Recent reports indicate that well over 2/3's of Black American women have made major changes in spending as a result of the economic slowdown. These changes include postponing purchases, spending only what's necessary to live and working extra hours.
Your clients can still increase sales to this demographic, especially when it comes to specific items. In particular, Black women are far more likely than average to buy expensive mobile phone handsets, talk frequently and use phone-based features such as cameras and organizers.
To reach these consumers, it may be necessary to update the marketing plan. Here's how the average Black consumer splits his or her media time on a weekly basis:
- Television 36%
- Internet 26%
- Radio 18%
- Other 20%
Share this information with your clients and pitch a new ad campaign.[Source: Marketing to Emerging Majorities, EPM Communications, September 2008]