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The Agency

Wil Power Integrated Marketing founded in 1996, is a full-service lifestyle marketing agency. We provide means to maximize your brand’s overall marketing capabilities and the lucrative sales results that follow. We excel in our capacity to curtail strategies, planning, development, and creative designs. These marketing factors are original to clients’ specific commercial, executive, and operational structures. 

WPI implements and manages advertisement and marketing campaigns for clients seeking to maximize brand loyalty and customer retention, reinforce brand awareness specifically among potential clientele, enhance product satisfaction, and gather valuable market research information from niche market segments. Through these procedures, WPI enables companies to expand market segmentation.

STEVE HARVEY BOOK 

Challenge: 
Harper Collins needed a creative way to create awareness about Steve Harvey's Think Like a man book and wanted a direct pipeline to the AA female audience. 

Situation Analysis: We wanted to reach the Urban AAW adult 25-54 segment that belong to book clubs. 

Solution: 
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute branded book marks and copies of the book. This took place in the top 6 markets. 

Tactics:
• Over 200,000 consumers reached in 6 markets
• Generated excitement through stylists handing out copies of the book at the salon 

Acrimony 

Challenge: 
WPE was tapped to reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such AA beauty salons to garner support for Acrimony.

Solution: 
Understanding the cultural significance of beauty salons as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty shops in the top 5 AA markets across the nation. Beauty shop activations included customized ‘in-store’ merchandising to enhance the salon experience for AA patrons as well as street teaming activities to increase awareness and excitement for the Acrimony movie.

Salon Takeovers and Screening Parties
To promote ACRIMONY and to highlight the films storyline , our salon ambassadors distributed ACRIMONY branded premium assets (designed and developed as custom pieces for salon distribution) to top beauty salons . The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about the movie through branded premiums. The branded swag items served as a conversation starter and buzz driver of the films theme.

The Best Man Holiday

Challenge: 
Universal Pictures and RCA records needed a creative way to promote the The Best Man Holiday movie and soundtrack and wanted a direct pipeline to the mostly AA female and male audience 25-54.


Solution:
WPE developed a multi-tiered urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters, soundtracks, and style booklets. This took place in urban beauty salons in 14 markets.

Exposure/Results:

  • No.1 comedy of the week! Generated over $31 million at the box office.
  • Over 2.9 million impressions delivered.
  • The album soundtrack sales increased 300% opening weekend of the movie. 
  • Movie-goers reached in beauty salons in 14 markets.
  • Generated exposure through one sheet posters, soundtracks, and Best Man style booklets placed prominently in beauty salons. 


DELIVER US FROM EVA 

Challenge: 
Focus Features films needed a creative lifestyle campaign to reach AAW. 


Situation Analysis:
Focus Features wanted to generate excitement around the film.

Solution:
WPE designed a multi-tiered marketing campaign that tapped into the lifestyle and culture of the African-American audience.

Tactics:
• Over 2 million consumers reached through 3,000 beauty salons in 10 markets
• Generated excitement through distributing collateral in hundreds of soul food eateries in 10 markets
• WPE arranged an unprecedented nationwide promotional partnership deal between L’eggs and Focus Features to support the launch of the film. Sweepstakes inserts were placed inside over 500,000 L’eggs pantyhose packages.
• WPE arranged advertorial support in a top Black hairstyles publication that had a 500,000 per month circulation

Results:
• The film generated over $6.6 million opening week.


Equalizer 2 

Challenge: 
WPE was tapped to reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such AA beauty salons to garner support for EQUALIZER 2.


Solution:
Understanding the cultural significance of beauty salons as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty shops in the top 10 AA markets across the nation. Beauty and barbershop activations included customized ‘in-store’ merchandising to enhance the salon experience for AA patrons as well as street teaming activities to increase awareness and excitement for the EQUALIZER 2 movie.

 
Salon Takeovers and Screening Parties
To promote EQUALIZER 2 and to highlight the films storyline , our salon/barbershop ambassadors distributed EQ2 branded premium assets (designed and developed as custom pieces for salon distribution) to top beauty and barbershops in 10 AA markets across the nation. The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about the movie through branded premiums. The branded swag items served as a conversation starter and buzz driver of the films theme.

Social Media Strategy
Tasked with coordinating salon social media, we developed a curated list of beauty salon and barbershop influencers with engaged fan bases that aligned with EQUALIZER 2’S target demographic. To maximize reach, we worked with barbershop/salon influencers to develop creative concepts that felt authentic to their fans.

WPE ran a challenge, challenging hairstylists nationwide to be the first to post their best "Go To Equalizer hairstyles to Instagram generated over 500K million impressions..

 

Driving conversation in the community
• Shared over 17,000 times on Facebook, Instagram, twitter and ‘liked’ by over 500,000 fans, EQUALIZER 2 barber & beauty shop experience was a hit with AA audiences.
• The campaign received over 3.2 million impressions to date.
• Equalizer 2 opened with $35.8 million in ticket
sales outperforming its predecessor.

 

THE BROTHERS 

Challenge: 
Screen Gems needed a creative way generate excitement for the opening of The Brothers film and wanted a direct pipeline to the AA female and male audience.

Situation Analysis: 
Screen Gem had a few obstacles to overcome when promoting the film. First they need a way to reach the AA female movie-goer and reach the male movie-goer.

Solution: 
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female and male audience. WPE utilized salon and barber shop ambassadors to prominently display one sheet posters and distribute branded movie items. This took place in the top 10 markets. WPE also partnered with the 24hr. fitness chain to promote the film.

Tactics:
• An in-store and online campaign with 24hr. fitness
• With more than 14,000 website responses received in just over 20 days, the success of the Brothers Sweepstakes was proven to be one of the most successful consumer marketing campaigns at the time. With on-line promotional banners at Sony.com and 24hr. Fitness.com integrated with field marketing and P.O.P. displays, the sweepstakes promoted the Brothers Film. 24hr. Fitness, Hilton Hotel, DaDa Footwear, and Warner Bros. Records sponsored the sweepstakes.
• 24hr. Fitness prominently placed P.O.P. displays and one sheet moviesposters in all 250 clubs nationwide.

Results: 

The Brothers grossed over $10 million opening weekend

ALEX BOYD 

Challenge: 

RCA Records needed a creative way to introduce Alex Boyd's
new album to his fan base and wanted a direct pipeline to the AA female
audience.

Situation Analysis: 
RCA Records wanted to reach those Urban AAW adult
radio listeners 22-34 that are still physical buyersSolution: WPE developed an urban salon campaign that taps into the
lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute sampler CD’s. This took place in the top 5 markets.


Tactics:
• Over 200,000 consumers reached in 5 markets
• Generated excitement through stylists handing out sampler CD’s and bookmarks 

• Samplers were provided to salons to put on rotation
Results: Over 200,000 consumers were reached with this campaign


BRANDY ALBUM 

Challenge: 

RCA Records needed a creative way to re-introduce Brandy to her fan base and wanted a direct pipeline to the AA female audience.  

Situation Analysis: 
RCA Records had a few obstacles to overcome when promoting her album. First Brandy is an established artist re-entering into the music landscape after a prolonged absence.We wanted to reach those Urban AAW adult radio listeners18-34 that are still physical buyers.

Solution: 
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute sampler CD’s. This took place in the top 6 markets.


Tactics:
• Over 150,000 consumers reached in 6 markets
• Generated excitement through stylists handing out sampler CD’s
• Samplers were provided to salons to put on rotation 

Results: Debuted #1 on the Billboard R&B albums charts, sold over 64,000 copies.

ELLE VARNER 

Challenge: 
RCA Records needed a creative way to break new artist Elle Varner and wanted a direct pipeline to the AA female audience.

Situation Analysis:
RCA Records had a few obstacles to overcome when promoting her album. First Elle is a new artist entering into a music landscape of high profile established artist. We wanted to reach those Urban AAW adult radio listeners18-34 that are still physical buyers.

Solution: 
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute sampler CD’s. This took place in the top 6 markets.

Tactics:
• Over 150,000 consumers reached in 6 markets
• Generated excitement through stylists handing out sampler CD’s
• Samplers were provided to salons to put on rotation

Results:
Elle Varner's debut album Perfectly Imperfect landed at the #2 spot on the Billboard R&B Albums chart and the #1 spot on the iTunes R&B/Soul chart.

EMELI SANDE 

Challenge: 
Capitol Records needed a creative way to break new artist Emeli Sande and wanted a direct pipeline to the AA female audience.

Situation Analysis:
Capitol Records had a few obstacles to overcome when promoting her album. First Emeli is a new artist and is from the U.K. as was not known in the U.S. We wanted to reach those Urban AAW adult radio listeners18-34 that are still physical buyers.

Solution:
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute full CD’s and branded bookmarks. This took place in the top 5 markets. 

Tactics:
• Over 100,000 consumers reached in 5 markets • Generated excitement through stylists handing out branded bookmarks • Full CD’s were provided to salons to put on rotation

Results:
The campaign was successful on every level. Emeli Sande’s awareness was elevated to 75%-80% in each market. 

MIGUEL ALBUM 

Challenge: 

RCA Records needed a creative way to market Miguel's new album to his fan base and wanted a direct pipeline to the AA female audience. 

Situation Analysis: 
RCA Records wanted to reach those Urban AAW adult radio listeners18-34 that are still physical buyers. 

Solution:
WPE developed an urban salon campaign that taps into the lifestyle and culture of the African-American female audience. WPE utilized salon ambassadors to prominently display one sheet posters and distribute sampler CD’s. This took place in the top 8 markets. 


Tactics: 
• Over 200,000 consumers reached in 6 markets
• Generated excitement through stylists handing out sampler CD’s
• Samplers were provided to salons to put on rotation 


Results: 

Miguel's Kaleidoscope album sold over 68,000 copies the first week, while Adorn sits at #1 on Billboard R&B/Hip Hop songs chart for it's 5th straight week.

AT&T 

Challenge: 

AT&T tapped WP Integrated Marketing to maximize awareness around the AT&T Code of Culture campaign. We developed and executed an African American targeted campaign including beauty salon and barbershop influencer outreach, experiential activations and social media management . It was supported with custom content integrations, creating an audio experience of the code through custom radio programming, grassroots OOH, display and social.

Solution:
Understanding the cultural significance of beauty salons and barbershops as a way to drive buzz and WOM within the African-American community, WPIM activated selected beauty and barbershops in the top AA markets across the nation. Beauty and barbershop activations included customized ‘in-store’ merchandising to enhance the barber and beauty shop experience for AA patrons as well as street teaming activities to increase awareness. 


Salon Takeovers and Screening Parties
To promote the AT&T Cultural Codes campaign our ambassadors distributed branded premium assets (designed and developed as custom pieces for salon distribution) to top beauty salons and barbershops in key markets . The branded swag and subsequent distribution were an effective way to reach a captive AA consumer, while organically messaging about AT&T through branded premiums. The branded swag items served as a conversation starter and buzz driver of the AT&T brand through an interactive and immersive experience.


Social Media Strategy
Tasked with coordinating salon social media, we developed a curated list of beauty salon influencers with engaged fan bases that aligned with AT&T's target demographic. To maximize reach, we worked with salon/barber influencers to develop creative concepts that felt authentic to their followers.


Driving conversation in the community
Shared on Facebook, Instagram, Twitter, AT&T beauty and barbershop experience was a hit among AA consumers.

 


ABC The Mayor 

Challenge: 

Reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such as AA barbershops and beauty salons to garner support for show's campaigns.

Solution:
Understanding the cultural significance of beauty salons/barbershops as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty and barbershops in the top 5 AA markets across the nation. Beauty and barbershop activations included customized ‘in-store’ events to enhance the salon/barbershop experience for AA patrons as well as street teaming activities to increase awareness and excitement for The Mayor television series.


Tactics:
To promote the ABC The Mayor series and to highlight the shows storyline , our salon ambassadors distributed The Mayor branded premium assets (designed and developed as custom pieces for salon distribution) to top barbershops and beauty salons . The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about The Mayor series through branded premiums. The branded swag items served as a conversation starter and buzz driver the shows theme.

Salon Takeovers and Screening Parties
The top AA barbershops and salons in each market hosted advance screening takeover events in support The Mayor show. This was an opportunity to have a front row seat and appeal to a segment that yields tremendous influence in shaping the overall urban AA male and female consumer.

WPE “eventized” the activations by creating the consumer engagement opportunity for men and women to get pampered and watch the pilot show of The Mayor . The screenings included key tastemakers, influencers and social media to spread the word about The Mayor advance screening experience. To target African-American males and females, an important consumer segment for the show, WPE “took over” top beauty salons and barbershops across the nation to host an exclusive The Mayor experience. Each salon takeover included special event elements such as: free hairstyles, haircuts, food and drinks, screening opportunities and more.


TNT - Claws 

Challenge: 

Reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such as nail and beauty salons to garner support for shows campaign.

SOLUTION
Understanding the cultural significance of nail and beauty salons/barbershops as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty and nail salons in top AA markets across the nation. Beauty and nail salon activations included customized ‘in-store’ events to enhance the salon experience for AA patrons as well as street teaming activities to increase awareness and excitement for the television series.


Beauty Salon Takeovers
To promote the TNT Claws series and to highlight the shows nail themed storyline , our salon ambassadors distributed Claws branded assets (designed and developed as custom pieces for salon distribution) to top nail and beauty salons . The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about the Claws series through branded premiums. The branded swag items served as a conversation starter and buzz driver celebrating nail art and the shows theme.

Salon Takeovers and Screening Parties
The top salons in each market hosted advance screening takeover events in support Claws. This is an opportunity to have a front row seat and appeal to a segment that yields tremendous influence in shaping the overall urban AA female WPE “eventized” the activations by creating the consumer engagement opportunity for women to get pampered and watch the pilot show of Claws . The screenings included key tastemakers, influencers and social media to spread the word about the claws advance screening experience.

Beauty Salon Takeovers
To target African-American females, an important consumer segment for the show, WPE “took over” top beauty salons across the nation to host an exclusive Claws experience. Each salon takeover included special event elements such as: free manicures, massages, food and drinks, screening opportunities and more.


STEVE HARVEY
TALK SHOW 

Challenge: 

NBC needed a creative way to draw AAW viewers 25-54 to tune-in to the new Steve Harvey daytime talk show.

Situation Analysis:
NBC had a few obstacles to overcome when promoting. First talk show genre has a lot of competition among networks.

Solution:
WPE designed a multi-tiered urban salon campaign that tapped into the lifestyle and culture of the African-American female audience.


Tactics:
• Over 300,000 consumers reached through 1,200 beauty salons in 6 markets
• Generated excitement through distributing thousands of branded styling capes to salon owners and branded manicuring sets.

Results:
• The show/posted a solid 1.5/4 in the metered market households. That was a 50% improvement of the time period vs last September and up 25% from its lead-in. Among women 18-34, Steve Harvey (0.9/5) was up 80% from last year.


The Last OG

Challenge: 

TBS tapped Wil Power Entertainment to maximize awareness around the highlyanticipated The Last O.G. television series. We developed and executed an African
American targeted campaign including beauty salon and barbershop influencer outreach,
experiential activations and social media management.


Solution:
Understanding the cultural significance of beauty salons and barbershops as a way to drive buzz and WOM within the African-American community, WPE activated selected beauty and barbershops in the top AA markets across the nation. Beauty and barbershop activations included customized ‘instore’ merchandising to enhance the salon experience for AA patrons as well as street teaming activities to increase awareness and appointment viewing for The Last O.G. series.


Salon Takeovers and Screening Parties
To promote The Last O.G. and to highlight the shows storyline , our salon ambassadors distributed branded premium assets (designed and developed as custom pieces for salon distribution) to top beauty salons and barbershops in key markets . The branded swag and subsequent distribution were an effective way to reach a captive AA audience, while organically messaging about the television sitcom through branded premiums.

The branded swag items served as a conversation starter and buzz driver of the shows theme. Social Media Strategy
Tasked with coordinating salon social media, we developed a curated list of beauty salon influencers with engaged fan bases that aligned with The Last O.G's target demographic. To maximize reach, we worked with salon influencers to develop creative
concepts that felt authentic to their fans.

RESULTS
The Last O.G. Premieres as #1 Comedy, Biggest Cable Comedy Debut Since 2015 Strongest TBS Original Premiere Ever Tracy Morgan’s Comeback Delivers 1.8M TotalViewers, 882K P18-49 in LSD; Projected to Hit 1.25 Million in L7
 

Driving conversation in the community
Shared over 20,000 times on Facebook, Instagram, twitter and ‘liked’ by over 500,000 fans, The Last O.G. beauty and barbershop experience was a hit with AA audiences.

The campaign received over 4.5 million impressions to date.


THE SOUL MAN 

Challenge: 

TVland needed a creative way to reach new AAW viewers 25-54

Situation Analysis: 
TVland had a few obstacles to overcome when promoting The Soul Man program. First they did not specialize in original programming or African-American sitcoms. 


Solution:
WPE designed a multi-tiered urban salon campaign that tapped into the lifestyle and culture of the African-American female audience.

Tactics:
• Over 500,000 consumers reached through 3,000 beauty salons in 10 markets
• Generated excitement through stylists handing out over 150,000 branded nail files.


Results:
• The Soul Man averaged a strong 4.89 among AA aged 25-54, making up 66% of the 25-54 audience
• “Appointment Viewing” averaged a 0.61 AA A25-54 rating (this nearly doubled from the 0.32 AA rating for “Ray” at 9, meaning AA viewers showed up early for Soul Man.
• Among AA Women 25-54, Soul Man scored an even stronger 6.05 rating, making up 70% of the 25-54 audience.

Soul Man became the second highest rated TV Land original series EVER Tactics:


FOX EMPIRE 

Challenge: 

Reach African-Americans through targeted promotions and outreach by hitting key cultural touch points such as beauty salons and barber shops to garner support for the television shows campaign.


Solution:

Understanding the significance beauty salons/barber shops as a way to drive buzz and WOM within the African-American community, Wil Power Entertainment activated select beauty salons in top AA markets across the nation. WPE developed and executed a multi-tired urban salon campaign that taped into the lifestyle and culture of the AA audience. WPE utilized field teams to deliver branded promotional items from the Empire show. We distributed t-shirts, branded ear buds, compact mirrors, and posters.


  • Over 20 million impressions delivered
  • 500,000 consumers reached in beauty salons in 10 markets
  • Empire premiered to 9.8 million viewers and 3.7 rating among adults 18-49
  • Empire now is the highest rated show on Fox in over 3 years and has shattered ratings records that stood for more than 23 years.


Affluence Identity

African-Americans indicate a higher staying power once they find a brand they like. They are frequent shoppers and stronger likelihood to “always buy the brands they trust”.

In an age of increasing cultural diversity and ethnic growth, advertising that speaks to different identities must be a vital component of any effective marketing plan. It is incumbent on marketers to understand the differences in audiences in order to successfully engage consumers.

African-Americans tend to demonstrate a high degree of brand loyalty, so it’s incredibly useful to create ads or campaigns that successfully penetrate their awareness. Advertising effectiveness increasingly depends on reaching the right consumer, with the right message, at the right time and in the right place.




Authenticity

Authenticity is the currency of effective communications.

WPE develops a genuine relationship with your audience. We believe that by rooting yourself in the African-American culture and understanding the core value those rituals, customs and institutions, you can use this knowledge to convey your brand story and engage consumers.

WPE touches this hard to reach audience by leveraging insights that are true to the African-American consumer as well as incorporating cultural cues that are easily recognized by African-American consumers.


Black consumers remain at the forefront of social trends and media consumption. Marketers underestimate the opportunities missed by overlooking Black consumers’ frustration of not having products that meet their needs in their neighborhoods. This frustration is potentially further compounded by the low level of inclusion of Blacks in television programs, advertising messaging and point-of-purchase communication. Companies that don’t advertise using Black media risk having African-Americans perceive them as being dismissive of issues that matter to Black consumers.




Niche Marketing

In today’s world of fragmented media, niche marketing is more important than ever. All consumers, especially the African-American market, have unprecedented options when it comes to media and how they interact with clients. WPE has built meaningful engagements between clients brands and this hard-to-reach audience. WPE is a leading brand marketing firm that creates and implements pioneering marketing concepts for global consumer brands. 

WPE specializes in developing innovative promotions for television, music, sports, entertainment and fashion companies.




Relevance

Too often, companies don't realize the inherent differences of the African-American community, are not aware of the market size impact and have not optimized efforts to develop messages beyond those that coincide with Black History Month. 

It remains paramount that Wil Power Entertainment's clients understand their target customer and how to incorporate global consumer brands into their lives. The campaign needs to be creative and resonate with the intended audience. Last, WPE considers the variety of relevant advertising messages that can foster a sense of engagement with this audience.




Resonate

WPE realizes the message and the medium are important.

When trying to connect with the Black consumers and maximize return on investment, WPE aligns with media that resonate and that consumers will trust.

We deliver your message in a trusted environment where your campaign is not only considered an endorsement, but also translates into the consumer believing you know what they like and often seeing it as support of the community.




URBAN BEAUTY SALON MARKETING

While African-Americans are voracious consumers of media such as television, radio and print, many companies assume that there is no need to advertise to Black audiences through African-American out-of-home outlets such as urban beauty salons. 

This is a missed opportunity for companies, who can use such outlets to reach Black consumers in trusted environments where Blacks see themselves most often reflected.


These deeply ingrained urban beauty businesses have precipitated brand new ad space where none existed before. Unlike TV, radio or print, WPE’s urban beauty salon marketing message cannot be time shifted, turned off, or put down. WPE's marketing philosophy is simple, we focus on reaching consumers when they are most receptive and captive, when life itself slows them down. This is precisely the moment when the connection is thoroughly easier to make. We reach your target consumer at the salon when they have the time and right frame of mind to effortlessly engage with your brand messages and impressions.This format delivers tremendous stopping power that reaches it’s consumer providing your brand message in a relevant and convenient manner.
African-American consumers spend over 300 billion a year on hair care services alone. WPE is the progenitor and leader in urban beauty salon marketing. After years of development and numerous instances of marketing success within urban salons, WPE reached a milestone in designing a system in which clients would better reach and retain patrons within these health and beauty establishments.


The Wil Power Marketing team is positioned in over 40 such markets nationwide. WPE possess strong, well-established relationships and business transactions with thousands of African-American and general market beauty salons that cater to the urban African American demographic. Salons are deeply ingrained businesses within the community; they have provided meeting places external from work or religious facilities and embraced social and economic interaction within the community. The salon has become a social club in which patrons and beauty service providers have forged an interdependent relationship, enabling both parties a means to enjoy absolute satisfaction.


Through urban beauty salon marketing, WPE custom designs strategies and campaigns that provide direct and prolonged access to loyal and lucrative audiences based in the African American demographic. Companies are always in search of strategic marketing services. Time is money, andWPE provides images and field reports that can be accessed in hours. WPE implements advantageous strategies in competitive location verifications and photo documentation application.

The urban beauty salon demographic WPE centers around is mostly AA women and men. Although they represent 12 percent to 13 percent of consumers, their influence on consumption can be much bigger than that. When you do brand campaigns with African Americans at their heart, that can drive the entire business. The durable buying power of the 25-54 year old, African-American consumer has proven to be a commercial phenomenon, indeed. This is an opportunity to reach an audience that is desired by advertisers, and can be enormously successful.


This conscious shopper lives an upwardly mobile lifestyle and is responsible for the growth of many luxury brands. She is a shopper that not only purchases goods and services for herself, but as a mother and/or wife in many other instances; this enables greater expansion into the urban market for any particular brand. Targeting this segment has the potential to increase global companies market share among the key African-American female consumer. According to our research, not only does this segment possess higher earning households, they shop more and spend more than the total non-African-American population. As a global brand or entertainment company seeking to connect with this consumer you must undoubtedly consider the urban African-American contemporary consumer as a segment for potential growth.


These are middle to upper-class, urban professional men and women who are socially, politically, culturally, and economically-adept. They value the quality and skill placed in health, beauty, and fashion goods and services. The reason this demographic is so essential to greater profits for numerous corporations is that urban professionals lead very fast-paced and hectic, yet successful lives.With constant movement and various transactions, the interaction between such professionals within urban beauty facilities generates interplay in which the core values of such patrons can be easily aligned with brands’ visions of commercial success.

Due to the limits on visual and aural advertisements, many companies struggle for room in numerous multimedia venues to reach the urban beauty salon demographic. WPE provides specific, time-sensitive access which prolongs overall media exposure through product placement. This strategy in marketing alone enriches opportunities to generate greater, more affluent revenues for global consumer brands and entertainment companies. In this sense, the exposure to the urban professional who possesses a substantial amount of disposable income is a unique opportunity for companies that meet key demographical needs. WPE’s custom-designed marketing strategies contain a comprehensive means to establish and maintain commercial consistency among the urban beauty salon demographic. Due to the amount of time patrons spend in urban beauty salons, they are a captive audience who is exposed to a high amount of marketing campaigns. They interact with goods and service providers with a more direct, hands-on experience. This is a one-on-one engagement versus the removed, distant, and seemingly aloof advertisement via billboards and magazine ads. WPE provides marketing exposure for brands that recognize patrons’ needs, and at the same time, makes them a more conscious part of the sales-purchase process.


FAITH BASED MARKETING

The urban-faith market is a key audience since part of it’s core audience is the African-American church. The need to include faith-based initiatives as a part of their overall marketing strategy is paramount. The power of one-to-one engagement is the best way to get focused on key markets and spread the gospel to the masses. 

This is an opportunity for potential consumers to touch and feel the brand, it presents a unique way to get to the essence of the brand and give potential consumers an opportunity to fully embrace the feel of the program.