Minority Marketing is an adult nonfiction prose investigative/feature in nature which examines today's corporate marketing which has largely become a one size fits all, archaic machine with little regard for the immense diversity of cultural, religious, ethnic and socio-economic diversity that so richly makes up many of our communities.
Companies clamor to be first to market with a minority message. From commercials to print ads and from the large 5th Avenue agencies to small boutique firms "specializing in minorities" it is repeatedly demonstrated that no one knows how to effectively market to a minority audience or lock in mind share. Proven main stream audience strategies are failing and in lieu of a solid approach and winning formula, companies continue to play a racially charged guessing game involving millions of marketing dollars and underestimating or ignoring the long-term negative brand and social consequences.
This book, which includes survey results to 2000 minorities, puts corporate America under the minority-marketing microscope, exploring current approaches to minority marketing, examining flaws and failures using case studies of popular brands and showcasing stupid assumptions both minority groups and mainstream America have about each other.
- Understand first hand the impact of mainstream marketing on minorities
- Address the challenges of corporate apprehension, fear and ignorance
- Bridge the gap between minority and mainstream marketing
- Find out how to put your own corporation under the minority microscope
- Learn the 11 fundamental principals of successful minority marketing
- Find out how to market to minorities if you don't have a $10 million Nike budget or NBA athlete
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