State Of Urban

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Urban Marketing tutorial

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State Of Urban

  1. 1. State of Urban
  2. 2. Agenda <ul><li>Purpose Statement </li></ul><ul><li>Understanding The Urban Segment </li></ul><ul><li>Media Strategies </li></ul><ul><li>Communications Strategies </li></ul><ul><li>Cracking The Code </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Author Bio </li></ul>
  3. 3. Purpose Statement <ul><li>The purpose of this presentation is to: </li></ul><ul><ul><li>Increase Urban Culture IQ </li></ul></ul><ul><ul><li>Define targeted communication avenues & techniques </li></ul></ul><ul><ul><li>Urban Brand Discipleship thought starters </li></ul></ul><ul><ul><li>Discuss brand positioning platforms </li></ul></ul>
  4. 4. Understanding The Urban Segment
  5. 5. … And God said “Let there be Hip-Hop” <ul><li>The 5 Urban Commandments: </li></ul><ul><ul><li>Believe Hip-Hop is the “Great Unifier” that binds many cultures and demographic groups </li></ul></ul><ul><ul><li>Respect the Game and it’s Players </li></ul></ul><ul><ul><li>Rock what ya got! </li></ul></ul><ul><ul><li>Rep your hood </li></ul></ul><ul><ul><li>Make “The Game” better </li></ul></ul>
  6. 6. You Know You’re Urban If You… <ul><li>Yeah that’s me… </li></ul>
  7. 7. Who Are They? <ul><li>Ties That Bind </li></ul><ul><ul><li>United by Hip-Hop music, the love of fashion, tech life-enhancers and a social code based upon respect, Urban consumers transcend all boundaries of race, class and geography </li></ul></ul><ul><ul><li>Over 24 million 15-29 year-olds identify themselves as Urbanites and members of the Hip-Hop Nation </li></ul></ul><ul><ul><li>Urbanites spend over $500 billion each year on products and services, primarily fashion, entertainment, travel and personal goods </li></ul></ul><ul><li>Trendsetters </li></ul><ul><ul><li>The Urban Culture drives the use of today’s fringe music, fashion and technology that will become tomorrow’s mainstream </li></ul></ul><ul><ul><ul><li>Remember when these items weren’t household names </li></ul></ul></ul><ul><ul><ul><ul><li>Hip Hop, Rave, Reggaton, Krunk, Tagging’, Krumpin, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>MP3, IPod, Zune, SMS, Blackberry, Boost Mobile, Virgin Mobile, IM, XBOX, PS3 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google, MySpace, YouTube, Ebay, Car Domain, Blogs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Dubs, Spinners, Low Riders, Donks, Rice Rockets, Tuners, ‘Lacs, Driftin’ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Anything Nike, Adidas, Reebok, Starter, Timberland, Dickies, Whytes, Puma </li></ul></ul></ul></ul>
  8. 8. Legends & Realities <ul><li>Urban Legends… </li></ul><ul><li>Singularly Ethnic </li></ul><ul><li>Uneducated </li></ul><ul><li>Poor </li></ul><ul><li>Self Absorbed </li></ul><ul><li>Short Attention Span </li></ul><ul><li>Style over Substance </li></ul><ul><li>Anti-Establishment </li></ul><ul><li>Pessimistic and Apathetic </li></ul><ul><li>Depends on the System </li></ul><ul><li>Urban Realities… </li></ul><ul><li>Practices cultural exchange </li></ul><ul><li>Street smart & savvy </li></ul><ul><li>Tend to be off the economic radar </li></ul><ul><li>Socially aware </li></ul><ul><li>Multi-tasker </li></ul><ul><li>Trendsetters that trade-up for quality </li></ul><ul><li>Would rather understand than be understood </li></ul><ul><li>Emotional & Aspirational </li></ul><ul><li>Knows how to “work the system” </li></ul>
  9. 9. Cultural Essence <ul><li>Need to Connect </li></ul><ul><li>Emotion & Experience </li></ul><ul><li>Respect </li></ul><ul><li>Truthiness </li></ul><ul><li>Authenticity </li></ul><ul><li>Irreverent Humor </li></ul><ul><li>Form & Function </li></ul><ul><li>Tech as Life Enhancers </li></ul><ul><li>Value (Masstige vs. Prestige) </li></ul><ul><li>Mass Customization </li></ul><ul><li>On-Demand Appetite </li></ul>
  10. 10. “Ethnic vs. Urban” <ul><li>Ethnic marketing speaks to a group’s culture and roots while Urban marketing refers to a particular shared lifestyle or mindset </li></ul><ul><li>Almost everyone has ethnic cues and identifies with their particular cultural heritage </li></ul><ul><li>Urban marketing speaks to consumers in terms of how they identify themselves and not by preconceived social labels of race, class or geographic constraints </li></ul><ul><li>It is important to recognize the differences and balance the use of each method to achieve maximum results </li></ul>
  11. 11. Media
  12. 12. Must See TV Then… <ul><li>Black Media for a White World </li></ul>
  13. 13. Must See TV Now…
  14. 14. Reading List Then… <ul><li>Focused on Social Assimilation </li></ul>
  15. 15. Reading List Now…(Sorry Oprah)
  16. 16. Staying Connected
  17. 17. Awareness Drivers Revolve Around Me I hate redundancy Help me connect with others I want it now! Why be traditional – I’m not Engage me I want to know more
  18. 18. Urban Media Strategies <ul><li>Revolve The Brand Around The Consumer </li></ul><ul><ul><li>Be where the consumer is and inject your brand into their daily lives </li></ul></ul><ul><ul><li>Be selective and meaningful in media placement – avoid over saturation </li></ul></ul><ul><ul><li>Media is Everything, Everything is Media </li></ul></ul><ul><ul><li>On-Demand access to the brand </li></ul></ul><ul><li>Content Is King </li></ul><ul><ul><li>Urban consumers are content creators and consumers of content </li></ul></ul><ul><ul><li>Create content rich media that engages the consumer on an interactive level </li></ul></ul><ul><ul><li>Create opportunities for consumers to dig deeper into your brand </li></ul></ul><ul><li>Engagement & Customize Experiences </li></ul><ul><ul><li>Create platforms that give Brand Disciples the ability to unite and interact with one another </li></ul></ul><ul><ul><li>Engagement events offer personal experience opportunities to become intimate with the brand </li></ul></ul><ul><ul><li>Encourage consumers to “Hijack the Brand” </li></ul></ul>
  19. 19. Developing Urban Brand Discipleship
  20. 20. Trusted Brands Then…
  21. 21. Urban Brand Affinity Now…
  22. 22. Brand Affinity Drivers Make me feel special Is it Real? Represent me I want to be the only one Is it new? I want to be first I want to feel sexy!
  23. 23. What They Want From Brands <ul><li>Brand Authenticity </li></ul><ul><ul><li>Urban consumers place a premium on items that are of verifiable quality and authenticity </li></ul></ul><ul><ul><li>Street credibility reigns supreme </li></ul></ul><ul><li>Cultivate Trendsetting </li></ul><ul><ul><li>Urban consumers want to be the first to discover and own new brands and products – especially fashion and technology </li></ul></ul><ul><li>Design and Function </li></ul><ul><ul><li>Brands must be “attractive” and deliver on functionality </li></ul></ul><ul><li>Masstige vs. Prestige </li></ul><ul><ul><li>Urbanites tend to avoid old luxury items and gravitate to the “new luxury” categories </li></ul></ul><ul><li>Mass Customization </li></ul><ul><ul><li>They want to make the brand their own and satisfy their unique personal needs </li></ul></ul>
  24. 24. Cracking The Code
  25. 25. Real Talk <ul><li>Use of Urban Vernacular </li></ul><ul><ul><li>Avoid over use of played-out clichés and stereotypes </li></ul></ul><ul><ul><li>Use hot terms sparingly, sprinkle approach </li></ul></ul><ul><ul><ul><li>Use just enough slang to reinforce Urban approach </li></ul></ul></ul><ul><ul><ul><li>Terms are often outdated by the time media runs </li></ul></ul></ul><ul><ul><ul><li>“ When in doubt – leave it out!” </li></ul></ul></ul><ul><li>Communication Tone </li></ul><ul><ul><li>Brevity is best </li></ul></ul><ul><ul><li>Let them interpret for themselves </li></ul></ul><ul><li>Communication Style </li></ul><ul><ul><li>Irreverent Humor – Urbanites are not afraid to laugh at themselves and their culture </li></ul></ul><ul><ul><li>Sexy Matters </li></ul></ul><ul><ul><li>Edgy sells </li></ul></ul><ul><ul><li>Visual vs. Verbal </li></ul></ul><ul><ul><li>Avoid over hype – Just give ‘em the facts and let them figure it out </li></ul></ul>
  26. 26. Importance of Opinion Leaders <ul><li>It’s important to recognize Urban Opinion Leaders as they are the validators and gate keepers of the Culture: </li></ul><ul><ul><li>Cultural Thermometers </li></ul></ul><ul><ul><li>Cultural Police – politics, fashion, music, style </li></ul></ul>
  27. 27. Urban Validators
  28. 28. Brand Positioning
  29. 29. Urban By Association <ul><li>Associate your brand with people, organizations and lifestyle events that support and matter to the Urban Culture </li></ul><ul><ul><li>Keep It Real </li></ul></ul><ul><ul><li>Personality Icons </li></ul></ul><ul><ul><li>Embrace the “Hijacking Of The Brand” </li></ul></ul><ul><ul><li>Incorporate Brand Extensions </li></ul></ul>
  30. 30. Brands Winning In The Urban Market <ul><li>Case Study: Verizon Wireless “Free Up” </li></ul><ul><ul><li>Problem: The pre-paid phone/card business was stagnant and thought of as a product for only the credit challenged </li></ul></ul><ul><ul><li>Approach: Incorporated the passion for music and urban artwork while overhauling the pre-pay card/phone image as a hip choice for Urban youth, rather than a last resort for the financially challenged </li></ul></ul><ul><ul><li>Solution: Redesigned the packaging and the cards with colorful artwork. Conducted college tours, sponsored NBA grassroots events and enlisted Urban singer as celebrity endorser and spokesperson </li></ul></ul><ul><ul><li>Results: Stimulated product sales and category growth in Urban market and broadened appeal to General Market. Later extended campaign to include interactive gaming, ringtones and MP3 downloads </li></ul></ul>
  31. 31. Urban Reel
  32. 32. Author Bio <ul><li>Cameron’s Passions </li></ul><ul><li>Building brands from the ground up </li></ul><ul><li>Re-energizing legacy brands </li></ul><ul><li>Initiating conversations between brands and consumers </li></ul><ul><li>Inspiring leaders to listen and believers to speak </li></ul>Contact for marketing consulting opportunities [email_address] or 214.675.5843

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