DECISIONS, DECISIONS: The Conundrum of the Crown

By BLOOM on July 19, 2010

Everyone has an opinion on LeBron James’ recent announcement. Regardless of your opinion about his decision, we can probably all agree that the buzz leading up to “The Decision” was an unprecedented marketing and branding campaign launched by an athlete.  And, given this was one the best free agency classes in NBA history, the ride leading up to “The Decision” was an anxious one, with many up in arms about it being an hour-long production on ESPN. Even still, people tuned in. Why? Because we love sports and reality TV, and as many noted, this was the sports version of “The Bachelor”—what team was LeBron going to give the rose to? And when the rose was handed to Miami, the viewers, as they do with any given reality show, reacted.

Removing personal feelings from the equation, let’s put aside the actual decision, and instead focus on what was right and wrong, from our perspective as marketers, about “The Decision”.

WHAT LEBRON DID RIGHT:
Media takeover, charitable donation. Securing an exclusive with ESPN, and negotiating to have the $2.5 million in advertising revenue donated to the Boys & Girls Clubs of America (in Cleveland, Akron, New York, Chicago and Miami). Any network, and likely all of them, would’ve gladly invited the opportunity to have exclusive rights to this announcement. It was a sports announcement, so ESPN was the appropriate stage, and their management had to choose between commerce and content. They chose the latter.
Controlling the environment of the interview. Had he held a press conference or announced via Twitter, the backlash would’ve been greater, because he could not have possibly fielded all the ensuing questions. Had he released a statement, he would’ve been called cowardly for not addressing the media. Instead, he hand-picked Jim Gray and ESPN for the interview, and in PR, we always recommend creating situations in which you can control the interview, so you control the messaging.
Capitalizing on his brand, to build a buzz. You can’t garner this much attention without establishing yourself as a brand. “King James” is a brand, and a very lucrative one at that. McDonald’s, Nike, Sprite, and State Farm are among his list of endorsement deals. He joined Twitter only two days before “The Decision”, but dominated the trending topics worldwide. His jersey was #2 on this season’s top-selling list. When your brand commands this much attention, you don’t relinquish it.
Don’t chase them, let them chase you. Any team in the league would’ve loved to have LeBron on their team—for the obvious talent reasons, but also because of the potential revenue opportunities. Having a brand like his attached to your team provides your market several marketing and advertising opportunities. LeBron narrowed down his options to six teams, and each came in to woo him with the full-court pitch. “The Decision” put both the teams and the public in the same holding pattern, awaiting his announcement.
Making his announcement on TV. This was a decision the sports world was waiting on, so it was only fitting to announce the decision on “The Worldwide Leader In Sports”. An hour-long special may have been excessive but did, in effect, guarantee viewers were going to stay tuned in. Reports were saying he was going to make the announcement at the front end of the special, but when that didn’t happen, guess what? People kept watching until he made it. However, “The Decision” really could’ve been a 30-minute special, with the announcement coming within the first ten minutes, and the subsequent interviews, commentary and analysis filling the next 20. This could’ve served to somewhat mute the “LeBron’s over-sized ego” conversation.

WHAT LEBRON DID WRONG:
Charitable props? Not using the kids from the Boys & Girls Club in a more engaging manner. Many wondered why the kids were there, and questioned if they were a mere backdrop for his decision. Had they been more engaged, viewers would’ve seen more of a reason to have them present.
Responses. The reason to control the environment is so you control the messaging. This creates a pulpit to speak from. When asked about the decision to leave Cleveland, the impact on the city and the emotion attached to it, he kept referring to all he’s done for the city and the organization. When you’re breaking up, it’s usually best to go with “it’s not you, it’s me”. The power of proper media training is priceless.
Jeopardizing his brand. From a marketing standpoint, LeBron James was established as a loved and respected brand even before he came into the league, which led to lucrative deals, and upon arrival,  his level of play enhanced his brand. The media put him on a pedestal, and with “The Decision”, LeBron put himself on an even higher one. This set lofty, hard to live up to expectations, and anything less means a much longer fall from grace that can ultimately jeopardize his brand. Now, he has to live up to the hype that has been created.
Breaking up on TV. While the relationship between players and team owners is a business one, the relationship between players and their hometown fans is like an actual relationship. No one wants to get broken up with via Facebook, Twitter, text, or email. But an even bigger fear is being broken up with publicly, and suddenly. It might have been better for LeBron to first announce that he wasn’t returning to Cleveland, before adding to the media frenzy around which team he planned to pick. While he was never going to please everyone, this could’ve quelled some of the ensuing backlash.

This is a new era of news and entertainment, and we as consumers demand both. ESPN is a network, and like all networks, their success is reliant upon ratings. They gave up revenue for ratings. Mission accomplished. At the end of the day, we can all question, criticize, praise, agree, disagree, and argue over LeBron’s “Decision”…and wasn’t that the point of all this? Hate him or love him, regardless of how this reality show plays out, come this fall…we will all still be witnesses.

Tony Balasandiran | New Media Specialist

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MCGRUDER VS. PERRY: Which Side Are You On?

By BLOOM on July 8, 2010

Aaron McGruder has taken Tyler Perry to task. Seemingly not for who Tyler Perry is, but for what Tyler Perry does. In the recent “Pause” episode of The Boondocks, we were introduced to a grandma-like character named “Ma Duke”, and then “Winston Jerome”, a playwright who is a closeted gay man, hiding behind the curtain of Christianity. It was then evident that McGruder was taking aim at Tyler Perry, his films, their themes, and his most notable character, “Madea”.

Some are on the fence about Tyler Perry movies. However, most have polar opinions of his work. On one side, you have significant figures like Oprah, who support Perry, with some touting him as a great filmmaker who produces quality black movies, which shed light on the sometimes less-publicized African-American experience. On the other side, they say he’s a terrible filmmaker who puts out the same movies with different titles and recycled characters, which paint black men and women in an inaccurate and stereotypical light. Notable filmmakers like Spike Lee say Perry’s films are essentially akin to modern day minstrel shows. Renowned advertising executive Tom Burrell also takes issue with his films, saying the images they contain foster the continuous disturbing media trend of being “brainwashed”, buying into the myth of black inferiority.

Both opinions are valid. Perry is a rags to riches, “I am the American Dream” success story. Last month, he came in at #25 on Forbes’ Celebrity 100 list. His movies have grossed $400 million worldwide, and he demands creative control and final ownership of his finished products, which he says is imperative to building wealth. He also opened Tyler Perry Studios in Atlanta, where he provides jobs for a significant number of black employees, both in front of and behind the camera. So, it’s clear that he has a large audience, with whom the formulaic messages in his movies, plays and sitcoms clearly resonate. At the same time, the formula his works follow could also be deemed as repetitive storylines, and many are opposed to the way he portrays both older and younger generational black men and women. Some, such as Jamilah Lemieux, have said that his films reinforce mainstream stereotypes of the African-American community.

Some may argue that the same could be said for Aaron McGruder, his show The Boondocks, and its characters. The difference is, that his show is satirical, political and social commentary on the d’evils that have infiltrated the African-American community. Nonetheless, to focus on this alleged “feud” between McGruder and Perry, is to lose focus of the actual issue. In the wake of this controversy, the passionate debate that those of us in the worlds of PR, advertising, and marketing are often engaged in, has been reignited—the debate over media imagery and the on-screen portrayal of various underrepresented segments, in this case, African Americans. But let’s take it even further—how accurate is the media imagery and on-screen portrayals of various ethnicities in general? From African Americans, to Hispanic Americans, to Asian Americans, and so on, many of us believe that we are often not accurately visually depicted—from film and TV, to print ads and commercials.

When brands are reaching out to a multicultural audience, if the imagery and messaging is not right—and worse, can be construed as offensive—the window of opportunity will close quickly, and the brand will be left on the outside looking in. As a multicultural integrated marketing agency, we are brought in to provide this type of counsel to companies and brands on a daily basis. It’s critical that our insights are not just taken into consideration, but are respected and incorporated into plans, strategy and messaging, because we know how to effectively reach these audiences, because we are these audiences. And, that’s the real issue here—it’s not about Huey vs. Madea—it’s about accurate vs. inaccurate imagery and depictions of multicultural segments. You can’t effectively engage an audience if the imagery and messaging meant to reach them, doesn’t resonate with them. Which still begs the questions everybody’s asking, just in a larger scope: Did Aaron McGruder go too far in his commentary on Tyler Perry and his movies? Or, did Tyler Perry and his movies deserve this scathing critique? Almost everyone has an opinion on this situation. Leave us a comment, and let us know yours.

Tony Balasandiran | New Media Specialist

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Don’t Call it a Comeback: How Chris Breezy Made it Look So Easy

By BLOOM on June 29, 2010

During Sunday night’s BET Awards, Michael Jackson was finally given the tribute fit for a king that he deserved—one year after his death, by the only performer who could do him justice. Now, you may be asking “what about Usher? Or JT?” No disrespect…but only one artist could truly pull this off, and that guy happened to be barred from performing last year, due to a perpetually public legal situation. Given a fresh chance, on a stage he once ruled, with an introduction from the Jackson brother who was always at Mike’s right, Chris Brown returned to the spotlight. And wow…what a return it was.

Taking to the stage for the biggest audience he’s seen since the Rihanna incident, Chris Brown tore through classic MJ material from “The Way You Make Me Feel”, to “Remember the Time” to, “Smooth Criminal”, to “Billie Jean”. Dressed in the some of same iconic get ups, and hitting Mike’s signature moves with such precision, we were quickly reminded why this kid drew immediate comparisons to the King (no, not of Pop—the King of Music) from the time he emerged on the scene. But it was what came next that would have everybody chiming in on. As the music to “Man in the Mirror” began to play alongside a very Mike-like montage of the less fortunate of the world (including wildlife affected by the oil spill in the Gulf), Chris began to go into the first verse…but couldn’t quite do it. Choked up with emotion, the former “16 year-old phenom” broke into tears, in what is sure to be a heavily-debated scene—a scene that looked as real as real life, but as scripted as a reality show. Everyone watching collectively asked the same question: “Is Chris Brown really crying?” Now, of course he was emotional—he’d finally got to perform at a music awards show again, finally got to perform his tribute to Mike, and to close the set with a song that is so cherished worldwide, so introspective, and was obviously relevant to his situation and clearly struck a chord with him, was genius—for him as a person and for his career. I mean, the lyrics to the chorus say it all:

“I’m starting with the man in the mirror/ I’m asking him to change his ways/ And no message could have been any clearer/ If you wanna make the world a better place/ Take a look at yourself, and then make a change…”

Sure, it couldn’t have been written any better: He got to not only pay homage to the man he patterned his career around, but he also got the opportunity to redeem himself in front of his peers and fans. Plus, it was a tribute commemorating the one year death anniversary of the greatest entertainer who will ever live. Emotions were high all around—onstage, offstage and in our living rooms. Were the tears a PR stunt? Again, that can be debated. But when you are doing so, you have to pull up the video, and unless you’re just hating, I think what you’ll clearly see is this was just a situation that I like to call The Perfect Storm. Did the tears help him garner sympathy? Absolutely. Were they part of some master PR plan? Doubtful. But again, they definitely didn’t hurt—in fact, they helped. Like, really helped. Being in the PR industry makes us even more cynical than average. We create crisis management plans, and script crisis communications messaging for our clients when necessary. But as we also very well know, sometimes you get lucky and are given a rare chance that can turn the tide completely. Chris Brown had the chance—and he seized the moment. Guess who’s back?

Tony Balasandiran | New Media Specialist

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Lessons Learned

By BLOOM on June 21, 2010

Yesterday, we celebrated our Fathers—the men they are, the people they’ve made us, and the countless great things they do for their families.  And, one of the greatest things fathers do for their families is provide us life lessons.  As any child will tell you, when we’re given these lessons in life and then told that “one day we’ll understand”, we typically don’t see how that will happen.  However, as the years progress and we transition into adulthood, these lessons then become applicable to our everyday lives.  Which, when you think about it, is very profound in itself.  So in commemoration of yesterday’s holiday, I’d like to share with you one of the many life lessons my father gave me and my brother and sisters.

My father drove a taxi for more than 20 years.  So growing up in Chicago , it was important to him that his four kids had a sense of direction—literally.  He told us that there were always at least three ways to get anywhere.  So he would set up lunch dates and other such activities to empower each of us to utilize our critical-thinking skills to navigate throughout the city—whether it be by bus, “The L”, or foot.

At the time, we couldn’t see that this was not just an exercise in futility, but rather a valuable learning experience, that would carry over beyond directional navigation, and be applied to both career and personal choices.  In both set of choices, we always map out the best plan of action, but as we all know, the easiest route is not necessarily the one that works.  And we all also know that this then leads to frustration and conflict, among other emotions.  The lesson my father was instilling in us was that if the best laid plan falls through, you channel the energy of your frustration, conflict, etc. to think of at least two other ways you can reach the same goal.  The point behind his lesson was that there are at least three crucial factors we have to put into play when making decisions in life:

1) Be nimble. The roads of life are not all straight-a-ways. Most of them, if not all, challenge us with unexpected turns—some sharper than others. It’s important that we train ourselves to be able to stop on a dime and shift directions as needed—a necessary skill to possess in not only PR, marketing and communications, but business in general.

2) Be resolution-oriented. We’ve all run into roadblocks along our paths to progress. But like the great Frederick Douglass said, “Without a struggle, there can be no progress.” The key is to find feasible ways around these roadblocks, to continue on the path you’re headed. In PR, resolutions are one of the most valued weapons in our arsenal—especially in times of crisis communications/management. The corporate world would not be the corporate world without problems and issues. Similarly, it would not be the same without those within it who provide options to resolve these situations.

3) Be creative. Sometimes the easiest or most obvious solutions to a problem, simply won’t work. In our industry, that “sometimes” can be more often than not. Like the saying goes, “sometimes you have to think outside of the box”, and this means coming up with creative ways to tackle the challenges we may face. This is pretty much the story of our lives in PR, marketing, and advertising—the effectiveness of our professions depends on our creative thinking. No client wants a campaign that lacks innovation or depth. They want what is defining and will elevate the integrity of and loyalty to their brands.

As I’ve looked back on life, there’s so many ways my dad prepared me—mentally, physically, emotionally—and professionally. The lesson my father taught his kids was a simple one—any journey is a decision-making process, and you can reach the same endpoint, but oftentimes, you reach that point by taking an alternate route. And, this builds character, as well as collaboration and leadership skills. This lesson is applicable across the board in life—from your soul, to your home, to your office. So, the next time you run into that proverbial brick wall, just remember: there’s still at least two more ways around it.

Rashada Whitehead | SVP and Managing Director

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Does Father Know Best? A Look at the Dad Blogger

By BLOOM on June 15, 2010

The power of the Mommy Blogger is no secret to any marketer. In many cases, they’re considered the backbones of their families and getting in good with them can go a long way in establishing credibility for any brand. However, there’s another, less represented body that is slowly working to emerge into the social media space, also known as the Dad (or Daddy) Blogger. Moreover, with Father’s Day approaching, what better time to evaluate the importance of the Dad Blogger to the blogosphere?

It’s true that the Daddy Blogger is a little less familiar in the public arena. However, with blogs such as The Blog Fathers, Dad Labs and multicultural blogs such as African-American Dad,  Mocha Dad, and PapiBlogger, it’s clear that fathers are definitely blogging, too. In turn, they’re forging new online communities in greater numbers, communities that can be of interest to public relations and marketing executives seeking visibility and awareness for their brands.

Take Sony, for example. In 2009, the electronics company, which has conducted plenty of outreach efforts to reach the mom blogging community, decided to turn their attention to dad through their “DigiDad Project,” partnering with top Dad Bloggers to use many of their products over a three-month period. Soon, the Dad Bloggers were talking about their experiences and generating more conversations about the products with other dads, which would typically be the consumers of the electronics.

For a brand like Sony, the move makes sense and the products were a great fit. So, does that mean that Dad Bloggers are replacing Mom Bloggers?

Not at all! While they are on the rise, Dad Bloggers present a fresh opportunity for brands to get their message across. A couple of insights we should keep in mind about this audience:

-New Audience, Fresh Message: Since the Dad Blogger has been largely untapped in the social media space, this is a great opportunity for brands build strong relationships with a new group that has their own influential networks.
-Unique Role in the Household: While moms typically are a trusted and reliable source for the purchases of the household, fathers, often regarded as protectors or rule-setters of a family, can also offer a strong voice on the final purchasing decisions. One Dad Blogger takes a deeper dive into why fathers are a great target for marketers, a post you can find here.
-The Right Fit: For many brands, the mom may be a great fit. However, when you consider other products and services that may have a significant appeal to a male audience (such as electronics, tools or household equipment), targeting the male perspective may be a valuable approach to building credibility for your brand.

However, even with these points, it’s also vital to realize that Dad Bloggers and Mom Bloggers, while having their own particular nuances, are ultimately parents, which means they keep their families’ interest top of mind – great advice for any marketer trying to reach this audience.

The value of the Dad Blogger is rising and it’s up to us as marketers to make sure that when applicable, fathers do not get left out of the conversation. After all, while moms are blazing trails in social media, this rise for dads may soon mean that we’ll need to make sure our message is inclusive of the entire audience.

Maybe it’s not “Mom” or “Dad” who knows best, but instead “Parents know best!”

Jenina Nuñez | Senior Account Executive

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Small Business: Fueling America’s Economic Engine

By BLOOM on June 8, 2010

Small Business Month has just concluded, but the dialogue about small business and its role in driving America’s economy continues to intensify.  As a small business owner, I am glad to be a part of the formidable economic engine that is fueling our nation’s recovery.  Of particular note is the diversification of the U.S. small business market, which is evolving into a multicultural reflection of our nation’s changing demographics.

As the hue of America continues to brown, we’re seeing more and more ethnic businesses launch, develop, and expand.  Projections by the U.S. Census Bureau, along with the 2010 Census figures, are sure to further demonstrate this multicultural small business expansion, and a look at the figures from the government reports is indicative of this.  According to the SBA’s February 2005 report, “Dynamics of Minority-Owned Employer Establishments, 1999-2001”, minorities own more than 3 million firms—99% of which are small businesses.  These businesses are responsible for $591 billion in revenues.  If we look closer at a breakdown of the individual segments, the percentages are as follows:

-Hispanic American: 40.2%
-Asian American: 28.1%
-African American: 28%
-Native American: 6.7%

These numbers are telling.  Minority business owners are not only here, but we’re here to stay—and we are not only a presence in the market, but a force.  When I opened the doors of Flowers Communications Group (FCG) nearly 20 years ago, the climate was a little different, but as FCG began to grow in its early years, so did the multicultural small business market.  Between 1997 and 2002, the number of Black- and Hispanic-owned firms jumped a staggering 45 and 31%, respectively.  During this same period, the number of women-owned firms grew by 19.8 percent, while all U.S. firms grew by seven percent.  Expand this time frame two years, and the number of privately held firms owned by women of color grew by 54.6%, while the overall number of U.S. firms rose only nine percent.  These are all highly impressive, very noteworthy statistics.

When I look at the business horizon over the next decade, I am excited by the parallel tracks that multicultural small business growth and multicultural consumer growth present.  As a firm that specializes in multicultural marketing communications, we help our clients to reach the African-American and Hispanic markets.  The opportunities available within these two segments are endless.  Just look at some of the numbers:  According to a March 2010 study from The Nielsen Company, of the total $299 billion in multicultural opportunities in the consumer packaged goods (CPG) space, African Americans account for $129.7 billion and Hispanics for $136.3 billion.  In ten years, the projections are expected to increase to $158.7 and $166.8 billion, respectively.  And, as the American multicultural segments continue to expand to include several other ethnic groups, it’s important that our focus is all-inclusive, because we as a collective are America.

After I started FCG, many people asked me the same question: “Why leave the comfort of a corporate environment to hang up your own sign?”  The answer was simple then, and still is today:  Because I knew this was my route.  That this was my destiny in life—to be a part of the small business movement, and help fuel America’s economy.  It not only presented an amazing opportunity for me, but for many other talented individuals—many of whom are still with me to this day.  My entrepreneurial spirit came from my father.  However, he had children, and couldn’t necessarily take the risks associated with entrepreneurship.  So, starting a small business was never just about me, my dream, and the opportunities presented to me—but part of something much bigger.  As FCG approaches 20 years and running, it’s nice to reflect on the growth of the small business movement which I have been a part of and supported.  And, it is truly rewarding to me as a female, African-American small business owner to see how far we have come, and how much impact small businesses in every community have had, and will continue to have, on driving the U.S. economy.

Michelle Flowers Welch | President and CEO

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A Soldier’s Story

By BLOOM on June 1, 2010

Anymore, titles get tossed around and inaccurately attributed so often, that these words begin to lose their true meaning.  The two words I’m referring to specifically, are “hero” and “legend”.  We call athletes, musicians, actors and actresses heroes and legends…but why?  Don’t get me wrong—there are many who are well-deserving of these titles, for what they do on and off the field, court, screen or stage, personifies these titles.  But if we equate heroes and legends with achievements on the job, then there are no truer heroes and legends than our soldiers.

We’re up to our ears in two wars right now.  Regardless of how you feel about them, we can all agree on one thing:  we support our troops.  We’re thankful for what they do.  Because, let’s talk real—most of us are simply not built for war.  And that’s nothing to be ashamed of.  It takes a special kind of human being to commit themselves to harm’s way, to put their life on the line, to defend our country, to protect the citizens trapped in a warzone…all just to carry out their duty.

Yesterday was Memorial Day, and I’d like to take a moment to remember one of the truest heroes and legends this world has ever known:  the late, great Captain Brandon Barrett.

Capt. Barrett was a selfless leader and decorated soldier.  The words spoken and stories of his courage and dedication to protecting his men, told by those he trained and served with in the Navy and the Marines, is a never-ending testament to that.  On top of that, Brandon was a great man, truly loved, respected and admired by everyone who ever met him—and this was truly evident in Marion, Indiana on May 15th.

On May 5th, I got home from work, and got on Facebook.  I saw a status update in my news feed indicating that we’d lost Brandon.  I checked his profile, and it was confirmed, through recent posts on his wall.  Word started spreading virally.  More R.I.P. status updates and wall posts.  Text messages.  BBM.

I’ve known the power of social networks for a good while now.  I was part of the initial phase, before it became a craze.  You hear about the power of how it can be used to start a movement, to promote a cause, or to send a strong message.  I participated in the one to help get Barack Obama elected.  It’s amazing to be a part of something like that.  But, never before have I seen it used in a more noble fashion, to honor an even more noble person.  Talking with friends after Brandon’s funeral, we learned that many of us found out about Brandon’s passing through Facebook.  His profile wall transitioned to an extensive memorial—an outpouring of love, memories, old pictures, and not goodbyes—rather, see you agains.  My buddy Pete put together a heartfelt slideshow of pictures Brandon’s mother had given him to music, and posted it on Facebook so everybody could see it, and visually remember our fallen hero.  It was so amazingly done, that it was extended and played at the funeral.  The Marion Police Department used Facebook to communicate their condolences to Brandon’s family and friends, as well as provide the community with the details of the procession on the day he arrived back home in Marion, and the procession from Marion High School to Gardens of Memory, the day of the funeral.  During this procession, our hometown came to a standstill, with its citizens lining the streets to honor Brandon as he was led to be laid to rest.  An iconic image that will forever be branded in our hearts and minds was uploaded to Facebook during the procession:

It’s important to note that Brandon could’ve been buried at Arlington National Cemetery, but he chose to be buried at home.  Words simply cannot convey the honor in his decision.

In our industry, we’re beaten over the head with talk of the power of social networks, as relates to brands, branding, and engagement, but this is the true power of social networks.  Facebook became a way for those whose hearts were touched by Brandon—his family, friends, and the soldiers he served with and led fearlessly—to mourn together, and collectively bid farewell to our friend.  Brandon is buried very close to my grandmother, godfather, and great-aunt, so I will see him when I come home and visit them.  And you know what?  We’ll all see him and feel his spirit every day.  Because as “The Babe” told Benny “The Jet” Rodriguez:  “Heroes get remembered, but legends never die.”  And that’s what Captain Brandon Barrett was and always will be—a hero, and a legend.  And for that, we can never thank you enough, Brandon.  Until the next time, my friend…

Tony Balasandiran | New Media Specialist

Capt. Brandon Aaron Barrett | January 21, 1983 – May 5, 2010

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To Know Us, is to Know Our Stories

By BLOOM on May 25, 2010

We’ve been celebrating Asian American and Pacific Islander Heritage Month throughout the month of May and it’s amazing how far families can come within a generation.  Many Asian Americans and Pacific Islanders have been raised in homes that highly value education, financial security, hard work, and entrepreneurship.  With those values and beliefs, and a lot of courage, many American dreams have been built piece by piece.

We’ll see what the 2010 Census numbers show, but previous statistics show that dreams do come true.  According to the 2007 American Community Survey, 86% of single-race Asians 25 and older had at least a high school diploma, as well as 84% of single-race Native Hawaiians and Other Pacific Islanders.  Half (50%) of single-race Asians held a bachelor’s degree or had a higher level of education, with 15% of single-race Native Hawaiians and Other Pacific Islanders having that same level. In terms of graduate and professional degrees, 20% of single-race Asians have them, as well as 4% of single-race Native Hawaiians and Other Pacific Islanders.  The median household income in 2007 for single-race Asians was $66,103, which was the highest among all race groups.  For single-race Native Hawaiians or Other Pacific Islanders, the median household income in 2007 was $55,273.  Back in 2002, Asian Americans and Pacific Islanders owned 1.1 million businesses, employing over 2.2 million people, and generating more than $326 billion in business revenues.  The 2007 Survey of Business Owners (SBO) results will be released this year, and those numbers are expected to climb even higher.

In total, Asian Americans represented approximately 5.3% of the consumer market in 2009, and our disposable income and buying power rose to $508.6 billion in 2009.  Impressive.  It is estimated to top $696.5 billion in 2014.  Even more impressive.

How do you market products and services to such a lucrative segment of the population?  And how should you craft the right message to a group with such diversity within it?  There are so many different languages, cultures, subcultures, and even generational differences to consider.  For example, Asian Americans that were born or grew up in America may well be more American in their thinking and actions than Asian.

There is no single or easy answer, but just as it would be to get the most out of visiting a foreign country, a key part is being open to understanding the people around you as soon as possible.  If you put forth goodwill first by listening, observing, and relating to people in a warm, courteous, and personal way, more often than not, you’ll connect with them, even if you don’t speak the language fluently or know any of the local customs.

This is also sound advice for anyone trying to market to Asian Americans and Pacific Islanders or any other group.  Although it may seem like a lot of work to learn about the different languages, cultural nuances, and traditions of each group, you will reap the benefits many times over if you invest in understanding the different parts, rather than just the sum.  Data is certainly valuable, so collect it carefully with this goal in mind.  Look at it in aggregate, but segment it carefully, too.  Listening to us by holding focus groups, supporting efforts in our communities, and speaking with our leaders are also great starting points.  By doing these things, you’ll learn our stories—the ones that have shaped our core beliefs and values.  And when you do, you’ll know what’s important to us, and crafting an effective message won’t seem so daunting.  Moreover, if you invite us to participate in your community as well, we’ll have the chance to hear your stories and learn what is important to you.  We may just find many shared values and goals, and working together, we can begin a new set of American dreams and set things in motion for the next generation.

Dr. Tammy Lin is board-certified in internal medicine and practices in San Diego, CA.

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“By the Time I Get to Arizona…”

By BLOOM on May 17, 2010

“It’s just like the Old South” –Tom Horne, AZ Dept. of Ed. Supt. of Public Instruction

Arizona is back in the news again, and not just because Los Suns are in the Western Conference Finals.  For the second time in under a month, legislation signed by Gov. Jan Brewer has a lot of people across the country asking the logical question: Really?

Earlier this month, it was the controversial new immigration law, which opponents argue will inevitably lead to racial profiling of Hispanics in the state.  Now, she’s signed a bill into law prohibiting ethnic studies programs in an Arizona school district, that “advocate ethnic solidarity, that are designed primarily for students of a particular race or that promote resentment toward a certain ethnic group.”

According to the AP, The Tucson Unified School District (TUSD) program offers specialized courses in African-American, Mexican-American and Native-American studies, focused on history and literature, as well as the influence of a particular ethnic group.  These courses are designed to educate students on the history, influence and literature of particular ethnic groups, in the context of U.S. history.

While the governor’s spokesperson states that “The governor believes…public school students should be taught to treat and value each other as individuals and not be taught to resent or hate other races or classes of people”, it’s hard to argue with the conclusion of Sean Arce, the director of the TUSD’s Mexican-American Studies program, that students perform better within a curriculum in which they see people who look like them—meaning, historical figures who represent them, whom they can identify with.  It’s even harder to argue with the statements of six UN human rights experts released prior to the bill signing, that all people have the right to learn about their own cultural and linguistic heritage.  For this reason, and for anyone who has ever taken a course in ethnic studies, it’s hard to understand what curriculum would feature militant, anti-American teachings.

State Superintendent of Public Instruction, Tom Horne, has been pushing for the passage of this bill for years, saying the district’s Mexican-American studies program teaches Hispanic students that they are oppressed by white people, and that the bill was written to target the Chicano, or Mexican American, studies program in the Tucson school system.  Not surprisingly, the most puzzling statement in support of the bill was made by Horne, when he said of the program: “It’s just like the old South, and it’s long past time that we prohibited it.”  Which again, begs the only logical question: Really? He also said the program promotes “ethnic chauvinism” and racial resentment toward whites, as it segregates students by race.  Is it not chauvinistic to only teach the history of one of America’s numerous ethnic segments?  Won’t eliminating the ethnic studies programs then promote reverse racial resentment towards every other ethnic group?

The United States of America was founded upon immigration.  Whether you prefer the term “melting pot” or “salad bowl”, each Census year we are provided more and more evidence of the continued multiculturalization of this pot or bowl.  Those in favor of the bill say that promoting ethnic studies leads to resentment and paints white people as oppressors.  While this is not the present-day case, is history not about teaching historical truths, whether ugly or commendable?  Do we not teach about the Holocaust and Nazi Germany in our European history courses?  Communism and The Cold War?  As a society, we’ve reached a critical, proverbial fork in the road:  How do we define America?  To take that further, can we even accurately define America without not only learning about, but understanding the various cultures that make up our nation’s population?

As a multicultural PR agency, we face related questions everyday:  How do we reach multicultural audiences?  Is there a preferred or most effective method?  What are their interests?  What do they like to do?  What do they read?  What do they watch?  Where do they go?  Where are they from?  You know the saying, “you can’t know where you’re going, until you know where you’ve been”?  It’s a true statement.  To take away the value of understanding our own cultures, cultural nuances, and what makes our ethnic groups different, removes the value we ourselves place upon our nation—a multicultural nation.

Eliminating ethnic studies in public school systems can easily eliminate interest in the cultures that create this country, and make it the shining standard of acceptance and diversity for the rest of the world.  If we don’t teach our youth about the struggles of the past, that we collectively fought through, and made U.S. what we are, we do an injustice not only to our students, our teachers, our educational system, and our country—we do an injustice to history.

Tony Balasandiran | New Media Specialist

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Remembering Lena Horne: Classic. Timeless. Iconic.

By BLOOM on May 11, 2010

America has lost an icon.  An icon of the Civil Rights Movement, music, television, Broadway, and most importantly, of life.  The eternally beautiful Lena Horne passed away on Sunday Night in New York.  She was 92.

One of the first African Americans to sign a long-term contract with a major studio (MGM), Horne earned the respect of many by leaving Hollywood when they refused to provide her the opportunities she deserved; in turn, refusing to play inferior roles.  She headed home to New York, and took to the stage, where she shined like the star she was.  Her firm stance against racial discrimination and inequality led her to be blacklisted in the 1950’s, which could have easily put an end to her career…but her resolve was too strong.  She became a civil rights activist during some of our nation’s ugliest years, fighting alongside martyrs like Dr. Martin Luther King, Jr.

Throughout her illustrious career, she worked with legends from Duke Ellington to Harry Belafonte; from Flip Wilson to Michael Jackson; from Dean Martin to Bill Cosby.  Her career has spanned more decades than most of us have been alive.  Words could never do justice in describing the life, drive, and talent of such a timeless beauty.  I’m thankful to remember Ms. Horne.  I remember seeing her on The Cosby Show as a kid, and her inner and outer classic beauty was obvious to even a child.  To see her and hear her was to feel her.  You will be missed, Lena Horne…but to borrow a line from your fellow New York royalty, “a world with amnesia won’t forget your name.”

Tony Balasandiran | New Media Specialist

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