Trump, republican party confuse outreach efforts with pandering

Raynard Jackson | 7/6/2016, noon
As long as the Republican Party continues to be dominated by the same ol’, same ol’ White male staffers, consultants, ...
Raynard Jackson, NNPA columnist

— As one who makes his living from understanding the art of strategic communications and public relations, I have tried ad nauseam to enlighten Republicans on this issue, to no avail.

McDonalds’ and Cadillac advertise to Whites differently than they do to Blacks or Latinos, though they are selling the same product to everyone.

They will now use Hip-Hop music in their ads when trying to reach certain demographics versus classical music or use certain athletes/entertainers that resonate with a particular group.

Legendary singer, Barry Manilow, a 72 year-old, White Jew, is not used to sell Ciroc premium vodka for a reason; he is the wrong demographic. Diageo, the owner, has made rapper Sean “P. Diddy” Combs their brand ambassador because they are targeting the urban market, i.e., Black people.

In my world, this is called smart business. Combs has helped to increase Ciroc’s sales 50 fold; they went from 40,000 cases sold per year pre-Combs to over 2.1 million cases per year with Combs. This is what IP gets you in the private sector–profit! This would equate to winning national elections in the political arena.

The Republican’s approach to Ciroc would be to advertise to the whole country, despite the fact that urban Blacks and nightclubs buy most of this product.

Yes, we are all Americans, but we all have our own splash of uniqueness; which is good.

To take my Ciroc example a step further, Republicans would have hired a White brand ambassador (not Combs) to promote the product to the urban market because they don’t believe in “identity politics;” they are colorblind.

This is not a joke. Within the Republican Party, you have many Whites who think they know more about the Black community than someone from within the community.

Solomon said in Proverbs 4:7, “Wisdom is the principle thing, therefore get wisdom; and with all thy getting, get understanding.”

How do you gain understanding of the Black community unless you first recognize and appreciate their uniqueness?

So to my Republicans who have this perverted notion of identity politics when it comes to Blacks, please learn to appreciate market segmentation and market demographics and how to exploit them to sell your message to those who have of late been totally repulsed by your foolish notion of colorblindness. Colorblindness has left the Republican Party in a color-bind.

Raynard Jackson is founder and chairman of Black Americans for a Better Future (BAFBF), a federally registered 527 Super PAC established to get more Blacks involved in the Republican Party. BAFBF focuses on the Black entrepreneur. For more information about BAFBF, visit www.bafbf.org. Follow Raynard on Twitter @raynard1223.