Very interesting reading from today’s Washington Post.
Although the article focuses on partisan politics, the real message for me is the power of the Black voter.
“Black voters played a huge role in delivering Barack Obama to the White House in 2008 and 2012. And in 2014, they will play a huge role in determining whether the president’s party can stop Republicans from taking the Senate.”
Click here to read the full article.
If you, your company or brand want to develop an authentic connection with African-American Consumers, start with African-American Women.
To those who know my marketing philosophy, this will not come as a revelation…
According to a Neilsen Consumer Report+,
Black Women represent —
It holds true that understanding how, when, and where African-Americans shop and what drives their purchase and purchase intent is key to every successful marketing campaign.
All one has to do is start a relevant conversation with the consumer.
With that in mind, I am always intrigued to see how we local store marketing specifically targeting African-Americans has evolved.
While the example is specific to the hair and beauty category, I applaud the simple yet effective point of sale “kit” that supports Derek J’s “Weave & Wig Styler.”
The “kit” includes
Okay, so there is a “built in” based on Derek J’s popularity as a hair stylist on the Bravo show, “Real Housewives of Atlanta,” but isn’t that the point?
In this case, a general market hair care product has been “rebranded” with “messaging” that addresses the unique hair concerns for Black women.
And the beauty – (no pun intended) – is that income level is not a barrier when it comes to specific purchases.
Hair is chief among these…
Let’s keep the conversation going and evolving.
+ Reslient, Recepetive and Relevant – The African Consumer 2013 Report, Copyright ©2013 The Neilsen Company
Pronounced “Mul-tee Cul-tee”
Multi-Culti Appeal is all the rage among marketers.
The premise of this NPR Marketplace story is focused on the new Mattel campaign targeting Latina Moms –
The campaign slogan, “Toy Feliz” – a play on “Estoy Feliz” – Spanish for “I am Happy.”
An interesting story that lands nicely on a key point by the story’s author, Carmem Wong Ulrich —
“It’s always been about the dollars. All retail is about the dollars…every single piece of it.”
Click here to listen
We lost two African-American Icons this week, Gloria Lynne and Maxine Powell.
Miss Powell, was Motown’s Maven of Style. Her pupils included Stevie Wonder, Marvin Gaye, Diana Ross and Smokey Robinson.
To quote Miss Powell,
“I teach class…and class will turn the heads of kings and queens.”
Check out this link to find out more about this great American icon.
Miss Lynne was a significant musical presence in my childhood home. Her unique jazz style and ability to interpret a lyric are qualities that should have attracted a greater audience.