Although black women are a demographic that can provide great return on your marketing investment a study commissioned by Essence Communications, publisher of Essence Magazine is providing micro-marketing possibilities. The study found there are six definable micro-demographics. The 6 micro-demographics are explained in the attached list.
When marketing a product to black women, several common factors can come into play. For example, marketing a new line of swimwear in traditional African-American patterns and colors would be very successful if targeted at Proud Mary (see attached list to learn more about Proud Mary). Placing the ads and print publications or broadcast media featuring heritage-based education will open the product to a $160 billion market. However if you are marketing to Amazing Grace, make sure that some family members are included with the key figure in your advertisement.
Use of this micro-demographic information would also benefit human resources recruiters who could advertise jobs based on the motivators for each group. For example, if you have a job in which the employee would have a great deal of time helping others, the Personal Beth would be perfect and likely to stay in what they would find to be a very rewarding career.
In total, black woman represent more than $760 billion worth of buying power. The study also revealed that these women are likely to be the key influencer for family and friends when it comes to buying decisions.
Whether you're a small-business entrepreneur or a large corporation, understanding the motivation and desires of the consumer is essential to business success. With this rapidly growing demographic, a wise marketer will structure campaigns to gain these individuals as long-term dedicated customers.
Additional workplace culture resources
- Culture Bridges are a look at the contents of the character within each of us. Information is contained on more than 20 different categories of culture.
- Cultural Faux Pas is an interesting quiz about marketing mistakes made by others.
- Culture Quizzes allow you to test your cultural IQ with fun and informative quizzes.