Marketers And Retailers Are Leaving 1.1 Trillion(1) On The Table By Neglecting The African-American Consumer


Dec 10, 2014, 09:33 ET from Tynicka Battle

PRINCETON, N.J., Dec. 10, 2014 /PRNewswire/ -- No stranger to general market campaigns, Tynicka Battle's team served as the digital agency of record for Lady Gaga through the record-breaking social media campaigns for The Fame and The Fame Monster. Tynicka has also led digital programs for Disney, Swarovski and New Line Cinema. "Although we piloted extraordinary general market initiatives, I felt we were being typecast by winning mostly multicultural and African-American targeted campaigns."

With Battle's new venture she says, "I'm no longer shying away from that sweet spot. I've worked intimately with the most notable and authoritative African-American celebrities, stakeholders, and gatekeepers for over 14 years. It's ironic that one of the most influential consumer segments is also the most overlooked. That will change." Tynicka is positioned to deliver reach to brands who seek this crucial base. Her approach has been honed after years of targeting the global fans of Rihanna, Kevin Hart, Prince, Jamie Foxx, Alicia Keys, Black Eyed Peas, The Michael Jackson Estate, and many more in music and film, and multicultural awareness campaigns for PEPSI and the US Census Bureau.

Her advice to marketers "There's a good chance you're doing it wrong. Check your approach. You can't just earmark 2.6%(2) of your advertising spend on a segment that represents nearly 14.2% of the US population(3). If you're targeting African-Americans, have you designed a campaign that appeals to the separate generations in your target? And check your analytics. Are you utilizing the most relevant digital mediums, and ensuring appropriate social media messaging and imagery?" African-American consumers are much more receptive to advertising that includes positive cultural themes and people of color(4).  Battle continues, "Marketers, corporations and retailers should feel a sense of urgency and move to immediately address these deficiencies in their marketing strategies. Why? Well for starters, it's unconscionable to ignore us. Plus, African Americans are 80% more likely to share their favorite brands on social media(5) and their projected buying power is 1.1 trillion in 2015 and 1.3 trillion in 2017. That's why."

Tynicka Battle
(609) 288-7468 ext. 1

The Tynicka Battle Digital team provides unparalleled digital strategy and consultation for emerging and established brands. TBD has led the most talked about, groundbreaking online awareness and social media branding campaigns. See for more information.

TBD founder Tynicka Battle is a savvy, hands-on digital marketer with 14 years of experience. She also serves as the National Administrator for Mocha Moms, Inc., a non-profit support group for mothers of color. Mocha Moms has 100 chapters in 28 states.

(1) The Multicultural Economy 2012 by the Selig Center for Economic Growth
(2) Nielsen Monitor Plus
(3) U.S. Census 2014
(4) Nielsen+ESSENCE Custom Survey 2014
(5) NielsenTV/MRI Fusion May 2014

SOURCE Tynicka Battle