Special Report on Multicultural Marketing:
3. Use Appropriate Lists. Don’t underestimate the value of using well-targeted lists, including in-culture lists generated from African American promotions. “The mailing lists that work best are those [containing people] who have responded to African American promotions, such as catalogs that sell African American products,” says Rick Blume, vice president, multicultural marketing at Hauppauge, N.Y.-based full-service marketing firm Specialists Marketing Services. “Other types of African American mailing lists are those that are inferred African American, overlaid with geography and other data identifying African Americans.”
4. Draw on a Media Mix. You may be generally satisfied with the way one media channel is working for you, but consider how several channels may reinforce each other and boost your overall strategy. “I think [marketers] should consider doing a media mix, not only thinking about radio, television and magazines,” says Stanley.
5. Push the Hot Buttons. Incorporate themes and topics that tend to resonate well with the African American market. According to Blume, the top “hot buttons” that this audience identifies with are Christianity, health, gospel, Black History Month, Martin Luther King Day, Kwanzaa and Malcolm X’s birthday. Blume attributes several of his successful direct mail campaigns to the use of these hot buttons, including efforts for Disney Resorts, Black Enterprise magazine and Doubleday Black Expressions Book Club.
6. Segment the Audience. Consider what factors are relevant in helping you further segment your audience. Distinguishing the African American market from the general market is a good start, but your audience is segmentable in many more ways, including: life stage, income level, education level, age, family status and gender.
One exciting and influential niche within the market, Rossi notes, is the youth market. “The youth market within the African American market seems to be a more up-and-coming market in terms of spending power,” says Rossi, who highlights African American teens’ propensity to spend on technology, apparel and music. “And there’s also the influence of the teen niche on the older generations within the family, influencing the decisions made … ”