Welcome to Afkar Consulting. About Afkar Consulting Providing cost effective marketing and PR programmes for products and services targeted at Ethnic.

Welcome to

Afkar Consulting

About Afkar Consulting

• Providing cost effective marketing and PR programmes for products and services targeted at Ethnic Minority communities by offering specialist sector knowledge to client’s and their existing agencies and by developing targeted marketing programmes specific to the Muslim community

Some of our clients in the finance sector:

Our General Approach

• Range of methods adopted – desk research, focus groups, surveys (paper and online)

• Study Examples

• Pre-launch focus groups to determine product features of a shariah compliant banking product (Lloyds TSB)

• Online and telephone survey to assess brand awareness (Arab Banking Corporation)

• Focus groups to market test creative images for launch marketing campaign (Shariah Baby Bond, The Children’s Mutual)

Structured research – We undertake research across a range of sectorsusing robust methods and tools

Our General Approach

• Profiling on Muslim / Ethnic Minority media for advertising

– Print– Online– Radio & TV

• Direct mail– Unique name search on electoral register– Third party mailing lists

• Editorial placement in key publications

• Identify community based and second line publications that reach target audience

• Advise on media buying or undertake as required – liaison with client advertising agency

Media planning / buying – We offer advice about profile / penetration ofthe Muslim / Ethnic Minority media to support media buying

Our General Approach

• Significant knowledge of 2001 census data to map Muslim / Ethnic Minority populations to locate target customer groups

• Direct Mailing Lists of Muslim households extracted from electoral register based on unique naming algorithm

• GIS mapping to identify marketing initiatives, eg, positioning of billboards

• Knowledge and database of community organisations

Targeting efforts - We provide an understanding of the location ofdifferent Muslim populations across the UK

Mapping – Brent v Leicester

* Concentrated

* Predominantly Indian

* 2 wards = 50% Muslim population

* Evenly spread

* Ethnically mixed

* 9 wards = 50% Muslim population

Our General Approach

• Review of marketing materials– Images– Text – Language / Style– Context

• Input into creative process with client’s advertising agency

• Focus Groups to review and validate advertising campaigns and test materials

• In-house training for staff to understand market issues

Ensure materials are compliant – We offer advice to ensure that marketingMaterials are religiously and culturally sensitive

Our General Approach

• Data on mosques and community centres via Salaam Mosques database

• Linked to population data sets

• Established networks to gain access to introduce and test concepts

Access informal, community networks – We provide mechanisms toidentify and access communities where products could be marketed

Contact us at:

Faizal DawjeeAfkar Consulting

T: 020 8861 2012E: [email protected]

336 Pinner Road, North Harrow, Middlesex, HA1 4LB