The Black consumer market continues to become more valuable, with buying power expected to exceed $1.2 trillion by 2012. It is imperative that marketers understand the opportunity and potential upside that marketing to this powerful segment represents. For marketers to make informed decisions about which media is most effective and how to best position their products to appeal to the Black Consume
r, it is essential that they are armed with relevant, timely and actionable insights and data. Currently, there is a void in the marketplace for this type of data, making it increasingly difficult for marketers to understand the business rationale for targeting the Black consumer in the first place and, more importantly, the most effective ways of doing so. ReachingBlackConsumers.com seeks to help fill that void. It is an initiative spearheaded by the Cabletelevision Advertising Bureau and in collaboration with leading research companies, market researchers and targeted agencies. It is designed to be the “go to” site for data, insights, best-practices, strategies and case studies all directed to the Black Consumer. It is a resource created to help marketers make informed decisions on when, how and why they should market to the Black consumer market
Goals
Clearly articulate the business rationale, best strategies and practices that are most effective in reaching all segments of the Black consumer market. Illustrate cultural insights among Black consumers that have a direct impact on purchasing behavior and response to advertising messages
Showcase successful marketing strategies targeted toward Black consumers that yield results and add to the bottom line.
