We asked the question “How does minority designers and marketers enhance the culture of agencies and how that culture enhances marketing strategies for targeted minority groups.” Here are his thoughts.
Steven Shaw, M.S. | linkedin.com/in/steven-shaw
Regional Marketing Specialist
“Being a minority in the sneaker industry, I’ve seen how groups struggled to market to smaller targeted groups. This is because marketing teams don’t have the appropriate representation to help with targeted marketing, especially during the brainstorming phase.”Luckily, I’m able to bring my insights and experiences to my team. Also, being from the south where many trends are cultivated, one must have an ear to the streets to see what the culture is feeling or not. For example, no one can market better to Jordan obsessed sneaker heads in Memphis, TN better then someone that eat sleeps and lives that culture. Having this ability makes it easier to contribute and produce quality campaigns with purpose.
In all, I think minority designers can help these agencies because a lot of the time this isn’t something they see on TV or read about. It’s a life they’ve lived, and their work reflects it because they know what will resonate to their target audience.