Welcome to DaiChaTré... Where Passion Meets Purpose. We're here to help you better understand the African-American community and to give you greater opportunities to reach diverse, loyal consumers.
DaiChaTré Public Relations is a certified MBE offering a spectrum of services and providing initiatives in the African-American community. As this integral population continues to grow and shape the current identity of Arizona, we are poised to implement all-inclusive campaigns that reflect our understanding of the community we live and work in everyday.
Contact Us
DaiChaTré Public Relations
P.O. Box 93744
Phoenix, AZ 85070
T 602-550-0034
F 602-304-1088
E lanette(at)daichatre.com
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About Us
Valley of the Sun Juneteenth Freedom Festival
June 16, 2012
SMCC Amphitheatre
Honoring the last slaves to learn of their freedom in Galveston, Texas, this annual worldwide tradition marks a time of renewal, respect and rejoicing. Website
PHX Urban Expo
December 1, 2012
Phoenix Convention Center
The Greater Phoenix Urban League presents its annual expo "where community and business connect." Featuring a career fair, housing and health workshops, entertainment and more. Website
Arizona MLK Celebration
January 21, 2013
Margaret T. Hance Park
The life and and legacy of Dr. Martin Luther King Jr., is commemorated during a festival where different cultures interact. Featuring vendors, cuisine, health fair and entertainment. Website
Arizona Black Rodeo
March 2, 2013
Rawhide Wild Horse Pass
It's a rodeo, African-American style! Showcasing national African-American rodeo competitors, this event is an educational experience celebrating heritage and culture. Website
Events
Ethnodynamics: Understanding the Principles to Multicultural Marketing
- "Speak Ethnicity"
- Drivers of Ethnic Identity
- Content Preferences
- Impact of Ethnicity on Marketing Preferences
- Best Practices for Ethnic Marketing
There is a strong benefit for marketers who are able to “speak ethnicity” in their advertising. When done correctly, ethnicities are more likely to notice your brand and talk about it with their communities. By understanding what categories matter to ethnic consumers and speaking to them with an authentic voice, marketers can tap into this critical audience as the U.S. consumer markets continue to evolve and grow.
Each ethnicity has a set of specific drivers that shape their ethnic identity. Among the most important drivers for African Americans, ranked by order of importance, are:
- How I grew up... Music, Political Beliefs, Ethnic Champion
- How I see my environment... Involvement in ethnicity-related causes
- How I describe myself... As you age
Online content preferences for each ethnicity are closely tied to the major drivers of their ethnic identity.
- Top Ethnic Driver Music
- Content Preferences Music (52%)
For some categories, ethnicity doesn’t come into play as much, for instance, automotive, pharma and travel. However, there are other categories where it’s critical for brands to speak directly to specific ethnic groups. 62% of African-Americans want Health and Beauty products marketed specifically to them.
How important is ethnicity when products are marketed to...
African Americans:
- Health & Beauty (62%)
- Clothing (54%)
- Entertainment (52%)
- Consumer Packaged Goods (38%)
- Feature diversity in your ads: 7 in 10 minorities feel that diversity in ads are the best reflection of the real world
- Target specific ethnicities in the categories that matter to them
- Avoid stereotype: Keep messaging inspirational and positive
- Select an authentic spokesperson
- Be authentic: Demonstrate a real value proposition
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