Rosy Riggins, Latino Segment Project Manager, Diverse Growth Segments, Wells Fargo (Oct. 2006)

“Thank you for such a wonderful and inspirational presentation. All of the presentations were great but yours was exceptional.

At last -- in-depth, qualitative insights paint an eye-opening picture of Black culture and lifestyle and how to connect your products and services with Black consumers.

ISBN 0-9725290-9-0     REVIEWS 

CASE STUDY

General Motors’ Minority Corporate Advertising Campaign

Overview

• Chisholm-Mingo developed an executional platform that allowed GM to speak to the ethnic market:

      “We never forget who’s driving.”

• Quantitative research confirmed resonance with African Americans and Latino consumers.

• GM strategic shifts included:
• Positioning- Lifetime of Quality Driving Experiences
• Anchor line – People in Motion

Marketing Challenge

Interpret the positioning and anchor line for the ethnic audiences. (African Americans and Latinos are more emotional; therefore, corporate advertising needs to be more personal.

Target Audiences

Hunter-Miller Research Design

Objectives

      A.   Identify, understand and prioritize issues; Prepared positioning statements for each:

• Education
• Community
• Self-empowerment
• Product
• Culture/History
• Confirm corporate advertising importance
• Obtain respondent feedback from creative concepts in “real time”

Methodology

I.      Focus Groups (12)
II.     Audience feedback research (quan/qual methodology) – Electronic data collection (6)
III.    Diagnostic test (quantitative) to refine messages and earn a score (600 IDIs)

RESULTS/KEY LEARNING 

Motivating Messages

African Americans

• Self-empowerment – Respect me and my community
• Culture / History

Latinos

• The Product
• Community = Family
• African Americans and Latinos not only recognize corporate advertising -- they also embrace it.

• African Americans and Latinos see corporate advertising differently from the general market:

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