Black Consumer Report

FINALLY, YOU CAN ADVERTISE IN ETHNIC BARBERSHOPS

A new network of some 400 shops and hair salons

For years African American Advertising agencies have attempted to advertise in neighborhood barbershops, because of their value and importance to the community; it looks as if the solution now exists.

How it works                                                                                                                                                 
Ads are placed on framed posters hung in barbershops and beauty salons that cater to African-American and Hispanic clientele. The signage carries an implicit endorsement of the products by the shop proprietors.

The program is called Alloy Access Barbershop and Hair Salon Network.

The program, which is now kicking off with Rockport as the initial advertiser, is designed to showcase national brands. One to two signs are placed in each outlet, based on the size of the shop.

Posters measure 48 inches high by 36 inches wide. Advertisers provide creative.

The signage is used for both branding and promotions.

Markets
New York, Chicago, Atlanta, Philadelphia, Los Angeles, Detroit, Houston, Dallas-Ft. Worth, Miami-Ft. Lauderdale, Baltimore, Memphis, St. Louis, Boston, New Orleans, San Francisco and Washington, D.C., are some of the top markets where the program is available.

For more info
Alloy Media + Marketing at http://www.alloymarketing.com

Source:  Media Life

HAS UNCLE BEN HAD A FACE LIFT?

Is it my imagination, but has Uncle Ben had a face lift?  I was reading my Sunday paper pull-outs and saw an ad for Uncle Ben’s Rice.  The headline said:  “My rice does for a meal, what a bow tie does for a suit jacket.”…Ben knows best. 

The ad itself didn’t blow me away but the photo of Uncle Ben was what caught my eye.  I know they researched this ad to death to insure it didn’t offend Black folks, but something is off for me. 

Could it be that they are trying to reposition Uncle Ben as a real uncle and not the cook on the plantation?  Or could it be that this piece of communication makes Uncle Ben the arbiter of what good rice is (obviously his)? 

I’ve always believed that the consumer should be the quality or taste expert, not the product.

ANN FUDGE RETIRES FROM Y&R

By now we have all heard that Ann Fudge will retired from Y&R after 3 years.

For many of us she’ll be missed, not because of what she did for Y&R or the world of marketing communications, but because of her mere presence as the head of one of the world’s largest global marketing communications companies.  A Black women sitting at the top of a general market advertising agency; WOW!  She will be missed as the lone beacon of hope and inspiration that sends a bright signal to the world and most importantly young African Americans that it’s possible for an African American to run a general market advertising agency.

So, where do we go from here?  Are there other Ann Fudge’s out there who have the credentials and where-with-all to run a global advertising agency?  Well, according to the American Association of Advertising Agencies the answer is an emphatic no.  In my estimation there are several.

Why is it that I can identify these individuals and this powerful organization can’t?  Could it be that they are blinded by color?  Or that this industry will only embrace opportunity and inclusion for only a select few?  Things that make you go humm.

In any event, farewell Ann Fudge you’ll be missed.

ANOTHER CASE FOR THE IMPORTANCE OF BLACK CONSUMER MARKETING

A recent article in the Wall Street Journal, entitled: “Betty Crocker Adds B.Smith to Package for Cornbread Mix, and Sales Take Off”, is a great case history on the value and importance of the African American consumer.

Here’s this brand, (Betty Crocker Corn Bread and Muffin Mix, which at best was the number 2 in the category behind Jiffy Corn Muffin Mix,), looking for a way to gain market share.  Well, a very observant marketing executive realized that African Americans represented 36% of the category.  With this fact, I can imagine the conversation in his mind, ‘what if we gave this African American target a reason to try and buy our product?  Well, the results are significant.  According to the article, this shift in marketing direction lifted the company’s corn muffin mix sales 22.3% in the 12 months ending September 2006.

With these types of results, why is it that other marketers, whose brands have similar consumer profiles not capitalizing on this opportunity?  The greatest resistant I have heard is that marketers don’t want their brands to be identified as a “Black brand” thereby reducing the appeal to their White consumers.  What ever the excuse, in the end it just isn’t smart business to overlook, or take for granted any market.  The last looked Black and White consumer dollars spend the same.  To this I say wake out marketers.  Big Ups to Betty Crocker!

DIVERSITY IN ADVERTISING - HEATING UP

The issue of diversity in the advertising has heated up as a result of the hearing held by New York City Councilman Larry Seabrook.

 

It has garnered the attention of some significant political, civic, social and business leaders, who has the passion, commitment and focus to put in place long and short term solutions.  It is very obvious to me that this group will not retreat from a very simple mission, fairness and inclusion.

Inclusion, fairness and respect of these market segments are important, if for not other reason than that it’s “just smart business”.  The knee jerk reaction is to just hire more minorities, not so.  If this were an employment issue, the solution is obvious.  Fact is, this has become significantly larger, to include government contracting, presidential orders, client relationships, the Federal Communications Commission, the Security and Exchange Commission, consumers and fundamental American values.

On the issue of recruitment of minorities, especially Blacks, many New York based agencies have declined to comment on the issues.  On a very positive front, Omnicom Group Inc. has pledged $1.25 million to diversity initiatives within the company and will help establish a new advertising curriculum at Medgar Evers College in Brooklyn.