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 get to the tools, let's start with a definition.
Ethnic marketing (or cultural marketing) is a strategy that tailors brand communications to the needs, values and traditions of a specific ethnic or cultural group living in a selected area.
It's not just about gaining a better understanding of cultural differences - it's 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 specialties 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 be easily 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 the UK.
According to research conducted 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 the expatriates), with as many as 130,000 living in London.
The distribution of the Polish community in the UK:
- 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 responds more often to promotions, discounts or free samples, and bases his purchasing decisions mainly on price.
On the other hand, Poles are loyal to brands they already know. They are eager to choose products with a Polish pedigree, often ones with which they were familiar back in Poland. However, we see that younger generations of Poles in the UK, especially Generation Z, are beginning 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
After analyzing the market, we move on to strategy planning. Which marketing tools work best? Here is our subjective list:
1. social media campaigns
Advertising on social media, especially on Meta platforms (Facebook, Messenger, Instagram), is the cornerstone of communication 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:
- Most Poles in the UK are married (53%). Nearly one in five report having a partner. One in 12 is divorced or single. 74% are raising children.
- 41% of Poles in the UK have a university degree, 30% have a secondary education, and 22% have a vocational or technical education.
- The average annual earnings of Poles in the UK are over £30,000, with a third earning between £20,000 and £30,000, a quarter earning between £30,000 and £40,000, and 16% earning between £40,000 and £60,000.
- More than half of Poles work physically. These are mainly in sectors such as manufacturing, industry, healthcare, transportation, construction, trade and the B2C service sector.
- Most Poles 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 any country with a large expat community, you can find Polish portals, newspapers or radio stations that help them stay abreast of what's happening in the local reality.
Poles in the UK rarely watch British television - instead, they enjoy using Polish media and engaging with 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 actively use Polish news portals.
The most popular Polish online media in the UK:
- MyIsland.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 eager to publish news, statistics, numbers or interesting facts that engage the audience. Such material should be specific, related to the brand and provide real value for the recipient. If possible, it is worth adding to the text an active link to the brand's website and a short statement from its representative.
- Organizing interviews
Interviews with brand representatives are a great tool for building a professional image. However, arranging such an interview requires a bit more effort and usually you have to pay extra for it.
- Educational content and analysis
Poles in the UK like to read guides, rankings and analysis to make everyday life easier. Examples of this type 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's more, not all expatriates in the UK regularly read news or guidebooks. 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. This is a proven way for us to quickly increase the reach of a campaign.
Examples of traditional media for the Polish community in the UK:
- Cooltura (weekly)
- Sami Swoi Magazyn (free monthly magazine, formerly Goniec Polski)
- Polish Express (weekly)
- Polish Radio London (PRL24)
- Radio Sami Swoi
- 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 conducted by Emito.com. Most Poles also keep in touch with their compatriots. Nearly half do so regularly. Such strong ties mean that events aimed at the Polish community are in high demand.
There are many opportunities for brand exposure at events. Sponsoring sports or cultural events, setting up booths, active participation in family festivals, outdoor concerts, Polish film premieres, fairs or business conferences - each of these activities is an opportunity to reach a large community.
The summer is dominated by outdoor events, but the calendar also includes indoor events, such as exclusive galas (such as the Polish Ball in the UK) and 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 booth, and supervise the organizer's completion of all arrangements, such as the placement of the brand's logo on the event website.
What might be the disadvantages of event marketing targeting a national or ethnic minority in the UK? Some such events can be costly. That's 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 subway ads are effective in reaching people who live, work or travel in areas where the community is concentrated. City buses, shuttle buses, subways, airports, train stations and locations popular with a particular minority are also good for booking advertising space.
To effectively reach the Polish community in the UK, it makes sense to focus on points where Poles spend time - Polish stores, churches, schools, clubs or bars. If you operate in London, consider OOH advertising in neighborhoods such as Hammersmith or Ealing.
Traditional leaflets also remain quite effective. Our hostesses can distribute them to passersby at strategic points during Polish events, near Polish stores or in high-traffic areas.
Cross-promotional activities can also complement such campaigns. Cooperation with other companies (e.g., Polish stores) allows you to distribute leaflets in packages to their customers. The simple win-win principle.
Finally, an important note - the above-mentioned ethnic marketing tools work not only for the Polish community in the UK. They can be successfully used in other markets and in 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.