black(still) matters
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A few basic, yet fundamental insights related to marketing to Black-American consumers.TRANSCRIPT
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© The Hunter-Miller Group, Inc. All Rights Reserved
Marketing to African-American
Consumers
Black⌃Matters
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Still
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Define. Explore. Discover. Engage.
Leading edge market research and strategic planning firm.
We help large corporations understand how to effectively and positively market their brands to African Americans.
Who We Are
The Hunter-Miller Group, Inc.Recognized Specialists in African-American Market Research and Consulting
Define. Explore. Discover. Engage.
+We Know the African-American Market
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Since 1985 we’ve talked with thousands of African Americans.
We explored their beliefs, feelings and thoughts about, and usage of hundreds of products and services.
We use our ground breaking African-American insights to prevent the risk of alienating customers by keeping clients connected and informed.
+Some of Our Clients
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Black and African American?
Most African Americans have a preference about how they are described and its almost equally split between Black and African American:
44% prefer African American
42% prefer to be called Black
Only 11% don’t care
BlackAmericaSudy. 2008
+The Dynamics of Black Consumer Marketing:Why Some Marketers Say No The Latino Boom
Language is becoming cultural identifier
Pre-Post Civil Rights Mindset Division
Growth among Black Immigrants and Black Bi-racials
Increased efforts toward Multi-racial marketing
The Obama Factor
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Black America Today:
It’s Still a Different World
+Overview
Black America is changing.
Black Americans are different from, and similar to, each other in meaningful ways.
Although African Americans have strong ties to the ‘filter’ of the past, a growing number want to be perceived as part of the diversity of America.
To succeed in reaching African Americans, it’s critical to understand what matters and what doesn’t with respect to their identity and Black culture.
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The African-American Filter
The African-American Filter (The “Filter”) is the most important cultural marketing insight.
“The Filter" is a historical and cultural lens by which many African Americans see themselves and their perceptions of how others see them.
The “Filter” also explains why most African Americans are overly sensitive about feeling stereotyped, not feeling respected, valued or welcomed.
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Key African-American Attitudinal and
Behavioral Insights
There are four key “Filter” insights every marketer should understand:
Many African Americans…
1.Place a value on being respected.
2.Are hungry for more positive images of Black culture in the media.
3.See more and see differently with regard to marketing communications.
4.Are more divided by attitudes and behavior today than ever.
+“Filter” Insight #1:Place a Value on Being Respected
During two separate surveys, within two different timelines, Black and White shoppers were asked to share their top reasons for store selection.
In both surveys, “Price” was the #1 Answer for both Black and
White shoppers.
However… Yankelovich, 1995 and Macy’s Customer Satisfaction Survey, 2007
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+“Filter” Insight #1:Place a Value on Being Respected
Yankelovich, 1995 and Macy’s Customer Satisfaction Survey, 2007
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+“Filter” Insight #2: Hungry for positive images
Most African Americans are dissatisfied with the way Black culture is portrayed in the media. Only 29% of African Americans say mainstream media portrays
them in a positive light. 88% believe Black men have not been portrayed more fairly in the
media since the election of President Obama 86% of Black women feel advertisers need to do a better job
understanding them
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Lattimer Communications . 2009
BlackAmericaStudy.com 2008, Essence Study on Black Men in the Age of Obama 009,
+“Filter” Insight #3. See more, and see differently
African Americans have a tendency to seek out positive images and notice stereotypes more often than mainstream consumers.
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“Filter” Insight #3: See more, and see differently
White Audiences:
Playback basic message: “Tide gets clothes clean.”
Comment on visual: “Cute baby/scenario”
Black Audiences see: Respect
Positive Black male image:Gold wedding band : “He’s not just a baby’s daddy”
Acknowledgment of positive universal behavior“We like clean clothes”
http://www.splendad.com/ads/show/3227-Tide-Nostalgia-Dad
+“Filter” Insight #4:African Americans are not the same
African Americans have never been a homogenous market. But they have never been as different as they are today.
In fact, the Black America Study identifies 11 segments of African Americans and reveal how they are really different.
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Black America Study’s 11 Segments and Segment Sizes
BlackAmericaSudy. 2008
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Why invest in Black consumer marketing if they are buying my brand?
Because they will buy more!
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Companies Who Are Winning Big
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Best Practice: Procter and Gamble
Philosophy: Multicultural Marketing is key to business success
• Commitment and leadership: Begins with Senior Management• Action: Include ethnic business partners early and often
– Engage as business partners not vendors– Trust as full partners in and during the process – Own the relationship; don’t use general market agency as
a buffer• Invest in relevant research • Utilize adequate marketing spending:
– Minimum 13% of budget allocated to African-American market
+ Connecting with African-American
Consumers
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+‘Get’ Black Culture
Look deeper into traditions
Be Authentic Celebrating Black culture is not just about “kumbaya”
themes. All imagery doesn’t have to be uplifting, but it should be
respectful. Humor is an effective way to increase recall, but it should
not be based on racial ridicule or stereotypes
Do your research
Follow same principles of general market planning
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…it’s an experience and an opportunity!
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Thank You!Pepper MillerPresident
The Hunter-Miller Group, Inc.
6745 S. Wabash Avenue, Suite 2
Chicago, IL 60637-3922
P: (773)602-1620
F: (773)483-9101
www.huntermillergroup.com
BLOG: adage.com/bigtent
Twitter: twitter.com/nsightguru
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