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  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.
  • When you look at the segment profile, you’re able to see just how powerful, accepted and mainstream the urban segment truly is. As I mentioned a moment ago, this target has power. More than many marketers give them credit. That’s why you see the Caucasian % so high and the mindset being adopted beyond the geography of the inner city. The mindset is present in suburban as well as rural America. Knowing the power of the target’s dollar, it’s very surprising how long it’s taking corporations to embrace the target.

Aaf Aaf Presentation Transcript

  • American Advertising Federation April 21, 2010 The Evolution & Impact of the Urban Market on Branding & Consumer Behavior AGENCY TEAM >>> THE MASTERMIND GROUP
  • Agenda >>
    • Evolution of the Brand Creators
    • 7 Ciphers  Urban Consumer Segmentation Framework
    • Case Studies
    • Urban Truths in Advertising
    • AA Brand Connections
  • Any great urban renaissance begins with innovation… AGENCY TEAM >>> THE MASTERMIND GROUP
  • A culture born out of sheer necessity…>>
  • Became a conduit for creativity & self-expression…>>
  • Building brands, redefining design & product utility…>>
  • While connecting cultures…>>
  • Changing the media landscape…>>
  • And realizing lifestyle aspirations along the way…>>
  • 7 Ciphers™ Segmentation Framework “ Cracking the Code on the Urban Market” AGENCY TEAM >>> THE MASTERMIND GROUP
  • What is Urban? Demographic profile >>
    • 15% of the U.S. population, or 45.3 million trendsetting Americans have adopted the urban mindset
    • $300 billion buying power
    • Ethnically and culturally diverse
      • - Caucasian
      • - African American
      • - Hispanic
      • - Asian
    • Geographically diverse
      • - 49% Top 25 DMA’s
      • - 26% Rural
      • - 25% other MSA’s
    • Sources: Urban IQ and Horowitz Associates; The Mastermind Group
  • What is urban? Psychographic profile >>
    • Current generation less defined by racial differences…identify based on shared mindset and lifestyle interests
    • Urban market is not monolithic and = to African-Americans
      • - African-American is a racial group…urban is an attitude, awareness and lifestyle
    • Given mainstream appeal of urban lifestyle and its influence on pop culture, “urban” has evolved to represent a broader psychographic (transcends race, age, gender and geography)
  • 7 Ciphers™ Urban Consumer Segmentation >>
    • What It Is
    • A psychographic instrument that…
    • Shifts the market paradigm beyond traditional race-based demographic approach
    • Captures nuances within urban sub-segments to maximize cultural resonance
    • Provides a framework for brands to pinpoint constantly shifting target and ground brand positioning for urban market strategy
    • Aligns product portfolio, marketing activity, creative, media buys, distribution, etc. against specific sub-segments with highest return on investment
    • Delivers ROI, measurement and accountability
  • 7 Ciphers™ Urban Consumer Segmentation Study >>
    • About The Pilot Study (2008)
    • Targeted sampling frame with 1000 completes
    • Included data from 200 non-qualifying respondents (general market implications)
    • Reflects regional differences and projects onto national population
    • RDD Data Collection (survey executed by Edison Media Research)
    • Flagship partners (MTV, Pepsi and The Brookings Institution)
    • Latent class segmentation model designed by William R. Dillon, renowned market research expert and Associate Dean of Southern Methodist University’s (SMU) Cox School of Business
      • Published over 50 articles in the general areas of segmentation, positioning, market structure and issues related to the use of latent class/mixture and covariance structure models.
      • Classification/targeting tool used to 1) track segments over time, 2) identify a respondents segment membership in real time, and 3) recruit respondents from a specific cipher/segment for the purpose of focus groups. 
    • Phase II 2010
    • 7 Ciphers  syndicated & custom studies (fielding Q2 2010)
  • cracking the code on the urban market >>
    • 7 Ciphers™
    • In urban culture, a Cipher is a circular formation of individuals who communicate their unique perspective from one “builder” to the next
    • Similarly, urban culture has been transported from one sub-segment to the next as it has transcended race and geographical boundaries
    • Each segment contributes their own, customized adaptation of the culture to add on to its prior existence (DNA of Hip-Hop culture)
    • Consumers of an urban mindset do not respond to generic messages…only those brand communications written in the code of their particular Cipher
  • 7 Ciphers™ Segment Profiles >> Core Urban: 14-30; African-American, Acculturated Hispanic; Northeast Corridor (NYC, Philadelphia, DC, Baltimore, Boston); Innovator/Alpha consumer who defines trends first (music, language fashion, etc.); Heavy gamers; Urban culture software developers and content creators; Brand creators who stimulate mass appeal and adoption by general market youth; Tertiary Urban: 14-25; African-American, Caucasian, Acculturated Hispanic; Atlanta (Georgia), Houston, Dallas, Memphis, St. Louis; Make it cool to be country and use country grammar; Project unique expression of urban and Hip-Hop culture based on southern experience ; Currently driving urban culture and popular culture influence; Boast strong regional preferences and tastes; Sub-Urban: 14-25; Caucasian, African-American; Iowa, Michigan, Dallas, Cleveland; Aspires to replicate lifestyle of core urban and tertiary urban consumer; Drawn toward realism, rebellion and authenticity of Hip-Hop; Heavy gamers; Instant access to culture via media and internet; Disposable income to buy into trends; African-American suburban teens act as transporters of urban culture via exposure to inner-city relatives; Contemporary Urban: 25-49; African-American, Acculturated Hispanic;; New Jersey, Atlanta, Dallas, Houston, LA, Chicago; Hip-Hop’s Generation X; Upscale and affluent; Product of urban environment overcame obstacles on path to American Dream; Self-made moguls; Architects of modern urban culture; Identify with and influence urban trends downstream while preferences have moved upstream; Leading migration to new south;
  • Organic Urban: 25-49; African-American, Caucasian; NYC (Brooklyn), Philadelphia, Chicago; Urban intelligentsia; College-educated, primarily at Historical Black Colleges and Universities; Resist commercialization in urban culture, especially music; Preference for classic soul and Satellite Radio format; Occasion-driven target active in alumni, sorority and fraternity networks; Authenticity and being “true to self” is paramount; Alternative Urban: 14-30; Caucasian, African-American; Same geography as Sub-Urban segment’ Fusion of Rock, skate culture and Hip-Hop; Cultural transporters comfortable blending in rock or Hip-Hop environment; Product of suburban environment who maintains simplistic self-expression and doesn’t aspire to replicate core urban lifestyle wholesale; “Mashed” style; Vintage Urban: 21-39; Asian-American, Caucasian, African-American; San Francisco/Bay Area, Maryland; Represent vintage/retro elements of urban culture; Innovators and early adopters from Asia (e.g. Japan) who were influenced early by Hip-Hop and urban culture and are now creating urban trends in fashion and technology (i.e. Nigo/BAPE); Reinforces originality by holding fast to classical elements of culture with contemporary twist; 7 Ciphers™ Segment Profiles >>
  • Brand “sweet spot” (18-49) >> INNOVATOR EARLY ADOPTER LATE ADOPTER MAINSTREAM Core Tertiary Classic Contemporary Sub-urban Alternative Organic
  • Case Studies… AGENCY TEAM >>> THE MASTERMIND GROUP
  • Mercedes-Benz >>
    • Situation: Mercedes-Benz was looking to position its new C-Class with the urban market.
    • Rapper 50 Cent expressed an interest in endorsing the brand
    • Mercedes needed to connect urban positioning with its core brand positioning (I.e. Heritage0
    • Aligned brand with Contemporary Urban segment
    • Hip-Hop’s Gen X realizing lifestyle aspirations and signaling downstream
    • Mercedes-Benz traditionally represented “badge” of upward mobility for the urban audience (no different than the Nike swoosh) = heritage
    • Developed “Moving On Up” creative platform and used contemporized version of theme to TV popular AA sitcom The Jeffersons
    • Targeted mass market of contemporary urban professionals
    • Sales increase of 40%
  • Mercedes-Benz >>
    • Situation: Mercedes-Benz was looking to position its new C-Class with the urban market.
    • Rapper 50 Cent expressed an interest in endorsing the brand
    • Mercedes needed to connect urban positioning with its core brand positioning (I.e. Heritage0
    • Aligned brand with Contemporary Urban segment
    • Hip-Hop’s Gen X realizing lifestyle aspirations and signaling downstream
    • Mercedes-Benz traditionally represented “badge” of upward mobility for the urban audience (no different than the Nike swoosh) = heritage
    • Developed “Moving On Up” creative platform and used contemporized version of theme to TV popular AA sitcom The Jeffersons
    • Targeted mass market of contemporary urban professionals
    • Sales increase of 40%
  • Urban Truths In Advertising… AGENCY TEAM >>> THE MASTERMIND GROUP
  • Heineken >>
  • Starbury >>
  • AA Brand Connections… AGENCY TEAM >>> THE MASTERMIND GROUP
  • Reinforcing brand heritage as a trusted member of the African-American household and community creates a loyal bond resulting in relationships lasting generations…because nothing is more important than being there for African-Americans. If you have been there for African Americans, African Americans will be there for you. Brand Connection - Heritage
  • Continuous product innovation is a sure-fire way to maintain the brand loyalty of African-Americans and influence trial and purchase. They embrace new technology, actively seek new products and appreciate product utility…because creativity, ingenuity and innovation are at the core of the African American consumer DNA. If you truly capture African-American consumers, they can help you build a better mouse trap. Brand Connection - Innovation
  • Image is everything for African Americans. Maintaining personal care and oral care are cardinal rules in the African-American household. Looking good is feeling good. Feeling good is doing good (at home and in the community). Because nothing is more important to African Americans than having style and staying so fresh & so clean. Helping African Americans project a positive image of themselves and their community will reflect back on your brand. Brand Connection - Image
  • Thank You!!! Contact Information: Twitter: @MrErinPatton Facebook: Erin Patton’s Under The Influence LinkedIn: Erin Patton www.undertheinfluence2009.com www.themastermindgroup.com