slide share -marketing to black moms
DESCRIPTION
Black moms are culturally distinctive and different. Culture plays an important role in how she perceives herself, how she parents, and how she connects with brandsTRANSCRIPT
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Define. Explore. Disco
For whatever reason, ver. Engage. • Creative/interesting premise: Half truths/
whole truths that women tell marketers
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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
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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
What Mary Lou Doesn’t Tell You
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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.
What Mary Lou Doesn’t Tell You
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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
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Connecting with African-American Moms
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
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1. Get Black Culture
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African-American moms place a value on being respected.
Gain permission to talk to her by demonstrating respect and understanding Black Culture.
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
2. Understand who you are really talking to
All Black moms are not the same
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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
3. Flip the Script…
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…from negative stigmas (i.e. welfare queens, devaluing Black men, raising unruly children) to more positive imagery.)
…to positive “good mom” themes
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4. Direct her toward better health
Explore Black attitudes and behavior toward health and wellness
13 2010 Nielsen Media Research
5. Re-think Advertising
Include Black men/fathers. (not target them)
Consider aspirational messages/programs around parenting and co-parenting.
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6. Connect with her across multiple media" platforms
Print TV Radio Digital/Mobile Experiential
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7. Invest in Relevant Research
Change the environment
Invest in “real” ethnographies
Use Black experts
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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
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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
www.huntermillergroup.com
BLOG: adage.com/bigtent
Twitter: twitter.com/nsightguru
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Pepper’s Second Book Coming Soon!