After reading more comments in the discussion:
I stand by what I wrote and offer additional commentary. As Terrence and others have suggested, we have to know our target market and how to advertise to them. Who are our consumers? Everyone. Who is our competition? Everything. We can still reach our goal by having a target market and building from there because in ANY target market group you will be competing with any and everything for attention.
The following article is about target groups.
http://www.entrepreneur.com/article/202334
I will address the youth market or Gen Y and zero in on the Black Gen Y. Here’s an excerpt from the above link
:
Also referred to as millenials or "echo boomers," they are the children of boomers, ages nine to 27. Because of higher costs of living or, in some cases, the over-protective nature of their boomer parents, many are choosing to live at home. University of Michigan economics and public policy professor Bob Schoeni told Time magazine that the percentage of 26-year-olds living with their parents rose from 11 percent to 20 percent between 1970 and 2004. They're 75 million strong and they have disposable income because of their parents' support. Growing up with computers means this generation is especially responsive to internet campaigns. They process information quickly and are especially brand loyal. Gen Yers like innovative marketing approaches and advertising that uses humor or is "outside the box."
Next is an article published in Apr 2004 by Ebony magazine from the google books archives.
I have some issues with some of the info, but I will ignore them to make my point
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The youth market is a 175+ billion dollar market and Black youth are THE major trendsetters of such market. Despite many saying Black youth not valuing education, white colleges and HBCUS would like to differ. No Black youth on a college campus anywhere wants to known to the public as “dumb”. They are also likely to be exposed to a wider variety of info than non college Black youth.
Regardless of income though, Black youth, in general are exposed to a more diversified world via the internet.
How does all of this play into Black Sci Fi/Fantasy? Black owned or focused comic cons are growing and are an obvious choice, but knowing the areas that Black Youth spend the most time and money in, we can target those areas to market our products. It is called product placement in the marketing world.
Black college campuses, Black student unions and Greek organizations on White college campuses are a primary area that should be used. They contain intelligent, creative folks who make up the readers of Sci Fi/Fantasy in general and can be marketed to.
Also, by extension, Black mothers, because she makes up the strongest marketing group of all ethnicities when it comes to influence. She is more likely to share what she likes with family and friends, 62% of Black women believe embracing and supporting her ethnic culture is important, she is typically(like all women) the caretaker and influencer of Gen Z or I(internet generation). 59% of Black women also believe that supporting MBE(Minority Business Enterprises) is important.
Black Beauty salons and barber shop owners 'touch' almost every single Black head in this country. Attending major shows like Bronner Bros in Atlanta and others can be used to build a fan base. A section of many of the hair shows involves “fantasy hair styles”. A creative segue into promoting your product.
In addition, local shops can be used to promote your publications by leaving a few copies at some of the more popular shops and/or putting up posters. If you are customers or friendly with the owners, you can do more.
Anywhere where Black folks congregate that has vendors of any sort can be marketed to. Be it Black film festival, concerts, college homecomings or the many cultural events. We have in SC the Moja Arts festival in Charleston, the Gullah festival in Beaufort, SCSU in Orangeburg and the Black Expo(various cities). There many such venues across the country.
Black youth are the trendsetters and the inspiration for Black youth comes from the communities they live in. They are influenced by creative, daring, humorous and “outside the box” advertising.
As mentioned, they are strongly focused on social media and TV programming.
A Youtube channel devoted to talking about current events in the Black community can be influential. From politically exploitive to rachet, to trendsetting fashions to music. Throwing a blurb in there about the growing and exciting trend of Black Sci Fi/Steamfunk/Sword and Soul and a few spotlighted books, games, shows and such will drop seeds of interest that will be explored as the youth search for the new “thing” to satisfy their active minds. They already have an interest in the genre because they fill the lines of countless movie theatres showing Disney, Marvel, DC and others
There are dozens upon dozens of Youtube channels that cater to Black youth or that Black youth gravitate to. Connecting with the owners of those channels to include your works in their episodes or starting a multi topic channel of your own are ways to generate interest. Have the owners of Black and Sexy TV or some other channel talk about your work by sending them copies.
By focusing on Black youth and getting them hyped and conditioning them to see your product as exciting, hip or the flavor of the month, you can get the attention of White and Asian advertisers and others.
It is not a science, but getting your product out there on something that goes viral can put you in a better marketing position to further sell your brand.
All of the above can be done by extremely hard working individuals or a dedicated group of artists, writers, programmers and support group that is willing to work together to achieve a very achievable goal.
Using BSFS as an example for a collective work model, there already exists local ‘groups’ in major states or cities. That can be expanded to be a local chapter of BSFS( Of course the members and chapters have to be vetted by BSFS management). They can attend local events and be ambassadors for Black Sci Fi/Fantasy in general and doing what BSFS already does, spotlighting. They setup with their works being prominent at the event but having all of BSFS products(the site as well as other members) displayed. This will be different from just the typical one person or company booth, but a promotion of all Black Sci Fi/Fantasy. Contributing a portion of profits back to BSFS which can be used to promote everyone’s products and support an international BSFS brand.
Everything is subject to negotiation, but this can serve as a model to bring all Black Sci Fi/Fantasy to a mass audience AND support local talent and companies.
In closing, this is just one model of promotion and not THE model.
We have to willing to adapt and evolve from our current way of thinking and doing in order to make our genre a mass appeal, 'got to have' hot commodity. Mass appeal applies to both a mass Black audience or diverse audience as your focus.
We do this with elements of our culture that have helped us survive a host of insurmountable obstacles and remain viable to ourselves and our community.
I AM because WE ARE
WE ARE because I AM
Unconditional Love to my Sisters and Brothers always and forever.
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