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Create an emotional connection with African American consumers with appropriate thematic and product partners.
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Think “family.” Partner with brands African American moms want that deliver bundled meal- and occasion-based solutions. Promote bulk packaging to communicate meal solutions.
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Communicate sales, promotions and value positioning — especially as they relate to favorite brands. Utilize coupons and circulars; make sure that online ads are part of the mix.
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Utilize culturally relevant P-O-P throughout the store — especially at the shelf.
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Engage African American moms through social networks — whether physical or digital.
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Build a relationship with African American moms by helping them find valuable solutions for their home. Identify non-traditional bundling opportunities to cross-promote categories from other departments, such as health/beauty and homecare.
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Provide culturally relevant tips on how to live a healthier lifestyle.
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Focus on the local environment and community — what your company/store is doing to help and how your customers can get involved.
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Offer customers inventive ways to be the first to try your product/brand.
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If you tie in to a community cause, be sincere. Don't do “one-offs” or a Black History Month special if you don't really have any intention of being involved in the community.
Source: Chereese Griffin, senior account director for Marketvision's African American consumer-marketing team.
