Lexus Targets Affluent Black Women

Black women consumers spend billions of dollars every year, are very loyal consumers, and are known to be very affluent.

DMNews.com recently reported on Lexus' new campaign to market to affluent Black women. In addition to digital and traditional advertising, Lexus has launched a series of high-profile events called "Listening Lounges" - where Black women are invited to mix, mingle and watch special performances by R&B singers like Keri Hilson.

Lexus is also sponsoring concert tours that attract Black women attendees, such as that of Alicia Keys. They even developed an online mini-site at www.luxuryawaits.com.

It's no secret that African American women are powerful consumers. Essence Magazine is successful for this very reason. I could be wrong, but it seems that Black women may be the strongest group of female minority consumers. I've never heard of advertisers taking such interest in reaching Hispanic women, Asian women, etc.

If my theory is true, African American women could easily be the biggest niche within a niche for any demographic.

For more details about the Lexus campaign, visit:
www.dmnews.com/Lexus-targets-affluent-black-women/article/140512/