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Dora Nunez and Wes Hall Mixing it up to find the winner of the iPad II
Since its inception, Nielsen has been a staunch supporter of the Taste of Soul Family Festival. It’s a relationship the global information and measurement company hopes to continue to build. “We’ve been participating in the Taste of Soul since the beginning,” said Nielsen Public Affairs Manager, Dora Nunez. “This event brings together the community of Los Angeles—the core people, going there its very diverse. From the start we saw everyone coming out African-American, Asians, Latinos to enjoy the food, music and learn what all the companies and corporations are about. For Nielsen, we are focused and want to make sure that people walk away with more awareness of Nielsen. We could do advertisements, billboards but we wanted to reach our people right then and there, so why not bring our company out to the neighborhood?” ‘Why not’ indeed.
According to Nielsen’s 2013 African American consumer report titled, “Resilient, Receptive and Relevant“ African-Americans currently yield a buying power of $1 trillion that is forecasted to reach $1.3 trillion dollars by the year 2017. Therefore, the importance of connecting with African-American consumers is now more important than ever. Additionally, African-American consumers are distinct from other consumer groups, and understanding African American spending habits is critical to making lasting connections within the community.
Currently 43 million strong, African-American consumers have unique behaviors from the total market. For example, African Americans are aggressive consumers of media and they shop more frequently. Blacks watch more television (37%), make more shopping trips (eight), purchase more ethnic beauty and grooming products (nine times more), read more financial magazines (28%) and spend more than twice the time at personal hosted websites than any other group. With that type of buying power at our disposal, it is imperative that as consumers we understand how to leverage our economic influence to positively impact our communities.
“It’s important that our consumers know to recognize and value when they are making purchasing decisions how they contribute as a whole and how they are impacting their communities,” stated Nunez. “We still find that many people in communities of color don’t know who Nielsen is. Taste of Soul is the biggest festival in Los Angeles and it brings people from all over LA. This gives us an opportunity to show people who Nielsen is and why they should care, mostly because we are still having trouble recruiting African-Americans, Latinos and Asians because they don’t know about Nielsen. In addition, on the TV side, when you get a letter or a Nielsen rep knocking on the door, we want people to open those doors and say, ‘YES, we saw you at Taste of Soul’ or ‘my aunt was there and she told me about Nielsen.’” Nunez goes on to explain, that the opportunity to be involved with Nielsen is important because the You Matter digital form. With the You Matter digital form, consumers opt in to be part of the database that’s shared with Nielsen’s online and mobile teams that need lists of people from the LA area who have said, ‘yes I’m willing to participate with Nielsen because it matters.’ “We want to make sure we have enough panelists, that will represent the community,” she said.
This year at the Nielsen booth, visitors will not only get to experience Nielsen’s latest technology, there will be games, trivia challenge and an opportunity to learn about their consumer power and be empowered. “Visitors will be very surprised and excited by what Nielsen has to offer,” Nunez insisted. “We know numbers can be intimidating sometimes but we try to make it interactive, fun and easy to understand.
It doesn’t matter if you’re a mom and pop store or a radio station; we’re all there for the same purpose—to share our product and information. We’re celebrating South LA. This is the day we can show everyone, we’re smart, we’re talented, we’re business owners.”