Strategies For Expanding into
• Growth of the African American & Latino markets
• Facts/Myths of the African American consumer
• Challenges/Opportunities in reaching the African
• How to help agents reach this demographic market
• Top marketing strategies to build your business in the
African American market
U.S. Minority Buying Power
(Billions of dollars)
0.957 0.98 1 1.03
2010 2011 2012 2013
Hispanic Black Asian
U.S. Minority Population
Rest of U.S.
African Americans highly respond thru:
Television Radio Advertising/Marketing
Facts / Myths
Negative feelings about the economy?
Total advertising spent toward African
Americans is 2%?
They are very interested in improving
their financial knowledge/illiteracy?
AA’s own insurance products at equal or
greater rates than the general
How Your Company Can Help Agents
• Provide Marketing, Prospecting, and Advertising
materials featuring African Americans
• Establish Mentorship Programs and Team Building
• Feature Successful African American Advisors as
Speakers at Major Conferences (such as this one!)
• Become Marketing Experts
Top 4 Ways to Build Your Business
Teach a Financial Literacy Class Lunch‐n‐Learns