- Introduction
Setting the scene and uncovering the corporate fear factor and risks, surrounding minority marketing that are very real. The subject matter race, gender, religion, ethnicity, is fully loaded for explosion within an extremely litigious society with such a turbulent racial history.
- What is Minority Marketing and why bother?
Defining minority marketing and an explanation of what happens in theory versus practice. What is minority marketing in practice is quite different to what it is in theory, which prompts several key questions.
- Marketing & minorities; Why is it important?
There is a fundamental social responsibility, as marketing substantially influences what is reality as opposed to what is reality influencing what we see in marketing. Includes discussion of what is identified as the Marxist and Pluralist approach.
- Does majority/mainstream marketing encourage racial prejudice?
What happens when you apply a one size fits all mentality that ignores cultural diversity? Includes examples of how this is done on a daily basis from the subtle to the extreme.
- The Survey
A survey to a diverse population mix of 5000 generated results from 2000 and answers to questions that are designed to gauge how minority marketing actually affects the buying habits of a minorities and mainstream audience. The survey available online, included the following groups:
- African Heritage
- Latin Heritage
- Asian Heritage
- Other: Immigrants who describe themselves as minorities, but do not fall into one of the specified heritage groups
- White American
- Defining Minorities
Definitions of what is commonly regarded as minorities and demographic statistics that educate on the drastic increase in minority buying power with a look at future trends.
- Stupid assumptions
Mainstream America and minority groups have complete misconceptions about each other. What are they, why do they exist and what effect do they have?
- Under the Minority Marketing Microscope
A vivid illustration through case studies, over a wide range of professional disciplines demonstrates how corporations behave towards minority groups; what they do, what they should not do and how minority marketing rehab (complete with a 12 step program) would help them.
- Invest in them today. Serve them tomorrow
Roll your sleeves up corporate America and learn that the value of customer service and relationship building among minority groups does not come by sitting behind a big desk.
- Minority Marketing Checklist
Are you adequately implementing minority marketing? This return on objective checklist will help to identify what is missing and where additional resources should be applied.
- Assessing your Minority Marketing
This minority marketing evaluation leads to an objective assessment from which indicators and obstacles can be understood. It gives guidance to overcoming challenges from a racist senior executive to cry's that the mainstream audience will be at risk.
- Key Recommendations and Principals
How do we ensure that the same mistakes are not repeated over and over again with each new marketing initiative? How do we establish a brand that takes a solid stand against racial prejudice not with an attitude of indifference but with force? Includes:
- What should the talent wear?
- What should their hair look like?
- How should they talk?
- What words should they use?
- What should a family unit look like?
- Speaking out - Reactions from powerful voices
Interviews and candid discussion with a variety of professionals from political figures to leaders of minority organizations and Fortune 500 companies on the subject of minority marketing.
- Corporate personality disorder
When it comes to minority marketing there is no easy or quick fix. There are obstacles in practice that fall outside of the theoretical logic ranging from corporate racism to a reluctance to break the mould. What do you do about this and how do you ensure you do not alienate your minority audience for good
- Summary
- Resources
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