Black(Still) Matters

+ © The Hunter-Miller Group, Inc. All Rights Reserved Marketing to African- American Consumers Black Matters 1 Sti ll


A few basic, yet fundamental insights related to marketing to Black-American consumers.

Transcript of Black(Still) Matters

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© The Hunter-Miller Group, Inc. All Rights Reserved

Marketing to African-American





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Define. Explore. Discover. Engage.

Leading edge market research and strategic planning firm.

We help large corporations understand how to effectively and positively market their brands to African Americans.

Who We Are

The Hunter-Miller Group, Inc.Recognized Specialists in African-American Market Research and Consulting

Define. Explore. Discover. Engage.

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+We Know the African-American Market


Since 1985 we’ve talked with thousands of African Americans.

We explored their beliefs, feelings and thoughts about, and usage of hundreds of products and services.

We use our ground breaking African-American insights to prevent the risk of alienating customers by keeping clients connected and informed.

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+Some of Our Clients



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Black and African American?

Most African Americans have a preference about how they are described and its almost equally split between Black and African American:

44% prefer African American

42% prefer to be called Black

Only 11% don’t care

BlackAmericaSudy. 2008

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+The Dynamics of Black Consumer Marketing:Why Some Marketers Say No The Latino Boom

Language is becoming cultural identifier

Pre-Post Civil Rights Mindset Division

Growth among Black Immigrants and Black Bi-racials

Increased efforts toward Multi-racial marketing

The Obama Factor


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Black America Today:

It’s Still a Different World

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Black America is changing.

Black Americans are different from, and similar to, each other in meaningful ways.

Although African Americans have strong ties to the ‘filter’ of the past, a growing number want to be perceived as part of the diversity of America.

To succeed in reaching African Americans, it’s critical to understand what matters and what doesn’t with respect to their identity and Black culture.


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The African-American Filter

The African-American Filter (The “Filter”) is the most important cultural marketing insight.

“The Filter" is a historical and cultural lens by which many African Americans see themselves and their perceptions of how others see them.

The “Filter” also explains why most African Americans are overly sensitive about feeling stereotyped, not feeling respected, valued or welcomed.

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Key African-American Attitudinal and

Behavioral Insights

There are four key “Filter” insights every marketer should understand:

Many African Americans…

1.Place a value on being respected.

2.Are hungry for more positive images of Black culture in the media.

3.See more and see differently with regard to marketing communications.

4.Are more divided by attitudes and behavior today than ever.

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+“Filter” Insight #1:Place a Value on Being Respected

During two separate surveys, within two different timelines, Black and White shoppers were asked to share their top reasons for store selection.

In both surveys, “Price” was the #1 Answer for both Black and

White shoppers.

However… Yankelovich, 1995 and Macy’s Customer Satisfaction Survey, 2007


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+“Filter” Insight #1:Place a Value on Being Respected

Yankelovich, 1995 and Macy’s Customer Satisfaction Survey, 2007


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+“Filter” Insight #2: Hungry for positive images

Most African Americans are dissatisfied with the way Black culture is portrayed in the media. Only 29% of African Americans say mainstream media portrays

them in a positive light. 88% believe Black men have not been portrayed more fairly in the

media since the election of President Obama 86% of Black women feel advertisers need to do a better job

understanding them


Lattimer Communications . 2009 2008, Essence Study on Black Men in the Age of Obama 009,

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+“Filter” Insight #3. See more, and see differently

African Americans have a tendency to seek out positive images and notice stereotypes more often than mainstream consumers.


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“Filter” Insight #3: See more, and see differently

White Audiences:

Playback basic message: “Tide gets clothes clean.”

Comment on visual: “Cute baby/scenario”

Black Audiences see: Respect

Positive Black male image:Gold wedding band : “He’s not just a baby’s daddy”

Acknowledgment of positive universal behavior“We like clean clothes”

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+“Filter” Insight #4:African Americans are not the same

African Americans have never been a homogenous market. But they have never been as different as they are today.

In fact, the Black America Study identifies 11 segments of African Americans and reveal how they are really different.


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Black America Study’s 11 Segments and Segment Sizes

BlackAmericaSudy. 2008


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Why invest in Black consumer marketing if they are buying my brand?

Because they will buy more!


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Companies Who Are Winning Big


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Best Practice: Procter and Gamble

Philosophy: Multicultural Marketing is key to business success

• Commitment and leadership: Begins with Senior Management• Action: Include ethnic business partners early and often

– Engage as business partners not vendors– Trust as full partners in and during the process – Own the relationship; don’t use general market agency as

a buffer• Invest in relevant research • Utilize adequate marketing spending:

– Minimum 13% of budget allocated to African-American market

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+ Connecting with African-American



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+‘Get’ Black Culture

Look deeper into traditions

Be Authentic Celebrating Black culture is not just about “kumbaya”

themes. All imagery doesn’t have to be uplifting, but it should be

respectful. Humor is an effective way to increase recall, but it should

not be based on racial ridicule or stereotypes

Do your research

Follow same principles of general market planning


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…it’s an experience and an opportunity!

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Thank You!Pepper MillerPresident

The Hunter-Miller Group, Inc.

6745 S. Wabash Avenue, Suite 2

Chicago, IL 60637-3922

P: (773)602-1620

F: (773)483-9101

[email protected]