15th
Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
African-Americans...
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New
Ford African-American Web campaign taps sports announcer James Brown
By Karl
Greenberg
MarketingDaily.com (August 6, 2010) Ford has tapped CBS sports announcer James Brown
for a new ad push directed at African-American consumers. The corporate
effort contains an "All-In" theme line. As part of the campaign, via
UniWorld Group, Brown appears in a series of Web videos touting Ford
product quality, technology, the community and the environment.
In the Web videos at FordUrban.com, Brown conducts one-on-one interviews
with Ford executives who talk about their lives and the past, present
and future of the company. The videos will be shown at major
African-American-sponsored events throughout the year. The executives in
the videos include Ford's Group VP of Global Quality Bennie Fowler; John
Viera, director of sustainable business strategies; Pamela Alexander,
director of community development, Ford Motor Company Fund; and Jason
Johnson, a product development engineer.
Shawn Lollie, Ford's multicultural marketing manager, says ads will run
in various print publications, including Savoy, Professional Magazine,
Black Enterprise, Minority Business Journal, American Legacy and more
than 15 African-American newspapers in top news markets.
"'All In' is a mantra, a rallying cry that symbolizes the one-team
philosophy that makes up Ford Motor Company," Lollie tells Marketing
Daily. "We wanted to share some of the African-Americans at Ford."
She says the last time that Ford created an African-American targeted
corporate ad campaign was in 2005, which is also when Ford launched
FordUrban.com.
"This is not focused on any one vehicle although the vehicles will
appear in the print ads and throughout the campaign. This campaign is
about highlighting our strengths as it relates to our quality products,
commitment to the community, game-changing technologies and commitment
to our green efforts," she says, adding that the campaign will continue
through 2011.
