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