Tag Archives: household income

Fernando Ruiz & Heavenly Jenkins need not apply…

 

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There are a total of 15 charts.

I chose “Number 15″ to share, but I guarantee that the other 14 will enlighten you about two of the most vital and growing consumer groups –

African-Americans and Latinos

“No. 15 – Employers are more likely to turn away job seekers if they have African-American sounding names.”*

Click here to be enlightened.

 

 

*Source: “15 Charts that Prove We’re Far from Post-Racial,” HuffPost Black Voices, 7/2/14

Headstart – The Evolution of Local Store Marketing to Black Consumers

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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 —

  • 54% of the adult Black population
  • and control 43% of the annual spending power for the Black population
  • 29% of Black Head of Households  (vs 20% for the overall population)

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

  • Free-standing kiosk (with shelves to hold the product)
  • 2 sided door cling
  • Register Topper

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

 

 

 

Inner City Blues – “Food Insecurity”

My colleague, Tony Martinez, shared this GALLUP article, “In U.S., Single-Parent Households Struggle More to Buy Food” with me.

Sobering statistics that underscore the fact that what was once mainly prevalent in only African-American households, is now a far-reaching urban reality.

Ash Away!

The fact that African-Americans spend more money on hand and body lotion than any other consumer group will not come as a surprise to African-Americans.

Feeling good and feeling good about oneself isn’t just internal.

The NIELSEN article, “Feeling Good: Appealing to Ethnic Consumers in the Beauty Aisle,” sheds light on a little known ethnic insight and speaks volumes about ethnic spending power.