Black Stats Frequently requested
data on African American consumers
Black Buying Power:
$836 Billion (2010)
Black U.S. Population:
Top Five Black Cities
- New York
Top Five Black Metros:
- New York-New Jersey
- Los Angeles
Top Five Expenditures:
- Housing $203.8 bil.
- Food $65.2 bil.
- Cars/Trucks $29.1 bil.
- Clothing $29.3 bil.
- Health Care $23.6 bil. ______________________
Quick access to key stats
Click here to go to African-American Census Bureau
2011 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
launches campaign to market new RAV4 to African-American consumers
By Jane L. Levere
The N.Y. Times (July 5, 2011) Toyota will introduce a new ad campaign next week,
promoting its RAV4 compact sport utility vehicle to the African-American
Created by Burrell Communications, the campaign will be the first time
Toyota has marketed this vehicle to African-Americans, though it has
previously advertised many of its cars, including the Camry, Corolla,
Avalon, Prius, Yaris, Matrix and Venza, to these consumers.
"The African-American market is looking for a vehicle that combines the
utility of an S.U.V. with a more carlike ride," features the RAV4
offers, said Bob Zeinstra, national manager for advertising and
strategic planning for Toyota Motor Sales USA.
The vehicle "fills a pretty important niche," added Monica Warden, group
account director of Burrell Communications, which is based in Chicago,
is 49 percent owned by Publicis Group and has previously worked with
Toyota on campaigns for the Camry and other vehicles. African-American
car owners "are looking for versatility, and the RAV4 drives like a car,
has great acceleration and roominess. You sit up higher, so there's more
feeling of control and command," she said.
The timing of the campaign, which begins July 11, is designed to
coincide with the summer selling season, said Mr. Zeinstra, who also
said Toyota wanted "to generate momentum as we move to the normal August
sales event. Generating conversation around the vehicle is important at
this time of year. People are active and outdoors, and this is the kind
of vehicle they're looking for."
The star of the new campaign is a bulldog named Benny, who accompanies
his owner, Mark, on several excursions around Los Angeles and its
environs in their red 2012 RAV4; Benny's thoughts are heard in a
In one of the campaign's two 30-second TV spots, Benny says he and Mark
"were in the RAV4, it was a rough day. Got into a scuffle with the
poodle across the street. It's a dog thing. Anyway, Mark decided we
should flip the script and go on a road trip."
The two pick up Mark's friend, Nina, load the car with a few items, and
drive off, playing music on the car's MP3 player while passing through
mountain scenery. Later, as Mark and Nina sit holding hands and looking
up at the starlit night sky, Benny says, "As always, the RAV handled the
journey like a dream and we got to see something that would stay with us
for the rest of our lives. I even forgot about the poodle. I love that
day. It was one of my favs."
In the second TV spot, Benny says "one day Mark, the RAV4 and me were
chillin', right ya know, ridin' down Broadway. The sun was shinin',
that's when Mark had a great idea."
Mark then picks up three friends, they load the RAV4 with a grill,
cooler and folding chairs, and Benny puts his bone in a well in the
floor of the rear of the car. As the group dances on the beach at an
impromptu party, Benny says, "We headed to the one spot that could top
it all off. You know what I mean?" Drinking out of a doggy bowl with an
umbrella in it, Benny concludes, "Yeah, that was a good day."
In a 30-second radio spot, Benny announces, after barking and clearing
his throat, "I'm Benny and yep, I'm a bulldog. Me and my owner Mark are
best friends, and with RAV4 we're a crew! RAV has everything, available
third-row seats, great gas mileage, 73 cubic feet of cargo space with a
secret compartment where I can store my doggy bone. Mark was even smart
enough to get the value package, which includes a moon-roof and a JBL
9-speaker system. Now we don't take walks, we ride."
The two TV spots end with "Toyota, moving forward" — the manufacturer's
advertising slogan — while the radio ad ends with "Toyota, moving
The TV ads will run on BET, TV One, TBS and TNT, while the radio spot
will run on programs like the "Tom Joyner Morning Show."
On July 11 Toyota also will introduce digital and mobile ads featuring
Benny in the RAV4; with banner advertising and rich media, these will
run on sites like BlackAmericaWeb.com and Myxer.com.
Ms. Warden said her agency opted to have a dog star in the campaign
because Benny was a "memorable character, and provides an interesting
way in. A dog allows us to speak to men and women, and we're targeting
She said the African-American car buyers that Toyota was trying to reach
with the campaign were 25 to 49 years old, "active, youthful, with
fairly old-fashioned values, some college education" and a household
income of over $50,000. Introduced in 1996, the RAV4 is now in its third
generation, and has a base price of $22,475.
Awareness of the vehicle is "a big part of our goal," Ms. Warden added.
"We want to make sure our target knows about it, understands its
functionality. That's why we wanted to call out the cargo space,
comfort, acceleration and miles per gallon."
According to industry sources, Toyota will spend $5 million to $10
million on the new advertising through early 2012.
ORDER TODAY! New
"Buying Power" report: Black consumers spend as economy grows Details $507
expenditures African-American consumers are cautiously increasing their
spending in some key product categories, even as they continue to make
adjustments in a slowly growing economy. The finding comes from the 16th annual edition of "The Buying Power of Black America"
report published by Target Market News..
In 2009, black households spent an estimated $507 billion in 27 product
and services categories. That's an increase of 16.6% over the $435 billion
spent in 2008. African-Americans" total earned income for 2009 is
estimated at $836 billion...