Marketing to African-American consumers is a complex and nuanced process that requires an understanding of the diversity of opinions and experiences within the community. To effectively reach this market, brands must create an emotional connection with their customers, partner with the right brands, use appropriate product and theme partners, and promote bulk packaging to communicate meal solutions. Additionally, companies must promote, listen to, and care about black people, and be aware of the increasing purchasing power of the black community. To start, it's important to recognize that African-Americans are not a homogeneous group.
Within the African-American population, there are many subcultures with different styles. This complexity goes much deeper than the range of skin tones or hair texture. In our recent Culture Report Brief, in which we surveyed 1,010 American adults, we found that African-Americans are divided in their preference to be described as black vs. African-American.
However, when delving into what term they prefer media, companies and brands to use when describing them, African-American is preferred with 49% compared to black with 41%. Identity among African-Americans becomes even more complex as more people begin to identify as multiracial. A group that has an inordinate impact on U. S.
popular culture is Afro-Latinos, many of whom identify with both sides of their heritage. This creates a great opportunity for marketers to connect on a deeper level with this important group. When it comes to marketing strategies for African-Americans, it's important to consider how purchasing power supports black causes, black companies, black investment, and the accumulation of black wealth. Additionally, marketers should consider what industries the black community favors and how they can target their marketing to this segment of the population.
Show the Face Behind the Logo. To create an emotional connection with African American consumers, brands should show the face behind the logo. This can be done through social media campaigns featuring real people from within the company or through traditional marketing avenues such as print ads or television commercials featuring real people from within the company.
Use Social Media.
Social media is a great way to reach this market as it allows brands to connect with their customers on a more personal level. Brands should use social media platforms such as Instagram and Twitter to engage with their customers and create content that resonates with them. Additionally, brands should use online ads as part of their mix in order to reach a wider audience.
Create an Emotional Connection.
Brands should think about “family” when creating an emotional connection with African American consumers. Partnering with brands that African American mothers want to offer combined solutions based on meals and occasions is a great way to create an emotional connection with this market segment. Additionally, communicating sales, promotions and value positioning is key in order to reach this market segment effectively.
Use Coupons and Circulars.
Coupons and circulars are a great way for brands to reach African American consumers as they are often looking for ways to save money on their purchases. Brands should make sure that their coupons and circulars are available both online and in print in order to reach a wider audience.
Hire Black People. It's important for companies to hire black people in order for them to truly understand what it's like to be black and be able to effectively market to this segment of the population.
Companies should stay away from tokenization behavior and be careful not to give black employees the burden of educating their white peers.
Target Younger Generations. When targeting younger generations such as Generation Z, considerations of intersectionality become even more important as this generation is the first minority majority generation in the U. S.
Additionally, marketers should consider how they can leverage data that is available in order to target this segment of the population effectively.