Ethnic Media Advertising

Ethnic Media Advertising

How Big the Ethnic Market Is?

Statistics Canada says that more than 200 different ethnic origins were reported in the 2006 Census, whereas, just about 25 ethnic groups were recorded in Canada in the 1901 Census. By 2006, 11 ethnic origins had passed the 1-million population mark (all together it is about 30% of Canadian population!). The list of ethnic ancestries includes cultural groups associated with Canada's Aboriginal (North American Indian, Métis and Inuit) and European people that first settled in Canada, such as the English, French, Scottish and Irish. Over the past century, the German, Italian, Chinese, Ukrainian, Dutch, Polish, East Indian and so on came to Canada. Among newer groups reported in 2006 were Montserratian from the Caribbean and Chadian, Gabonese, Gambian and Zambian from Africa. Between 2006 and 2017 the population of Canada is expected to grow by ten percent (from 32 to 35 million) but more than 80% of that growth will come from the Chinese, South Asian, Black, Filipino, Arab and other visible minority groups.


What We Can Do for You?
At Mexley Marketing Inc., we do our best to help small Canadian companies to access new ethnic markets and also enter national market by affordable high-quality advertising in mainstream media. We will:

• Identify your ethnic target group/groups
• Identify the values and beliefs of the community/communities. This will involve researching and compiling some of their values and beliefs
• personal marketing strategies that match the values and beliefs of the community/communities you will be addressing

Due to its multidimensional character, ethnicity is one of several main factors that may influence consumer attitudes and behavior. Not understanding ethnicity in this way risks leading marketers to define their target segments too narrowly. But today, Canadians are far more sophisticated consumers, better educated and have more spending power than immigrants of the past years. The ethnic market can represent new avenues of growth, untapped market segments and increased profitability.

Building Relationships, Not Transactions

Most importantly, we focus on building relationships, not transactions. In a true partnership, companies collaborate to achieve a common goal. It is more than a short-term promotion such as a special offer or ethnic cross-marketing to each other’s customers. Instead, we see it as an agreement to do business together while sharing responsibilities, resources, risks and rewards.

“Ethnic” Is Not the Same as “In-Language”
We understand that “ethnic” is not the same as “in-language”. We see the differences that exist among and within ethnic groups and create strategy, tactic and advertising contents and images that are appropriate to the specific audience you are addressing through ethnic media. We do not do “copy and paste” work. There is more than just submitting an existing campaign to the multicultural media; it is about embracing the ethnic cultural customs and sensitivities. People, especially the ethnic groups, tend to be very brand loyal, that’s why we are working hard on building trust on on-going day-to-day basis.

We DO but DON’T STOP at Translation!
Advertisers often make the mistake of simply translating their existing ads into different languages. We know that a successful ethnic marketing strategy is more than that; it is a process where the sales copy is adapted with all nuances, equivalent idioms and concepts. The advertisement should resonate with the intended audience and feel honest, authentic and as if it is part of the community itself.

Spending Your Advertising Dollars Wisely
In 2006, a Toronto firm, Solutions Group conducted a research concerning media use among ethnic groups. Author of the study, Kaan Yigit, concluded that advertising dollars may not be going where they are supposed to. The survey found English-language newspapers are read by half of the Chinese respondents and 57% of the South Asians. English radio reaches 44% of South Asians and 53% of Chinese. English TV is watched by 74% of South Asian and 65% of Chinese audiences.

Marketing is not a liability, it is an investment, and we want you to get the best return on your bucks. Perhaps with a web site available in a few languages, you don’t need brochures. Probably it is better way to use ethnic TV channels instead of mainstream newspaper. Maybe a part-time ethnic salesperson is better than an agent. We will be watching, listening and advising you to only spend your money where we are completely convinced it will work very hard for you.

Bottom Line
At Mexley Marketing Inc., we are not radicals. While it is important not to underestimate the importance that ethnicity plays in consumer choices it is also essential not to overestimate its role. We try to comprehend the conditions in which ethnicity becomes relevant.