Those thinking of creating retail campaigns tailored to African American consumers can get some good ideas from these initiatives, which were done last February for this year's Black History Month.
Albertsons, Farm Fresh and Jewel-Osco dug into the history books to highlight African-American inventors such as George Washington Carver, who gets credit for creating peanut butter. Stanchion signs presented food-related facts sponsored by Glory Foods, General Mill's Pillsbury and Betty Crocker, ConAgra's Peter Pan and Sara Lee's Hillshire Farm.
Kroger used its circular to direct customers to a promotional Web site dedicated to Black History Month that provided health tips, recipes and a sweeps offering a $1,000 store gift card. Floor clings couldn't be missed as Kroger promoted Black History Month.
Walgreens took the opportunity to launch a new program, Community Corner, to highlight minority-owned product manufacturers and their brands. The companies are promoted through print ads, in-store radio and product demonstrations, coupon booklets, shelf tags and features on Walgreens.com.
The Home Depot launched a “Retool Your School” program designed to benefit “Historically Black Colleges and Universities” in the U.S. The retailer pledged to donate 5% of sales from three commemorative gift cards (up to a combined $150,000) to help fund on-campus improvement projects. — Source: In-store Marketing Institute, courtesy of Think360.
DID YOU KNOW?
Spending Power:
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This year, African Americans are expected to spend a total of $39.4 billion, up 30.6% from 2002, with the top 5 expenditures expected to be for:
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Housing
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Transportation
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Food and Beverage
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Personal Insurance/Pensions
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Healthcare
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Median household Income: $34,218
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46% of African-American households are in the peak spending years 35-54.
Source: Mintel, 2010 “Share of Wallet: Blacks”
Got a retail marketing tip to share? Contact Patricia Odell at [email protected]
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