The Complete Picture of the African American Financial Consumer
(This live presentation is an encore of January 26th, 2006)

Session Description:

Mark Boles, Vice President of Phoenix Cultural Access Group, a division of Phoenix Marketing International will present highlights of its syndicated research of African American active investors from its 2005 African American Active Investor Study. In addition, Phoenix will present highlights of credit card research and retail banking research to attempt to provide a complete picture of the African American financial consumer. There is a myth that marketing to African Americans requires a wholly distinctive effort when the reality is that many companies have existing creative executions which feature African American talent yet with a product offering or message that misses the mark. Market research is one of the most efficient ways to address multicultural marketing. This presentation will identify opportunities to help investment services, retail banking and credit card companies establish a successful rapport with African American financial consumers to gain brand loyalty and increase your share of the African American market. This presentation will uncover investment services portfolio make up, credit card share of wallet and much more.

This program is appropriate for senior financial executives and research professionals with responsibility for Ethnic Marketing, Wealth Marketing, Small Business, Product Development, Marketing, Market Research and Strategy Teams.


About Mark Boles:
Throughout his career, Mark has developed experience in a variety of
industries, ranging from high tech to financial services to athletic apparel to not-for-profit organizations. Initially, he worked in the high tech area with companies such as NEC Technologies and Digital Equipment, before moving
to Leo Burnett's Technology Group where he managed several major accounts.
Subsequently, Mark created his own marketing consultancy, Doghouse
Marketing, serving such clients as Converse, Oakley, and Disney Radio,
and helping them to develop strategies to attract the youth market while staying true to their brands. Mark graduated from Colby College with a BA in American Studies.


About Phoenix Cultural Access Group:
Demographic changes over the last 40 years have profoundly altered the ethnic and cultural complexion of the United States and continue to unfold at a rapid pace. Census figures demonstrate that ethnic populations—primarily Latino, African American, and Asian American—are continually the fastest growing consumer markets in the country.

Supported by our multilingual marketing and research capabilities—combined with bold, creative, and solution-based thinking—our enterprise has gained recognition as a preeminent thought leader possessing unmatched ethnic and cultural expertise about the Next American Nation. We demonstrate where new market opportunities exist and where they will come from.

For the past 18 years, Cultural Access Group has delivered research solutions—using both traditional and cutting-edge techniques— and provided strategic direction to over 300 blue chip clients throughout North and South America. We present an unparalleled understanding of the complexities involved in developing new marketing strategies targeted at multicultural, multilingual, and multigenerational markets.


About Phoenix Marketing International:
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms and partner to many of the largest companies in the financial services, consumer package goods, automotive and travel and leisure industries worldwide. Phoenix also offers advanced advertising and brand measurement along with direct marketing expertise. Phoenix has offices in Rhinebeck (NY), Somerset (NJ), Detroit, Boston, Salisbury (MD), Chicago, Los Angeles, Tampa and Miami.

Phoenix offers a unique combination of industry expertise, methods and consulting services, combining primary and syndicated marketing research expertise with database analytics and modeling proficiency. Applying this information assists clients in improving profit dynamics of their business.

www.PhoenixMI.com


 

BAI Banking Strategy

January 31st, 2007

Financial Preferences of African Americans

What do Capital One Financial Corp., Bank of America Corp., ING Direct and Fidelity Investments have in common?

Their marketing efforts have achieved a strong resonance among African-American consumers in their particular service areas.

That was one of the conclusions of a

demographic and behavioral analysis of African-American financial consumers presented in a December 7 tele-conference by Mark Boles, vice president of Phoenix Cultural Access Group, a division of Rhinebeck, N.Y.-based Phoenix Marketing International.

The presentation entitled "The Complete Picture of the African-American Financial Consumer" was hosted by Tampa, Fla.-based Onsite Conference.  MORE