DIVERSITY MARKETING
The growth of the Asian-Pacific Islander, African American, Latino/Hispanic, Native American and Gay/Lesbian/Bisexual/Trangender groups in America during the last decade has opened up significant opportunities for companies interested in increasing sales, augmenting market penetration and securing cross-ethnic brand and/or product loyalty.
In the 1980s and the 1990s, the marketing trend was to adapt advertising and general promotions along cultural or ethnic lines. This approach was limiting. Ethnic groups are now predominant in major cities throughout the United States. As a result, Promotions West has developed a nontraditional technique to a company's marketing and public relations needs -- comprehensive diversity training. Instead of adapting, at Promotions West we transcreate information with trained representatives from specific ethnic populations.
African Americans represent a lucrative opportunity for advertisers seeking to reach a responsive, brand-loyal consumer group. They are high purchasers of consumption products. According the Black Enterprise magazine, African Americans spend between $630 and $688 Billions each year. By the end of this year, as a united group, the spending power of communities of color will be more than $2 Trillion, outpacing the Caucasian community by 80%. By the year 2008, African American spending should increase by 169% to $921 Billion.
African American women also continue to be the driving force in the market's growth. African American households continue to spend more collectively than Hispanics or other minorities in virtually every consumer product and service category as reported by Target Market News.
While other ethnic groups are growing in population, African American consumers are still out spending all other groups in apparel, food, beverages, cars, trucks, home furnishings, telephone service and travel. Purchases made by African American women are the single biggest influence on the growth of African American spending. With more income to spend, these women have increased expenditures over last year in the categories of child care, personal care products, gifts, food, women's apparel and footwear.
Promotions West emphasizes the analysis of the entire geographical market profile. We focus on developing diverse marketing promotions and programs where each group is recognized as an integral part of the overall effort. Diversity marketing is never just an afterthought or general market publicity with different faces.
By addressing all of a market's ethnic, cultural and racial components, Promotions West is able to successfully integrate diversity marketing elements and present resources more clearly. Promotions West has a thorough comprehension of diverse and cultural market behavior of these consumer groups and how they respond. We are comprised of a group of multicultural professionals with expertise in the area of diverse marketing and public relations.
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