Partnership article.
The British market is a cultural melting pot - each ethnic group is a niche with significant buying potential. Want to reach the hearts and wallets of expatriates in the UK with your product? Invest in ethnic marketing. Here's how to use it effectively using the example of the Polish community in the UK - straight from the experts at All 4 Comms.
What is ethnic marketing?
Before we move on to the tools, let's start with a definition.
Ethnic marketing (or cultural marketing) is a strategy that adapts brand communication to the needs, values and traditions of a specific ethnic or cultural group living in a selected area.
It is not just about gaining a better understanding of cultural differences – it is about building a real, personal connection with the audience.
The main benefits of ethnic marketing include:
- Reaching untapped market segments.
- More precise targeting.
- Lower marketing costs.
- Long-term increase in customer loyalty.
Cultural marketing – especially that aimed at the Polish community – is one of our specialisations at All 4 Comms. Over the years of working in markets in the UK, USA or Germany, we have tested many tactics and know which ones are really effective. They can easily be translated to other markets or other national and ethnic minorities.
Polish community in the UK
In this article, however, we will focus on the Polish community in the UK – a group that currently numbers around 700,000 people. This ranks Poles as the second largest community in Britain.
According to a study by Emito.net, the statistical Pole in the UK is 35–44 or 45–54 years old and moved there between 2004 and 2009 (this includes more than half of the British Polish community). Most of them settled in England (almost three quarters of expats), with as many as 130,000 living in London.
Distribution of the Polish community in Great Britain:
- 600 000 - England
- 60 000 - Scotland
- 20 000 - Wales
- 20 000 - Northern Ireland
In our experience, the Polish customer is different from the British customer. He or she responds more often to promotions, discounts or free samples, and bases purchasing decisions mainly on price.
On the other hand, Poles are loyal to brands they already know. They are keen to choose products with Polish origins, often those with which they were familiar back in Poland. However, we see that younger generations of Poles in the UK, especially generation Z, are starting to look more and more like Western consumers. Therefore, any cooperation in the area of ethnic marketing should start with an analysis of the target group.
The most effective tools for reaching minorities in the UK
Once the market has been analysed, we move on to strategy planning. Which marketing tools work best? Here is our subjective list:
1. Social media campaigns
Social media advertising, especially on Meta platforms (Facebook, Messenger, Instagram), is a cornerstone for communicating with ethnic or national minorities. Thanks to geotargeting and precision audience selection features, we can reach only those people we are interested in. With very high accuracy and without unnecessary costs.
Statistics to consider when targeting ads to Polonia:
- The majority of Poles in Britain are married (53%). Almost one in five declares to have a partner. One in 12 is divorced or single. 74% are raising children.
- 41% of Poles in the UK have tertiary education, 30% have secondary education and 22% have vocational or technical education.
- The average annual earnings of Poles in the UK is over £30,000, with one in three earning between £20,000 and £30,000, one in four between £30,000 and £40,000, and 16% achieving between £40,000 and £60,000.
- More than half of all Poles work physically. These are mainly in sectors such as manufacturing, industry, healthcare, transport, construction, trade and the B2C service sector.
- The majority of Polish people rate their English as good or very good. Only a small percentage admit to poor language skills.
2. Media relations activities in the Polish media
In every country with a large expat community, you will find Polish portals, newspapers or radio stations that help them keep up to date with what is happening in the local reality.
Poles in the UK rarely watch British television – instead they are keen to access Polish media and get involved in the life of the local Polish community. Statistics show that they regularly follow events in their home country and keep in touch with family and friends in Poland. They also use Polish news portals quite actively.
The most popular Polish online media in the UK:
- MojaWyspa.co.uk
- Emito.net
- SamiSwoi.news
- PolishExpress.eu
- Londynek.net
- Cooltura24.co.uk
PR activities in Polish media are quite similar to those in the Polish market, but with one significant challenge: Polish titles are less willing to publish content for free. Free publication of PR materials is not impossible, but it requires knowing the specifics of these media and finding really catchy topics that will interest journalists.
- Press release mailing
Polish media are keen to publish news, statistics, figures or trivia that engage the audience. Such material should be specific, related to the brand and provide real value for the recipient. If possible, it is a good idea to add an active link to the brand's website and a short statement from a brand representative to the text.
- Arranging interviews
Interviews with brand representatives are a great tool for building a professional image. Arranging such an interview, however, requires a little more effort and you usually have to pay extra for it.
- Educational content and analysis
Poles in the UK like to read guides, rankings and analyses to make everyday life easier. Examples of this kind of content can be found, for example, on Taniabrytania.uk.
3. Booking advertising campaigns
Free publications are not everything. Not every topic will attract editorial attention. What is more, not all expats in the UK regularly read news stories or guides. Meanwhile, classic advertising is harder to ignore.
In order to reach a really wide range of Polonia, we often encourage clients to invest in paid advertising in Polish media – not just online media. This is a proven way for us to quickly increase the reach of a campaign.
Examples of traditional media to the Polish community in Britain:
- Cooltura (weekly)
- Sami Swoi Magazyn (free monthly magazine, formerly Goniec Polski)
- Polish Express (weekly)
- Polskie Radio Londyn (PRL24)
- Sami Swoi Radio
- NOTE.radio (internet radio)
- „Hello Polonia” (TV magazine on TVP Polonia)
4. Event marketing
Access to Polish culture in the UK is viewed positively by 57% of Poles living there, according to a survey by Emito.com. Most Poles also keep in touch with their compatriots. Almost half do so on a regular basis. Such strong ties mean that events aimed at the Polish community enjoy considerable interest.
The opportunities for brand exposure at events are numerous. Sponsoring sports or cultural events, setting up stands, active participation in family festivals, outdoor concerts, Polish film premieres, trade fairs or business conferences – each of these activities is an opportunity to reach a large community.
Outdoor events reign supreme in the summer, but there is also no shortage of indoor events on the calendar, such as exclusive galas (e.g. the Polish Ball in the UK) or business events for Polish entrepreneurs.
The most important thing is to choose the right event for the brand. Traditional sponsorship will not always be the best option. Sometimes it is more profitable to bet on an active exhibition. At All 4 Comms, we deal with comprehensive planning of such event activities. We provide a professional team, take care of the attractiveness and functionality of the stand and supervise that the organiser fulfils all the arrangements, such as placing the brand's logo on the event website.
What could be the downsides of event marketing aimed at a national or ethnic minority in the UK? Some such events can be costly. That is why so much attention should be focused on selecting those events that will bring the greatest benefit in terms of building a brand's image and its relationship with the Polish community. Event marketing is an investment. If well planned, it will more than pay for itself.
5. Out-Of-Home advertising
OOH is a form of marketing as old as the world, but we think it works very well in reaching ethnic minorities in the UK. Advertisements outdoor are visible, easy to remember and build brand recognition in the long run.
There are many options. Billboards, posters at bus stops or advertisements on the underground are effective in reaching people who live, work or travel in areas where the community is concentrated. City buses, shuttles, subways, airports, train stations and locations popular with a particular minority also work well for booking advertising space.
To effectively reach the Polish community in the UK, it makes sense to focus on the points where Poles spend their time – Polish shops, churches, schools, clubs or bars. If you operate in London, consider OOH advertising in neighbourhoods such as Hammersmith or Ealing.
Traditional leaflets also remain quite effective. Our hostesses can distribute them to passers-by at strategic points – during Polish events, in the vicinity of Polish shops, and in high-traffic areas.
Such campaigns can also be complemented by cross-promotional activities. Cooperation with other companies (e.g. Polish shops) allows leaflets to be distributed in packs to their customers. The simple win-win principle.
Finally, an important point – the ethnic marketing tools mentioned above do not only work for the Polish community in the UK. They can be used successfully in other markets and when communicating with different ethnic or cultural minorities. And if you need direct help with ethnic marketing or want to see what else we do at All 4 Comms, take a look at us.
