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STORY ANGLE: An ad for Mountain Dew created by the founder of hip-hop group Odd Future has been pulled after critics lambasted its violent undertones and one called it “arguably the most racist commercial in history. What’s the key when trying to reach the Multicultural audience?
EXPERT SOURCE: Multicultural Marketing Guru & Inclusion Champion, Tru Pettigrew founder of Tru Access, the conduit between Multicultural Millennials and corporations, has been educating brands and agencies on ‘Culturational Chemistry’ (marriage of multicultural and the multigenerational cultures and attributes) and believes Multicultural Millennials are more transformational then transactional, more fluid than rigid and more art than science.
RESPONSE: “The Mountain Dew ad created by Odd Future reinforces the need for Culturational Chemistry within brands and their agencies,” comments Tru Pettigrew.
He continues, “Brands need to gain an in depth understanding of the culture combined with the necessary talent to create relevant advertising that resonates with Multicultural Millennials in order to have prevented this from happening.”
“This generation wants to be inspired not stereotyped. Millennials are focused on being transformational while it appears Pepsi is still focused on being transactional,” Pettigrew concludes.
TIPS: Pettigrew can discuss how advertising snafu could have been prevented through the A.R.T.I.S.T.R.Y formula and can show how brands can successfully employ this technique to connect with today’s Multicultural Millennials:
A = Access – Ensure that you have direct access points to this audience as well as the trusted voices and influencers they look to so that you can credibly integrate yourself into their world. Not just online access, live offline interaction and engagement as well.
R = Reciprocity – Show them that you understand and care about what matters to them. Support their causes and issues and don’t just take money from them and their communities without giving something back beyond just the product or service they paid for.
T = Technology – A world full of innovative technology is all they know. They expect technology to be seamlessly integrated into all interactions. It should be used in a way that enhances the experience or interaction and not just used randomly because it’s a new technology you want to show off.
I = Insight – It is important to have a system of an ongoing information flow. Things change rapidly with this audience and you will quickly lose relevance and connectivity if you don’t keep your finger on the pulse of the key influencers and drivers that dictate their behavior and decisions.
S = Strategy – Leverage the insight you garner from this generation to develop an overarching strategy that meets your business goals and objectives. Employing fun and exciting tactics that don’t ladder up to an insights based strategy creates confusion.
T = Trust – Building trust with this audience is a must. There is already a sense that many brands and the older generation decision makers at these brands have selfish intentions. Spend more quality time with them in real life, not just virtually. Remember, Frequency breeds Familiarity and Familiarity breeds Trust.
R = Relationship = This art is directly tied to Trust. This audience wants to be in relationships with brands they support; internally and/or externally. They don’t just want to be considered another customer or another employee. They want the benefits of being in a mutually beneficial relationship.
Y = Youthful – Maintain a youthful spirit. The best way to do this is to spend time with them. Don’t rely on secondary research to get to know them, engage them. Create and participate in memorable experiences. Employ, include and integrate Multicultural Millennials into your organization. Step up your Culturational Chemistry.
Tru Pettigrew is founder and President of Tru Access, which is an organization that bridges the cultural and generational gaps between multicultural Millennials and corporate brands and agencies.
Tru Access provides Culturational (aka multicultural + multigenerational) speaking engagements and workshops for the millennial audience and presentations and training on the corporate side. Tru spent 20 years working in youth and multicultural marketing at advertising and marketing agencies with clients such as Nike, Hasbro, Sprint and The Home Depot and uses that experience to help build strong Culturational Chemistry in the boardroom and in life.
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(BPRW) Wells Fargo commits to lending $55 billion to women-owned businesses by the year 2020
(BLACK PR WIRE) – SAN FRANCISCO, March 8, 2013 – Wells Fargo & Company (NYSE: WFC), America’s No. 1 small business lender1 and a leading lender to women- and diverse-owned businesses, today announced a commitment to lend a cumulative total of $55 billion to women-owned businesses in the U.S. by the year 2020, updating its lending commitment first established in 1995. The announcement will be made by Lisa Stevens, Wells Fargo lead executive for Small Business and West Coast Regional Banking president, at the Hispanas Organized for Political Equality (HOPE) 22nd Annual Latina History Day conference in Los Angeles.
March is National Women’s History Month, and Wells Fargo has a rich history of working with women business owners and providing them access to capital and financial services. Since introducing the women’s lending commitment 18 years ago, Wells Fargo has provided more than $38 billion in capital to women business owners, a group that grew in size by more than 20 percent from 2002 to 2007, according to the latest Census data. Today, approximately 30 percent of businesses in the U.S. are owned by women, according to the National Women’s Business Council.
“Women-owned businesses are among America’s fastest growing segments, and we are honored to support their role in shaping the future of small business,” said Stevens. “As a leader in lending to women, Wells Fargo is dedicated to helping women succeed financially — in business and personally.”
Wells Fargo’s first lending commitment in 1995 established a goal to lend $1 billion to women business owners over three years. Fueled by the continued growth of women business owners, the goal was increased, most recently in 2003.
In addition to the cumulative lending goal, Wells Fargo supports numerous outreach efforts to build relationships with women business owners and help them to succeed financially. Wells Fargo is a proud supporter of the National Association of Women Business Owners (NAWBO) and the Women Presidents’ Organization, as well as several other organizations focused on the education, growth and advancement of women business owners. Wells Fargo provides the full array of financial products and services to satisfy all of the financial needs of women-owned businesses, such as banking, business loans and lines of credit, credit cards, payroll, merchant services, insurance, retirement planning, and online resources.
For an example of how Wells Fargo helped meet the financing needs of one woman-owned small business, see the story of GLAMGLOW, a Los Angeles-based consumer products company owned by Shannon Dellimore.
About Wells Fargo
Wells Fargo & Company (NYSE: WFC) is a nationwide, diversified, community-based financial services company with $1.4 trillion in assets. Founded in 1852 and headquartered in San Francisco, Wells Fargo provides banking, insurance, investments, mortgage, and consumer and commercial finance through more than 9,000 stores, 12,000 ATMs, the Internet (wellsfargo.com), and has offices in more than 35 countries to support the bank’s customers who conduct business in the global economy. With more than 265,000 team members, Wells Fargo serves one in three households in the United States. Wells Fargo & Company was ranked No. 26 on Fortune’s 2012 rankings of America’s largest corporations. Wells Fargo’s vision is to satisfy all our customers’ financial needs and help them succeed financially.
About Wells Fargo Small Business
Wells Fargo has loaned more money to small businesses in the United States than any other bank for 10 years running (based on 2002-2011 Community Reinvestment Act government data) and is a leading lender to women- and diverse-owned businesses. Wells Fargo provides a wide range of financial solutions to meet the needs of business owners nationwide. Through the Wells Fargo Business Insight Resource Center, business owners can access an informative selection of videos and articles featuring expert advice and best practices. For more information visit wellsfargo.com/biz or call the National Business Banking Center at 1-800-CALL-WELLS.
1 Based on Community Reinvestment Act (CRA) government data (2002-2011).
Contact Information
Media:
Alice Hartnett
704-715-9115
alice.hartnett@wellsfargo.com
Jennifer Langan
213-253-3452
jennifer.l.langan@wellsfargo.com
Spanish-language media:
Maria Fernanda Trochimezuk
310-696-9585
maria.fernanda@jelenagroup.com
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(BPRW) MillerCoors Will Award up to $150,000 to Small Business Owners as Application Deadline Approaches
(BLACK PR WIRE) – CHICAGO--(BUSINESS WIRE)--The MillerCoors Urban Entrepreneur Series (MUES) business plan competition application deadline is quickly approaching. The competition is open to participants who are age 21 and older and whose businesses are fewer than five years old. All entries must be submitted to www.MillerCoorsMUES.com by 12 p.m. (CDT), Friday, October 26, 2012. Since the program’s inception, the MUES business plan competition has awarded entrepreneurs more than $2 million in business grants.
“We recognize the challenges entrepreneurs face and the courage it takes to face those challenges and strive for success. MUES empowers small businesses and helps propel them to the next level,” said Larry Waters, senior director of community commerce and partnerships, MillerCoors.
This year’s top winner will be awarded a $50,000 business grant. Up to four other finalists will each receive $25,000 grants, and one consumer-voted entrepreneur from the selected finalists will be awarded a $10,000 business development grant. The Consumer’s Choice Award, new to the MUES competition, will allow contestants to engage their social networks to choose their favorite business. For more information on the competition and business development resources, visit http://www.millercoorsmues.com/muestv, to hear from some of the judges.
Some of the long-standing MUES advocates and community partners include the Atlanta Business League, the Greater Harlem Chamber of Commerce, the Hispanic Chamber of Commerce of Greater Dallas, the United States Hispanic Chamber of Commerce, local chapters of the Urban League, and the National Association of Asian American Professionals (NAAAP).
Official rules and requirements of the MUES Business Plan Competition, visit www.MillerCoorsMUES.com.
Overview of MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light.
Tenth and Blake Beer Company, MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc. and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.
Contact Information
MillerCoors
Karina Diehl
312-496-2973
karina.diehl@millercoors.com
or
Flowers Communications Group
Danyele Davis
312-228-8809
ddavis@flowerscomm.com
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(BPRW) Report Reveals African-American Consumer Opportunities for Businesses
- Nielsen and the National Newspaper Publishers Association (NNPA) collaborate for second installment of report on Black buying power, consumer behavior and lifestyle trends -
(BLACK PR WIRE)--WASHINGTON--(BUSINESS WIRE)--A consumer group which continues to experience population growth, has unique generational behavioral trends and characteristics, and a projected buying power of $1.1 trillion by 2015, African-Americans are still a viable market segment full of business opportunities, according to the African-American Consumers: Still Vital, Still Growing 2012 Report released by Nielsen and the NNPA today.
Released during the Congressional Black Caucus Foundation's (CBCF) 42nd Annual Legislative Conference, the report is the second of three annual installments of a collaboration between Nielsen, a global provider of information and insights into what consumers watch and buy, and the National Newspaper Publishers Association (NNPA), a 72-year-old federation of 200 Black community newspapers.
“Our collaboration with the NNPA has been successful,” said Susan Whiting, vice chair, Nielsen. “NNPA’s insertion of the report into its 200 publications allows Nielsen access to millions of African-American consumers, and allows us to share vital information that will help increase the awareness of Blacks’ consumer power.”
The 2012 report highlights important subsectors of the population, unique lifestyles, purchasing and viewing habits, and also sheds light on the disparities in advertising dollars spent with African-American media.
“Marketers underestimate the opportunities missed by overlooking Black consumers’ frustration of not having products that meet their needs in their neighborhoods. And companies that don’t advertise using Black media risk having African-Americans perceive them as being dismissive of issues that matter to Black consumers,” said Cloves Campbell, chairman, NNPA. “This report demonstrates what a sustainable and influential economic force we are.”
The number of Blacks in America has reached almost 43 million. With a healthy representation of today’s population, coupled with an attractive collective buying power, businesses have opportunities to increase market share with Black consumers.
Keeping the Black community informed and educated is one of the goals of the Congressional Black Caucus Foundation.
“By providing a resource that demonstrates how we can use our collective buying power, we are providing a service that is beneficial to the individual consumer and our collective communities at the same time,” said Elsie L. Scott, president and CEO of CBCF.
Collaborations with community organizations helps Nielsen establish a corporate reputation that is valued and trusted among consumers.
“Nielsen’s collaborative efforts with organizations such as the NNPA and the CBCF demonstrates unity and reinforces the company’s credibility with Black consumers,” said Rev. Jacques DeGraff, co-chair, Nielsen’s external African-American Advisory Council (AAAC). “By engaging consumers in the conversation about economic power, the outcome can lead to improved products, more penetrating marketing messages and enhanced corporate/consumer partnerships in our communities,” said Victor Bulluck, co-chair, AAAC.
Key insights from the report include:
• Advertising spending in Black media totaled $2.10 billion in 2011, compared to $120 billion spent with general market media during the same time period.
• 91% of Blacks believe that Black media is more relevant to them.
• Brand name products represent 82% of Black households’ total purchases compared to 31% for private labels.
• 81% of Blacks believe products advertised on Black media are more relevant to them.
• 54% of African-Americans own a smartphone, a 21% increase from last year’s ownership.
• 54% of the Black population is under 35; compared to 47% of the general population.
• 48% of Black grandparents live with their grandchildren and serve as primary caregivers.
• African-American Baby Boomers (45-64) spend more time at the stores or grocers, fast food restaurants and the gym, and they prefer television and print as primary media sources.
• Generation Y (18-34) African-Americans are more likely to spend time at someone else’s home and select radio, mobile phones and gaming consoles as their media of choice.
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
ABOUT NATIONAL NEWSPAPERS PUBLISHERS ASSOCIATION
The National Newspaper Publishers Association, also known as the Black Press of America, is a 72-year-old federation of more than 200 Black community newspapers from across the United States. Since World War II, it has also served as the industry's news service, a position that it has held without peer or competitor since the Associated Negro Press dissolved by 1970. In 2001, the NNPA, in association with the NNPA Foundation, began building the BlackPressUSA Network – the nation's premier network of local Black community news and information portals.
Contact Information
Nielsen
Rebecca Roussell
312-315-8616
rebecca.roussell@nielsen.com
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BlackRefer.com does not endorse or recommend any article on this site or any product, service or information found within said articles. The views and opinions of the authors who have submitted articles to BlackRefer.com belong to them alone and do not necessarily reflect the views of BlackRefer.com.
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The Entrepreneur's Assistant
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The National Black Pre-MBA Conference and Business School Fair ... The nation's premier information-sharing and networking empowerment event for aspiring and current Black entrepreneurs and business professionals interested in pursuing a graduate business education.
The Organization Index... TheOrganizationIndex.com is a leading online resource for home and office organizing.
The Sitcom Coach! ... Amy Hunter is one of the most sought after Private Acting Coaches in Los Angeles! Her techniques can teach even the most serious actor how to "Find The Funny"!
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Total Billing Management LLC
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True Executives... True Executives - Wealth Building Website for Urban America.
Truzion.com... One People in Business, Culture, History An international online community for people of color which focuses on business promotion and cultural exchange.
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WE4CS... At Wealth Ecosystems4Communities (WE4CS) we offer our products and service directly to customers and/or affiliates via our website, Facebook, and mobile channels.
Write-On Consulting Firm... WOCF offers several ways to help you get the funds that you need and want.
4 You Essentials ... Our Business is to provide high quality products and reliable services for our customers. We hope you enjoy your visit to our web site. Please save us to your favorites and visit again soon for updates.
