Do you have to “be from” to “market to”?
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Do you have to “be from” to “market to”?
Recently, at an Orlando Advertising Federation Ad2 event (Ad2 is the under-32 group in the federation – www.ad2orlando.org), I enjoyed a spirited and informative discussion with a young African American professional who believed that this was true. She said that her culture possessed so many nuances, more than any other culture, that the only person who could truly understand and market to the segment had to be African American. I have been thinking about that a lot since we spoke, and while I am not sure if she was 100% right, wrong or somewhere in the middle, this article rekindled the discussion in my mind and got me thinking…
If I believe the Wiki definition within this article: Racism, by its simplest definition, is the belief that race is the primary determinant of human traits and capacities and that racial differences produce an inherent superiority of a particular race. Then, by saying that you have to be African American, for example, to market to African Americans, aren’t you racist? Or is that cultural biased? Or culturally motivated or embraced?
Often, we compete against, consult or partner with “Hispanic” agencies more so than “African American” agencies. Maybe this is because I am from Florida and have a large and growing Hispanic demo or maybe it is because the “Hispanic Agencies” have done a better job at branding themselves as specialists? I do not know?
With all the research that is out there to better understand a target audience, is it truly necessary to “be from” to “market to”?
I am not sure anyone really has the 100% right or wrong answer, but I think that because we are asking questions like this, we are getting better every day, and when done positively, I am proud to be part of the industry that is helping to change social perceptions and acceptance. The rest of the time, I lower my head in shame and blog about it.
Larry @ EVOK
www.freeadcandy.com
