February is designated as Black History Month, but many African-Americans think their history and culture should be a part of advertising and marketing communications all year long.
According to Pepper Miller and Herb Kemp, the authors of "What's Black About It?" (Paramount Market Publishing, 2005), "Civil rights activists and educators are becoming increasingly uncomfortable with the commercial exploitation of the month, originally intended to honor the history of black achievement in America. African-Americans are becoming more aware of the ulterior motives of some of the promotions that center on Black History Month."
"What's Black About It?" offers insights that will help marketers and advertisers plan campaigns that speak to and respect African-Americans throughout the year, not just in one month or season. CHIEF MARKETER's Tim Parry pitched questions about their book and other issues to Miller, owner of Chicago-based market research firm The Hunter-Miller Group, and Kemp, a Westport, CT-based consultant.
CHIEF MARKETER: Why did you write the book?
Miller: There are three primary reasons Herb and I wrote the book. First, it was personal. We are passionate about helping marketers and others obtain a better perception of African-Americans because we saw that African-Americans were losing value as a market segment. This was disturbing given that African-Americans control $761 billion in buying power and are the primary drivers of “pop” culture.
Second, there has not been an African-American marketing reference for more than 25 years. And third, in this competitive arena, we wanted to better position ourselves as African-American consumer experts.
CHIEF MARKETER: Where did that question, “What’s black about it?” originate? What does it mean?
Miller: “What’s black about it?” originated when African-American marketing executives and experts challenged creative teams to identify the “cultural button” in their communications that would effectively bond black consumers to a brand, product, service, or idea.
CHIEF MARKETER: Why should marketers be interested in targeted efforts for the black consumer market if they can reach them via general-market media?
Miller: Our book provides several explanations for targeted efforts. The overall message is that, while the “multicultural” approach may not be wrong per se, the assumption that black consumers will respond to general mass-market communications has been proven false in several research studies.
African-Americans use various types of media, but they embrace black media. African-Americans rely on black media because they represent the trusted authority that gives voice to and from the African-American community. Studies have shown that African-Americans are more receptive to targeted messages in black media. In one study by Bendixen & Associates, 79% of African-Americans indicated that they rely on news and information from black media sources.
And recently, the 2005 Window on Our Women II study commissioned by “Essence” and conducted independently by Lieberman Research and my company, the Hunter-Miller Group, revealed that out of black females who use magazines as a source for news and information, 70% rely solely on African-American magazines, while only 5% rely on general-market magazines.
CHIEF MARKETER: Doesn’t multicultural marketing cover all ethnic groups?
Miller: Marketers often confuse multicultural marketing with multiracial marketing. They are not the same. Multicultural marketing is an indicator that cultural insights are necessary, while multiracial marketing is simply about racial representation–for example, putting different faces in an ad.
With this understanding, technically, multicultural marketing should cover all ethnic groups. Many companies that target more than one ethnic group will typically allocate funds for each group in accordance with the company’s business and marketing objectives.
CHIEF MARKETER: How are African-American consumers unique compared with general-market consumers?
Miller: Dr. Na’im Akbar, the preeminent African-American psychologist, reminds us that African-Americans maintain one very distinguishable characteristic from any other U.S. racial or cultural group—the psychological baggage of slavery, postslavery, and discrimination. We identify this distinctive catalytic outlook as "the filter." It is the common bond among all African-Americans, and it has had an astounding impact on how the world sees us and how we see ourselves. "The filter" has predisposed many African-Americans to feel overly sensitive about feeling stereotyped and not feeling valued, respected, included, and welcomed. It also explains why we see more and see differently when it comes to marketing communications and so much more. This is important for marketers to understand because impact from "the filter" can foster a mindset that is either “less than” among most African-American and non-African-American consumers or at least “different than” or “apart from” most African-Americans.
CHIEF MARKETER: What are some examples of the value and cultural influence that African-Americans bring to the marketplace?
Kemp: African-Americans control $761 billion in buying power and are the primary drivers of “pop” culture. No other segment comes close to exerting the influence on fashion, music, slang, sports, and overall perception of what cool is around the world than African-Americans. Importantly, many African-Americans are unlikely to look to other cultures for cues about language and behavior.
The Super Bowl is the most visible and most expensive media buy in the world. Advertisers for the 2005 Super Bowl paid a record $2.4 million for a 30-second spot. And interestingly, African-American celebrities, icons, music, and talent drove many of the big money commercials.
Personal observation and research studies, as mentioned in our book, indicate that long before “Bootylicious,” black women have had a more healthy body image and have for years and years embraced their fuller figures vs. white females–primarily because 74% of African-American men surveyed in the Essence AOL Black Male Survey 2004 said “they like a woman with a little meat on her bones.” Now, the message from Dove’s "Campaign for Real Beauty" is to celebrate the skin you are in with visuals of fuller-figured models. This is very old news for African-Americans and new news for the general market.
CHIEF MARKETER: In your book you say that "African-Americans are becoming more aware of the ulterior motives of some of the promotions that center on Black History Month." What are some of these ulterior motives, and are these marketers alienating African-Americans?
Kemp: African-Americans are becoming increasingly more aware and sophisticated regarding which companies are "only " interested in taking out of, and not giving back to, the African-American community. This is often the subject of word of mouth within the black community, as well as vocal and editorial commentary by influential community leaders via targeted black media .Those companies and brands that have a substantial history of visibility and community support will be the ones with the highest top-of-mind, established relationships, and superior brand share. They are also the companies that the African-American community will forgive the easiest when there is a problem because of the equity these companies have built over time.
CHIEF MARKETER: You both believe that African-Americans need to see more positive messages in advertising and marketing and that African-Americans need to feel more respected by companies that choose to air such messages. With that in mind, which brands "get it," and which brands don't?
Kemp: Historically the brands that "get it" are those that have had a long history of working with targeted black advertising agencies. They are established brands from companies such as Procter & Gamble, McDonald's, Burger King, Sears, General Motors, Coca-Cola, Pepsi , AT&T, Ford Motors, Anheuser-Busch, and Avon to name a few that are top of mind.
A few of the newer companies that impress me are Verizon, Cover Girl, Revlon, and Nissan Infiniti.These are companies that target and market to African-American consumers 365 days a year, not just during Black History Month. Their messages always demonstrate a unique understanding of what is culturally relevant and important to African-Americans. These companies and their brands are, and will continue to be, rewarded with the highest share of African-American spending. Companies and brands that specifically target low-income urban African- American youth have to be particularly cautious not to alienate the African- American community. Examples would be companies and brands with targeted messages that promote alcoholic beverages, tobacco, high-end athletic shoes, and recently the military services.
CHIEF MARKETER: Are there reasons that brands concentrate solely on Black History Month to speak to African-Americans?
Kemp: In my opinion, this most often occurs when corporate marketers realize the potential of the black consumer market but have not allocated sufficient funding to adequately leverage the market opportunity. Rather than do what's required to be successful, they hope to gain favor and maintain visibility by their participation in Black History Month. In many ways this is perceived as strategic "double dipping" as this allows them to one, commercially merchandise their brand, and two, hope to build some goodwill within the African-American community. The downside of this approach is that it does not build brands or relationships within the black community. It can often generate negative word of mouth around the brand or company if seen as a "patronizing token effort" by African-American consumers.
Network
