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Define. Explore. Disco

For whatever reason, ver. Engage. •  Creative/interesting premise: Half truths/

whole truths that women tell marketers

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Define. Explore. Disco

For whatever reason, ver. Engage.

One Marketer’s Worldview

Marketers often like to focus more on women’s differences, preferring fine-toothed segmentation and consumer algorithms that split hairs instead of commonalities that can actually be marketed to. We think they’re missing the forest for the trees.

- Mary Lou Quinlan what she’s not telling you

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Define. Explore. Discover. Engage.

Mary Lou and many marketers believe it is forward thinking to see beyond ethnicity and culture.

It is not.

Why Mary Lou missed the

trees

What Mary Lou Doesn’t Tell You

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Black women are culturally distinctive:

•  Culture plays an important role in how she perceives herself, how she parents, and how she connects with brands.

•  To reach her, it’s critical to understand what matters and what doesn’t with respect to identity and Black culture.

What Mary Lou Doesn’t Tell You

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71% of all Black births are

to single moms*

Struggles with “Black mom” stigmas and stereotypes

Believes White moms have

more support from society

and White men

Believes White moms

have the option to

work or stay home

*newsone.com May 9, 2010

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Connecting with African-American Moms

Engage Her"

1.  Get Black Culture

2.  Know who you are really talking to

3.  Flip the script from negative to positive imagery

4.  Direct her toward better health

5.  Re-think advertising

6.  Connect with her across multiple media platforms

7.  Invest in relevant research

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1. Get Black Culture

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 African-American moms place a value on being respected.

 Gain permission to talk to her by demonstrating respect and understanding Black Culture.

Respect and Black Culture

  Black moms are more likely than mainstream moms to use corporal punishment.

  Children are also taught not to question adults or authority figures (50% vs. 33% for non-Hispanic Whites).*

  Children are expected to address non-relative adults as “Mr. Miller” or “Miss Jackie” rather than by their first names.

  Many Black moms want children to have Black role models**

  Extend an invitation. Welcome her.

  Speak to her. Aknowledge her presence. She’s not invisible.

  Don’t talk down to her. She has value.

  Don’t stereotype her.  She’s so much more.

  Don’t judge her. Walk in her shoes.

Understanding Respect Showing Respect

*Yankelovich Multicultural Monitor 2007-2008 **Black America Study 2008 10

2. Understand who you are really talking to

All Black moms are not the same

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Black is Better Mean Age: 42

Stretched Black Straddlers Mean Age: 27

Faith Fulfills Mean Age: 48

New Middle Class Mean Age: 36

blackamericastudy.com 2008

3. Flip the Script…

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…from negative stigmas (i.e. welfare queens, devaluing Black men, raising unruly children) to more positive imagery.)

…to positive “good mom” themes

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4. Direct her toward better health

  Explore Black attitudes and behavior toward health and wellness

13 2010 Nielsen Media Research

5. Re-think Advertising

  Include Black men/fathers. (not target them)

  Consider aspirational messages/programs around parenting and co-parenting.

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6. Connect with her across multiple media" platforms

Print TV Radio Digital/Mobile Experiential

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7. Invest in Relevant Research

  Change the environment

  Invest in “real” ethnographies

  Use Black experts

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Final Thoughts

“There is great value in targeting consumers from a cultural

perspective rooted in ethnicity, heritage, race-related influences

and the like.

Don’t “see beyond” these things. See them.

What is important for our collective futures is to acknowledge

race, ethnicity and culture and stop judging it”.

--Rochelle Newman-Carrasco

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Thank You! Pepper Miller President The Hunter-Miller Group, Inc.

6745 S. Wabash Avenue, Suite 2

Chicago, IL 60637-3922

P: (773) 602-1620

F: (773) 483-9101

[email protected]

www.huntermillergroup.com

BLOG: adage.com/bigtent

Twitter: twitter.com/nsightguru

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Pepper’s Second Book Coming Soon!