TIQAH strongly believes in the optimisation of the marketing mix. Due in part to the advent of the internet, mass communication has been abandoned in favour of one-to-one communication. Thanks to well-thought-out segmentation, the message appeals to the individual members of the target group.
Some examples of segmentation are already common practice: leading brands now make a clear distinction between different categories of the population such as youngsters, families and senior citizens. All too often, the immigrant population is ignored.
We do this through a strong focus on diversity. Thanks to our long years of expertise in this field, we are ideally placed to help your brand or company win the trust of this new target group.
The multicultural society is a reality. Traditional communication is often based on a stereotypical and outdated approach. As a result, a great deal of opportunities go begging.
For instance, the halal market in Belgium continues to grow, with a current value in excess of €2 billion.
The New Belgian is ready to be considered and treated as a fully-fledged consumer. The term ethnomarketing refers to the optimum use of your brand and marketing strategy in order to tap into this new market segment.
Rachid is TIQAH’s Trust Builder and founder. He earned his stripes working for the Flemish Government as a case officer in the Diversity and Integration department. In 2012, he founded his own ethnomarketing and communication agency. Rachid is a popular keynote speaker with a proven expertise on the subject of diversity and multicultural communication.
Fatima is TIQAH’s Trust Guard and co-founder. She studied midwifery and health promotion at Ghent University and she is TIQAH’s research specialist. In addition, she is also responsible for the financial and practical side of things.