THE POWER OF URBAN CULTURE

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THE POWER OF URBAN CULTURE

• KEITH T. CLINKSCALES
• CHAIRMAN CEO
• VANGUARDE MEDIA, INC.
• keith.clinkscales_at_vanguarde.com

DIVERSITY BEST PRACTICES APR 2003
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VANGUARDE MEDIA, INC.
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VANGUARDE MEDIA, INC.

• Vanguarde Media, Inc. filled a void in the media
  industry to credibly represent and speak to Urban
  America
• VMI is now publishes four magazines and uses
  e-newsletters and events, including two major
  conferences, as brand extensions and
  opportunities to cross-promote its properties.
• VMI is exploring TV and other media beyond
  publishing as venues for its brands and content.

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VANGUARDE MEDIA, INC.PROPERTIES
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VANGUARDE MEDIA, INC.PROPERTIES
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THE NUMBERSTHEY ONLY TELL PART OF THE STORY

• Much of Corporate America is stuck in the
  traditional paradigm of ethnic marketing, and the
  numbers are compelling

POPULATION PURCHASING POWER
AFRICAN AMERICAN 12.3 572.1 BN
HISPANIC AMERICAN 12.5 452.4 BN
ASIAN AMERICAN 3.6 253.8 BN
According to the 2000 US Census
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ITS NO LONGER A BLACK THING

• The population of minorities is poised to
  become the majority of Americans by 2050.
• The combined annual buying power of African-,
  Asian- and Hispanic-Americans will be 2.35
  trillion by 2010over 1/5 the buying power of the
  total market!
• Discrete messages are not necessarily the answer.

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URBAN CULTUREBEYOND THE NUMBERS

• Recognizing the value of lifestyles that
  supercede any particular ethnic culture is the
  most critical component of cross-cultural
  marketing
• Urban Culture may be the most powerful consumer
  marketing force in the history of American, and
  possibly global, commerce

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URBAN CULTURE BEYOND THE NUMBERS

• In 2003, Urban consumers define popular culture
  on a global level.

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WHY URBAN?

• As demographics shift, so does the marketing
  paradigm
• Urban allows you to speak to the changing
  American demo without abandoning core audiences
• Traditional ethnic marketing tends to be
  exclusive rather than inclusive
• Urban Culture offers a basis of similarity rather
  than difference

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WHY URBAN?AUTHENTICATE BRANDS, MOVE PRODUCT

• The Multiplier Effect
• More Media Impact For Less Money
• Decided Competitive Advantage
• Cultural Cachet

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WHY URBAN?YOU WANT TO WIN

• Those who adapt to the Urban consumer will win
  the long-term brand battles

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HOW TO MAKE IT WORK
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THE MARKETING WARSTHEYRE WON OR LOST IN THE
URBAN MARKET
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THE MARKETING WARSTHEYRE WON OR LOST IN THE
URBAN MARKET
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DIVERSITYITS JUST GOOD BUSINESS

• An Effective, Integrated Diversity Strategy
  Impacts Your Bottom Line
• Lack of Diversity in Your Focus Costs You Money
• Economically (Market Share)
• Legally (Exposure to Law Suits)
• Lost Opportunity (Greatest Impact)

Its Not Gone Forever, Its Gone to Your
Competitor
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DIVERSITYITS JUST GOOD BUSINESS

• Today, Diversity is Not Only About RecruitmentIt
  Applies to the Marketing and Representation of
  Your Brands
• How Where You Spend Your Dollars Communicates
  to These Consumers How You Value Them

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DIVERSITYITS JUST GOOD BUSINESS

• First Mover Advantage
• Power Concedes Nothing Without Demand
• Seize the Opportunity
• Values That Are Fundamental to Your Identity
• Cultivate a Fresh Way of Looking at Things