Multicultural Markets & Diversity

We view Europe's growing ethnic communities as a source of talent and wealth with huge disposable incomes. They are brand conscious and make choices.

We can help you to develop the ethnic value of your business.

PVL brings an informed understanding of the multicultural consumers including demographics, education, lifestyles, consumption patterns, cultures, community networks and the ethnic media.

Drawing on our data bank of case studies we can illustrate a route to market for mainstream brands and services to ethnic consumers, talent and markets, demonstrating how targeted marketing can add value to your service and your bottom line.

PVL Services include:

Ethnic Insights
This includes our knowledge and insights of the different ethnic consumers, segmented into ethnic origins of Caribbean, African and Asian (further sub-segmented into Chinese, Indian, Pakistani, Bangladeshi and Sri Lankan) communities as well as the new immigrant communities from Eastern Europe, Latin America and Middle East.

There is no “one size fits all” as generation, age, language, gender, location and country of origin are significant variables and ethnic communities are as internally diverse as they are distinct from mainstream culture.

Ethnic Media
We use our relationships with the ethnic media to help you develop media strategies which are based on how Ethnic Minorities use media and the media mix they like, and how they can be made relevant to your business.

As media executives, we have worked with a wide range of mainstream and ethnic media including television, radio, new media, cinema and print.

Online Media
We can help your brands to establish relationships with online communities and identify which social networking sites are respected and popular amongst the ethnic audiences. We can help you to leverage these sites in the most appropriate and effective ways, driving brand experience and generating revenues.

Business, Professional and Cultural Networks
We can help you connect to ethnic consumers and talent through our diverse network of relationships and how they can be leveraged to support your business and services. While specialist media is useful, powerful connections can also be made via community, retail, and business, professional and cultural networks.

Marketing
Ethnic Minorities respond more positively when they are hearing from “one of their own” and we bring our creative approach to developing the right image and message for your brand, working with your creative agencies, marketing and PR companies.

Corporate Strategy
We can help your company to embed diversity and equality practices into the corporate strategy and help your company to develop long term approach to engaging and retaining talent.

Our Approach includes

• Responding to a client brief for a general media campaign for a specific brand or product.
• Conducting internal research to identify the opportunities
• Initiating a conversation with the Director of Marketing and Strategy to ask if they have thought about the value of the Ethnic consumer, establish their challenges and propose solutions.

On the basis of this:

• We provide insights and ideas for effective ways of engaging with this growing market specifically tailored to your services
• We work with Directors of Marketing and Strategies, Communications Directors, HR Directors, Media and Creative Agencies, CEO, Executive and Non Executive Directors of organisations and companies who want to help identify new business opportunities.

PVL Clients

A full detailed list of clients and case studies can be obtained on request. Here are few examples of client case studies:

Omnicom Media Group UK

Our relationship with Omnicom Media Group began when they decided to develop a strategic approach to accessing the economic benefits of engaging with the growing UK ethnic consumers for their clients and the company. As the first step this included getting the buy in of the OMG UK Board by giving them background information about commercial value of the UK ethnic consumers. The Board approved the appointment of PVL to help them develop this as their differentiating input into new business pitches. Since the appointment in April 2009, PVL has worked with several OMG Media Agencies and the Ethnic Knowledge and Insights has been cited as vital to winning some key pitches.

Further information about Omnicon Media Group

Research

PVL advised on the development of a qualitative research study on the use of digital and social media by ethnic minority communities. The research looks at social networking sites that are respected and popular amongst the ethnic audiences to understand how brands within these spaces are and should be connecting.

PVL consolidates Parminder Vir’s work in promoting the business case for embracing cultural diversity to the media, creative and cultural industries which includes working with:

• Department for Culture, Media and Sports DCMS, Non Executive Director and Chair of Diversity Project Board
• London Development Agency, Diversity Works for London, Business Ambassador
• Royal Shakespeare Company, Diversity Consultant
• MTV Networks UK and International, Diversity Consultant
• UK Film Council, Board Director
• ITV/CDNProducer of the Conference, Diversity Making it Pay, November 2005
• Cultural Diversity Network CDN, Co-founder
• Carlton Television, Executive Producer/Diversity Advisor, led to increased ethnic audiences, attracting new talent and embedding diversity across the corporate structures.

Parminder Vir Speaking on Multicultural Markets & Diversity