The video titled “THE SECRET OF SELLING THE NEGRO (1954)” is a 20-minute film commissioned by the Johnson Publishing Co., aiming to encourage advertisers to reach out to African American consumers. The video emphasizes the significant buying power of the African American community, which was largely overlooked due to outdated stereotypes and misconceptions.
The video starts with the narrator, Robert Trout, introducing the concept of a new market with a spending power of 15 billion dollars, referring to the African American community. He emphasizes that this market has been neglected due to outdated ideas about how African Americans live and buy.
In the mid-20th century, a significant shift occurred in the American economy. The Black community, long overlooked as a consumer market, began to gain recognition for its considerable spending power. With an impressive $15 billion at their disposal, black people represented a substantial, untapped market. This blog post delves into the historical context of this economic shift, highlighting the earning power of black people and the marketing strategies employed to reach this burgeoning market.
The Rise of Black Earning Power
In the 1950s, the Black community experienced a surge in earning power. This was largely due to:
Urban Migration: Many Black families moved to cities where job opportunities were more abundant, leading to occupations with more prestige, security, and higher pay.
Home Ownership: Contrary to prevailing stereotypes, one out of every three Black families living in cities owned their own home.
Increased Income: The average income of Black families reached a record high. Since 1939, it had increased more than the average income of all other Americans.
The Black Consumer Behavior
Understanding the Black consumer behavior was key to tapping into this market. Three significant buying habits stood out:
Brand Loyalty: Black people exhibited a strong preference for known and trusted brands, often turning down off brands.
Quality Preference: Symbols of quality and prestige were important to Black consumers. They often chose quality over price, buying products that would earn them the admiration and approval of their peers.
Resistance to Switching: Black consumers did not appreciate being offered substitutes for the products they specifically asked for. They wanted to be sold on quality, not just price.
Marketing to the Black Community
With a clearer understanding of the Black consumer behavior, businesses began to develop marketing strategies to reach this market:
Recognition: Businesses learned that Black consumers needed to feel important and appreciated. This recognition was reflected in their shopping habits and became a key factor in successful marketing strategies.
Targeted Advertising: Many businesses found success in advertising in publications tailored specifically to the needs and interests of the Black community. These targeted advertisements often resulted in higher reader engagement and brand recall.
Quality Products and Services: Businesses that offered high-quality products and services that met and exceeded the expectations of Black consumers were more likely to succeed in this market.
In conclusion, the 1950s marked a significant shift in the recognition of the Black community as a powerful consumer market. The rise in their earning power, coupled with unique consumer behaviors, presented businesses with a lucrative opportunity. By understanding and respecting these consumers, businesses were able to tap into a market that continues to grow and expand, contributing to the overall health of the American economy. Today, these historical insights continue to inform marketing strategies, underscoring the importance of recognizing and respecting diverse consumer markets.
