Customize your products

Every marketing effort starts with a product or service. To truly win over African-American consumers, then, focus first on designing products especially for them, and second on selling products to them.

I recommend: Look to examples from Fubu and Hallmark to see how companies have tailored their products for the African-American market. Get further ideas and inspiration by attending a marketing conference such as the Association of National Advertisers’ Multicultural Marketing Conference or Target Market News’ annual Black Consumer Research & Advertising Summit.

Be relevant to your customers

In order to appeal to African-American consumers, you must show them—literally—that you’re committed to them. The first step is including African-American models, customers and spokespeople in your advertisements. The second step is finding messages that resonate with the community.

I recommend: Consider hiring an advertising agency that specializes in the African-American market to help you with your efforts. Leading agencies such as Burrell Communications Group, Carol H. Williams Agency and UniWorld Group can help you create and deliver relevant, targeted messages to an African-American audience.

Advertise in African-American media

Of course, it’s not enough just to show African Americans in your marketing materials. You must actually reach them with those materials, too. Do just that by avoiding a mass-market approach and embracing a more targeted strategy using niche media, including African-American newspapers, magazines and radio.

I recommend: When you buy advertising, consider purchasing ads in African-American media. Favorite magazines include Ebony and Jet, Black Enterprise, Essence and Vibe, while favorite television stations are BET and The CW. Get further exposure by distributing regular press releases to African-American news outlets, via companies like Black PR Wire.

Hire African-American employees

African Americans like doing business with other African Americans; they’re most likely to spend their money with companies that hire more African-Americans and in more prominent positions.

I recommend: Sometimes, the strongest marketing is jobs. Recruit more African-American employees—via sites such as AOL’s Black Voices, The Black Collegian and AfricanAmericanCareers.com—and more African-American customers will soon follow.

Sponsor community events

Companies can better market themselves to African Americans by being active within their communities. Invest your time and money to support African-American events and to fund African-American causes.

I recommend: Soul of America provides a calendar of festivals, events, conferences and celebrations within African-American communities nationwide; consult it and discover a wealth of sponsorship opportunities that will raise your profile with African-American consumers.

Spread word of mouth within African-American hot spots

When it comes to buying products and services, African-American consumers often rely on recommendations from their friends, family and neighbors. Earn those recommendations—and encourage them—by interacting with African Americans in the places that they frequent most often.

I recommend: Consider distributing free samples to African Americans at community gathering places. Segmented Marketing Services Inc. provides free product sampling for companies in urban, ethnic markets via its “Community of Networks,” which includes African-American churches, beauty salons, barbershops, festivals and more.