Typical/collated response: No matter which market you are trying to target, it is easier if you have direct experience of it and the same applies to any support services you use. A common mistake is to use the services of marketing companies who have little or no experience of Black and Ethnic Minority Markets. This can mean that strategies are ineffective or simply token gestures. Before working with such a company, ask what direct experience and successes they have had, how they have researched the markets and how they consult with the markets in question. Does the company have diversity of ideas in their office through a diverse workforce at decision maker level? Another common mistake is to work with the wrong press. For example, marketers who want to reach a black market, assume that the best media to work with are The Voice or the New Nation. Readership figures for the Voice have been steadily declining as there has been more choice for black consumers. The Professional and Executive Network’s research demonstrates that the main reason for people reading black newspapers is to find out what is happening in their community at home and abroad. Therefore adverts for leisure may not receive much attention. |
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