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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
DIVERSITY PERSPECTIVE 16-1
Using Sales Promotion to
Target African-Americans
The African-American market has become very important
to many marketers as this segment accounts for
two-thirds of the money spent by minorities in the
United States and commands an estimated $572 billion
in purchasing power. African-Americans represent
about 13 percent (36.4 million) of the U.S. population,
and nearly half belong to the middle class. According
to the most recent U.S. census, 5.3 million of the 12.8
million African-American households earn more than
$35,000 annually; nearly 14 million now live in the suburbs,
and 10 percent of those suburban dwellers earn
more than $100,000 annually.
Traditionally, marketers have targeted African-
Americans and other ethnic markets by running ads in
the various TV, radio, and print media that reach these
markets. However, many marketers are discovering that
sales promotion techniques are often more effective
ways to reach these markets and can be very valuable in
developing relationships with them. For example, American
Airlines has developed several programs to
entrench its brand in the African-American community.
One of these programs is called “Comfort Zone,” an
effort whose name played on two themes: the literal
comfort of the extra leg room in American cabins, and
the figurative level of satisfaction African-Americans
have with the airline. The program centered on Comfort
Zone parties in American’s five hub markets. Urban
radio stations held call-in contests giving away passes
to the parties, which featured raffles awarding trips
and cruises. American followed the campaign by sponsoring
Sisters in the Spirit, a national gospel tour, and
also teamed with Coca-Cola for a sweepstakes giving
away trips to Hawaii that were advertised in various
African-American magazines including Ebony and
Black Enterprise.
Other companies are using ongoing promotional
programs to reach the African-American market. For
example, Volvo Cars North America has launched its
largest minority-targeted promotion ever, a Buckle Up
for Safety campaign run in conjunction with the
Edward Davis Education Foundation and the National
Highway Traffic Safety Administration. The goal of the
campaign is to promote seat belt usage within the
African-American and Hispanic communities—particularly
among young adults—and to reinforce the proper
use of car and booster seats for infants and children.
Mott’s Inc. has expanded its annual Hawaiian Punch
Black History “Our Words! Our Art!” contest from 8 to
16 markets. The month-long promotion asks students
to share what they have learned about African-
American historical figures. First- and second-graders
submit artwork, while fourth- through sixth-graders
16. Sales Promotion © The McGraw−Hill
Companies, 2003
write essays. Forty-five winners, selected by the
National Association of Black School Educators, win
family trips to Disney World. Burger King also has
developed a connection with the African-American
community by celebrating its heritage. The company
sponsors Black History month through a campaign
called “Everyday Heroes” that recognizes the achievements
of more obscure figures such as chess grand
master Morris Ashley and Brigadier General Ronald
Coleman. The chain distributed more than 10 million
special calendars through its restaurants during the
2002 promotion. African-Americans and Hispanics
account for 30 percent of Burger King’s overall sales.
Marketers are also using sales promotion tools in
conjunction with cause-related marketing to connect
with African-Americans. For example, Kraft Foods
recently partnered with Motown Records on Women of
the Times, a 10-song CD featuring African-American
singers such as Erykah Badu and Patti LaBelle that
was sold through point-of-purchase displays in grocery
stores. The CD could be purchased for $2.99 with three
Kraft proofs of purchase, and the company donated 25
cents of each purchase to the United Negro College
Fund.
Sales promotion is becoming an integral part of
marketer efforts to reach the African-American market
and build a genuine connection with this important
segment. As DiversityInc.com notes, “The African-
American market is positioned to make or break profits
for many leading U.S. companies.” Many companies are
hoping that their promotional efforts will help them
fully entrench their brands in the African-American
community.
Sources: Matthew Kinsman, “Equal Opportunities,” Promo, February
2002, pp. 14–16; Lafayette Jones, “A Sign of the Times,” Promo,
February 2002, pp. 16–17.