internet

The internet is an increasingly popular medium with 2nd and 3rd generation BMEs so is another very targeted advertising medium. You can choose to target specific ethnic groups through portal sites, or sites focusing on a particular interest such as Bollywood film sites.