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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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Transcript of "Slide share -marketing to black moms"

  1. 1. 2 Define. Explore. Disco For whatever reason, ver. Engage. •  Creative/interesting premise: Half truths/ whole truths that women tell marketers
  2. 2. 3 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
  3. 3. 4 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
  4. 4. What Mary Lou Doesn’t Tell You 5 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. What Mary Lou Doesn’t Tell You 6 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
  6. 6. 7 Connecting with African-American Moms
  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. 1. Get Black Culture 9  African-American moms place a value on being respected.  Gain permission to talk to her by demonstrating respect and understanding Black Culture.
  9. 9. 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
  10. 10. 2. Understand who you are really talking to All Black moms are not the same 11 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
  11. 11. 3. Flip the Script… . …from negative stigmas (i.e. welfare queens, devaluing Black men, raising unruly children) to more positive imagery.) …to positive “good mom” themes 1 2
  12. 12. 4. Direct her toward better health   Explore Black attitudes and behavior toward health and wellness 13 2010 Nielsen Media Research
  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 Print TV Radio Digital/ Mobile Experiential 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. 18 18 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 pepper@huntermillergroup.com www.huntermillergroup.com BLOG: adage.com/bigtent Twitter: twitter.com/nsightguru 18 Pepper’s Second Book Coming Soon!
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