What void are we filling?
The AFRIKIN programing platform bridges the gap between the expiring market and addresses the needs of the newly emerging market. The expiring market is a youth market created in the 1950s with the invention of the “teenager” as a consumer group.
The 50+ Demographic is #1
Teenagers were strategically isolated from their surrounding adult groups through television that gave them their own individual consumer programming, tailored to their specific demographic, rather than general family content. The “teenager” category erupted as a major consumer force in 1969 and today are known as “Baby Boomers”. The Baby Boomer demographic is still youth oriented and is a trillion dollar market.
The 50+ Demo Is Growing Fast
This youth / teen demographic, became highly visible in 1969 as they rebelled against adult groups and set-up their own ‘mature culture’ reflecting that they were no longer teenagers. This became the culture of the pop revolution, punk, youth driven and post 1969 art and culture which was abandoned in the late 1980s and early 90s as these ‘mature’ youth settled down, had children and became part of the establishment.
They Outspend the GDP of Several Major Nations
These “empty nest” individuals, (the original youth demographic, born in the early 1940s through the 1950s) progressively became known as Baby Boomers who have returned to the forefront of art and culture as consumers and innovators and who are now the primary influencers. It is necessary to understand the motivating force behind the creativity of different segments of the Baby Boomer group. This group has insight and a valuable perspective as living witnesses of important transitional historic events. The quality of their education and family life is also a significant factor in their ability to illustrate and interpret culture.
50+ Demo Represents a Major Marketing Opportunity
The interesting discovery is that there is now a “transcultural” blending of people left in the wake of the cultural revolution of the late 1960’s into the 1970’s as Baby Boomers now interact with Millennials (those reaching young adulthood around the turn of the 21st century and who were born sometime between 1980 and approximately 2004). These fragmented groups all share interests and circumstances where they come together to mix and merge. Creative individuals from this combined demographic contribute to the growth and development of the new “cosmopolitan” and “boheme” communities that engage and interact around high standards of artistic integrity and mutual respect.
Millennials, whom we define as those ages 18-34 in 2015, now number 75.4 million, surpassing the 74.9 million Baby Boomers (ages 51-69). And Generation X (ages 35-50 in 2015) is projected to pass the Boomers in population by 2028. Millennials have surpassed Baby Boomers as the nation’s largest living generation, according to population estimates released this month by the U.S. Census Bureau.
The Fact Tank article at pewreserch.org goes on to describe how young immigrants are “expanding their ranks” and adding numbers to the millennial generation more than any other group. Generation X though growing, is still, at present, a smaller demographic caught between the two larger baby boomer and millennial generations. Millennials are moving into the future driven by their spontaneity and search for energizing experiences to fuel them forward.
As passionate, early adopters of content and culture, millennials provide momentum for their ‘co-generators” due to their force as a growing demographic. Millennials are a tech savvy group who are active on social media who search the internet for content, products and services and then act as promoters or spreaders. As consumers they have been reported on as being “browsers rather than buyers” who seek advice before purchasing. Baby boomers and older Generation Xers are outspending millennials and are able to advise less experienced buyers
Millennials share common ground with creative baby boomers in the sense that both groups are socially conscious, as well as being creative problem solvers. Millennials are also characterized as balancing life and work and have been seen as risk-takers. They take risks and will try a new undertaking rather than spend years on one job, seeking balance in their lives by working on what they love..
The combining of the baby boomer and millennial demographic presents a marketing opportunity in the wake of the growth of the millennial generation. who are searching for content that they can be passionate about. Creative influencers from the more experienced generation advise the younger generation on what substantial content they should invest in. Millennials in turn are excited and stimulated by the substantive content that is being introduced to them from more experienced influencers who are purveyors of authentic, creative content. Exposure to creative content provides the stimulation and inspiration that millennials are seeking.
Our planning involves elevated thinking to make strategic decisions on what content to develop and how it will be crafted and focused or casted so that it responds to the needs and desires of the target demographic. Responsiveness based on market research, learning from past and present experiences as well as access to our artists, crafts persons, musicians, producers and technologists who will be working to develop our product(s) is what will allow us to hit our mark …
How are we improving on something and why is this needed?
AFRIKIN presents content that brings multiple demographics together in one model through our understanding of the culture that binds these groups together. This consolidated target demographic, comprised of Baby Boomers and Millennials, is an intergenerational and transcultural audience totaling over 2.3 billion people of color, coming from every country on earth and with many living in the United States. University of Pennsylvania’s Penn Wharton Budget Model on The Effects of Immigration on the United States Economy stated the following about immigrant spending: “immigrants increase the supply of labor, they also spend their wages on homes, food, TVs and other goods and services and expand domestic economic demand … ”
This new model is needed because corporate entities have not studied and / or documented the cultural makeup of the new targeted market and are finding themselves making missteps due to their lack of understanding and inability to harmonize their brands with the various types of culture. Current examples of misapplications of cultural references include, Kendall Jenner Pepsi commercial, Damien Hirst’s Treasures From The Wreck Of The Unbelievable exhibition, and Hannah Black’s Open Casket painting. Other examples of brand disharmony with consumers include backlash received from Dove’s Facebook advertisement showing a black woman being transformed into a white woman after using Dove product.
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In the article, Ford Eyes Two Demographics Amidst Global SUV Growth, Mark LaNeve, Ford Motor Company Vice President of Marketing, Sales and Service, stated the following: “… as members of the 80-million-strong millennial age group enter their prime child-rearing years, a leading indicator of more SUV sales, nearly 80 million aging Baby Boomers continue to prefer their SUVs”.
The article mentioned that, the “Millennials who have children, but have yet to marry, will eventually need a vehicle to accommodate their family” and the “Baby Boomers who wish to enjoy retirement in a comfortable, daily driver” – is seen as “a potential gold mine for Ford”.
Also, readers were asked to remember the quote from Henry Ford: “If I had asked people what they wanted, they would have said faster horses”. The question was now posed, “where would we be today had he not taken the initiative to follow his intuition to advance on his ingenuity?
What planning will increase the likelihood that our demographic will buy into our product once they become aware of it?
Mainstream marketers have focussed their attention on the categorization of content and the differences between their target audiences and are now unclear about the cultural composition of the ‘new market’. Because large corporate entities have this disconnect they are also unaware of who the next content creators are and where this new content is coming from. AFRIKIN has access to emerging artists, craftspersons, marketers, musicians, producers and technologists who are able to develop content and products to respond to the needs of the ‘new market’.
It has been documented that people buy to save time, for a good value in terms of saving money, to overcome their fears, to receive pleasure and to avoid pain. In considering what content to develop these elements must be considered. Planning involves elevated thinking for strategic decision making on what content to develop, on how it will be crafted and then introduced into the marketplace. These decisions are based on research, past and present experiences in the marketplace and from the knowledge of content being developed from the ‘ground’ or ‘street level’, in general.
AFRIKIN is presently conducting social media campaigns which are actively engaging its audience of “organically grown” influences. The article,
3 factors of a successful Influencer Marketing Campaign made mention of the following: “marketers should instead be examining how engaged an influencer’s audience is and assessing the proper engagement indicators. Influencer engagement metrics, unlike reach, shows that an influencer is able to elicit strong audience participation in his or her following”. Being able to focus a crafted message based on the audience’s needs and desires and presented a “meaningful dialogue” that is culturally relevant to a targeted audience is what allows AFRIKIN to successfully reach the audience that is seeking our content. In addition, presenting content on a scalable platform originating from an organization that can operate harmoniously on an interdepartmental level is the key to bringing new content to a targeted market of consumers and influencers without the hindrance of bureaucracy and internal competitiveness.
3 keys to crafting relevant messaging
Our audience wants cultural programming and creative perceptual experiences to be a routine part of their world. AFRIKIN presents content that is desirable to families and a demographic comprised of influencers and innovators who are actively seeking out cultural content. Vigorously promoting the existence of our platform and presenting content within an accessible, flexible and scalable event model, increases the likelihood of investment by our target audience, new patrons and sponsors.
Development of the AFRIKIN programming platform is being executed progressively through small to moderate event presentations in multiple markets (between 150 – 3000 attendees). Preliminary event programming includes culinary art, AFRIKIN Exhibition, AFRIKIN Fashion, AFRIKIN Talks and performances to offer a spectrum of cultural content. These moderate and smaller sized events allow for the presentation of content from a modular and scalable platform while utilizing resources responsibly.
After recent high-profile blunders, music festival promoters find bigger isn’t always better .. Los Angeles Times, June 23. 2017
Musing and Creativity
AFRIKIN presents creativity as a motivating and positive force for good through a “philosophical construct of identity” rather than with regard for traditional social constructs. We are analyzing cultural identity in the light of an erasure of perceived class and social divisions within our society. Out of this mindset comes discovery, answers and solutions for everything …
The transformative effect of creative people on societal progress is a main feature of the “Boheme Effect”. There is a need for the input of creative individuals and what these unique persons bring to their groups. AFRIKIN now revisits the construct of identity, emphasizing the value of the “creative individual” and forerunner of social change. AFRIKIN is a facilitator of the musing creative and free spirit which is a catalyst of the “Boheme effect” on our programming.
The Boheme Effect can also be seen in regional locations as the arts are increasingly being used for revitalization through cultural development. The value for the “Bohemian spirit” is mentioned in the article, The Brooklyn Rail’ Will Relaunch With a Bigger Staff and More Reviews This influence is also evident in the development of new businesses that highlight the creativity and uniqueness of their clientele and staff as follows: 21c Museum Hotels (Bentonville, Durham, Cincinnati, Lexington, Nashville, Oklahoma City) – Founder’s Vision / 21c Museum Hotels (Bentonville, Durham, Cincinnati, Lexington, Nashville, Oklahoma City) – Teammate Orientation Video
Team AFRIKIN has been recognized as an important marketing resource in the arts and entertainment industry. whether through the placement of content and products or through media, our team has the ability to communicate with the public in an appropriate and culturally relevant way, Team AFRIKIN uses a well-planned promotional strategy to reach our target markets from grassroots to mainstream via electronic media, print, radio and television. A great deal of focus is placed on digital marketing in an effort to reach the targeted niche population of over 2.3 billion who rely on the internet and mobile devices to access information and services. We use these variations of media to deliver information that is tailored to specific demographics and opportunity target markets.
STREET PROMOTIONS : 3%
PUBLIC RELATIONS : 6%
PRINT : 9%
TV ADS : 9%
BILLBOARDS : 13%
SMARTPHONES : 25%
RADIO : 15%
INTERNET : 20%
Internet & Social Media
Banner ads, HTML postings, and bulletins are created and posted on all major social media and networking sites such as Facebook, Instagram, Linkedin, Pandora, Twitter, Spotify and Youtube. Mass e-mails are sent through individual networking pipelines on Google, Yahoo, and university e-mail servers and event boards.
Press Releases & Conferences
A comprehensive, all-inclusive press release is created and distributed via e-mail, through established media contacts, face-to-face interactions, and in mailings to selected media delegates on local and national levels. Team AFRIKIN hosts pre-event press conferences and other promotional activities to showcase artists, announce sponsors, maintain momentum, and provide on-going exposure for the event.
Newspapers / Print Ads
Team AFRIKIN utilizes several print media ads to reach prospective attendees including, magazines and newspapers in major markets, billboards, street-boards and other promotional materials. Print ads comprised of images of featured artists, sponsor branding and event info is also placed in local publications.
Radio / Television
Team AFRIKIN produces radio ads featuring the music of participating artists and event details. Ads are aired on local and national radio stations, internet podcasts and radio shows. Television ads and on-air interviews are also used to promote the events.