The Value…and influence of the African-American Television Viewer – Click here
…but who is surprised?
“There are some positives heading into the holiday season: improving consumer confidence, lower gas prices and job gains, all of which should spur consumer spending, much of which will be led by multicultural consumers and large households.”
Click below for the full Nielsen article
A recent report shows that Blacks want companies to recognize their unique culture.
The overwhelming majority of those surveyed, 87%, feel ethnic recognition is important compared to 59% of the general population.
Seventy-three percent of African-American adults 18-54 years old stated that cultural/ethnic heritage is a critical part of their cultural identity.
Click below to read more —
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