The evolution of technology and the change in consumer’s daily behaviors promoted corporations to start taking a closer look at more non-informal channels to reach their consumers.  But more interestingly, it is not just any consumer they are aiming at.  Fortune 100 companies are finally tapping into minority segments for untapped marketing opportunities. 

Pepsi We Inspire Blog Targets African-American Women

Pepsi’s We Inspire Blog, is truly a cutting edge technique that has successfully understands the power African-American women hold. Featuring six different categories for inspiration, with a different celebrity (all are African-American recognized figures): love, laughter, hope, joy, beauty and wisdom, the blog captures the culture of empowerment and knowledge that is desired by this ethnic group.  Focusing explicitly on African-Americans, the website allowed women to identify and acknowledge the strength and wisdom required to overcome tough times, by sharing their inspirations and stories with others.

Pepsi’s use of social media and focus on the six main emotional appeals that attract this segment, enabled it to customize messages for individual audiences, rather than creating a generic message for collective targeting. With a 62% buying power of the African-American market ($ 790 billion), according to buying_power_2008, personal resilience, innovation, flexibility, leadership, strong sense of self, and intolerance of self- limitations, are all traits that represent how African-American women view themselves.

So naturally, word of mouth and networking is a priority in the culture.  African-American consumers often rely on recommendation from their friends, family and neighbors.  Opening up what other companies may have overlooked, ultimately gives Pepsi a competitive edge in the food and beverage markets.

With Obama named marketer of the year, African-Americans have gained their due.  Therefore, marketing to this segment must be genuine in order to avoid running the risk of alienating these consumers.  So bravo to Pepsi for distinguishing itself.

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