Marketers Not Getting African-American Consumers
By George Anderson
Tom Joyner’s nationally syndicated radio show, The Tom Joyner Morning Show, reaches more than eight million primarily African-Americans consumers, in 115 markets so he knows a little something about connecting with this audience.
He also knows, he told USA Today, that many companies targeting African-Americans through mainstream advertising are making “a huge mistake.”
While acknowledging that mainstream media “works up to a point,” Mr. Joyner said, marketers should “specifically and unashamedly direct their efforts to an African-American audience.”
An example of this type of segment focus is clear, said Mr. Joyner, when you look at efforts made to attract Hispanic consumers.
“That’s very smart, and I understand. They (marketers) have to specifically reach out to the Hispanic market,” he said. “They don’t always understand the same is true for us. Look at all the black advertising agencies that have folded in the last couple of years because they are targeting us through mainstream agencies. I don’t see anything racial in it. They are just being stupid and making a huge mistake.”
Mr. Joyner also said it’s important to understand that what many perceive as advertising and other communications targeted to African-Americans are focused on a different audience altogether.
A case in point was Anheuser-Busch’s popular “Whassup” commercials. “The Whassup ad was not directed at the African American, but at the mainstream audience.” The spots, said Mr. Joyner were “going after that hip-hop generation, an attitude which crosses all ethnic lines. It’s not black people who are keeping hip-hop alive.”
Stereotypes about African-Americans’ media usage has real consequences that may result in marketers missing out on this nearly trillion dollar consumer market.
Many, according to Mr. Joyner, believe African-Americans are not using the Internet in great numbers. “Don’t let anyone fool you that black folks aren’t on the Internet. Oh, yes we are. … And it’s paying off.”
Moderator’s Comment: Is Tom Joyner correct in his view that marketers have yet to figure out the African-American consumer market and how to capture
it? What must retailers and other consumer marketers do to accomplish the goal of attracting and keeping African-Americans customers? –
George Anderson – Moderator
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17 Comments on "Marketers Not Getting African-American Consumers"
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When I worked for a retailer, we approached marketing to African Americans with caution. We were always afraid we might offend someone. Of course, we are going to offend someone; that’s just part of business. But when it came to African Americans, we were extra cautious. So the best way to avoid offending anyone was just avoid marketing to them. Bernice said it best: “Americans have been so conscious, and guilt-ridden, about white treatment of black people for such a long time that they have gone to ridiculous extremes not to focus on them.”
I have the same problem with the notion of an “African-American” shopper that I do with the notion of a “Hispanic” consumer. The notion that all people respond to certain cues on the basis of ethnicity or skin color used to be considered a cornerstone of racism, not a marketing principle. Of course many members of an ethnic group may choose to identify with other members of that group or be drawn to issues specific to that group, but that doesn’t mean that marketers get off the social responsibility hook just by putting Snoop Dogg in their commercials (all apologies to Chrsyler).
In general, Mr. Joyner may have a point that needs to be addressed.
But like the X and Y Generations, combined with the internet and non television viewing, it would be very hard to believe that Coke, P&G, Kraft/Oscar Mayer, Unilever, Pepsi, etc. haven’t done their research in order to capture some level of this mentioned consumer segment.
Maybe the parallel is the Hispanic shopper in which companies are utilizing specific marketing events, Spanish speaking radio, and television to communicate with them.
Maybe, Mr. Joyner wants to see more advertising geared to the black community; or more products for this sector of shoppers,from companies. But it does appear Nike, Horizon, J&J, are also focusing on this African-American community!!! Hmmmmmmmm
I think the complainer is doing so because he doesn’t think he is being paid enough for his efforts as a radio show host. As compensation is directly effected by advertising revenue, he seeks to benefit by whining about a lack of directed advertising dollars. What he fails to realize is that most black consumers are reached by mainstream media. Additionally, many “for black” entertainment experiences (like BET) have become so raunchy that main stream advertisers don’t want to be associated with that type of entertainment, even if it means that their message might not get to a few potential customers. I personally think that it is a tribute to our society that the melting pot has pretty much done it’s job and that blacks are no longer so segregated that “special” efforts have to be made by major advertisers to communicate with them. Our Hispanic population has not yet reached this point anywhere but the West Coast.
Mr. Joyner makes a valid point and I am certain that many marketers are missing opportunities. Presumably, the best of them have already identified that fact.
In the USA piece, it does seem that Tom Joyner is also making a pitch to attract more advertisers to his show, which, according to the numbers stated, could be one ideal path to the African-American audience.
The disappearance of many minority-owned ad agencies is not proof that marketers are not reaching African Americans. Mr. Joyner’s assertion that many companies are missing a major market may be true. The assertion can easily be tested by the companies that care about reaching that market.
Smart ad agencies can use many time-tested ways to measure an ad campaign’s effectiveness among any demographic. They can measure recall (aided versus unaided) and can also measure consumer actions taken (purchase diaries, scanning data, etc.)
Certain demographic groups are well known for being heavy or light users of certain brands. Mr. Joyner has access to the same data as ad agencies, and he can use that data to make his points very specific. He’d probably be more effective if he did that privately with the companies involved, though.
While it may be true that many blacks know who Tom Joyner is, it does not mean we listen to him on the radio or watch BET in our spare time. Just as white Americans need to be marketed to in a variety of ways, so too do blacks. Being black doesn’t mean you can reach us in one fell swoop with an alternative message, as some may get it, while others won’t. We too come from different socio-economic backgrounds, with a variety of life experiences, and do read mainstream papers/periodicals, watch the big 4 networks, and live in “white society”….and can easily digest the message brought forth in advertising to the masses.
Tom Zatina hits the key point here, I think. Joyner is a radio host who would like to see his own broadcasts earn a higher ticket from advertisers. I also agree with other commentators that it would be a mistake to consider the African American market to be monolithic in its interests and preferences.
Granted, various segments have different media habits, so it behooves the advertiser to put its message where the targeted eyeballs are going. But overall, I’m not so sure we always need ad messages targeted by race. Some products simply have broad appeal for reasons that have nothing to do with ethnic background. And certainly we have seen enough tasteless ads “targeted” toward urban black males that make us cringe. Like many broad generalizations, Joyner’s analysis, on average, leaves me uncomfortable.
David has a point; in the USA Today article, even Mr. Joyner makes only the vaguest references to what constitutes good marketing to the black community. Apparently it is not hip-hop, but it involves black actors and advertising on his show. McDonald’s gets it right because they sponsor his show and a black history project. But McDonald’s does a lot of hip-hop style advertising, so which McDonald’s has it right?
I’m not sure using black-run advertising agencies is the answer. The answer is educating mainstream agencies about black culture and cultural references, and educating them about economic power. Maybe Mr. Joyner should write a column for Advertising Age? The more advertising execs are educated about what works and what doesn’t from a black perspective, the better they will get at targeting that community.
In today’s newspaper I found a perfect example of how businesses are too overly cautious when dealing with the African American market. Our local Indian casino has an advertisement promoting a “Gospel Soul Food Buffet” that begins now and until December. There is no doubt to who this advertisement if geared towards. Yet in the advertisement, the man pictured is a “James Bond” high roller looking character. The casino never – ever uses African Americans in their advertisements. Yet they advertise heavily in African American local newspapers. In fact, I think they are the largest advertiser. Why can’t the casino use people in their advertisements that are more reflective of their clientele? Who are they afraid of offending. And why?