Why do we always advise our clients to incorporate faith into nearly all of their pr/marketing plans? We advise them to do so because according to our focus groups, marketing studies, and Pew Research, 73% of African-American moms list living a religious life as one of their top priorities. The fact of the matter is that the vast majority African-American moms consider themselves to be politically liberal yet socially conservative. Whether that translates to how each of these moms lives her life is irrelevant, it is about how she views herself and how she aspires to live her life.
What does that mean for marketers? It means if these marketers are truly making an effort to reach African-American mom consumers, then there better be some consideration of the African-American mom’s relationship with her faith included in their marketing/pr plans.
So how do pr/marketing pros go about tapping into this market? Well to start there are three elements that must be included in any campaign targeting the religious African-American mom; media relations, sponsorship, and grassroots marketing. Though each of these elements are standard in most outreach campaign, when dealing with religion and faith they must be utilized in an especially careful and respectful manner.
Marketers must familiarize themselves with the right media, the right brands, and the right religious events to associate themselves with when targeting Christian Black moms. Why would a Christian media outlet be interested in Kmart expanding its Black doll line? Because Black moms in all phases of their walk in faith are reading these publications are not just looking for religious specific merchandise.
Brands targeting Black moms must keep in mind that Christian moms buy Barbies and bubblegum just like any other mother. They shop at Target and Toys R Us, and they vacation and vote. If these brands want to reach Black moms they should be sure to ask their pr/marketing teams/firms how they plan to incorporate the Christian media into the communication plans.
-Playground Public Relations
Tuesday, January 20, 2009
Thursday, November 6, 2008
The Michelle Obama Effect
From Loud and Brash to Loving with Class: Targeting African-American Moms
The lines have been drawn in the sand and consumer brands and their pr teams better sit up and take notice. For years affluent African-American moms have been crying foul regarding campaigns that show them as loud, brash, cold, and bossy. Until now their grumbles have been relatively contained to the beauty salons, churches, and at Sunday family dinners. Black moms have remained vexed and embarrassed by the portrayal of them as one of two models; either ebonic-speaking, booty shakin’, sex-pots, or, ignorant, obese, and domineering. Black moms have been troubled by this depiction in mainstream media but have remained relatively silent in communicating those frustrations publicly- until now.
This week the world held its breath as Americans elected Senator Barack Obama as the 44th President of the United States. In President-Elect Barack Obama’s acceptance speech he gave a short but moving tribute to his African-American wife, partner, biggest supporter, and mother of his children, Mrs. Michelle Obama. Black women across the country wept at such a public expression of love and respect for a woman whose physical image reflects their own. Some have never witnessed such an outpouring of affection over an entire lifetime. Finally the world was seeing an educated, nurturing, accomplished mother who looks, talks, and shares the same goals, values, and aspirations as them. For the first time, on the world stage was a Black woman that seemed so familiar; someone who could fit in easily at a book club or at the local Mocha Mom or Jack and Jill group. The minute Michelle Obama came on the national scene the passive stance of Black mom consumers changed. Black moms are now chanting “No more!”, and they are putting their purses where their mouths are. This is indeed the Michelle Obama Effect.
So what is the Michelle Obama Effect and what does it mean to practitioners? It means change. It means African-American moms taking control of their image and rejecting brands that reduce them to stereotypes and caricatures. And most importantly, it means that practitioners are going to have to develop pr and marketing programs that represent African-American moms in very real and relevant ways. Otherwise practitioners will watch these traditionally brand loyal moms exercise the power of their purses by switching to competing brands.
By 2011 African-American families are expected to spend an estimated 1 trillion dollars a year. Black moms make 87% of the purchasing decisions for products for their homes. Unless brands are willing to forsake their stake in this trillion dollar market, practitioners should treat the Michelle Obama Effect as a genuine and extremely significant movement.
The lines have been drawn in the sand and consumer brands and their pr teams better sit up and take notice. For years affluent African-American moms have been crying foul regarding campaigns that show them as loud, brash, cold, and bossy. Until now their grumbles have been relatively contained to the beauty salons, churches, and at Sunday family dinners. Black moms have remained vexed and embarrassed by the portrayal of them as one of two models; either ebonic-speaking, booty shakin’, sex-pots, or, ignorant, obese, and domineering. Black moms have been troubled by this depiction in mainstream media but have remained relatively silent in communicating those frustrations publicly- until now.
This week the world held its breath as Americans elected Senator Barack Obama as the 44th President of the United States. In President-Elect Barack Obama’s acceptance speech he gave a short but moving tribute to his African-American wife, partner, biggest supporter, and mother of his children, Mrs. Michelle Obama. Black women across the country wept at such a public expression of love and respect for a woman whose physical image reflects their own. Some have never witnessed such an outpouring of affection over an entire lifetime. Finally the world was seeing an educated, nurturing, accomplished mother who looks, talks, and shares the same goals, values, and aspirations as them. For the first time, on the world stage was a Black woman that seemed so familiar; someone who could fit in easily at a book club or at the local Mocha Mom or Jack and Jill group. The minute Michelle Obama came on the national scene the passive stance of Black mom consumers changed. Black moms are now chanting “No more!”, and they are putting their purses where their mouths are. This is indeed the Michelle Obama Effect.
So what is the Michelle Obama Effect and what does it mean to practitioners? It means change. It means African-American moms taking control of their image and rejecting brands that reduce them to stereotypes and caricatures. And most importantly, it means that practitioners are going to have to develop pr and marketing programs that represent African-American moms in very real and relevant ways. Otherwise practitioners will watch these traditionally brand loyal moms exercise the power of their purses by switching to competing brands.
By 2011 African-American families are expected to spend an estimated 1 trillion dollars a year. Black moms make 87% of the purchasing decisions for products for their homes. Unless brands are willing to forsake their stake in this trillion dollar market, practitioners should treat the Michelle Obama Effect as a genuine and extremely significant movement.
Monday, June 23, 2008
The Greening of The Inner City Black Community
I recently read the best article by Paula Brock of the Seattle Times dealing with the subject of diversity in the green movement. The piece started with an opening line that read" What's a nice black guy like me doing in a movement like this?" That question is the basis for today’s blog.
Typically when you hear about the environment or the green movement it’s rarely if ever being discussed in the context of inclusion and communities of color. Generally speaking, the green movement has been seen by the African-American community as organically White. Why? Primarily because the main issues focused on by the masses in this movement do not tend to specifically address the issues that African-American moms are primarily concerned with in African-American neighborhoods.
Neighborhoods with high concentrations of asthma, pollution, and unhealthy schools are all serious concerns of African-American moms so it would seem as if the environmental movement would take off where the civil rights movement left off in the African-American community but it hasn't. And, it hasn't because like with the feminist movement many African-American moms feel a sense of exclusion and as if their concerns aren't the green movements concerns.
What environmentalist are missing out on is that as Van Jones of the Ella Baker Center for Human Rights says (and I am paraphrasing), "You can't ask people who are thinking about surviving to care about the polar bears". What that means is if environmentalists want to make any inroads with African-American moms they have to go back to marketing and pr 101, back to the basics. Environmental organizations have got to demonstrate how such a global issue directly affects these moms and their families in their local communities. Simply localize this global issue.
As soon as environmentalist start talking about asbestos in inner city schools, the disproportionately high rate of asthma in the African-American community, and starts addressing the either real or perceived issue of environmental racism and classism, more African-American moms will sit up and take notice. It’s as complicated and as simple as that.
Typically when you hear about the environment or the green movement it’s rarely if ever being discussed in the context of inclusion and communities of color. Generally speaking, the green movement has been seen by the African-American community as organically White. Why? Primarily because the main issues focused on by the masses in this movement do not tend to specifically address the issues that African-American moms are primarily concerned with in African-American neighborhoods.
Neighborhoods with high concentrations of asthma, pollution, and unhealthy schools are all serious concerns of African-American moms so it would seem as if the environmental movement would take off where the civil rights movement left off in the African-American community but it hasn't. And, it hasn't because like with the feminist movement many African-American moms feel a sense of exclusion and as if their concerns aren't the green movements concerns.
What environmentalist are missing out on is that as Van Jones of the Ella Baker Center for Human Rights says (and I am paraphrasing), "You can't ask people who are thinking about surviving to care about the polar bears". What that means is if environmentalists want to make any inroads with African-American moms they have to go back to marketing and pr 101, back to the basics. Environmental organizations have got to demonstrate how such a global issue directly affects these moms and their families in their local communities. Simply localize this global issue.
As soon as environmentalist start talking about asbestos in inner city schools, the disproportionately high rate of asthma in the African-American community, and starts addressing the either real or perceived issue of environmental racism and classism, more African-American moms will sit up and take notice. It’s as complicated and as simple as that.
Wednesday, May 14, 2008
Marketing to Little Black Princesses
The movie is not even out yet but the product line is amongst the most anticipated brand launch ever with African-American moms. Disney’s film The Princess and the Frog is set to debut in 2009 to the excitement and of Black moms everywhere.
The Princess and the Frog is the first Disney animated film to feature an African-American princess. African-American moms are jubilant over the film that is still in production and are planning to embrace Tiana, the first African-American, and the latest princess to be added to iconic Disney brand. For 30 and 40 something moms, this film is slated to be what Diana Ross first appearing on the Ed Sullivan Show was to 50 and 60 something Black moms was.
Sound dramatic, maybe it is, but don’t discount the fact that there is a psychology to this that most people will never really understand. There have always been Caucasian princesses. There has even been a Native American, Middle Eastern, and Asian, but never a Black princess. African-American moms have been buying the Disney princess brand for their daughters without a single character that reflects them physically, and that is all about to change.
Black mom social clubs, e-groups, and civic organizations are planning to see this film in big numbers. Many moms feel that supporting this film is essential to sending a message to Disney and other studios that this is the type of film they want to share with their families. Moms are talking about buying up everything possible with Princess Tiana on it. What that means for licensees is that this brand is going to fly off of the shelves. Licensees can anticipate selling everything from dolls to toothbrushes, and bedding to apparel.
This brand is going to move products if for no other reason, it will be a dream fulfilled for many women. The moms that are going to buy The Princess and the Frog products are going to be living out their childhood Cinderella, Snow White, and Sleeping Beauty dreams through this film. This will be their opportunity to give their daughters something that they never had, a beautiful princess that looks like them, and for that, there isn’t a price tag that could be too high.
The Princess and the Frog is the first Disney animated film to feature an African-American princess. African-American moms are jubilant over the film that is still in production and are planning to embrace Tiana, the first African-American, and the latest princess to be added to iconic Disney brand. For 30 and 40 something moms, this film is slated to be what Diana Ross first appearing on the Ed Sullivan Show was to 50 and 60 something Black moms was.
Sound dramatic, maybe it is, but don’t discount the fact that there is a psychology to this that most people will never really understand. There have always been Caucasian princesses. There has even been a Native American, Middle Eastern, and Asian, but never a Black princess. African-American moms have been buying the Disney princess brand for their daughters without a single character that reflects them physically, and that is all about to change.
Black mom social clubs, e-groups, and civic organizations are planning to see this film in big numbers. Many moms feel that supporting this film is essential to sending a message to Disney and other studios that this is the type of film they want to share with their families. Moms are talking about buying up everything possible with Princess Tiana on it. What that means for licensees is that this brand is going to fly off of the shelves. Licensees can anticipate selling everything from dolls to toothbrushes, and bedding to apparel.
This brand is going to move products if for no other reason, it will be a dream fulfilled for many women. The moms that are going to buy The Princess and the Frog products are going to be living out their childhood Cinderella, Snow White, and Sleeping Beauty dreams through this film. This will be their opportunity to give their daughters something that they never had, a beautiful princess that looks like them, and for that, there isn’t a price tag that could be too high.
Sunday, April 6, 2008
March 2008 Survey of African-American Mom Toy Purchases
In a recent survey of 200 African-American moms with family incomes of $50,000 or more, Playground PR asked, “What would you want the toy industry to know about you and what factors effects your purchasing decision process?”
Below is a list of the Top 5 Marketing Mistakes Toy Makers and Retailers Make When Marketing to African-American Moms.
1. Authentic Messaging-
26% of moms polled said that they felt the use of a kente cloth (a piece of traditional multi-colored African fabric) was an overused, generic marketing ploy used by toy companies and retailers when trying to get their attention. These moms said that not have they not owned a kente cloth since the 1980’s, so therefore its recurrent use in advertising children’s toys and games did not inspire them to purchase a particular toy or product. In fact, this was a determining factor in their decision not to purchase something.
2. Watch the “N’ Words
Not the one that you think. Moms said that they are greatly offended by the this’n’that products. Proper grammar is just as important to them as it is to every other mother so watch the ebonics.
3. Defined Features
59% of moms surveyed stated that purchasing a doll with features that resembles those of their daughters’ was very important to them. They spoke of deep frustrations regarding having to first find African-American dolls, then having to find an African-American doll but then to discover that she looks exactly like her Caucasian counterpart, jut dipped in brown.
4. Where Are The Black People?
35% of African-American moms surveyed said that they tend to opt for books rather than toys because books tend to embrace diversity a lot more frequently than toys and video games. These moms expressed frustration with marketers that only feature African-Americans during African-American programming. One mom asked, ”Are we their dirty little secret? I won’t buy from a company that only features us in commercials during the NAAP Image Awards or on BET.”
5. Who Speaks That Way?
42% of the Black moms said that they can’t stand the typical depiction of loud talking, grammatically challenge, hip holding, characters are not personalities or characteristics that they want their daughters to emulate.
Below is a list of the Top 5 Marketing Mistakes Toy Makers and Retailers Make When Marketing to African-American Moms.
1. Authentic Messaging-
26% of moms polled said that they felt the use of a kente cloth (a piece of traditional multi-colored African fabric) was an overused, generic marketing ploy used by toy companies and retailers when trying to get their attention. These moms said that not have they not owned a kente cloth since the 1980’s, so therefore its recurrent use in advertising children’s toys and games did not inspire them to purchase a particular toy or product. In fact, this was a determining factor in their decision not to purchase something.
2. Watch the “N’ Words
Not the one that you think. Moms said that they are greatly offended by the this’n’that products. Proper grammar is just as important to them as it is to every other mother so watch the ebonics.
3. Defined Features
59% of moms surveyed stated that purchasing a doll with features that resembles those of their daughters’ was very important to them. They spoke of deep frustrations regarding having to first find African-American dolls, then having to find an African-American doll but then to discover that she looks exactly like her Caucasian counterpart, jut dipped in brown.
4. Where Are The Black People?
35% of African-American moms surveyed said that they tend to opt for books rather than toys because books tend to embrace diversity a lot more frequently than toys and video games. These moms expressed frustration with marketers that only feature African-Americans during African-American programming. One mom asked, ”Are we their dirty little secret? I won’t buy from a company that only features us in commercials during the NAAP Image Awards or on BET.”
5. Who Speaks That Way?
42% of the Black moms said that they can’t stand the typical depiction of loud talking, grammatically challenge, hip holding, characters are not personalities or characteristics that they want their daughters to emulate.
Tuesday, January 8, 2008
What's the Fuss about Diversity Marketing?
It’s funny how topics for blogs come about. The other day someone asked me what does diversity marketing really mean. This rather seasoned pr professional went on to ask if you had to be African-American to market to African-Americans. To that I said, "Certainly not, I develop campaigns targeting mainstream Americans, so of course non African-Americans can specialize in marketing to African Americans." The key is truly understanding your audience. It’s about developing campaigns that speak to the heart of your target audience. Sounds like PR 101 but it might not be as elementary as one might think. Speaking as someone who specializes in niche marketing with a core business area focusing on marketing to African-American moms, I can't help but notice that more companies than not have started to develop a less than diverse approach to this practice area. The definition to diversity marketing according to Wikipedia is written as follows:
Diversity marketing (or in-culture marketing) is a marketing paradigm which sees marketing (and especially marketing communications) as essentially an effort in communication with diverse publics. According to the paradigm, the main focus of marketing today should be to create effective communication methods and a communication mix appropriate to each of the diverse groups active in the market.Diversity marketing recognizes the influence of cultural programming and acknowledges that different consumer groups have life experiences in different cultural and social settings. Because of this different cultural programming, the tastes, values, expectations, beliefs, ways of interaction, ways of entertainment, and lifestyle preferences of these groups tend to be different from others. These differences require the creation of customized marketing strategies.
Wordy definition, but it is certainly on par with the spirit of the practice. However, what I am finding is that often time’s companies are trending towards finding Specialist on marketing to the Hispanic community, but not doing anything innovative or new with the African-American community, and certainly not doing much else with other people of color.
Now obviously there is true merit in really going after this previously undervalued market. the Hispanic population is growing astronomically, the Hispanic community is contributing to the US economy in the tune of billions of dollars, and Univision & Telemundo usually beats the pants off of the big 4 broadcast channels in most of the major television markets.
So, if that is all true, what the issue? The issue is that by viewing a pr effort as simply a diversity marketing effort instead of a customized Hispanic marketing effort or a targeted African-American, or Asian effort, the campaign is really no more effective than just having one shotgun blast mainstream effort.
Not only are corporations getting this wrong but so are most large pr agencies, and even PRSA. In attending the International Public Relations Society of America Conference this past October, this issue couldn't have been more evident. There were probably 4 seminars on diversity marketing and 3 of them were on targeting the Hispanic community, while the other that was to be more diverse, had 5 panelists, 3 Hispanic, 1 Asian, and 1 African-American. Again I reiterate that diversity marketing must be much more diverse.
As I said, one of Playground Public Relation's key business areas in marketing to African-American moms. While potential clients have approached us wanting us to mount a campaign geared towards African-American, but then also wanting that same campaign to be used to get the Hispanic market I have to say whoa. These markets are so different that no single campaign would work on both audiences without doing some serious differentiating. Not that I want to turn potential business away but because we are such a specific niche market boutique PR agency and have yet to acquire the talent that truly understands the nuances and motivators of the Hispanic community, we have to refer the business elsewhere. That is, in my belief, the only truly responsible thing to do.
The PR community needs to get to the point where specialization and niche marketing is the standard. Fleishman Hillard does a great job of this with the Boomer market. They have done a tremendous job identifying and understanding the Boomer woman. Fleishman Hillard FH Boom is not trying to market to the 30 something woman and the Boomer woman; they have identified their target audience as the Boomer woman and are putting the research and resources in really speaking to that woman.
I submit that this is the wave of the future. Gone are the days of twofers. By that I mean, corporations and agencies that subscribe to the logic, 'If you can do African-American then you can do Hispanic marketing or vice verse'. While this methodology may appear most cost efficient, it certainly is not effective and gives the client no true value.
The African-American community is a unique consumer group with a great diversity within itself. While some of the core issues are the same for many African-American moms, the motivators and triggers are as unique as the hues of the African-American woman.
I think this is an important conversation that needs to continue in the public relations community. Not for the sake of being divisive, but for the purpose of being responsible practitioners that have appropriate professional training on each specific audience. It is a topic that was discussed at the 2007 PRSA conference amongst practitioners that attended the conference wanting to learn more about multicultural marketing. A number of the practitioners I spoke with came with the intent of learning how to create effective campaigns that spoke to the various communities of color, these particular attendees left feeling sorely disappointed.
I guess there is hope for the 2008 PRSA Conference in Detroit. For Detroit is the capital of the Arab media in the United States, home of Motown, and has a sizable Hispanic and Asian population. I am truly excited and optimistic. Motor City, here we come.
Wednesday, November 14, 2007
Blogging Moms Fear Christmas Toys. Toy Companies Fear Blogging Moms
Some of Santa's helper’s a.k.a. clients and other toy makers are nervous. With Christmas being on 39 shopping days away a lot of toy makers are afraid that moms are going to revolt this year and not buy toys, especially toys made in China. If the mommy blogs are an accurate reflection of other moms in the United States and around the world, toy makers have a reason to worry.
As a master communicator I craft many of the messages and campaigns that make children pine for that "I've gotta have it" toy. As a mother, just like many other cyber moms, I too am concerned about figuring out which of my kids "must have" toys are safe for them to have. Makayla chews on her Barbie's feet, both the girls play with tea sets and pretend food, and some of the recalled dolls are dolls we have in her toy box.
So yes, it is kind of scary. What's a mom to do? Moms are like the lioness of the wild kingdom; we won’t allow anything in our homes with that have the slightest chance of hurting our cubs. So what’s a toy maker with a safe product to do? How do they stay above the fray and maintain their products and organization's reputation? Well that is the easy part. I offer four pieces of advice:
1) Show and Tell. Moms want to shop and buy their kid's favorite toy, so show them how your products are safe and fun, tell them how your product is not like "all of the rest". If there have never been any safety concerns around your toys, that is something moms want to hear, tell them. Not only do they want to hear it, they want to share the news with their friends.
2) Empirical data. Prove it; if you have a safe product don't just tell 'em it’s safe. What scientific evidence do you have?
3) If you are a small manufacturer that has been around a while get testimonials and put them out there.
4) If your toys have been recalled, it is imperative that you are transparent. You need to fix the problem, show and tell how it has been fixed, get the data to prove it, and then get an "expert" to testify about it.
Authentic messages are the order of the day. Companies need to resist the urge to simply market to the kids this year. Moms are watching, and listening, and saying "You better go through me first", Let me tell you, don't mess with mom.
Terri-Nichelle
As a master communicator I craft many of the messages and campaigns that make children pine for that "I've gotta have it" toy. As a mother, just like many other cyber moms, I too am concerned about figuring out which of my kids "must have" toys are safe for them to have. Makayla chews on her Barbie's feet, both the girls play with tea sets and pretend food, and some of the recalled dolls are dolls we have in her toy box.
So yes, it is kind of scary. What's a mom to do? Moms are like the lioness of the wild kingdom; we won’t allow anything in our homes with that have the slightest chance of hurting our cubs. So what’s a toy maker with a safe product to do? How do they stay above the fray and maintain their products and organization's reputation? Well that is the easy part. I offer four pieces of advice:
1) Show and Tell. Moms want to shop and buy their kid's favorite toy, so show them how your products are safe and fun, tell them how your product is not like "all of the rest". If there have never been any safety concerns around your toys, that is something moms want to hear, tell them. Not only do they want to hear it, they want to share the news with their friends.
2) Empirical data. Prove it; if you have a safe product don't just tell 'em it’s safe. What scientific evidence do you have?
3) If you are a small manufacturer that has been around a while get testimonials and put them out there.
4) If your toys have been recalled, it is imperative that you are transparent. You need to fix the problem, show and tell how it has been fixed, get the data to prove it, and then get an "expert" to testify about it.
Authentic messages are the order of the day. Companies need to resist the urge to simply market to the kids this year. Moms are watching, and listening, and saying "You better go through me first", Let me tell you, don't mess with mom.
Terri-Nichelle
Subscribe to:
Posts (Atom)