We are coming off from Martin Luther King, Jr. Day and heading into Black History Month. What a perfect time to highlight prominent African Americans and contributions from Blacks as a whole! It’s also the time of year where we see a surge in advertising targeting African Americans.
Wait… isn’t this the trend every year? Break the cycle! It’s 2013. February is not the only month they purchase vehicles, groceries, clothing or go out to eat. . African Americans are looking to spend with companies that are more in tune with their needs, culture and communities.
It’s more than just linking your ads to a charitable cause or having promotions geared towards Blacks. Annual spending for the African American community is around a trillion dollars, so why are companies content on general marketing advertising with an extra sprinkle during February?
African Americans are becoming less receptive to companies that have a general market campaign that just include black faces. They prefer advertising that is targeted to their specific wants and needs. If you do your home work, your brand can profit from additional sales and transactions. Target consumer spending reflects their desires. They want relatable advertising that will speak to their knowledge, culture and who they are, not just a catchy jingle.