This week on The DOZ Blog we are recognizing Black History Month with a series of posts looking at marketing to the African-American community. Yesterday we profiled social media marketing icon Sean Gardner, and we’ll post later in the week about eight Silicon Valley startups highlighted in CNN’s Black in America series as well as giving you our list of the black voices to follow on Twitter.
Today, though, we dive deeper into the marketing process itself, uncovering some strategies and tactics for reaching out to African-American consumers and connecting, engaging, and converting those consumers into buying customers.
If there’s one thing that DOZ knows well it is international marketing.
Our clients market in 22 countries around the world and communicate with their business and consumer customers in 15 different languages. Whether you are trying to reach a stock trader in Shanghai, a founder in France, or a happy family in Houston, anything is possible if you match your marketing to the target market.
One of the things that we warn clients about is attempting to reuse the same campaign in different target markets. After all, a simple translation of a successful American campaign into German is not necessarily going to see the company win big in Berlin, Frankfurt, and Munich. While the words translate, the meaning might not and the cultural differences between the US market and the German market are not easy to negotiate without experience. Indeed, that’s one of the reasons that DOZ curates expert marketers in each country where we power marketing campaigns: local knowledge and cultural communication skills matter. A lot.
But different markets aren’t only to be found when a company goes global. Sure, the differences between marketing to German and American and Chinese and Swedish audiences are stark and real, but there are marked differences that exist between groups within national markets, too.
Language Barriers
There are examples of national groups that include different linguistic sub-groups. The obvious case study? Canada.
America’s northern neighbor is officially a bilingual state and advertisers that want to reach the entirety of the Canadian market need to be able to market effectively in both English and French.
EpiPen.ca, for example, launched a series of Facebook advertisements to encourage Facebook users to test themselves for allergies. Depending on the profile of the Facebook user who was served the advertisement, the advertisement appeared in English or French.
In the United States, too, there is good reason to market in languages other than English. If your target market speaks Spanish, Chinese, or Japanese, for example, it only makes sense to address them and engage with them in that language, too.
But then there is the other case of a difference within a national group, one that does not relate to language but instead of culture. Australia, for example, has seen advertisers reach out to recent migrants via specialized media including the SBS television channel and local press. While still marketing in English, advertisers seeking to reach these first-generation migrants adopt different strategies than they might for campaigns seeking to reach a broader Australian audience.
And when it comes to the United States and the African-American community, some attention to marketing strategy and tactics can see companies and marketers better reach a specific, English speaking community that differs from the majority not by language, but by an oftentimes distinct culture.
But what might those strategies include?
Read on.
Marketing to African-Americans – Understand the Market
Before you market to a group of people you need to understand something fundamental about who that group is. When it comes to the African-American community, there is far more to differentiate them from other American markets than simply their ethnicity.
For example, research suggests that African-Americans identify strongly with their ethnicity, and are proud of their ethnicity, in ways that the average American citizen is not. Where less than half (48%) of Americans as a whole agree that their ethnicity is a significant part of their identity, some 7 in 10 African-Americans say the same. As well, when asked whether they were proud of their ethnic identity 82% of African-Americans responded positively, compared to 70% of the wider American population.
Other issues differentiate the African-American community from the rest of the US population. African-Americans feel that they face more discrimination than other groups, and they also believe that people sharing their ethnicity have to overcome more disadvantage than other ethnic groups.
It is perhaps this identity that helps African-Americans embrace other ethnic groups in ways that the wider population does not. African-Americans are more likely to embrace ethnic diversity (73% versus 61%) and more likely to have friends from a diverse range of ethnic groups (67% versus 56%).
There are also some elements of the African-American culture that are more important in defining the African-American ethnicity than others. The most important? Music. Other important identifiers of the African-American ethnicity include political beliefs and the ‘championing’ of the ethnicity in public.
The African-American market is relatively young (47% are aged under 30, and 75% are under 50 years old) and increasingly ready to spend. African-American consumers are expected to pump approximately $1.2 trillion in the US economy in 2015, and taking a share of this spending is a goal for many companies.
But knowing the market is one thing; reaching out to that market is something altogether different.
Marketing to African-Americans – Market in the Right Place
African-American consumers don’t mind being marketed to, but they do have preferences for certain marketing approaches over others.
For example, 37% of African-Americans read online content that is specifically targeted at their ethnicity, a sizeable difference to the general population where just 26% of the population say the same thing. The same is true of non-text content online. African-Americans prefer their streaming audio to be targeted at their ethnicity more than the general population (34% versus 20%), and it’s a similar trend for online video (28% versus 20%) and the web in general (30% versus 20%).
In effect, if you are going to be marketing to African-Americans you can continue to use traditional channels online and offline, but you also need to understand that a significant minority of the community prefers to engage with content on sites and channels targeted directly and specifically to African-Americans.
Interestingly, for marketers and companies seeking to reach the near majority of African-Americans under the age of 30, targeting ethnic media (online and offline) seems the obvious choice. The younger the African-American consumer, the more likely that the consumer will be getting their information and advertising from ethnic-specific sites. This holds true across a variety of fields, sectors and industries, including nutrition, beverages, dating, relationships, news, general culture, and even e-commerce.
The takeaway? Non-traditional outlets and non-mainstream websites might be the best way to speak to a fair proportion of the African-American market because that is where this distinct and increasingly lucrative market is spending their time.
Marketing to African-Americans – Include Ethnicity in Your Marketing
African-American audiences of all ages and income brackets respond more positively to marketing where their ethnicity is highlighted, and where it is an integral part of the marketing effort.
Again, this holds true across a wide variety of sectors. For example, the list of sectors where a majority or a significant minority of the African-American community would prefer that marketing be targeted to their ethnicity includes:
- Travel and Food
- Apparel and Home Goods
- Hair Care
- Skin Care
- Beauty and Cosmetics
- Personal Care and Hygiene
- Entertainment
- Finance and Financial Services
- Automotive
- Technology and Cell Phones
- Groceries
- Health and Medicine
Obviously, then, there is a significant desire on the part of African-American consumers, and a significant need on the part of marketers, to tailor their marketing to this specific group. With data revealing that 58% of marketing is felt to be targeted at Caucasian Americans and with 25% of African-Americans contending that 25% of advertising that targets African-Americans is offensive, there is a strong impetus for marketers to work on addressing their marketing to the African-American community, and to get it right.
But how do you get it right?
Consider the following examples of marketing efforts that hit the mark when reaching out to African-American consumers.
Marketing to African-Americans – Case Studies of Companies Getting It Right
Brittany Hutson at Madame Noire identified seven companies that hit the mark when marketing to African-American consumers. Which are the companies that made Hutson’s list?
https://youtu.be/kWWhpEUnrXQ
One was Ford. Hutson explains, “Throughout the company’s history, Ford has been a mainstay in the Black community. They are present at a number of events, such as the Essence Music Festival, BET Awards and Hoodie Awards.” This deep engagement with the African-American community means a deeper understanding of the consumers they are seeking to reach, and campaigns that don’t miss the mark.
Another was Proctor & Gamble. The consumer goods giant understands the power of the black consumer and African-American women, in particular, in deciding where the household dollar is spent. Their My Black is Beautiful effort was lauded by Hutson, and she describes the reach of the company via an associated “cable television show, a website, a Facebook page with more than 55,000 members, endorsements by African American celebrities and special events held in cities nationwide.”
https://youtu.be/obgl6txCP0I
A third winner in Hutson’s mind was Verizon. The mobile communications and consumer technology firm took advantage of the fact that African-Americans are major consumers of mobile tech. Hutson reports that, according to data from Nielsen, Blacks average more than 1,300 minutes a month texting and talking. Verizon, realizing the potential market there, “awarded more than $28 million in grants supporting programs and nonprofits that benefited Black communities through their philanthropic division, the Verizon Foundation.”
All of these companies have found success in marketing to African-Americans by applying the same algorithm: understand the market, understand how to speak to that market, and act with authenticity. And the results? Obvious, encouraging, and an example for others.
Conclusion
Marketing to African-Americans is an essential channel for most any business in the United States. What’s more, it is a segment of the market that will only grow in importance in the years to come as African-American disposable incomes continue to increase and the young African-American community ages. There is enormous potential to market to the African-American community in almost any sector and industry, and with a focus on advertising and marketing in the right media and via the right channels, the potential for a payoff is significant.
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Strategies for Marketing to African-Americans | DOZ
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ブランドコピー代引き可能
High Speed Tshirt Bag Making Machine
Cbd Packaging Boxes
8A0615601
ブランドコピー代引き専門店電話注文
Tofu Cat Litter
スーパーコピー時計専門オーデマピゲミレネリーカード決済
Auto Seat Recliner Seat Hinge Lever Recliner
Clamp On Ultrasonic Flow Meter
White American Flag
ルイヴィトンスーパーコピー財布ブランド販売優良店
7D0615423A
1H0698451A
Gas Leak Detector
ブランドコピー激安中国
054109479
韓国ブランドコピー財布スタッズブランド時計コピー激安
28mm Aluminum Screw Caps For Glass Bottles
Threaded Shaft Collar
Quick Dry Towels
ブランドコピー通販届く
スーパーコピー時計売る
Round Plastic Outdoor Tables
Miniature Power Latching Relay
Fetal Doppler Ultrasound
Plastic CNC Machining
シャネル風靴グッチスーパーコピー靴
Vehicle Wheel Bearing
フィリピンスーパーコピー時計
Wire Connectors
スーパーコピーブランド楽天
Aluminum CNC Machining Knurled Nut
Automotive Earth Cable
sfp+ dac cable
iphonexケースブランドコピー激安
Ac Electrical Power Plug
ブランドコピー代引き国内
Single-pole 12A PCB Power Relay
Laser Metal Cutting Table
6ah Lithium Battery
ブランド時計スーパーコピー激安
Application of Chipboard Screw
Magnetic Bending Machine
Fuel Nozzle 6801110
激安ブランドコピー財布
Custom Cleanroom Panel
ブランドコピースーパーコピーn級バ安
Fuel Injection Pump Plunger 2418455309
Pipe End Cap
Diesel Common Rail Fuel Injector 1110010015
スーパーコピーブランド専門店atcopy
大阪ブランドコピー販売
Diesel Fuel Injector 095000-6353
Best Social E Commerce China
Fuel Nozzle DLLA150SN945A
Internal Gear Pump
中国ブランドコピー
Common Rail Fuel Injector Control Valve F00RJ01819
Air Operated Winch
ブランドコピー寝具代引き
5g Antenna Pcb
スーパーコピーブランドブランド時計コピー級品通販
Diesel Nozzle DLLA155P657
犬服ブランドコピー
Common Rail Injector Valve F00RJ01451
Outdoor Led Display
時計スーパーコピー専門通販店ブランドコピー時計
Fuel Injector Nozzle DLLA145S448
Chlorella Tablet
ロレックス時計コピーロレックススーパーコピー級品専門店
Aluminium Cooking Pot Set
Fuel Injector Nozzle DLLA150S838
Camping Resort Tent
人気ブランド靴スーパーコピー最新作通販
Diode Laser Welding Machine
スーパーコピーブランド財布通販老舗
U Shaped Neck Massage Pillow
Additive Masterbatch
Pneumatic Brake
Common Rail Injector Valve F00VC01379
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Acrylic Swimming Pool
時計ブランドコピー代引き
Polycarbonate Injection Molding
Compostable Trash Bags
Машина для прокладок с двойной оболочкой
高品質ブランドコピー
43 AWG Plain Enamel Wire For old Style Guitar
Diesel Common Rail Injector 0954200260
グアムブランドコピー
Lucky Cash Slot
Power Relays
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Paper Sticker
Deep-sea cables
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Front Left Stabilizer Link 48810-33010
ロジェヴィヴィエ靴コピーブランドコピー級品激安通販老舗
Frozen Pizza Processing
ブランドコピー代引き専門店電話注文
Miniature Power Latching Relay
Natural Gas Compressor
Medical ECG Monitor Control Board
Digital Electrophoresis Machine With Cell
ブランド時計スーパーコピー代引き
Heat Sealed PE Coated Paper Pouch
Extension Springs Manufacturer China
スーパーコピーブランドおすすめ
PVC Window Aluminium Copy Router Machine
xperiaxz1ケースブランドコピー
7L6615601G
Home Golf Green
Aluminum CNC Machining Lug Bolt
上海のコピーショップ偽物工場は相変わらず
60 Shore лист резины EPDM качества еды Durometer белый
弊店はすごく良いブランドコピー代引き人気老舗です
Large Paper Gift Bags
Led Headlight Lamp
時計スーパーコピーカード決済
Flange Bolts And Nuts
Материалы компрессионных прокладок
ブランドコピーブランドスーパーコピー財布代引き激安
Universal Car Mount
Long Umbrella
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Ultrasonic Water Sensor
シャネルコピーシャネルスーパーコピー品専門店
1H0615424
Folding 2 Wheels Electric Intelligent Skateboards
piritブランドコピー
Best Bedroom Air Purifier
時計スーパーコピースイス
Ball Mason Jar Drinking Glasses
282-901 Spring Clamp Terminal Block Center Marking Vibration 800V Rated Voltage
スーパーコピーブランドスーパーコピー時計品激安通販店
100W 200W LED Street Light
Brown Leather Belt Womens
1mm Carbon Rod
Eyeliner Brush
激安ブランドコピー財布
Wet Wipes
High Melting Point Polyethylene Wax
時計スーパーコピー評価
Daily Use Tissue Paper
スーパーコピーブランド専門店日本最高級高品質
Galvanized Steel Tube
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Guasha Tools
Tempered Film
S32750 Super Duplex Steel Socket weld Flanges
Lucid Ganoderma EXTRACT
zaraブランドコピー
316 Stainless Steel Threaded Flanges
ヴィトンバッグコピー韓国スーパーコピー時計級品専門店
Fat Tire Electric Bike
ブルガリスーパーコピーコピー腕時計ブランド級品通販
Outdoor Adventure Clothing
Super Duplex Steel Plate Flanges
Uv Printer For Sale
ブランドスーパーコピー時計ウブロ韓国偽物ブランド通販
Rotating and Vibrating Silicone Dildo
スーパーコピー時計代金引換
Food Grade Brown Baking Paper Roll
20 Watt Fiber Laser Marking Machine
Silicone Dildos
財布スーパーコピーブランド財布級品販売
Alumina Microsphere
Outdoor Camping Kerosene Heater
アルマーニエクスチェンジブランドコピー服痞客邦
Dragon Link
Solar Power Home Battery Backup
Insulated Cooler Bag
ルイヴィトンルイヴィトン財布コピー
Leaf Spring for Mitsubishi
エルメスコピーバーキンエルメススーパーコピー財布通販
Islamic Wall Clock
Sutter Health
人気財布偽物卸し売りを提供します絶妙な技量信用
Super Bright Solar Light
Isopropylbenzylamine
スーパーコピー時計韓国
Cosmetic Label Manufacturer
Baking Liner Paper
最も良いスーパーコピーブランド時計コピー参考と買取
Clothing Vendors
Electric Pallet Truck Battery
工場直営店プラダ財布スーパーコピー短い財布
Men Windbreaker Jacket
Cast Metal Components
1500 to 2200 kW Marine Dual Fuel Generator Sets
Purple Cutlery
商品ブランド販売スーパーコピー
香港ブランドコピー
Vibrating Dildos
Cummins Power Generation C825D5 Diesel Generator Set
Good post. I am going through a few of these issues as well..
Elf Hat With Ears
シャネルブーツコピーシャネルコピーブーツ激安販売専門店
Non Slip Strips
ブランドコピーs級韓国
1000L DN80 3-inch Large Valve IBC TANK
Gsm Signal Booster
Wheelchair Motorized
どこでもコピー使いこなし術アプリサービスシャープ
Steel Structure Communication Tower
スーパーコピーブランド偽物ブランド級品販売専門店
Digital Video Business Card
RFID Wallet
Water Dispenser General Electric
東大門露店潜入スーパーコピー韓国旅行
classification of peeler
Hyundai Engine Mounting 21910 2E100
スーパーコピー時計
Terminal Board
カルティエスーパーコピー時計ブランド級品通販専門店
Posaconazole Intermediate
The Power and Versatility of Winch Cylinders A Comprehensive Guide
Who invented folding umbrella and when
Uv Black Light Torch
セリーヌスーパーコピー財布販売
Introduction of Hydroxy Propyl Methyl Cellulose
Cute Paper Bags
ブランドコピースニーカー
The difference between LED display and LCD display and which one is better
ブランドコピー激安靴
Glass Fiber Mesh For Waterproofing
Sticker activity pad
品番靴コピースーパーコピーグッチ靴ブランド偽
Goatskin Work Gloves
Antique Bathroom Faucet
Individual Eyelash Extension
ブランドコピー見分け方シャネル
Metal Polisher
安心のバッグコピー格安バッグブランドコピー優良店
Anionic Flocculant Liquid
trampoline safety net
Shs
シュプリーム偽物シュプリームコピー販売
ロレックスマスタースーパーコピー時計ロレックス偽物韓国
The Function of Passive Infrared Detector Alarm
cutting mould
Metal Parts Etch Stainless Steel Laser Cutting
Sphere Steel Ball 5mm
業界最強の極上品質スーパーコピーブランドメンズ服の情报
Vegetable Dryer Machine
Nylon Industrial Yarn
ブランドコピー上野ブランドコピー口コミ
スーパーコピー時計壊れる
Paperback Book Printing
How to use computerized flat knitting machine safely
The role of PU Seal Ring
Que Es Pu Leather En Español
今最も高品質ランクのスーパーコピー時計通販専門店
Window Film Cutting Software
What can you make with a flat knitting machine
ブランドコピーどこで買う
スーパーコピー時計バックスケルトン
Air Suspension Parts Air Shock Absorber
Fast Food Outlets
Cool Sunglasses
玄関マットブランドコピー
Ro3003 High Frequency PCB
ロンジン時計時計オメガスピードマスタースーパーコピー
Bamboo Expandable Drawer Organizer
Printed circuit board
キャップコピーシュプリームコピー財布
T8 Retrofit Led Tubes
5D SP Drill Bits
Total Brightblack High Tenacity Polyester Industrial Yarn
Square neck bolt
スーパーコピー後払い楽天ゾゾタウン財布偽物楽天
WAGO 2273 Series Quickly Wire Connector
ブランドコピーサイト
160 Kva Generator
ロレックス時計スーパーコピーの級品スーパーコピー
Human Temperature Thermometer
KM12 Steel End Mill Cutter for AL Aluminum
Self-fusing Tape
Lcd Display Assembly
超スーパーコピー時計
iphone6カバーブランドコピー
A333 Pipe
Portable Power Station 700W
ブランドスーパーコピーアプリスーパーコピーブランド
Pillow Cover
Diode Laser IPL YAG Laser RF
Heart Worm Preventative
What are the Main Contents of Post Press Processing
iphoneカバーブランドコピー
ブランド財布コピー代引きスーパーコピー時計優良専門店
Water Ball Valve
Large Capacity Rolling Wire Utility Laundry Carts
Office 2021 Pro
スーパーコピー時計国内品質
12KV Indoor High Voltage Vacuum Circuit Breaker