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Reaching Ethnic Markets Cost-Effectively
To many marketers, ethnic sponsorship conjures up images of expensive investments in niche properties that target small audiences expensively. Many feel that they can stretch their budgets further and reach ethnic groups by simply translating ads campaigns into another language and buying radio and television spots on local foreign language stations. This flawed thinking does nothing to build trust with ethnic groups and does not demonstrate that you understand their interests and needs. So how can sponsorship help to positively position your brand cost-effectively in ethnic markets?
Reaching different ethnic groups does not necessarily mean that you must sign a host of new sponsorship deals. Take the time to stroll through the venues of the sports teams you sponsor or visit a few bars, located in distinctly ethnic neighborhoods, which televise those teams' games. You'll likely come to the conclusion that a number of ethnic groups all have similar levels of loyalty to those sports teams. Then ask yourself why you are only marketing a single brand in your portfolio or using one unique marketing message when fan bases are clearly not a homogenous group!
So instead of buying new rights to reach these groups who have unique demographic, psychographic and behavioral characteristics, carve up your activation budget to support programs specific to each ethnic market. Does the event or team enjoy a strong Hispanic following? Then stage a post-event or post-game concert of a popular Spanish-language singer on the field or in the parking lot. You have the benefit of owning the concert from a branding standpoint, and most importantly, getting closer to that specific ethnic group.
But it's not even necessary to go out and purchase additional assets to support activation. If you oversee food brands, you can hold cooking classes demonstrating how those products can be used in the preparation of recipes specific to the targeted ethnic group. You can hold these classes at the sponsored property's venue or off-site with players who are part of that ethnic group. You can also develop more community-based activation programs. If you sponsor a professional basketball team, consider funding of a recreational basketball league within your targeted community. Or if you sponsor an arts organization, partially underwrite and sponsor grassroots music and visual or performing arts programs.
There are, however, properties specific to one ethnic group that may present cost-effective sponsorship opportunities. If you are launching a new product targeted to a specific ethnic group or if your company is expanding geographically, sponsorship of ethnic-specific properties makes sense. A title or presenting sponsorship of a major ethnic concert tour or well-leveraged endorsement of an ethnic athlete or celebrity can result in deep, lasting impact and the immediate establishment of legitimacy among that specific ethnic group.
