by TheInsuranceFiles » Fri Aug 08, 2008 11:33 pm
company Cathy H. Williams.
I have never heard of Cathy H. Williams before, but apparently it is an advertising company that works with several Fortune 500 companies to help them reach consumers that are African American.
I can't say that I really agree with the whole "advertising for one race" thing anyway, especially since all races should be treated equally, but that's probably another forum and another day...
Nationwide has joined up with said company to help in extending their reach to African American consumers with print, TV, and online advertising.
From what I've read, there isn't a shortage of African American customers with Nationwide, so I wonder why they are specifically going to target that sector. I mean, the company has $161 billion in assets already, I figure they must have reached several different areas by now.
Oh well, that's my auto insurance news for the day. Actually, this is kind of a broad insurance post, but since auto insurance is listed at the top, this is the landing place.
Do you think that insurance companies should target a specific race or ethnicity in their advertising to get new customers?
I have never heard of Cathy H. Williams before, but apparently it is an advertising company that works with several Fortune 500 companies to help them reach consumers that are African American.
I can't say that I really agree with the whole "advertising for one race" thing anyway, especially since all races should be treated equally, but that's probably another forum and another day...
Nationwide has joined up with said company to help in extending their reach to African American consumers with print, TV, and online advertising.
From what I've read, there isn't a shortage of African American customers with Nationwide, so I wonder why they are specifically going to target that sector. I mean, the company has $161 billion in assets already, I figure they must have reached several different areas by now.
Oh well, that's my auto insurance news for the day. Actually, this is kind of a broad insurance post, but since auto insurance is listed at the top, this is the landing place.
Do you think that insurance companies should target a specific race or ethnicity in their advertising to get new customers?
Posted: Sat Aug 09, 2008 09:52 am Post Subject:
Do you think that insurance companies should target a specific race or ethnicity in their advertising to get new customers?
It's all about demographics probably...they clearly see a market. I personally don't have an issue with it...If I were say, hispanic I might be more inclined (even on a subconsicous level-i'm sure i mispelled that!) to call a company who's commercial had only hispanics in it....how is it any different than targeting say folks 25-50?Posted: Sun Aug 10, 2008 11:16 am Post Subject:
Companies of all kinds target different demographics when they feel that they have opportunities to make more money from that demographic.
Chances are Nationwide will continue to market to other segments of the population. So they are not marketing to African Americans exclusively.
They are probably simultaneously marketing to several other demographics. I don't see anything wrong with this and many other companies use a similar strategy. This includes insurance companies and non-insurance companies.
Posted: Mon Aug 11, 2008 10:10 am Post Subject:
Do you think that insurance companies should target a specific race or ethnicity in their advertising to get new customers?
It is perfectly alright as long as it generates business for them.
It all depends upon the company's business tactics. Often the companies target different segment of the population to offer them customized product/service.
The other posters have rightly mentioned that it all depends upon the demography of the locality. Different community/ ethnic groups have their special needs that need to be addressed by the company in order to capture the market.
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