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Ethnic Sales & Marketing

Suppliers increasingly understand the financial significance of the business sector owned by people of non-British ethnic origin.

This provides a lucrative, relatively untapped, market for suppliers who are able to access this sector.

The biggest hurdle is cultural and linguistic sensitivity. To succeed in this market, one must use marketing strategies that embody the cultural values, beliefs, and norms of the ethnic audience that are being targeted.

More than 5% of the UK population have an ethnicity other than black or white. Of this 5%, more than 75% are from South Asia – mainly India, Pakistan and Bangladesh.

CNG’s Ethnic Sales & Marketing skills can help you tap into this market.

We understand ethnically owned businesses and their mindset. We can help you develop the most appropriate marketing strategies. We understand the importance of valuing the uniqueness of each customer group that you might want to target. We can help you develop relationships with whole communities of people rather than just the odd customer. We understand both the brands and suppliers trying to reach the retailer, and we also understand the mindset of the retailer who is actually selling their product.

We speak all key South Asian languages such as Hindi, Urdu, Bengali, Gujarati, Marati and Tamil.- a key requirement for making customers feel comfortable. It is only when customers are comfortable speaking to a supplier who they feel understands their beliefs that you have the basic building block – respect – upon which can educate them about your product and sell it to them.

Our ethnic sales & marketing services are designed to work alongside your existing marketing strategies and improve their value for money by accurately targeting the ethnic-owned customer you are trying to reach.

We provide ethnic sales & marketing services typically for two types of customers, brands looking to reach ethnic-owned retailers selling their products and also wholesalers looking for additional retail customers.

We currently provide products and services to several thousand predominantly South Asian businesses and we have reach into many thousands more.

We regularly assist our brand clients with services such as:

  • Contacting retailers to advise about new product launches or special offers,
  • Carrying out customer services calls to ensure retailers are aware of any new changes in legislation
  • Assisting with any other part of the sales cycle
  • Bespoke consulting assignments

For wholesale clients looking for new ethnic retail customers, our wholesaler support services include

  • Searching for and identifying prospective customers based on clients geographic requirements
  • Calling both new and existing customers to take orders and entering directly into our clients’ order processing software
  • Adjusting the price of items sold above a minimum base cost to net our clients marginal revenue at the lowest possible cost
  • Calling to clear stocks of short-dated stocks or advising about promotions
  • Providing logistics support

Our wholesale services can be creatively priced according to the sales generated to ensure we only share in your success. And if don’t generate any sales, we are not paid.

Depending on who and what you are promoting, you may require evening and weekend sales campaigns to ensure you reach the relevant person. We can provide all our solutions on a 24/7 basis to all time zones.

We can provide service for a limited period for a specific campaign or we can provide permanent facilities to service your growing ethnic customer base.

For further information about our various Outsourcing Solutions, or how we can provide a free trial of our services, please call us on +44 (0) 1904 692 447.