What does the black consumer want?

Let me explain.

Attending a product launch at a luxury venue in Cape Town recently, I enjoyed the opportunity of socialising with a well represented contingent of black professionals. It was obvious to all attending that the red carpet treatment was part of a well orchestrated and finely tuned marketing exercise to engage the so-called, Black Diamond element.

My thought at the time was, “Well done for realizing that you can adjust your marketing campaign to attract the black middle class consumer!” It is a sign of respect to package your promotional events appropriately, especially when branding to such a sensitive market segment. However, and this is the point I want to make, there is a tendency with high level “schmooze” events to approach the catering and entertainment elements in the same way that you would treat any group that register the same LSM characteristics. For example, while I am an unashamed sushi and champagne Diva, it's not necessarily wise to cater for an all-sushi menu at any event - especially if you're wooing the sophisticated Black consumer (frankly, you simply have to have some chicken!).

Similarly, rave and “Saki Saki” music are not the smartest choice of entertainment; and finally, while the politically incorrect Loyiso Gola can get away with telling ‘black jokes', the unspoken rule is: never send a white comedian to tell black jokes.

Cultural nuances

Call me pedantic, but the point is that the potential return on any investment where marketers are aiming at the black middleclass consumer is going to be compromised if no thought is given to the cultural nuances of that audience. The most basic etiquette ahead of any event requires an inquiry into the lifestyle of the guests one is intending to entertain. A case in point: I'm unlikely to try and sell commodities like bread to white males because I don't know much about their wheat consumption culture.

When planning a promotional event targeted at these Black Diamonds, know your limitations and don't be afraid to ask. The black intern or promotional coordinator in your organisation is a useful resource because they know that market intimately. If consulted, they could provide invaluable insight about black consumers that could save you money and face at the end of the day.

Reputation management is as important as any traditional marketing campaign: don't make the mistake of thinking that any publicity is good publicity. Get it right the first time.

With this information, it is relatively easy to package an event that touches guests in a profoundly personal way and leaves them with a positive experience of the brand. As a consumer, I support brands that go out of their way to find ways of resonating with me; those that understand that because of my dual citizenship I am constantly straddling two worlds. I am a black woman and have cultural attachments which I deeply respect, but at the same time, I live in a consumer-driven society where my Rand power allows me to live in a high valued property in the green leafy suburbs of Cape Town, drive a luxury car, and educate my twins in a religion-based private school.

I embrace the choices and enjoy the diversity, but that doesn't mean that I want to lose my individuality in the process.

The Black consumer market is not as complicated as we make it out to be. There are very simple steps that marketers can take that will transform a sanitized, non-directional marketing strategy into a respectful and effective one.