| There is no question the landscape for marketing | | | | moms (as do all moms) know that the ploys, |
| has changed... drastically. Social media and the | | | | even subtle ones, are ultimately about getting |
| advances in technology are largely responsible for | | | | mom to remember the brand when she opens |
| the most recent surge. The mom marketing | | | | her purse. |
| gurus are correct in saying things like social media | | | | She is amenable to exchanging her money for |
| marketing is key; the bottom line is: corporations | | | | your product or service, but you must: (a) know |
| no longer are completely in charge; or to a rapidly | | | | and appreciate the current values of the |
| increasing extent, the customer is in the driver's | | | | African-American mom segment you are |
| seat. It's true that corporations can no longer | | | | marketing to (b) clearly understand your brand |
| market to moms and that they now have to | | | | purpose so that it carries through your entire |
| market with moms. | | | | marketing message, genuinely; and (c) align these |
| However, as a copywriter for the mom market | | | | two factors, so that your marketing copy's |
| this fact rang true until I stepped back to write a | | | | messages mirrors this harmony and is authentic |
| report about social media marketing with | | | | and therefore speaks to her value-driven |
| African-American mom consumers. Suddenly, | | | | emotions. |
| something seemed a little less accurate. After | | | | Keep Your Copy Relevant. |
| several starts, I realized why I couldn't move | | | | Don't rely on old research data, because what |
| forward no matter how hard I tried. As an | | | | follows are stale, outdated approaches that miss |
| African-American mom consumer that premise | | | | the mark. Contrary to popular belief, black moms |
| felt imprecise. I was forced to put the project on | | | | evolve. Additionally, it's important to understand |
| hold. This article needed to be written before I | | | | how black people view themselves. Stay |
| could go forward with a report on social media | | | | in-the-know by reading professional, marketing |
| marketing and black moms. | | | | research data - Target Market News (the Black |
| In talking with other African-American moms my | | | | Consumer Market Authority) Warc.com, BSM |
| gut was further affirmed. Finally, after attending a | | | | Media. Don't just stop there, however. Examine, |
| multicultural-focused social media marketing event | | | | firsthand, unfiltered and raw views, opinions, fears |
| (with speakers representing Latino, Asian, Indian, | | | | and desires of African-American moms by visiting |
| and African-American markets), the imprecision | | | | blogs, forums and groups like Mochamoms.org, |
| was confirmed - multicultural moms, including | | | | BlackMomsClub, Mommy Too Magazine, etc. |
| African-American moms, still don't mind being | | | | You can't put a commercial or ad together (make |
| marketed to. Yes, social media is extremely | | | | it stereotypically black) and expect to appeal to |
| important in reaching all moms; however, | | | | the African-American mom consumer. We don't |
| traditional marketers need not completely forgo | | | | see ourselves as all the same, and your |
| their traditional marketing efforts when | | | | marketing copy and images shouldn't either. |
| attempting to reach black moms. There is a vast | | | | However, as with other cultural groups, there are |
| bevy of African-American folks (moms in | | | | certain nuances and "no-no's" inherent in the |
| particular) whose mindsets, if you approach them | | | | African-American moms' ethos that a significant |
| correctly, welcome and still gravitate toward | | | | percentage of us relate to. Some include: |
| traditional media marketing. | | | | -Don't make light of God. Embracing a higher |
| The operative phrase is "approach them | | | | authority (God, Allah, Buddah, Jehova, etc.) is still |
| correctly" | | | | very important in the black community, even |
| Headlines | | | | though today, God has many permutations and |
| Immediately paint a picture of the benefit of your | | | | applications. Marketing text, for example, shouldn't |
| product to the African-American mom. | | | | challenge, doubt or disrespect God. |
| Copywriters are all taught this elementary tip. This | | | | -The black mom is iconic. This includes others' |
| is great, standard advice. However, bear in mind | | | | respect for our individual mothers or of an |
| that African-American moms often repeatedly | | | | African-American woman, who could be |
| envision the benefit they want. Many have | | | | someone's mother. It does not matter if she is an |
| reached the point where they are merely looking | | | | affluent stranger or a baby boomer aged |
| for the solution to bring about the benefit in the | | | | bagwoman, if she looks like she could be |
| forefront of their minds. | | | | someone's mother, tread carefully when creating |
| If your product or service addresses a problem | | | | text referencing the image. |
| she has, mentioning the features up front will not | | | | -Don't let your marketing copy sound like it is |
| always be a disadvantage to you. For example, | | | | debating or judging the African-American race, |
| The Behr company has a traditional television | | | | plights or achievements. |
| commercial that promotes its paint with primer | | | | -Patronization is taboo. Don't allow your copy to |
| product. They are apparently targeting people | | | | compliment an African-American achievement to |
| who need a paint job and/or are in the market | | | | get on the good side of a black mom consumer. |
| for painting products. These prospects, | | | | There's enough genuine data out there that will |
| undoubtedly, have some knowledge of what such | | | | smoothly align with your marketing campaign. It |
| a project entails. When you mention the primer | | | | behooves you to find it and work it into your |
| paint feature, the African-American mom shopper | | | | copy. Patronization will work against you. It makes |
| sees the benefits; she's just been waiting for the | | | | you, and everything you say from that point |
| product to be invented. You've successfully | | | | forward, suspect. |
| removed a necessary expense from her budget. | | | | -Don't get too comfortable such that you write |
| That primer guy she considered hiring is no longer | | | | comments that you hear black moms exclusively |
| needed. For the self-painter, her primer knowledge | | | | make with other black people. |
| no longer needs upgrading or a refresher course. | | | | -It's perfectly okay to say and show you |
| For both types of mothers, the primer shopping is | | | | understand certain things that are important to |
| no longer necessary. You've improved her busy | | | | African-American moms, like her hair, hair care |
| schedule, taken something off of her plate and | | | | products, her babies, her home, her, or her time, |
| reduced her stress level... immensely! | | | | her car, her personal care issues, her money and |
| For black moms, showing her the benefit may | | | | her budget. African-Americans appreciate that |
| just be as simple as reminding her of the benefit. | | | | understanding. |
| Don't be afraid to occasionally let the visual sell | | | | -Always, use easing-going, conversational language. |
| the benefit (the freshly painted, stunning | | | | Don't be flippant, which is insulting and causes |
| apartment) and hit her up front with the most | | | | deviation from the focus of the ad. Don't add |
| important feature. | | | | irrelevant observations, because you think you |
| Black Mom Consumers Aren't Dark-skinned White | | | | need to "keep it real." |
| Mom Consumers | | | | Finally, make sure your copy: |
| Don't simply put a commercial or ad together, | | | | 1. is written from the African-American mom's |
| insert images of African-American folks and think | | | | point of view; |
| that it's going to appeal to the African-American | | | | 2. speaks to the African-American mom as if you |
| mom consumer. As marketers and copywriters | | | | are talking to one person; |
| do with mainstream marketing, it is important that | | | | 3. is specific about what you are offering; |
| you understand the thinking of the | | | | 4. includes an offer that black moms value and |
| African-American mom market. African-American | | | | not something merely to comply with the |
| moms are incredulous about advertising in that | | | | copywriting 101 rule about including an offer; |
| they know the bottom line of the marketing | | | | 5. is written in straightforward language; and |
| effort is the company's bottom line. They may | | | | 6. includes testimonials or information to lend your |
| not use terms like brand awareness, marketing | | | | message credibility. |
| strategies or lead generation strategy but black | | | | |