What is ethno marketing?
Ethno-Marketing is the strategic marketing process for consumers whose culture is different from the culture of the marketer.
More than 15 million people with a migration background form an approximately 9 million strong advertising-relevant target group.
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The market volume of the four largest ethnic target groups corresponds to the overall market in Switzerland or Austria.
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Although the advertising-relevant target group accounts for 10% of the total population of Germany, advertisers invest less than a thousandth of their budget in Ethno-Marketing .
Address target groups correctly
People have their own cultural norms and values that influence how they think, how they feel and how they behave.
target groups
3 million Turks
3 million Russians
1.8 million Poles
1.3 million ex-Yugoslavs
9 million consumers
3 million households
purchasing power
The Turkish-born community in Germany alone has purchasing power of EUR 18 billion. In addition, there are around 3 million Arab-born people and people from the Middle East.
Ethno marketing creates
– trust
– credibility
– Identification
– recognition
– Interested in interaction
This is what ethno marketing can look like:
Every cultural group tends to share a common language, social views and customs, which in turn influence their beliefs, motives, emotions, attitudes, purchases and consumption.
Almost 90% of all people with Turkish roots are on Facebook, Instagram and YouTube, but do not identify themselves as Turkish. They can hardly be achieved with classic targeting – but they can be achieved with the right emotional and cultural approach.
FACEBOOK SITES WITH PRIORITY TURKISH COMMUNITY, SUPPORTED BY AR CITY MEDIA OR WITH WHICH WE COOPERATE. TOTAL FOLLOWERS: OVER 1/2 MILLION
The cultural scientist Geert Hofstede defined 6 dimensions that have to be taken into account in an intercultural approach and differ from culture to culture.
POWER DISTANCE
INDIVIDUALISM / COLLECTIVISM
MASCULINITY / FEMINITY
WHAT CAN / MAY WOMEN AND MEN DO?
UNSECURITY PREVENTION:
HOW TO RESPOND TO NEW SITUATIONS?
LONG-TERM ORIENTATION / SHORT-TIME ORIENTATION IS FAST SUCCESS IMPORTANT?
PLEASURE / RESTRICTION:
WHICH PLEASURE IS ALLOWED?
AR City Media
Finds the right address, produces content tailored to the target group, takes over the successful targeting of the target group in social networks, interacts with the community.
Contact
It is not difficult to start your project with us. Write to us, give us a call. Then we talk about the possibilities together. We look forward to new tasks!