This document discusses strategies for effectively marketing to African American mothers. It argues that marketers should understand Black culture and the diversity within the Black community rather than focusing only on differences. The document provides seven recommendations: 1) understand Black culture, 2) recognize different segments of Black mothers, 3) shift messaging from negative stereotypes to positive themes, 4) promote health and wellness, 5) use multiple advertising platforms, 6) include Black men and fathers, and 7) conduct relevant research with Black experts. The overall message is that marketers should acknowledge race and culture rather than ignoring them.

2. Define. Explore. Disco
• Creative/interesting premise: Half truths/
For whatever reason, ver. Engage.
whole truths that women tell marketers
2

3. Define. Explore. Disco
One Marketer’s
Worldview
Marketers often like to focus more on women’s
For whatever reason, ver. Engage.
differences, preferring fine-toothed
segmentation and consumer algorithms that
split hairs instead of commonalities that can
actually be marketed to. We think they’re
missing the forest for the trees.
- Mary Lou Quinlan
what she’s not telling you
3

4. Why Mary Lou
Mary Lou and many marketers
missed the believe it is forward thinking to
Define. Explore. Discover. Engage.
trees
see beyond ethnicity and
culture.
It is not.
4

5. What Mary Lou Doesn’t Tell You
Black women are culturally
distinctive:
• Culture plays an important
role in how she perceives
herself, how she parents, and
how she connects with
brands.
• To reach her, it’s critical to
understand what matters
and what doesn’t with
respect to identity and Black
culture.
5

6. What Mary Lou Doesn’t Tell You
71% of all
Black births are
to single
moms*
Believes
White moms Struggles with
have the “Black mom”
option to stigmas and
work or stay stereotypes
home
Believes White
moms have
more support
from society
and White men
*newsone.com May 9, 2010
6

7. Connecting with African-American Moms
7

8. Engage Her"
1. Get Black Culture
2. Know who you are really talking to
3. Flip the script from negative to positive imagery
4. Direct her toward better health
5. Re-think advertising
6. Connect with her across multiple media
platforms
7. Invest in relevant research
8

9. 9
1. Get Black  African-Americanmoms place a
Culture
value on being respected.
 Gain
permission to talk to her
by demonstrating respect and
understanding Black Culture.

10. Respect and Black Culture
Understanding Respect
Showing Respect
 Black moms are more likely than  Extend an invitation. Welcome her.
mainstream moms to use corporal  Speak to her. Aknowledge her
punishment.
presence. She’s not invisible.
 Children are also taught not to
question adults or authority  Don’t talk down to her. She has
figures (50% vs. 33% for non- value.
Hispanic Whites).*
 Children are expected to address  Don’t stereotype her. She’s so much
non-relative adults as “Mr. Miller” more.
or “Miss Jackie” rather than by
their first names.
 Don’t judge her. Walk in her shoes.
 Many Black moms want children
to have Black role models**
*Yankelovich Multicultural Monitor 2007-2008
**Black America Study 2008
10

11. 2. Understand who you are really talking to
All Black moms are not the same
Faith Fulfills
Black is Better
Stretched Black Straddlers New Middle Class
Mean Age: 48
Mean Age: 42
Mean Age: 27 Mean Age: 36
blackamericastudy.com 2008
11

12. 1
2
.
…from negative stigmas
(i.e. welfare queens,
3. Flip the Script…
devaluing Black men,
raising unruly children)
to more positive
imagery.)
…to positive “good
mom” themes

13. 4. Direct her toward better health
 Explore Black attitudes and
behavior toward health and
wellness
2010 Nielsen Media Research
13

14. 5. Re-think Advertising
 Include Black men/fathers.
(not target them)
 Consider aspirational
messages/programs around
parenting and co-parenting.
14

15. 6. Connect with her across multiple media"
platforms
Digital/
Print TV Radio Experiential
Mobile
15

16. 7. Invest in Relevant Research
 Change the environment
 Invest in “real”
ethnographies
 Use Black experts
16

17. Final Thoughts
“There is great value in targeting consumers from a cultural
perspective rooted in ethnicity, heritage, race-related influences
and the like.
Don’t “see beyond” these things. See them.
What is important for our collective futures is to acknowledge
race, ethnicity and culture and stop judging it”.
--Rochelle Newman-Carrasco
17

18. Thank You!
18
Pepper Miller
President
Pepper’s Second Book
Coming Soon!
The Hunter-Miller Group, Inc.
6745 S. Wabash Avenue, Suite 2
Chicago, IL 60637-3922
P: (773) 602-1620
F: (773) 483-9101
pepper@huntermillergroup.com
www.huntermillergroup.com
BLOG: adage.com/bigtent
Twitter: twitter.com/nsightguru
18