Whatever we are doing to defeat the stereotypes about black femininity, we must keep doing it!
A milestone has been crossed this past Monday. We are seeing the first signs of a less stereotyped view of black women. For the first time that I know of, a product that isn't centered around the black female physical or sexual characteristic is being aggressively marketed to us.
While sisters are often used to hawk products from Pine Sol to Verizon Wireless, we are almost never the target audience for products outside of the beautification industry.
I think that our rising levels of education and purchasing power might be dawning on a few people, especially advertisers like Toyota, the Japanese car manufacturer.
Apparently, Black women aren't buying luxury Camrys, and Toyota wants to change all that.
So they sank millions into an ad campaign, supposedly using empirical data about the likes and dislikes of black women -- and came up with a decidedly un-stereotypical campaign program geared toward African American women.
Now you KNOW that Shecodes would be curious about what they would come up with after studying all of this 'empirical data'! I've decided to invite one of their company representatives to The Queens' Council to talk about how this campaign came about. Stay tuned...
So anyway, I reviewed the website, and learned that black women like suspense/spy stories (who knew?), fashion, romance, and, well... I don't want to taint anyone's opinion, so I will write my thoughts about the campaign after my readers have looked at the website and had a chance to express themselves.
So check their website out here: http://www.iflookscouldkill.com/ and come back to tell the rest of us what you think about this campaign.
What do you think? Is this campaign's perceptions of the average black woman's tastes accurate? Way off base? Are you more or less likely to purchase a Camry? Do you think that this campaign is a harbinger of improved perceptions of black women, or is it a meaningless and ineffective waste of time?
Let's give Toyota (and by extension: all advertisers) some feedback!
63 comments:
Well obviously all car commercials that are geared towards blacks usually take a more upscale approach. They don't want Boomshieka and Ray Ray coming in to finance a car & they don't want their car affliated with certain types of people. No one selling anything is trying to do favors.
Good morning naima,
It's understood that no advertiser does anything as a favor to anyone... and we shouldn't expect them to.
In my mind, this is an extension of yesterday's conversation about 'allies'. We have something they want, and they have something we want. Can we work together?
A short while ago, ALL BLACK WOMEN were the 'kinds of people they didn't want their cars affiliated with'. Something has changed.
Today, we want to be depicted in positive and truthful ways. They can do that. They want people to buy cars. We can do that.
We don't have to like, or even trust each other for us both to progress.
However, if immediately and instinctively become hostile to efforts like this, can we realistically be angry when we become invisible?
While I am temporarily withholding my opinion about whether that website is effective or not, I definitely think that the approach to marketing to black women in a non-stereotypical way is a tiny step in the right direction.
Well I am not a black woman, but I will check the website out.
I think it's great that our ladies might be rising in esteem. The only things I that I see marketed to black men are malt liquors, menthol cigarettes and girly magazines, so we are in the same boat.
However, if immediately and instinctively become hostile to efforts like this, can we realistically be angry when we become invisible?
No.
Shecodes your so eloquent. Well I wasn't trying to be hostile to Toyota or anything. I thought car companies always advertised to black people b/c cars are one of things we supposedly overspend on. The American car companies already know this. If you have ever seen the channel TV One, there a two types of commercials they always show cars and alcohol, yes they are always classy and upscale but those are things we are known for spending big bucks on, so I am not really wow'd by it.
Do you think that all the state of black women segments on TV have something to do with this? They presented us as a bunch of educated women and single women, which to them equals expendable income. This is the same reason why the advertisers have flocked to the gay community.
@ Naima
Boomshieka! *lol*
@Symphony
I understand your point but black women DO NOT have to pretend that the images of themselves are acceptable if we feel that they are NOT.
We do not have to feel that if we give constructive critique then the result would be or COULD BE that corporations will not bother.
They can do the math...they KNOW that black people have $719 billion in buying power!
Black women represent the LARGEST chunk of that $719 billion...and yes...we CAN tell these corporations EXACTLY how we want to be portrayed...and if they want our market to be theirs, they will listen...because we can surely go to their competitors and put our demands on the table.
Target Market News reports that black people spend over $36 billion on vehicles!
I said BILLION...
Yes, my sisters, WE CAN start issuing demands. We have 36 billion reasons why we can issue demands!
We NOW are in the place to start issuing consequences that will affect their bottom line if we are NOT being listened to. We are NOW changing our passive approach as consumers who help make multinationals financial successful with our consumer loyalty and demand NOTHING AT ALL for our consumer loyalty.
Trumpet blast to Toyota and all of the other car companies:
The days of the passive black consumer ARE OVER.
I hereby revoke all admission tickets to the gravy train. My sisters, do you hear me? Somebody say: yesssss!
I feel my help coming in here! (smile)
I have been trying to hone in the idea of the black consumer advocacy group with my online activism that has FOCUSED priorities for major corporations...
@ SheCodes
You are right that they didn't want their cars associated with black women because black women didn't have an upscale connotation in the minds of the public.
But guess what....we were not reflected in their ads and were buying their cars anyway...so WHO really should we be taking to task...ourselves...the companies...both?
I clicked into the site...
By discussing this online, we DO realize that this major auto company gets to now use THIS forum as an online focus group by getting ALL of our feedback on their new campaign WITHOUT paying us a dime!
But okay...since we DO have a pattern of giving to help others' goals and not getting anything in return...I'll roll with it this time....
Here's my feedback:
I think the ad is a fairly good starting point but clearly this company has failed to capture HOW black professional women truly lead their lives....
Why is the NAME of her journal "if looks could kill"? Isn't there a stereotype of the "sista with an attitude" being perpetuated?
Why does ANYTHING associated with black people or black women have to have a connotation to KILLING or VIOLENCE? I am just wondering....
Okay yes... perhaps I am taking the critique to an extreme to drive home a point...but what we call our "blog" says something about WHO we feel we are.
What does Bianca's blog say about WHO she is? (um...since she's representing black women and all....)
Clearly...this company did not LOOK AT the blogs of thousands of black women professionals before creating Bianca's blog...
Where are the links to investment sites...is it that this company THINKS that black women don't watch the stocks everyday? Just wondering.
Where are the news links....is it that this company THINKS that black women don't read the newspapers of various cities...or that we don't read the foreign newspapers? Just wondering.
I link to 28 newspapers on my own blog plus two international news channels (BCC and United Nations) and two investment publications. That is NOT rare for black women. Most black executive read these for at least two hours a day.
The music...is supposed to be hip and cool...but...black women executives don't listen to JUST "black" music. Their music tastes vary. Just wondering why that is not known by their marketing team...
I listen to Vivaldi, Yo Yo Ma, Grover, Tremaine and Erikah!
It's a new campaign so the intention of TRYING to portay something "new" is understood ...the black woman is being portrayed as a professional who is in charge at work...
I would not feel inclined to buy a Camry after seeing this ad however...
It's good that this company IS trying to show another image of the black woman in its advertising...Grade: C
Room for improvement.
Room for better market research on executive black women.
And just because the ad does not have a sista in stilletos and a bikini or an ad with a sista being oogled at by brothas with athletic gear and gold chains around their necks DOES NOT mean that this ad is an "A".
With all of the black women online...if this company had targeted AfroSpear and AfroSphere asking for bloggers to give them input on this new campaign...and offering SOMETHING tangible for their time...then it would have been a good step.
They can STILL take that step.
So often, some of our people seem so happy to be asked by white companies what we think that we DO NOT feel that we can demand anything for giving our feedback..and we CAN.
Today, I offer my free advice to Toyota. It will not become a habit.
Peace, blessings and DUNAMIS!
Lisa
I love the ad. It's sexy, youthful, exciting and shows that it only takes one pointed stare from a black woman to stop you dead in your tracks. Love the drama, the suspense. Let's face it, this is us.
Sounds like some of you are a little scared of a little pointed advertising. Why on earth would Toyota want to do us any "favors"? They have cars to sell and we need cars to drive. It's a win-win here.
As for me, I'm not skittish. Toyota, I'm staring right back at you. Keep the ads coming.
Lisa what image is being asked to be seen as acceptable though it is unacceptable in this Toyota ad?
Shecodes asked if we become immediately hostile to every attempt to engage Black women then when people no longer attempt to engage us can we blame them? (Thats my interpretation of the hypothetical she posed)
And I say no.
*******************************
General comment:
I say if you see a company trying not every company has to be hit over the head right off the bat if they fall short of what one wants, there is another way--engagement and saying, "Okay, this is how this can be better/great."
Some battles require fighting, some only require a dialog.
www.bakersfield.com/102/story/469503.html
Just after I took an amazing self-defense course, I saw a Toyota ad (appropriately, during Heroes) where a woman, after carrying her 2 sleeping kids into the house from the car so they wouldn't have to wake up, carried her sleeping husband into the house from the car so he wouldn't have to wake up. It was filmed and acted very normally. I loved it. I tried to write and ask whom to thank at the company, but they never got back to me. :-( Anyway, they're 2 for 2...wish they'd respond to "How to thank you for good work" inquiries and let us encourage them to keep it up.
Katie said:
"...after carrying her 2 sleeping kids into the house from the car so they wouldn't have to wake up, carried her sleeping husband into the house from the car so he wouldn't have to wake up."
~~~~~
ROFL!!
OK I went to the website and played the "espionage" game. When you solve the clue, you get another video.
They introduce her boyfriend, a good looking black man in a business suit, and they describe him "too good to be true" as a subtitle. My eyebrow raised but I kept watching. He brings her flowers as she calls her Nana to ask about an old flame.
She's quick to tell the camera that she is NOT two timing. I gave a sigh of relief.
Another clue to solve.
A third video comes up, and she meets her old flame, "love of her life" and they hug and he kisses her forehead. Her boyfriend sneaks up and sees this, and gets jealous.
Anyway, she tells both men that her father is 'the most important person in her life', and that she has not seen him in years. She is upset about the secrets and the lies.
Later, she tells the boyfriend that her father is a spy for the CIA and she is looking for him.
Then "to be continued" comes up, and they say the next episode will be up on 6/23.
MY TAKE...
It is over the top and cheesy, and directed toward black women who are too young to be able to buy a luxury Camry... but even knowing all of this I LOVED IT.
Who doesn't mind a little fantasy now and then? If they are trying to get brand loyalty then I approve (with reservations) their attempt.
This is different from a commercial ad here and there. It's a full blown campaign designed to target us. They didn't hit a bullseye, but I will give them a B-.
@ Miss Web
You really have me laughing right now..cheesy yes...I didn't say so..but yes...
But it's not cheesy offensive...it's cheesy cheesy...so I agree with you there!
You gave them a B- and I gave them a C! Actually, they should be happy with that.
Can't wait to see the other grades that show up onscreen!!
@ Symphony
I agree with you.
I should probably clarify to others that when black women step to the table to state our viewpoints, our priorities and our demands, IT IS NOT to be perceived as a battle or a fight that is being waged...stepping up to the plate does not mean we are engaging in anything that involves a battle. It is part of an assertive dialogue to come to the table KNOWING what it is you want and do not want and what you are intending to gain for what you are giving.
Peace, blessings and DUNAMIS!
Lisa
I ain't buying no Toyota cars even if it came with a million dollar check and free black man to drive me around, but the ad is trying!!! Really, really hard. It is so cheesy that you need Ritz crackers to watch, but it's not Ghetto!
Have you seen the latest Nationwide commercial with the black couple getting married? Lawd! That ad was so stereotypical! And considering the sad state of black relationships, I was like great, Nationwide found out that black folks don't bother to have the proper insurance before they get married either!
Yes, the Toyota ad is corny, but it's different. Just like the P&G "Black is Beautiful campaign, but I appreciate these efforts more than featuring some head-snapping, neck shifting sista stereptype.
Remember the sister from back in the day on the Call AT&T commericals. That was a good one!
professor tracey -
I know the Nationwide ad you're talking about. Rosie Greer is playing the minister and the church lady is like a Jennifer Lewis knock-off. The actress from the AT&T commercials is a series regular on Bones now.
Professor Tracey said:
"I ain't buying no Toyota cars even if it came with a million dollar check and free black man to drive me around"
Sheewwwt... I would buy a whole fleet of Toyotas for a free black man to drive me around! And a million dollars? Where do I sign? LOL
Alright I give a grade of B+, because they get points for extra credit. People who are the first to sink millions of dollars into a new idea should get brownie points.
We don't need an advertising campaign with production values that rival Fredrico Fellini movies, social consciousness of Ghandi, etc.
If the world was immersed in positive, fun and varied depictions of black women we would not have to fight the war over the souls of black girls.
White women have all kinds of self affirming commercials from the sublime to the ridiculous. Even the ones with the lowest self esteems think that they are better than us.
I like the campaign and think it's appropriate. Not perfect, but appropriate. I would expect more from Zales or an investment firm, but for a midrange car this is fine.
I bought an Acura last year, but if I was still in the market, I would take a look at the Camry. Not because of the commercial but because of the effort behind it.
From what I've seen so far, this is fabulous. I already own a Toyota so I can't say I'd rush out to buy another one. But this is probably the most creative advertising I've seen regardless of the race of the main character. So far, it beats the Reality TV type Geico commercials.
"the approach to marketing to black women in a non-stereotypical way is a tiny step in the right direction."
I definitely concur with that statement. I believe our power and influence is beginning to be recognized and respected. Hence, the depictions of and appeal to us has to change if these companies want our money.
well, I read all the comments and I like some of what naima and lisa said.
Here's my take:
I have a problem with the motive behind advertising in general. Are black women being more positively displayed by Toyota? Yes. Is that a good thing? Yes. But Toyota's motive is still their bottom line. And even more insidious, it is also driven (IMO) by a need to influence how unsuspecting black women think about themselves. This in turn will drive profit in the future for Toyota.
It also seeks to influence how others perceive black women. Maybe the effect will be positive, but I still have a problem with this being done for the sake of profit. This is culture we're talking about and advertising has too much power, IMO.
The ultimate goal is to get black women to buy Toyota's. Do black women need to be buying new cars?
Black women may be more educated and more affluent, but does that mean we should spend? That seems to be the message sent to us across race and gender: make money, spend money.
And not to be a downer about how much spending power black women have, but I can't get excited over those stats when I read that white people pass down wealth in general and black people pass down debt to their children. Should we be celebrating a campaign whose goal is to take money out of our pockets? Especially with the current economy the way it is? How many black women can pay for a car in full up front without taking on any debt/making pymts with interest? And what an opportune time! Black women were prey to subprime mortgages. Now Toyota wants to take money from black women who have money left to spend!
I don't think we have to be hostile or attack the ad, but I think I'd rather save my celebrating for a positive portrayal of black women in newspapers, the news, television shows, and movies.
Is this campaign's perceptions of the average black woman's tastes accurate?
No
Way off base?
Yes
Are you more or less likely to purchase a Camry?
Yes
Do you think that this campaign is a harbinger of improved perceptions of black women, or is it a meaningless and ineffective waste of time?
Neither. Not quite a waste of time since it doesnt show black women in a stereotypical light, but I really could not stand the site. The little quotes "Bianca's camry helps her keep a clear head" *ugh* The diary...same sentiment. It's all just a smokescreen to get me to give Toyota my money. Nice try, Toyota. Try again.
I am a black woman and did not feel any affinity to the black woman in the ad. This is not "us" as one poster said. I don't feel any need to aspire to that lifestyle or dream about having that type of lifestyle.
Grade: F
ok, I'll go now. :-)
@jeremiah: thanks for weighing in. Black women aren't in the same boat, because we are also objectified in advertising that is geared toward black men -- a double whammy. But I get your point.
@naima: I absolutely the 'state of black women' conversations had something to do with it. People realizing that we are an untapped market, and in a capitalist society, that's a no-no.
@BWBTT: I have no desire to commodify my feedback to the Toyotas of the world. If they ask my opinion, I will give it. In fact, they'll get it even if they DON'T ask... LOL.
For what it's worth, they did use studies (I don't have specifics) about black women to craft the campaign... I am assuming that they had focus groups involved. The results are... interesting! :=)
@Selah: Excellent point. We must understand and accept that marketing is not activism. Therefore, it can not be measured by activist standards.
@symphony: you understood my comment exactly. I don't see this particular campaign as a candidate for warfare. Dialogue, yes!
@katie: I like your thinking. There should be some method of getting back to companies who are doing the things that we approve of.
@Miss Web: you said It is over the top and cheesy, and directed toward black women who are too young to be able to buy a luxury Camry...
Have you been listening to my phone conversations?? LOL
Here is my opinion:
This, ladies, is the first sign of true, healthy capitalism where black women are concerned.
What we have experienced so far is NOT capitalism -- it was marketing apartheid paired with a parasitic grab at black women's purchasing power.
Now Toyota is trying to do something that PLEASES us to get our money, instead of leveraging against us. That is an important sign.
Sisters: don't you recognize when you are being wooed? Yes, it was a clumsy, obvious attempt to get our attention and it slightly missed the goal, just like suitors usually do at first. But heck, they are trying, which is more than I can say about 99.9% of other companies out there.
Yep, obvious: come on, we all know that the 'perfect' boyfriend is really a traitorous agent and that she will end up with the old flame, right? LOL
But it was enjoyable enough.
Let me put my marketing hat on and say that I agree w/Miss Web that it is entertaining but too youthful for women who are in the market buy Camrys. I'll send the link to my neice to watch it, she will LOVE it.
But think about it this way: if a company is willing to spend millions to market to black women, then chances are they also would be willing to fund causes that we care about in order to ensure that they can maintain brand loyalty with us. Capitalism at it's finest.
femmeautonome: ROFL!!!
You all are killing me here! :-)
Okay let me just come out with it: I have a degree in Economics and so the idea of 'someone just wanting my money' doesn't immediately crawl my blood.
What I am hearing here is an anti-advertising ideology. ALL advertising exists exclusively to get your money. I am confused by the resentment that I am hearing about that.
Would we like for all advertising to cease? What would we replace it with? I really would like to understand this better -- because I don't believe that black women support moving toward a more communist economy (or am I mistaken?)
@ SheCodes
I didn't want to go there....but now I will.... if Toyota wants us to be the online focus group to comment on their new ad...DID WE ask them to make a donation to the PAC in exchange for our feedback?
It's nice that we are helping them but WHAT concrete are they doing in exchange to advance the objectives of this particular online discussion group??
Will Toyota write a 4-figure check for the PAC as a small token of THEIR appreciation for our valued consumer market feedback! The next time a multinational wants our group's help...can we make SURE they are putting someting on the table for the PAC?
{whispering to SheCodes}
I can hear Khadija now: "There goes Lisa with her steely eyed pragmatism again!!"
(smiles) Someone MUST have a dose of it to pass around!!
Peace, blessings and DUNAMIS!
Lisa
Insipid. Uninspired & uninspiring. However, not offensive. I like the idea that they're trying to appeal to us. As opposed to "those Negroes will buy our stuff whether we appeal to them or not." [Or worse, "once those Negroes find out that we don't want them associated with our product, they'll go out of their way to buy it."]
This is a tiny step in the right direction. C+. I understand the concerns about materialism & all the other 'isms' inherent in advertising. However, until the economy completely crashes, the money will continue to flow. The capitalist cash flow can either work for us or against us. I would prefer to have it working in support of our interests.
Peace, blessings & solidarity.
I had fun watching it. But I'm not the best judge as I don't have much to compare it with.
~~~~~
Can comments on this blog be used as "empirical data"?
@Lisa:
I've been amused watching your displays of 'steely eyed pragmatism' when mentioning that we are functioning as a free focus group for Toyota. {smile} I had a similar thought: "What's in it for me to spend a moment of my (precious) time wading through their on-line advertising?"
That's why I was relatively slow to visit that site. I think the question you're posing is extremely important. Some may think that the point about the free focus group service is petty. It's not. It's about more of us getting in the habit of requiring a fair exchange of value. Instead of us continuing to give "freebies" to everybody else in exchange for nothing but a smile & a pat on the head. [aka "inclusion" & "input"]
{raised fist in salute}
Peace, blessings & solidarity.
I know this is way off point, but did you know that black women spend about 1.7 billion dollars a year on hair care? Now did you know that that money goes to beauty supply stores which are owned and operated by Koreans? Dig this, Koreans own and control, and I mean control, the overwhelming majority of the distribution and sale of Black hair care products, which includes shampoos, conditioners, oils and creams, and those fashionable hairpieces our sisters love to wear. Now get this, Koreans only sell to Koreans because they want to keep this controlled by them. Meaning everything is in Korean, when you order you must speak Korean. How is it, that we black americans allow this to go on, how can they keep us out of a business that is targeted towards OUR hair, nobody has hair like us, it should be us owning these businesses, NOT THEM. Yes black women do have purchassing power and it's time we do something about this. The money that these Koreans are making off OUR hair care products could be going to black owned supply stores. I was upset when I found this out and I wil no longer be going to those types of stores. Please check these websites out for more information. Prepared to be amazed and angry, I know I was.
www.blackhairdvd.com
www.bobsa.org
Ann P.
@Ann P:
Lisa has "been there & done that." {raised fist salute} Last month, she did a blog post about the Korean stranglehold on the Black beauty care industry earlier. You can find it by doing a Google blog search of "Our Complicity and Their Collusion: Black Beauty Care and Korean Market Control". She also had YouTube sections of the documentary embedded in the post.
This is another problem that I lay at the feet of 1960s integrationist Black leaders. Desegregation is all good & well, but they didn't anticipate our mass flight away from Black businesses & institutions. Because they didn't factor in our programmed self-hatred, they allowed the following equations to get firmly established in too many Black folks' minds: Shopping in non-Black businesses = freedom. Shopping in Black businesses = segregation.
Meanwhile, everybody else understands that: Shopping in businesses owned by their own group = freedom. Capturing self-hating Negroes' consumer dollars = wealth.
Peace, blessings & solidarity.
@Lisa,
I have to be brief, as I am responding from a cell phone.
My answer to your question is another question, do you think all 'fair exchanges' must be financial? I worry when all things must be monetized in order for us to see the value.
@Shecodes:
Speaking for myself only & speaking only in reference to my specific ethnic group [African-Americans]:
I believe that it's critical for African-Americans to begin a new mental habit of measuring things by tangible, visible results. As a partial 'outsider,' you probably haven't been programmed with loser coping mechanisms like we have.
African-Americans have made a virtue out of losing & coming away from everything empty-handed. We use these coping mechanisms in order to feel comfortable with being on the bottom of every social index. And to pretend that we're not losing.
Coping mechanisms such as: Talking about 'moral' victories. Measuring so-called victories in terms of intangible things. Claiming that good things are happening that nobody can see or measure because these good things are being done discreetly or are happening on a local level. On and on and on. All of which serve to soothe our wounded self-respect & keep us from feeling like people who are losing (by every measure).
It's not dangerous for healthy people to measure things in terms of intangibles. It IS dangerous for people who have made themselves comfortable with being on the bottom to continue being satisfied with intangibles.
In order to break this dangerous mental habit, the fair exchange doesn't have to be money, but it does need to be tangible & measurable.
Peace, blessings & solidarity.
@shecodes
oh no, I definately am not in support of a communist economy! I have no problem with capitalism and am actually considering going for my masters in Econ.
Anyway, you did sense a little resentment in my post. I understand the point of advertising and am not anti-all advertising, but the way some of it is done irks me. Maybe I should have been more clear about that.
After some more thought, I think I am sensitive to ads with black people in general. I have a hard time decoupling the advertisers' goal from the efffect it will have on the targets (in this case, black women). My problem here is that I don't feel the end result will benefit black women. It should not have to, but like I said, I react to these types of ads differently.
That is something I'll have to take into account in the future.
I think Lisa's idea is a good one...Toyota should not get feedback in return for nothing.
Ladies -
You may have a point that Toyota should pay for feedback from black women to evaluate their ad, but I don't think that was the point of SheCodes post.
In fact, I have discovered and had to solidly admit to myself, how little black people pay attention to ANYTHING. If SheCodes had not brought the Toyota campaign to folks attention in the first place, tons of black women would not have even known we were being targeted in the first place!
More of us need to be INFORMED before we started demanding things. I am damn tired of having the knife at every single gunfight because to much time is spent having to explain things to folk that they should already know.
Further, I'm not a big fan of just asking companies for money because they decide to focus on blacks or black women. You might just be selling your current and future influence away very cheaply. Demands for anything should always be wisely weighted.
Al Sharpton's does this to fill the pockets of his organization and he only uses the money to help himself! He takes the hush money and doesn't push the company or business to change a damn thing. Then, because he has taken money, he can't EVER go after that business again.
Should black women consider their power and influence with businesses and organization? YES! Should black women use that power? Yes?
All these thing need to be done. but we need to be ready to do them before we leap.
I believe that SheCodes is trying to inform, educate, and prepare folks for future battles. It is too tiring and demanding for black women to continue its decades long habit of just a handful of black women to do all the work anymore, to be on the front lines, we need an army.
I thought the ad was a little cheesy, but at least it wasn't offensive.
Okay all, I am back, and ready to weigh in:
Lisa asked: ..if Toyota wants us to be the online focus group to comment on their new ad...DID WE ask them to make a donation to the PAC in exchange for our feedback?
Let me clear a few things up:
I am a consultant by trade, and get paid handsomely for what I know -- however, that does not mean that everything that I think must be up for sale. If it were, you would be paying for reading my blog right now.
I market my knowledge for financial gain, but often trade my opinions for qualitative gain.
If anyone does not want to 'give' their opinion away for free on this blog, they should stop commenting here, because this is a blog that is free to anyone who is interested in what black women think.
As for Toyota: wisdom must be exercised concerning the scope and scale of any opening dialogue with potential allies.
We have bitterly complained that our thoughts and opinions are not considered or wanted by many people; therefore, according to the capitalist law of demand, our opinion is not something that is likely to be translated for a significant price at this time.
However, it CAN foster a deeper relationship which MAY lead to financial exchanges.
Now my question to you:
If Toyota was willing to put money into the PAC, would YOU be willing to purchase a Camry? If the answer is no, you might need to revisit your definition of 'fair exchange'.
Therefore, I believe a little more finesse, grace, and creativity, and a little less petulance should be used to exact value from the small overture that we have just seen from Toyota.
@khadija: You have been reading this blog long enough to know that I am one of the first bloggers who charged black women to not enter into one-sided relationships.
Our manifesto (published long ago) does state that our commitment to receiving something in return for our efforts, and even made the haircare industry our primary target. This was even before the post on Lisa's blog.
But I should have added more detail to that: progress is never measured exclusively by quantitative measures -- the qualitiative impact of an action is even more important that the numbers.
For example: we say that we want more black women to head media empires... but what if we end up with 100 more Debra Lee's?
(But I do 'get' what you're saying though: I am a woman who measures more than anyone - heck, I even measure the measures in my line of business.)
Tangibles are very important, and can not be ignored. But I am a woman who believes that the intangible, the invisible and the supernatural are far greater than the tangible.
Therefore, I put less confidence in so-called 'tangibles' (the things that I can see and touch), that I do to principles, relationships, covenants, abilities, possibilities.
As a hypothetical, if I was to be in a room full of Toyota executives, my first move would NOT be to dissect their campaign and then to hand it back to them, bloodied, demanding that it be redone to my satisfaction.
I WOULD and HAVE done that with enemies, but never with potential allies.
@Professor Tracey:
All these thing need to be done. but we need to be ready to do them before we leap.
I believe that SheCodes is trying to inform, educate, and prepare folks for future battles. It is too tiring and demanding for black women to continue its decades long habit of just a handful of black women to do all the work anymore, to be on the front lines, we need an army.
I agree that the more everyone is informed the better. My understanding is that everyone plays different, complementing strategic roles. Could you explain what you think defines the moment when we are "ready"?
@SheCodes:
After reading the comments yesterday I had an impression that there was to be some sort of exchange between Toyota and black women. However, upon re-reading your post, I see you merely invited people to send Toyota their feedback. I don't think Toyota should be paid for this type of feedback.
Now if it was something else, then I'd probably want to know the type of meeting before giving my thoughts on that. My comment yesterday was made on the assumption that there would be an involved interaction with Toyota.
I agree with Khadija's last post. I was thinking about this last night. The only thing we are responsible are results. In order for us to make it, we have to have something to measure our results by so we can figure out what is effective and what is not effective. We have to keep some sort of scorecard.
In this case, Toyota knows that black women have some money to spend and they want us to purchase their cars. They created an advertisement geared towards black women. The posters on this forum have decided to give feed back to Toyota. Now what results are we trying to produce from giving them our feedback? Do the members of this forum want to speak to a representative? To see the ad modified? To obtain the contact information of someone that we can build a relationship with?
Also, how soon do we want the results? It looks like shecodes wants to use this ad to start a relationship with Toyota? That sounds good. However, it seems that we all need some results and rewards now for encouragement?
Those are some questions that popped up in my mind. I got Toyota’s contact info for feed back purposes but I’m not sure where to go from there. I’ll call them and let you know what I find out. (I’ll be back on Monday – my home computer is shot.)
@Shecodes:
You said that you "measure the measures..." {chuckles} It's been apparent that you are a successful person on the material side of things. Many of your audience members are also successful in material terms.
However, by every measure, most African-Americans aren't as materially successful as some of us are. And substituting supernatural, "in the bye & bye," afterlife benefits for any benefit at all in this life has been one of our coping mechanisms.
What I find even more disturbing is that even many of us with "good jobs" haven't learned how to get a fair exchange for our contributions.
I 'get' the purpose of you pointing out Toyota's campaign. I simply feel that Lisa's question was a 'teachable moment' about habitual freebies. I'm not focused on extracting loose change from Toyota. I'm also not really interested in slicing & dicing their ad campaign. Like I said earlier, I think it's a small step in the right direction. I'm more interested in changing some of our mental habits.
Peace, blessings & solidarity.
"Therefore, I believe a little more finesse, grace, and creativity, and a little less petulance should be used to exact value from the small overture that we have just seen from Toyota."
Shecodes, this is why women like me are willing to follow you. You seem reluctant to make enemies unless you have to. You understand diplomacy.
I'm not saying that you can't fight, just the opposite. You are the most terrifying warrior that I've ever seen when you get PO'ed, but even then it's a controlled fight.
I hate to say it but some bloggers are ripping your work off, and WAOD's too, but they might not be getting it right.
On SomethingWithin blog Dr. Weems said that we are basically repelling allies by reacting with knee jerk suspicions. It's possible to look out for your own interest and ALSO win people over to your side with charm and warmth. I do it all the time.
Everything doesn't have to be 'steely eyed'. Save the steel eye for BET "b-girl" ads and such.
Hey everyone! {waves}
This conversation is great and it's important that we address the approaches we take with prospective allies.
I wrote a post, "Black Women and The Vetting Process for Our Allies" and it outlines some fundamentals that I would adopt in furthering my activism.
This post encompasses the steely-eyed pragmatism in a context that is not being noted in this particular dialogue (with the exception of Khadija's comments).
@ SheCodes
I understand your point but I don't think that if Toyota donated to the PAC ...um...say...$10,000 that I would then buy a Camry (which isn't $10,000) so THAT IS NOT fair exchange...
A multinational giving $10,000 or even $30,000 is just a tiny, tiny, tiny pittance in relation to the portion of the $37 billion of the money black people spend on vehicles.
You mentioned if it's about money...with Toyota...it IS all about money. They know black people spend $37 billion on vehicles.
If a multinational has a looong history of not doing what SHOULD HAVE been for the black community, I don't start turning cartwheels the moment they decide to take baby steps that are constructive. I evaluated it and gave them a C.
I fully understand the view that everyone does not have to PAY for your thoughts...my thoughts... preachers are constantly giving counsel, teaching, doing all types of community work and not charging anything at all but the few self-aggrandizing multi-millionaires in our ranks tend to taint the public perception of ALL preachers.
The majority of the preachers I know have not been paid for most of the work they do for years.
@ Rashawn
Pragmatism is not about going into battle and it's not at all about operating with suspicion. It really doesn't have anything to do with it at all...at least...not in the way that I define pragmatism.
When Khadija used that term in a discussion on my blog, the term was not being used in the context that you have mentioned.
@ Khadija
You said:
"I'm more interested in changing some of our mental habits."
That was the point I was trying to make - but I didn't make the point as well as you did!
You said:
"I believe that it's critical for African-Americans to begin a new mental habit of measuring things by tangible, visible results."
I agree!
It is important that you have clarified that asking valid and pertinent questions about our participation as black women and does not mean that there is a BATTLE being waged. I keep hearing those types of responses SIMPLY because questions are being asked. Being INFORMED requires that we ask questions, that we are examining.... THIS is not waging a battle or being suspicious.
Pragmatism requires taking a proactive approach. I know you know that but I am just saying that for the sake of clarity in this particular dialogue.
@ Ann P
I have a post about that and you are welcome to share in the discussion about Korean domination of the black hair care market and our complicity as black consumers.
Peace, blessings and DUNAMIS!
Lisa
"Therefore, I believe a little more finesse, grace, and creativity, and a little less petulance should be used to exact value from the small overture that we have just seen from Toyota."--Shecodes
Shecodes, this is why women like me are willing to follow you. You seem reluctant to make enemies unless you have to. You understand diplomacy.--Rashawn
I second that. I've been visiting this blog for about a month or so and I notice the same in Shecodes. Diplomacy is the most effective way to bring about change rather than making enemies. I feel that I can learn a lot from you and hope to be involved in the PAC.
I hate to be a fangirl, but Shecodes="finesse, grace, creativity AND a steely eye!!" ROFL
Anyway, why are people writing a dayum thesis on whether or not we should tell a carmaker if we like their commercial? It AIN'T THAT DEEP, PEOPLE!! No, it' REALLY isn't.
R.Kelly getting acquitted despite a freaking videotape of him committing the act is deep. The mortgage crisis is deep.
A thumbs up vs thumbs down sign to an automaker is not something you an monetize.
Learn to separate the big stuff from the small stuff.
Oh yeah, my grade is a B-, judging by comparing against other commercials, not PACS, blogs, movies, or anything else.
I would have given an A if the videos showed more of THE CAR, maybe some features in it that the black woman needed to tie it into the story. So far it has failed to generate interest in the Camry, which I thought was the point of the campaign.
Commercials by definition are cheesy, so they cancel each other out. This one is no cheesier than those International Coffee commercials ("celebrate the moments of your life") etc.
It is certainly a sign that the image of black women is beginning to broaden, and for that reason it's appropriate to feel encouraged.
@lormarie: I agree that it beats those irritating Geico commercials (smile). They really need to pull the plug on those.
@ravenelvenlady: I do think that this dawning respect for the power and influence of black women is hard won by black women everywhere who are taking control of their respective fields; especially in media.
It's becoming increasingly difficult to say that a certain financially successful bw is an "exception" when sisters who are smart, educated, and well employed are showing up everywhere.
@femmeautonome: GO FOR THE ECONOMICS DEGREE, GIRL! It is the best thing I personally could have done, it completely changed my view of the world.
The study of economics gives you amazing analytical tools that can be translated into any arena. It also gives you a skillset that transfers easily overseas.
@miriam: No, the comments on this blog would be considered 'anecdotal' data, not 'empirical'.
@ann p: You said: I know this is way off point, but did you know that black women spend about 1.7 billion dollars a year on hair care? Now did you know that that money goes to beauty supply stores which are owned and operated by Koreans?
Not only do I know this but am in preliminary talks with a few other bw to to create an MLM black haircare business for black women.
I was very serious in the executive summary of the manifesto -- hair care is the best market for black women to begin to engage in financial warfare.
Email me if you'd like to discuss this further.
@Khadija: I re-read your comment about 'tangibles' and realize now that I misunderstood your point the first time.
I agree with you wholeheartedly -- we MUST get away from consoling ourselves with 'moral victories', and be more focused about seeing tangible victories.
@Prof Tracey Thank you. We really DO need more women who are willing to be on the front lines with the "outside world" (smile).
@mekare: You have asked VERY good questions, and I think that the answers will clear up some mixed signals that are being thrown in this conversation.
This is what I, Shecodes, hope (not demand) to get from Toyota:
1. Access to the studies about the tastes and purchasing habits of black women,
2. The scoop: tell us the highlights of the decision to pursue black women specifically (just to satisfy my curiosity), and
3. The contact information/ a goodwill relationship with person who had the power and the good sense decide to do the campaign geared toward us.
I have no desire to create a focus group (they already have those) or to get onto their payroll at this time.
justatest: Why did your grade change from a b+ to a b-? Or was that a typo?
@BWBTT: This is where you might be missing my point. For me, this is post is about marking a milestone in the depiction of black women and not about money.
It doesn't matter to me if the millions of dollars that were put into Toyota's actions were a 'pittance' or not.
I'm simply trying to note the fact that a full blown marketing campaign (which is much, much different than a one-time commercial or magazine ad) targeting black women has been launched, and that it might be in our best interest to explore that company to see if we have allies in there.
But yes, it does come down to money in a sense. They are in the business of selling cars, period.
If portraying us in a positive light sells more cars, they will do so. If portraying us in a negative light (or not at all) sells more cars, then they will do so.
BWV not entering into any kind of negotiations with Toyota at this time, so this conversation is moot.
But for the sake of your hypotheticals in negotiation I will say this:
When entering the negotiations, you should look out for and defend your own interests, but a good negotiator ALSO must be acutely aware of her ally's interests, and must be equally willing explore ways of getting those goals met as well in the process.
If demands or criticisms to Toyota at a negotiating table do not translate into getting MORE CARS SOLD, you have just automatically disinvited yourself the negotiating table. That's all I am saying.
Of course the reverse is true as well; we must always defend our own interests, and have our own lines drawn in the sand.
Toyota has just placed 7 million and counting toward our interests hoping to sell us their cars in exchange. The ball is in our court.
I am officially exhausted with this thread everyone! :-) We'll probably bring some elements of this conversation up in this Tuesday's episode of The Queen's Council.
Hey SheCodes!!
Thanks for the great comments.
You are right...now that I think about it...I probably did miss your point somewhat...I heard you...and I understood that FOR YOU this campaign was representing a milestone...
For me, it wasn't.
I think we just had different perspectives on what it represented, that's all... I grasped why you felt it was a milestone.
For me, this multimillion dollar campaign was representing their desire to claim a portion of the $37 billion that blacks spend on cars and because their research pointed to a set income level, they presented a different depiction of black women. The motive was to appeal to a black woman at specific income level....not a sense of social responsibility of presenting the black woman in a non-stereotypical way. The motive was profit. If you want to "woo" a consumer, you have to do what appeals to them...and are they beginning to get it right...the grades ranged from B to F.
I think each person who commented on the campaign gave constructive reasons for the grade they came up with.
The other piece of the dialogue is equally - if not more critical. We DO need to engage about the mental habits that we have adopted in the past, as Khadija pointed out.
What I am hearing though...is that any time some one mentions "issuing a demand"...the connotation SOME people draw is a battle being started, a fight being started, an adversarial approach being taken.
This reflects how some black women have been taught/conditioned to perceive being assertive. Issuing a demand DOES NOT have a connotation (in my mind) of negative behaviors, of battles, of adversarial tones with others.
This is also key in further examining Khadija's observations about mental habits. That is complicated but very crucial to delve into!
I think it's also pertinent to mention ...not to you but to all present... that there IS NOT just one correct way to complete due diligence, to complete the vetting process, to complete the enlistment process and to initiate the engagement process. None of those processes are fostered with a battle or a fight in mind since enlisting allies is NOT ABOUT producing alienation...quite the contrary.
That those of us who are Gen-Xers probably DO have some similiar approaches to implementing those processes stated above is not unexpected.
I realize that all discussion participants at this blog are different ages...my blog tends to attract my age group I think... but those of us who are Gen-Xers have been professionals for at least 15-20 years so we will likely have some similiar teachings about them. It's also expected that we will communicate some dissimilar approaches since we come from different sectors...some from the corporate sector...some from the community nonprofit sector...some from the primary educational sector...some from the Academy...
I am hoping to examine all of these with my post on the vetting process.
In THIS particular online conversation, though, my questions pertained to the due diligence process of potential allies...the questions I posed are the questions that are posed during due diligence (not posed to the prospective ally but posed to those who are strategizing and conceptualizing the due diligence process)...
I am merely stating that for clarification for all present, SheCodes, since I know (assume!) you knew my question was due diligence-related...
I do agree with you about what you have shared about the negotiating process however. Yes, certainly.
Thanks again for a lively exchange here!
{climbing down off of my soapbox now}
Peace, blessings and DUNAMIS!
Lisa
i think this ad is really cute!
if people are trying to sell you something, they should at least treat you like a human being. That hasn't always the case for us. The amount of effort and money that went into this campaign tells me that they are 1. recognize our resources 2. are aware that we need to be appealed to specifically and 3. are trying to avoid the pitfalls most companies make when advertising to black people and black women in particular.
there trying to market this car to young black women who are or aspire to be "hip and trendy" and are at that age in life when they are primarily focused on their careers.
it think its a clever little campaign and i will be following the episodes to see how it plays out. toyota will know whether this campaign worked or not when they see how many cars get sold. if it's successful i can imagine that other companies will try ti follow suit. thanks for brining this to my attention.
I really like the campaign too. It's fun and likeable. If Toyota keeps this up I will push them higher on the list for a car for my daughter next year, not a Camry though.
Not because I'm doing cartwheels, but because none of the automakers have done anything to court my dollars, they take us for granted. This is a good start.
oops I mean "none of the OTHER automakers have done anything to court my dollars"
Hello everyone,
I work in marketing and I just wanted you to know that companies are definitely beginning to take black women more seriously. This is mostly due to the fact that black women are rising in the ranks of these companies.
The Toyota account is more comprehensive than others, but if it is successful, other companies will follow.
Another account to keep an eye out for is Lactaid. Studies have shown that black women suffer more from lactose intolerance than any other demographic, and they have started marketing to that demographic more.
They are doing their best to be 'non stereotypical' and also to show happy and realistic families around the black women.
I don't know if I am being blind or something I don't see you email address on the web page. I wanted to foward you a story from the NY Post telling how Rev Al shakes down corporations with threats of boycotts here is the link:
http://www.nypost.com/seven/06152008/news/regionalnews/rev__al_soaks_up_boycott_bucks_115554.htm
Hi people,
I went to www.toyota.com/contactus.html and found a link for "members of the media" I registered in their pressroom as a journalist and I am waiting for Toyota to verify my information. I'm hoping to find some contacts there.
Well I don't want to get into the in depth discussion going on in the blog right now. However, Shecodes, I will give my opinion on the ad itself. as cute and cheesy as this ad is, it's also a bit, how do I put it, babyish. I don't know the age of their bw target market, but if me, a 21yr old finds it too immature, I can only guess what others would think. Others who actually have the money to buy the car. The ad is lost on me as I haven't a clue how to even drive.
For effort, I'll give them a B+. If I factor in the actual ad content, it drops to a C.
Maybe we're finally seeing a start or more obvious upward shift. It's refreshing.
The Sauda Voice
http://www.thesaudavoice.com
Hi SheCodes,
Did you see the news about Vogue Italia featuring only models of color (lots of black models) in their July issue?
I wrote about it here:
http://femmeautonome.blogspot.com/2008/06/beautiful-is-beautiful-black-women-in.html
Wow. It's so refreshing to come and read the comments of the black women intelligentsia!
Anne P.,
I knew that info about the Korean takeover of the black hair care industry. I blogged about it last year. If I can't find a black-owned shop, I will get my products from Sally's, Wal-mart, CVS, etc b/c at least I see black folks behind the registers and not just in front of them.
Shecodes,
I have not visited the website to critique the campaign, but I did notice they had an ad in next month's O magazine and it definitely got my attention in a good way. Usually when you see an ad specifically targeted to black people, you will only see it in publications specifically targeted to black people, like Essence. This is what irks me about the Olay ads. they love to show deep brown sisters using their products in Essence but it's white women only in the other magazines. So I am glad to see Toyota showcasing these ads to "mainstream" audiences.
I'm wondering if this ad campaign is specifically aimed at black women or black people in general. Just wondering if the pattern I'm noticing is real or imagined...LOL.
I like the ad - and I also have had a Camry for the last 10 years.
Best, Kyra
So where do we go from here?
I did not obtain a contact by calling Toyota or signing up as a journalist. However, I did stop at a car dealership and inquired about the add. The salesman seemed a little clueless on what I talking about and wanted to sell me a car (smile.) I asked why Toyota targeted black women for the add and he said "why not?" (I took that as "your money is as good as anyone else's.")
He did mention that Toyota is also targeting recent college graduates with the Scion line. That could be something for us to consider as bw (if we get what we need from Toyota first.) We don't have money to burn so a Scion may be useful
Anyways, the trip didn't yeild the results I wanted but it's a start.
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