Peeking in the Window
It’s Black History Month. Do you know where your targeted marketing is?
Brands often run more ads aimed at African-Americans during the “Freedom Window,” the six weeks from Martin Luther King, Jr. Day (Jan. 17 this year) through February. That’s good and bad, says Howard Buford, president-ceo of Prime Access, a New York City-based minority marketing agency. “It’s a perfect time to do targeted promotions because there’s higher awareness this time of year. But it’s not enough to just do something this time of year. That’s a waste of money. You need to market year-round to make an impact.”
Last year, American Express sponsored a traveling exhibit of Harlem Renaissance memorabilia, via Prime Access. During the Freedom Window, retailers dress their own windows with books by black authors or ethnic apparel. Some brands sponsor education-themed PSAs.
“Let [minority audiences] know you respect their mindset,” advises Buford, whose shop also targets Hispanics and gays.
