Slide share -marketing to black moms

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Black women/moms are culturally distinctive. Culture plays an important role in how she perceives herself, how she parents, and how she connects with brands

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Slide share -marketing to black moms

  1. 1. Define. Explore. Disco •  Creative/interesting premise: Half truths/ For whatever reason, ver. Engage. whole truths that women tell marketers 2
  2. 2. Define. Explore. Disco One Marketer’s Worldview Marketers often like to focus more on women’s For whatever reason, ver. Engage. 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 3
  3. 3. Why Mary Lou Mary Lou and many marketers missed the believe it is forward thinking to Define. Explore. Discover. Engage. trees see beyond ethnicity and culture. It is not. 4
  4. 4. What Mary Lou Doesn’t Tell You 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. 5
  5. 5. What Mary Lou Doesn’t Tell You 71% of all Black births are to single moms* Believes White moms Struggles with have the “Black mom” option to stigmas and work or stay stereotypes home Believes White moms have more support from society and White men *newsone.com May 9, 2010 6
  6. 6. Connecting with African-American Moms 7
  7. 7. 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 8
  8. 8. 9 1. Get Black   African-Americanmoms place a Culture value on being respected.   Gain permission to talk to her by demonstrating respect and understanding Black Culture.
  9. 9. Respect and Black Culture Understanding Respect Showing Respect   Black moms are more likely than   Extend an invitation. Welcome her. mainstream moms to use corporal   Speak to her. Aknowledge her punishment. presence. She’s not invisible.   Children are also taught not to question adults or authority   Don’t talk down to her. She has figures (50% vs. 33% for non- value. Hispanic Whites).*   Children are expected to address   Don’t stereotype her.  She’s so much non-relative adults as “Mr. Miller” more. or “Miss Jackie” rather than by their first names.   Don’t judge her. Walk in her shoes.   Many Black moms want children to have Black role models** *Yankelovich Multicultural Monitor 2007-2008 **Black America Study 2008 10
  10. 10. 2. Understand who you are really talking to All Black moms are not the same Faith Fulfills Black is Better Stretched Black Straddlers New Middle Class Mean Age: 48 Mean Age: 42 Mean Age: 27 Mean Age: 36 blackamericastudy.com 2008 11
  11. 11. 1 2 . …from negative stigmas (i.e. welfare queens, 3. Flip the Script… devaluing Black men, raising unruly children) to more positive imagery.) …to positive “good mom” themes
  12. 12. 4. Direct her toward better health   Explore Black attitudes and behavior toward health and wellness 2010 Nielsen Media Research 13
  13. 13. 5. Re-think Advertising   Include Black men/fathers. (not target them)   Consider aspirational messages/programs around parenting and co-parenting. 14
  14. 14. 6. Connect with her across multiple media" platforms Digital/ Print TV Radio Experiential Mobile 15
  15. 15. 7. Invest in Relevant Research   Change the environment   Invest in “real” ethnographies   Use Black experts 16
  16. 16. 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 17
  17. 17. Thank You! 18 Pepper Miller President Pepper’s Second Book Coming Soon! The Hunter-Miller Group, Inc. 6745 S. Wabash Avenue, Suite 2 Chicago, IL 60637-3922 P: (773) 602-1620 F: (773) 483-9101 pepper@huntermillergroup.com www.huntermillergroup.com BLOG: adage.com/bigtent Twitter: twitter.com/nsightguru 18

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