Wednesday
25Mar2009
Obama Has Made Black People Important! Quick! Let's Sell Them Things!
Wednesday, March 25, 2009 at 12:35PM 
Seriously? Seriously.
I subscribe to the daily newsletter from Target Market News, a site that chronicles the latest developments in the black consumer market. Tuesday morning's edition included an article from DMNews.com with this headline: "Marketers look closer at black consumers and find segmentation opportunities within."
The article quotes advertising and marketing industry executives who all sense that businesses are increasingly betting on black. The director of cultural identities for SMG Multicultural (a unit within the larger Starcom MediaVest Group), suggests that the Obamanon has produced a greater "curiosity about the African American consumer and their behavior." An executive at advertising megaconglomo Draftfcb acknowledged the shift as part of a larger industry trend toward segmented, niche-focused marketing.
Given that marketing budgets are tighter these days, it makes complete sense that companies would want to laser-target their efforts and try to boost their return on investment (ROI), but let's be real. I'm glad that companies are waking up to the fact that there are no monoliths in this country, but if any of them would be so bold as to admit that Obama was their tolling bell, then I have to call Shenanigans.
The subtext of all this "diversity within black America" talk really says, "This acceptable Negro has given us a credible entry-point to dealing with other Negroes. Before them, we didn't know how! Yikes were those folks scary!"
Please.
For one, these companies are going to have to try a lot harder than hiring as many Obama lookalikes as they can find. That tactic reeks of unimaginative pandering and heavily undermines consumers' intelligence. Do they think that people are so in love with Obama that they will buy orange juice because they saw another light-skinned dude hawking it (I'm not letting that go, Tropicana)? Wouldn't Americans find it unusual and unethical that their President would also be endorsing a product?
Secondly, if you think segmented marketing is "new," here's a quick history lesson. The late John H. Johnson, founder of Ebony and Jet magazines, pioneered that strategy over 50 years ago, simply from a desire to prominently show the black middle-class no other companies bothered to notice but he knew existed. Today, total black buying power stands at $913 billion and could hit $1.2 trillion by 2013. That didn't happen overnight.
If this marketers' great awakening leads to more positive images of African-Americans in the public sphere and more attention to the power of the black dollar (I'm still waiting for TV to get past the "that one black guy" and the washed-up comic), that's fine.
Just realize that you are incredibly late to the dance.
Pepsi* Ad from Ebony Magazine, December 1959 (source)
Some other black people, 2009.
*See! I can play nice with Pepsi when I want.
Reader Comments (3)
this was a great article, i agree! it's about time marketers get off their butts and realize that when you put black people in your ads, black people may buy your product. all they have to do is include!
thanks rashayla. i just can't help pointing out this foolishness.
I agree that segmentation is nothing new. But I've been in the marketing industry for over 20 years and often marketers are limited to their corporate culture, limited budgets and limited bosses.
Corporate America waking up to the reality that African Americans have significant purchasing power is both exciting and frustrating. The facts have been out there for years. But now, it's what I call the bandwagon syndrome. It'll never change, it's just a matter of seeking out the authentic marketers who have always embraced forward thinking strategics and tactics!
Now that people are awake.....why not strike while the awareness and interest is high.
Affluent African Americans hold $87.3 billion in purchasing power. Combine that power with the influence this consumer holds and bingo.....The realization that money is being left on the table could be painful for marketers. And the current economy is certainly helping to shed a more intense light on this subject, opportunity and consumer. Again, frustrating that it took Obama to push the obvious.
Is it time to give marketers a "seat at your table?"