Ethnic consumers tend to be much more brand loyal than mainstream Americans. Once loyalty has been established, the consumer will maintain the relationship with the brand, in many instances, over a lifetime. Some of the smarter big boys are learning how to play the game. All of these companies understand the potential inherent in ethnic marketing. They have specified strategies and funds precisely for that purpose.
Smart marketers understand that mainstream media is ineffective for ethnic advertising.
Ad agencies, lacking verifiable data, tend to ignore ethnic media. With so many languages and cultures to address, the smart marketer will seek language-specific media, both broadcast and print, as a way to communicate the brand message. The fact that a company advertises its products in ethnic media is in itself reinforcement of the brand loyalty equation. Ethnic consumers will reward those who ask for the order in their native language. Remember that, while first-generation ethnic consumers are committed to print, their sons and daughters, like their mainstream peers, are big electronic media followers.