Multicultural Marketing: Reaching Eastern European Communities in the UK
In today’s diverse world, understanding and engaging with different communities is essential for successful marketing campaigns. Within the United Kingdom, the Eastern European community represents a vibrant and dynamic segment with unique cultural backgrounds and preferences. This blog post aims to explore effective strategies for reaching and engaging the different generational groups within Eastern European communities in the UK. We will discuss various publications, media outlets, and geographical locations that can facilitate effective communication. Additionally, we will examine the motivations and behaviours that differentiate Eastern Europeans from mainstream media in the UK.
Understanding Eastern European Communities
Before delving into marketing strategies, it is crucial to grasp the distinct characteristics of the Eastern European community. This diverse group encompasses individuals from countries such as Poland, Romania, Bulgaria, Lithuania, and others. Understanding their motivations and behaviours will provide valuable insights for successful outreach.
Eastern Europeans often maintain strong connections with their home countries and exhibit a deep sense of cultural pride. This pride influences their consumption patterns, media preferences, and language choices. They tend to seek out content that reflects their cultural heritage and fosters a sense of belonging.
3 Ways to reach eastern European Communities
Utilise targeted Publications and Media Outlets
To effectively reach Eastern European communities, it is vital to identify and utilise publications and media outlets that cater specifically to this audience. There are a few news portals such as emito.net, ziarulromanesc.net, anglija.lt, as well as BG Ben – Bulgarian Newspaper. These publications cover news, entertainment, and lifestyle topics relevant to their respective communities. Whilst print is a big part of the community, many closed following the pandemic, and therefore news portals have become a popular source of information for Eastern European communities. Advertisements in these publications can significantly enhance visibility and engagement.
When considering advertising in specific media outlets, your brand must also consider language. This does not only refer to direct translation but also translation to suit the audience. Where possible, it is best to work with local translators to change the messaging to suit the audience rather than a direct translation of the language written for an English audience.
Include Online Platforms and Social Media in your marketing plan
Eastern Europeans in the UK actively engage with online platforms and social media. By maintaining a strong digital presence, brands can leverage platforms like Facebook, Instagram, and Twitter to connect with their target audience. Creating localised content, using relevant hashtags, and engaging in community discussions will help foster meaningful relationships.
As we know, influencers have great power within a community as they are far more trusted than a brand or business. Collaborating with an influencer and running a targeted social media marketing campaign alongside will see great results. There are influencers for every audience, so don’t overlook ethnic influencers with a smaller following, as they typically have some of the strongest engagement rates.
Radio and Television
Radio stations and television channels also play a crucial role in connecting with Eastern European communities. Stations such as Polish Radio London and Sami Swoi Radio, provide news, entertainment, and music that resonate with their respective communities in the spoken language. Advertising on these channels can effectively reach a broad audience.
Again as these channels are specific to an audience, they are typically more trusted by the communities, so, therefore, you will see far more success in reaching new audiences.
Geographical Locations to Target
To maximise the impact of multicultural marketing, it is essential to identify geographical locations with a significant concentration of Eastern European communities. Cities like London, Manchester, Birmingham, and Glasgow have sizeable populations of Eastern Europeans. By understanding the demographics of these areas, marketers can tailor their campaigns and allocate resources effectively.
With the technological advancements DOOH provides, marketers can also use information such as specific locations, times of day and behaviours to target a set audience. For example, your brand could show targeted campaigns on DOOH boards on bus stops in the morning and evening in and around locations that are known for larger populations of Eastern European workers to catch their attention on their way to work. The artwork/ ad can then be replaced to reach another audience during the day.
Cultural Nuances: Motivations and Behaviors
Eastern Europeans often exhibit motivations and behaviours that differ from the ‘norm’ in the UK. Key factors to consider include:
Strong sense of community: Eastern Europeans value close-knit communities and prioritise relationships. Brands that emphasise community-building initiatives and foster a sense of togetherness are likely to resonate with this audience.
Importance of family: Family plays a central role in Eastern European culture. Marketing campaigns that evoke emotions related to family values and traditions can create a strong connection.
Heritage and traditions: Eastern Europeans take pride in their cultural heritage and traditions. By incorporating elements from their culture in marketing materials, brands can establish authenticity and credibility.
Language preferences: While many Eastern Europeans are fluent in English, they often appreciate the content in their native language. Offering bilingual content or translations can significantly enhance engagement.
Reaching and engaging with Eastern European communities in the UK requires a deep understanding of their motivations, behaviours, and cultural preferences. Multicultural marketing strategies that incorporate targeted publications, media outlets, online platforms, and geographically relevant locations can effectively connect with this vibrant audience. By acknowledging and embracing their cultural heritage, brands can establish meaningful connections and foster long-term relationships with Eastern European communities, contributing to successful marketing campaigns. If you would like to reach Eastern European communities but don’t know where to start, contact the team today!