Blacks and Generation X Consumers are just as important as Millennials!

Charlotte

 

 

 

 

 

In a haste to market to the Caucasian, millennial consumer, companies are missing out on two key audience segments – Blacks and Generation X.

You would be hard pressed to find a person of color featured in an ad unless you are watching BET. I proudly belong to an ethnic group where our buying power is projected to reach $1.4 Trillion by 2020. Blacks are the third largest ethnic group in the United States, yet companies spend less than 4% of their advertising budget targeting black consumers. Why does this occur? For years, we were stereotyped as having poor credit, no income, and low education. When compared to other ethnic groups, YES, we are behind. However, our income growth, limited rise up the corporate ladder and our advancement in education proves that the stereotypes we face are antiquated and baseless. Companies, who continue to hold on to these stereotypes, will miss out on the opportunity to grow their brand, increase their market share and customer base. There are a few companies, such as Ford, Proctor & Gamble, and Coke Cola, who get it.

“The Lost Generation” – This is the name given to those of us who were born during the Generation X era. In addition to being ignored, we have to compete with Millennials for attention, recognition, and jobs. I get it! Millennials are the most sought after group because of their desire to spend money over their need to save. According to a 2015 research conducted by Turn, companies are expected to spend 500% more advertising to Millennials despite the fact that Millennial(s) are not loyal. This strategy and the reliance on Millennials to grow a brand could be very risky. Companies with a mixed advertising strategy of digital and print will attract Millennials and “the lost generation”, who are savers, have money to spend, read the newspaper and magazines, like myself, and more importantly, are very brand loyal.

If you enjoyed this post, share with your family and friends on Twitter and Facebook.

Thank You!

Detroit Digital Girl

References

  1. http://www.nielsen.com/us/en/insights/news/2013/african-american-consumers-are-more-relevant-than-ever.html.
  2. http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf.
  3. http://www.adweek.com/digital/infographic-marketers-are-spending-500-more-millennials-all-others-combined-168176/

How to Promote Your Brand in 140 Characters or Less

pexels-photo-109371As of the third quarter of 2016, there were 317 million monthly reasons why businesses should promote their brand on Twitter1. Most Twitter users visited Twitter multiple times throughout the day to keep abreast of the news, read tweets from their followers, look for deals, and tweet @realdonaldtrump. Admittedly, I am that person.  The challenge for most brands are to gain brand exposure, followers, and conversions from Twitter using 140 characters or less.

Content

When composing your tweet, your message should focus on what action you want your audience to take, and the impression you want to leave after reading your tweet. With 140 character limit, and milliseconds spent reading a tweet, your content must be precise and to the point. Most users, like myself, follow brands they like, and look for notification of special offers unique to Twitter followers. Followers of your brand want rewards for following your brand. When a tweet includes an offer, your followers will reward you by sharing your tweet, thereby increasing your brand exposure.

Photo(s), GIF, Video(s) and Polls  200

On September 16, 2016, Twitter removed the above items from their limited character count. Adding a GIF or photo near your text will attract more attention to your tweet. Animated items, such as GIF, are visually appealing and will attract more attention which may increase the likelihood of your brand and tweet being remembered.

Timing of Tweet

“Timing is everything”. When you tweet is just as important as what you tweet. The day and the time of your tweet can impact your brand’s exposure. Tweeting at 3:00 AM EST, the same time as President Trump, are for those night owls.  The best time for your brand to tweet would be during Twitter’s most active time period, 11:00 AM EST – 3:00 PM EST2.  Tweriod, a free service offered by Twitter, will send email alerts notifying your brand of the best time to tweet based on the activities of your followers.

Twitter and Facebook

 Facebook users have 63,206 characters to compose a message. That’s 63,066 more characters than Twitter. While your Facebook followers are different from your Twitter followers, your brand message will be the same. Linking your Facebook and Twitter page will allow your Twitter followers to view your message in its entirety.

If you enjoyed this post, share with your family and friends on Twitter and Facebook.

Thank You!

Detroit Digital Girl

References

1 https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/

2 http://smallbusiness.chron.com/peak-times-twitter-activity-62864.html