Think B2C2 for Effective WOMM in Urban Markets

June 21, 2008

A key requirement of successful word of mouth marketing campaigns is to identify advocates and evangelists. These are the centers of influence, people who are connected, respected and never neglected. If you’re a company that wants to implement a word of mouth marketing campaign in urban markets, specifically among the African American community, think B2C2 for influencers. Okay, so what is B2C2? I thought you’d never ask.

B2C2 are Barber Shops, Beauty Salons, Churches and Clubs. These are the best places to begin because it’s where many influential African Americans congregate, contemplate and celebrate.

The Prostate Net’s Barbershop Initiative demonstrated the effectiveness of this approach when they reached out to barber shops to raise awareness about prostate cancer among African American men.

Sharp Talk with Al Sharpton on TV One features this renowned civil rights activist holding court discussing issues of the day in a barber shop. The show illustrates the very type of interaction and discussion that takes place on many a Saturday all over the country.

Clubs are where companies can reach young urban professionals. There are many types of clubs that cater to this segment, not all of which are social clubs. Included in this category are the various professional associations and fraternities where key influentials come together.

The Church has been and continues to be an important institution in African American culture. Church pastors are some of the most influential figures in the African American community and church functions are also venues where people share ideas, thoughts and advice on a range of topics.

If you are a business or organization seeking to increase your presence and brand awareness within the African American community and you’re looking to do accomplish it through word of mouth marketing then be sure to think: B2C2


One comment

  1. Once again you’ve hit the nail on the head. Thanks for the reminder/guidance as well as the trip down memory lane. When I was a kid my father used to bring me to the barber shop with him where he would often get a haircut, but more importantly get all the news that was fit to tell.

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