Occupying Pole position

I’ve been watching ethnic marketing in a number of cultures now, not just with the Turkish population in Germany.

Polish Food Lidl

Some of the big questions you’ll have to ask yourself if you target an ethnic market: 1) Is the target group big enough to sustain good sales? and then 2) At what point do we jump in the deep end and advertise to the new target group?

The Brits have noticed a huge influx of Polish people to the UK since Poland joined the EU. In towns of all sizes we are now seeing corner shops catering to the new immigrant population. There’s nothing new in that. It happens in countries everywhere. But when you see big companies like Lidl clearly targeting an immigrant group by answering the above questions with a) yes, the group is big enough to go for and b) now, let’s advertise to it – then you know this is a market worth taking note of. 

And of course this will also mean using the language of the ethnic group. Not something many Brits would have expected to see in English media, not even 5 years ago.

Alex Woodruff

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