Welcome to What’s Black About It?
"You must have mind share before you can have market share“. |
What's Black About It? is a multicultural marketing consultancy founded by Herb Kemp who has more than 20 years of proven success targeting African-American consumers for some of America's largest Fortune 500 companies.
Our mission is to be the premier strategic marketing and business solution partner with organizations that are committed to maximizing the full economic buying power(projected by 2010 to be a $1-trillion force) of the changing African-American consumer market.
We believe that an in-depth understanding of why, where, and how African-Americans culturally fall into different and unique buying segments is critical for developing brand-relevant("talking to me"), effective marketing plans, communications, and programming.
Marketers who do not intimately understand the different mindset, evolving complexities, cultural influences, and preference for advertised brands of the African-American consumer place their companies at a competitive disadvantage now and into the future. Consequently, a more insightful understanding of the African-American consumer can
• Reveal new business opportunities
• Build brand share
• Increase brand sales
• Maximize return on targeted marketing spending |
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The Filter
African-Americans maintain one very distinguishable characteristic compared to any other U.S. cultural, racial or ethnic group and that is the psychological baggage of slavery, post-slavery, and discrimination. We call this The Filter™.
The Filter™ is the nucleus of the Black experience and Black culture. It is the common bond among all African-Americans that has had an astounding impact on how others see African-Americans and how they see themselves in every aspect of their lives. The Filter also explains why many African-Americans want
• To be seen as a heterogeneous
rather than a homogeneous group
• To desire real inclusion
• To see more and see differently when it comes to marketing
communications
• To rely on word of mouth
• To use general market media but embrace Black media
Celebrating the Differences Can Lead to Opportunities
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What We Do
"What's Black About It?" drives competitive advantage by leveraging customer insights. We offer in-depth customized services for a broad array of industries, including our book What’s Black About It? Insights to Increase Your Share of a Changing African- American Market . We partner with our clients to uncover and execute brand - relevant strategic solutions that culturally resonate with African-American consumers. In short, we answer the key question, "What’s black about it?" and why mainstream communication may “miss the mark“ with African-American consumers.
Our expertise spans from communications assessment and media evaluation to brand performance monitoring and marketing accountability.
Services Included:
- Insight Briefs: Achieving customer alignment for accelerated growth
o Market Effectiveness Audit
o Market and Competitive Assessment
o Segmentation and Market Planning
- Identity: Overcoming the roadblocks to building relevant brand relationships
o Crisis Management
o Diversity Marketing
o Community and Philanthropic Engagement
- Innovation: Leveraging brand equity to capture new revenue streams
- Communications
- Promotion Planning
- One-on-One Consultation
- Public Speaking / Book Signings
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How We Can HelpWe help clients build and grow their brands from strategy development through marketing execution and assessment of brand performance via a more insightful understanding of the African-American consumer
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