Filter Workshops

Consulting

Market Snapshots

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 

Filter Workshops

We at the Hunter-Miller Group have earned our reputation by intensely and passionately analyzing African-American consumers by exploring their beliefs, feelings, thoughts and usage of hundreds of messages, products and services.

Now we have packaged that knowledge in a workshop to share with you and your team.

Our comprehensive, interactive, custom workshop takes its name, The Filter©, from a 13+ dimensional mind set through which many African Americans view themselves in relation to a brand. It forms a type of cultural litmus test. We place your brand against this mindset to determine how it stacks up.

The workshop is presented in a relaxed, yet informative, theoretical (and) case study approach where you will learn:How the African-American community is segmented differently by age and psychographics and how to use this information to structure your message.

• How tointerpret theAfrican-American consumer market’s reaction to a new product launch or advertising campaign.
• The tools neededfor African Americans to have a successful and long - term positive relationship with your brand.
• How to avoid expensive and brand damaging “faux pas” when marketing to African Americans.
• How African Americans’ “Protective Radar” mindset determines their intent to purchase or use your brand.
• How to uncover “The Mask” or “double consciousness” African Americans wear when talking to whites.
• The difference between “multicultural” and “multiracial” marketing.
• Case studies on best practices in marketing to African Americans.

Who in your organization will benefit from this workshop?

• Marketing Professionals
• Product Developers
• Researchers
• Public Relations Managers
• Diversity Managers
• Customer Service Representatives and
• Human Resources Personnel

Attendees will gain a better understanding of African Americans, in general, along with insights that will help them create more effective marketing strategies, plans and creative briefs for the African-American market.

Get up to speed fast and accurately on how the African-American market is changing. Call Pepper Miller today at 773-363-7420 or email her at pmiller@huntermillergroup.com for information on designing your Filter Workshop.