Category Archives: Advertising

Paul & Carol…Introducing The Dollar People

Leave a reply

“The Dollar People” expect, demand and, have figured out how they will get more for their dollar…literally.Giving credit where it is due, I have to acknowledge two McDonald’s franchise owners for “introducing me” to The Dollar People.

Thank you ladies.

Let’s start by answering the question, “Who Are the Dollar People?”

In the first example, we’ll use a McDonald’s Restaurant and a man named Paul.

Paul goes to a McDonald’s, orders a McDouble, Sweet Tea and small fries.

Three Dollars.

Several moments go by and Paul returns to the counter.

In his hand, a McDouble that is 3/4 eaten, yet he presents the sandwich at the front counter while swallowing one last bite and says,

“This McDouble has onions…and pickle. I’m allergic to onions. Didn’t want pickles.”

Really?

Yes, Really.

The end result is that Paul got another sandwich…for free.

Getting more for a dollar.

In this, yet another example, we’ll use a neighborhood Shop Rite and a woman named, Carol.

I went to the Shop Rite supermarket for three things.

What they were is not important.

I ended up with nine items and therefore figured the 12 items only express lane was my best bet.

Note to self – I’ll be in and out in no time at all, or so I thought.

In front of me, was Carol with a cart holding more than 12 items.

Maybe 30?

Note to self – This is going to take more than a few minutes.

Waiting to put her things on the belt, Carol was eating a bag of potato chips.

Barbecue.

Prior to emptying her cart, Carol apparently decided she had enough chips.

After one last big mouthul, she brushed the excess crumbs off on her pants, neatly folded the chip bag, closing it and deposited it in the magazine rack between The Globe and People.

Getting more for a dollar.

Fifteen minutes passed – Carol argued with the cashier

…about the 47(!)items in her cart (vs the 12 item limit)

…the 25c per can discount she believed she was entitled to.

…and for the 15 cans of soda that were part of her order.

To add insult to injury, Carol ended up not having enough money and ultimately had to decide ‘which’ of the 47 she simply had to do without.

When it comes down to it, I suppose there is a little bit of the dollar people in all of us.

It may very well be as simple as different degrees of dollar people.

Think about it.

Haven’t you on more than one occassion, and with increasing frequency, reached a point where you expect and, in many instances, demand that you are not going to pay full price for anything
…unless you really, really have to?!

Have you argued a financial advantage/settlement over a minor infraction, and felt justified because (you felt and believed) you deserved the small victory?

It feels good to “beat the system”…and get away with it.

It is like there is a little voice in your head that whispers

“If someone is going to come out on top today, don’t you think it oughta be me?”

No argument there.

Getting the most for your money is not only smart.

It is the unmistakeable sign of a savvy consumer.

However, stealing is the sign of a thief.

The Thing About Aunt Jemima

Leave a reply

I’ve got this thing for Aunt Jemima.

Long before Oprah, Aunt Jemima was the first Black female icon to gain welcome entrance into homes across America, both Black and White.

This dates back to the late 1800’s.

I acknowledge and disavow the negative racial stereotypes associated with the early incarnations of Aunt Jemima.

Admittedly, my fascination has more to do with the power of the brand – Aunt Jemima empowered and inspired consumers, making them believe that they could capture “her special magic” simply by adding wet ingredients to a dry mix.

There are three Aunt Jemima print ads, circa 1943, on my kitchen wall.

They remind me, daily, that as advertisers, we have a responsibility to help craft responsible messages that are authentic, relevant, engaging and absent of offensive and derogatory stereotypes.

For additional reading on the subject, check out —

Slave in a Box: The Strange Career of Aunt Jemima by M.M. Manning

The Grace of Silence, A Memoir by Michele Norris, whose grandmother portrayed Aunt Jemima, selling pancake mix to midwest housewives

Black Characters in Search of Reality, A New York Times Opinion by Brent Staples

Mad Men, Advertising and the absence of African-Americans…at the top

Leave a reply

I am very selective with regard to the television that I watch on a regular basis.

The AMC Series Mad Men falls into the category of what I do watch.
It is intelligent television – well written and well acted.

The season four finale aired last Sunday, prompting an onslaught of media coverage including a candid New York Times interview with the show’s creator, Matthew Weiner.

One of the questions focused on the show’s lack of any major African-American (or other minority) characters.

Weiner explained, given the 1965 timeline and within the storyline:

“…this is going to change. By the way, it changes socially. It does not change in advertising. It still has not changed. And I will go to the mat on this thing.”

As a 25 year veteran of the ad industry, I agree with Weiner.

Strides have been made as evidenced by the presence of African-Americans in all facets of the business today.

However, I would not go as far as to suggest that racism does not exist in advertising.

It does.

While the journey is far from over, the fictional arc of where the industry was as portrayed in the show represents the steps taken forward.

To the original points I made, Mad Men is good and entertaining television.

Like the African-American ad executives that Weiner referenced in the interview, I believe that there should not be more African-American characters in the show.

Simply put, it just wouldn’t ring true.

I stand on the shoulders of pioneers like Tom Burrell, Caroline Jones, Frank Mango, Vince Cullers and Madam CJ Walker.

Their efforts may not make it to the Mad Men storyline, but their importance and trailblazing efforts changed the trajectory of the advertising industry.

click here _ for the full New York Times article.

The Evolution of Black Women

2 Replies

My co-workers and I are in the throes of what we call “planning.”

To the uninitiated, this “annual ritual” is when we “plan” a marketing calendar on behalf of a specific client for the upcoming year.

In anticipation of this, I typically read as much as I can get my hands on relating to the African-American Consumer.

There was an article in The New York Times today, “Black Women See Fewer Black Men at the Altar,” that caught my attention.

While intrigued and fascinated by the content of this article, I couldn’t help but feel that it didn’t tell the whole story.

The Evolution of Black Women in America shows a shift and “re-org” of her priorities…her needs, desires and ultimately, what is motivating to her.

Fact – Younger Black women are delaying and/or forgoing childbearing.

Only 13% age 18 – 24 are living with related children compared to 37.9%,
age 25-34

…and this makes sense, because delayed childbearing has, in my opinion, a direct correlation to increased levels of college enrollment and graduation rates.

One could go further and say that this translates to higher paying jobs and the ability to pursue and commit to career growth and development.

Fact – 40% of Black adults, 18 years of age and older are married compared to 57% of all adults.
Conversely, 42% of Black adults have never married versus 26% of all adults.

There is a Bill Cosby quote that may be the best articulation of the evolution of Black women in America:

“I don’t know the key to success, but the key to failure is trying to please everybody.”

Perhaps it is “harder for Black women to find a husband.”
But could it be that it is not at the top of her new priority list?

Click here -to read the full article from the Times.

Good Hair

Leave a reply

On February 25, 2009 I sent an email that contained the following text to friends, clients and co-workers.

It also included the link below.

A co-worker recently asked me,
“What is with your obsession with hair, barber shops and beauty parlors?”

Obsession? No.
Fascination? Yes!

The answer is steeped in both African-American cultural and marketing identity.
Did any of you, outside of Carol Sagers, know that the Black-hair industry is a $9 billion business?

That is $9 billion with a “b!”

I recently had the opportunity to view a new (not-yet-released) documentary from Chris Rock called “Good Hair.”

This term is all too familiar to African-Americans and, in the hands of Rock, one can well imagine what he reveals on the subject…with both humor, informative insight and candid style.

From frank discussions about relaxer (“creamy crack”), the Bronner Brothers Hair Show and their “Hair Battle Royale,” weaves, jheri curls, wigs and finger waves, “Good Hair” explores the financial ramifications of an industry that is fueled by African-Americans.

I walked away from the film further convinced that, even in the midst of economic challenges, (and in some cases, hardship), African-Americans buy what they want…all marketers have to do is provide them with compelling reasons to select their brand and/or product.

On February 23 “Good Hair” was released on DVD.
…and the Black Hair care industry is still a $9 billion (and growing!!) business.