Connecting cinema with African American consumers through their unique relationship with the urban salon experience.
Proof that not everyone plans to be a couch potato. It’s been unsettling to witness the run on grocery stores that’s left empty shelves where rolls of toilet paper and bottled water used to be. But now, an even stranger phenomenon is proving that life as we know it has changed dramatically. I’m talking about … Continue reading As COVID-19 Drives Mass Social Distancing, Home Gym Equipment Is in High Demand
These innovative, out-of-home marketing efforts are led by those who know black salons and barbershops best. By now, most entertainment marketers know the value of capturing African-American fans, but few know the most efficient and effective ways to reach them. For many Hollywood studios, the answer has come in the form of out-of-home marketing that … Continue reading Hollywood Studios Mobilize Street Teams to Engage African-American Consumers
AA salons are opening sacred spaces and providing movie studios with the red carpet treatment. It’s not a mainstream idea to market in these venues, but beauty and barber shops do have the mainstream appeal of word-of-mouth marketing. Studios, networks and brands that are willing to step outside of traditional media and engage the African-American … Continue reading Mainstream media uses local beauty and barbershops to reach the African American consumer
To reach a consumer segment with nearly $1.5 trillion in buying power, more marketers should spend a day at the salon. Marketing entertainment brands is all about driving awareness and leveraging strong levels of engagement, which is why when the latest superhero flick comes out, general consumers face a barrage of reminders to buy a … Continue reading Why African-American Consumers Don’t Always Respond to Traditional Entertainment Marketing (Hint: Location, Location, Location)
Urban African American consumers won’t respond if your marketing isn’t genuine or relevant. Simply “tweaking” your general campaign isn’t enough. By now, most entertainment marketers realize the vast potential in targeting African-American consumers, but not all of them understand just how to tap into this consumer segment, which currently has nearly $1.3 trillion in annual … Continue reading 4 Ways Entertainment Brands Can More Authentically Engage African-American Consumers
Urban beauty salons provide a captive audience for movie studios and tv networks. African American women spend average of 2-4 hours weekly getting their hair done and are predisposed to spending and brand messaging. Urban salons have a monopoly when it comes to being able to connect with the coveted black female consumer, so movie … Continue reading African American Female Consumers Gather Weekly
The African American community is not hard to reach, however its important that companies reach us where we are.
Salons provide direct and prolonged access to a very loyal and lucrative consumer. One of the biggest blind spots for the entertainment industry and global brands has been African American beauty shops. For one thing networks would be reaching an underserved audience of African-American women that is starved for networks that put on content that … Continue reading Cultivating the African-American female consumer in beauty shops
The best way to reach the African American consumer is to find places where they live, work, shop and groom.
Given the evolution of the record industry and proliferation of streaming technology, it’s a natural fit to offer African American salon consumers a new way to engage with their favorite music or podcast.
The Next Cut 