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
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228 S. Wabash Ave.
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uses MySpace to grab interest from black, Hispanic men to sportsbike
By Lisa Lacy
ClickZ.com (October 20, 2010) In order to reach a demographic that was
enthusiastic about its Hayabusa sportbike, but that it had previously
ignored in its marketing, American Suzuki Motorcycles launched its first
BusaBeats virtual rapping competition in 2009.
In 2010, in partnership with digital agency Questus, Suzuki launched a
second round of the contest to further target 18- to 34-year-old African
American and Latino men. That campaign performed extremely well, thanks
in part to a surprising surge of activity on MySpace.
Suzuki's African American and Latino customer base was growing prior to
the launch of the first campaign, according to Questus partner Jordan
Berg. Suzuki had also gained a big following in coastal cities.
"One night, I was watching 20/20 and it had a whole segment on urban
biker clubs, [with young men] riding sports bikes and I said, ‘We have
to market to these people. It's a huge opportunity to expand upon our
influencer base,'" Berg says. And thus the BusaBeats campaign was born.
In order to roll out BusaBeats, Questus partnered with Dopetracks, a
network of producers and emcees that provided the underlying technology
that allows users to rap over different beats. Producers include artist
Coop D'Ville. The only major requirement for participation in the MC
contest is that lyrics are about Hayabusa bikes.
"We have five or ten background beats and young aspiring kids -- regular
people who love to rap -- lay the beats down," Berg says. "And when they
laid the beat down, they have a finished product -- a track -- that they
can share with friends and enter to win a Hayabusa."
Winners are chosen by popular vote. Questus says the result is
"incredible hip hop music that resonates with the urban community and
generates loads of earned media."
Hip Hop + Social Sharing
Traffic was driven to the site thanks to buzz from the first year and
partnerships with Urb Magazine and Dopetracks. But Berg says MySpace was
also a huge traffic driver. It was on that site that aspiring MCs posted
their tracks to encourage listeners and voters.
In the end, more than 20,000 tracks were submitted or recorded over the
course of the four-month campaign from March to May 2010 and racked up
over 300,000 plays. (Data for the first campaign was not available.)
Questus, which has been working with Suzuki since 2003, may launch a
third campaign next year under a different name that holds broader
appeal for all street bikes, Berg says.
"We didn't know how much Suzuki could play in the [social] space when we
launched," Berg says. So when it came to other social sites, Suzuki and
Questus more or less waited for fans to create content themselves.
Fans created plenty of content and BusaBeats now has a Twitter handle --
@BusaBattle -- but it only has 57 followers.
In addition to 20,000 tracks in the second campaign, the 2009 winner, J.
Pigg, has since received a recording contract and now travels with
Suzuki to appear at events.
Running the campaign has not come without challenges, however. One was
assembling a team big enough to listen to all the tracks to make sure
Suzuki was not putting out anything harmful to its brand, Berg says.
Another was convincing Suzuki that it needed to allow some tracks to go
up on the site even if they contained material that was risqué. "In
order to be authentic, Suzuki had to come along for the ride and take
some risk," Berg says.
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