In the post holiday sales slump that usually follows New Year’s Day, retailers will honor holidays in hopes of boosting revenue.
While adjusting their products and services to commemorate Black History Month, some companies have decided to take it seriously, others have taken it too far, and others haven’t taken it far enough.
BlackEnterprise.com’s Renita Burns and Marcia A. Wade decided to rate the efforts of corporations who have incorporated Black History Month promotions and products on a scale of one to five. A rating of five represents a respectable, well-organized, educational promotion, and a rating of one signifies an insufficient effort in honoring the month’s legacy and purpose.
Let us know if you agree or disagree.
AMERICAN LANDS MILES AWAY
American Airlines sponsored a double header movie night on Feb. 21 and will do it again on Feb. 28 at the American Airlines C.R. Smith Museum based in Fort Worth, Texas. The two movies, The Tuskegee Airmen, starring Laurence Fishburne, Cuba Gooding, Jr., and Malcolm Jamal Warner and the documentary Nightfighters, the True Story of the 332nd Fighter Group, will be shown in the museum’s main theater.
The museum will also display a photography exhibit that focuses on African-American cockpit and cabin crews who worked for American Airlines. Additionally, the exhibit will display photos of Sammy Davis Jr., Jackie Robinson, and Eartha Kitt stepping off American Airlines’ planes.
Marcia’s rating: 2
American Airlines’ self-adulating promotion posing as black history recognition barely gets off the ground. Using posthumous “endorsements†from celebrities seems inappropriate and is definitely uninformative. Of course, celebrities flew on airplanes in the past. It is hardly black history that sometimes they chose to fly American. The rewards go to the filmmakers and movie studios that chose to produce movies about the Tuskegee Airmen, not the C.R. Smith Museum. It doesn’t take much effort to pop in a DVD and call it black history.
Yes, it is wonderful that the photo exhibit acknowledges the accomplishments of Joan Dorsey and Dave Harris, who might possibly be the first black flight attendant and pilot to fly for a major airline, but what about their struggle, and why is this exhibit limited to this museum? Their exhibit would be more substantive if they also featured Marlon Green, who flew for Continental Airlines and not American, but who won the 1963 U.S. Supreme Court Case that opened the door for Harris. Green, Harris or other older members of the Organization of Black Airline Pilots could have come out to lecture about the difficulties they had trying to get hired at American and other major airlines in the 50s. But, as a good marketing tool should do, American’s black history lesson seems to only show a clear runway and blue skies.
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MCDONALD’S IS LOVIN’ THE KIDS
The home of the Big Mac and ultra-convenient Dollar Menu has revved up its Black History Month efforts this year. Aside from giving away more than $20,000 in much needed scholarship aid to African American students, McDonald’s is spotlighting the young achievers. While the scholarship competition is available nationwide, Philadelphia recipients will receive a full-on celebration. Ronald McDonald House Charities and owners and operators of McDonald’s restaurants in Philadelphia will honor 15 accomplished area high school seniors with the financial support. Awards are based on academic achievement, community service and financial needs.
Renita’s Rating: 4.5
McDonald’s, you make it so hard for me not to like you. It’s pretty obvious that the fast food joint isn’t the healthiest choice. But when you’re low on cash those inexpensive lightly salted French fries and McNuggets hit the spot. And now, how can you feel guilty about patronizing those golden arches? Honestly, who can knock the fast-food giant’s effort? While many BHM efforts take a look at the past, McDonald’s may be helping shape the future of a potential history maker. Bravo.
TASTE THE SOUL
Foodinistas can literally have their fill of all that Black History Month has to offer with a 30-day taste test of foods prepared by black vendors at participating JEWEL-OSCOs. The event is sponsored by the Midwest food retailer and Coca Cola. Twenty-five vendors will be serving up dishes made with JEWEL-OSCO products as part of “A Taste of Black History†promotion. For all the recession-battered households in Chicago, the company is also offering a “Cookin’ Combos†grocery sweepstakes where the winner will receive a year of free groceries worth $5,000.
Renita’s Rating: 3
Given the miserable state of the economy, I’m not willing to turn down free home-cooked food or free groceries. But without any historical information to put this offer in perspective, it’s merely another marketing ploy. At least the grocer is giving black chefs a bit of exposure.
NORDSTROM, RHYTHM, AND BLUES
Looks like high-end retailer Nordstrom is venturing into the music business. After all, Black History Month wouldn’t be complete without a retrospective of “the evolution of the Rhythm and Blues of the ’50s into the soul of the ’60s and beyond.†The CD, “Immortal Soul,” is a compilation of songs from the crooners that gave shape to R&B music including Aretha Franklin, James Brown, Otis Redding, and Etta James
According to a store press release, all “after-cost†proceeds from the album sales will go to three music education programs for youth and underserved communities.
Renita’s Rating: 2
Good thing the CD is affordable. Who’d want to pay $9.99 for classic soul albums (available at most record shops) when you can buy this haute couture special edition album for $24.99? This is a poor attempt by Nordstrom. Anyone who has gone into a record store or to Amazon.com knows these classic soul CDs are available by the truck load for a fraction of the price. Heck, even those with a little sleep insomnia have probably watched the Time Life soul music infomercials. The only redeeming aspect of this special is the donation of after-cost proceeds to music education programs.
TARGET HITS THE BULLS EYE
Share your dreams with Target this month. The national retailer is encouraging guests to “Dare, Dream, Do,†during Black History Month as part of it’s year long campaign “Dream in Color,†which celebrates diversity. What would a special occasion be without the ability to monetize it? Well at least Target’s aiming in the right direction. The retailer partnered with R&B songstress India Arie and The Black List Vol. 1 , HBO’s wildly candid series featuring notable black figures sharing their thoughts on black life in America. The DVD went on sale at the beginning of the month for $9.99. Take that Nordstrom!
Renita’s Rating: 4
My natural love of Target may make me a little biased. But the one-stop shop is selling the Black List for a reasonable $9.99. The series is phenomenal and the price can’t be beat. This is a chance to hear how the movers and shakers of popular black culture including Harry Bellefonte, Chris Rock, and a slew of others, feel about blackness and America. Insightful indeed.
VERIZON JAMS TO MOTOWN HITS
Not only does Verizon offer the most fabulously reliable wireless service (though pricey), now, you can listen to your favorite Motown hits (as if you weren’t already) on your cell phone. For Black History Month, the telecom giant partnered up with Universal Music Group to distribute the Motown sound. For a fee, you can jam to your parent’s favorite tunes or revisit your own youth. This is a great idea, except these tracks are available throughout the entire year. Pretty slick, Verizon.
Renita’s Rating: 2
Monthly bill disputes notwithstanding, Verizon is presenting nothing new. The company created an additional channel on its Website and grouped together all the great Motown hits. The redeeming factor: Who can resist those tempting Temptations?
ORGANIC BOUQUET GIVE S BLOOMING TRIBUTE
This month Organic Bouquet, a floral and gift delivery company with “eco-standards†gives customers an opportunity to celebrate Valentine’s Day, Black History Month, and Rosa Parks birthday by purchasing the Freedom Rose Bouquet. The Freedom Rose is certified sustainably grown by Veriflora, an international program that guarantees environmental protection, fair labor practices, and flower quality. Rosa Parks, the mother of the civil rights movement, embodies freedom and justice and so does this rose. One dozen Freedom roses retails for $59.95, a little more than organic flowers from other retailers, but with each purchase of the Freedom Bouquet 10% of the proceeds will be donated to the Rosa and Raymond Parks Institute for Self Development.
Marcia’s Rating: 4
When corporations commercialize holidays, it can get really ugly, but Organic Bouquet’s idea is so very apropos and it makes good business sense too.
SHARE THE WORD
Kmart wants to reach the African American community by “sharing a message of quality, exclusive services and smart prices during the month of February.†The bigbox retailer recruited funny man Steve Harvey to make special in-store appearances. Plus, the company brought onboard Mocha Moms, an online, non-profit support group for mothers of color.
Marcia’s Rating: 1.5
Kmart is using Black History Month to lure people out to shop at their stores, but the Website has little to do with Black History. If you don’t already know about Kmart’s special Black History Month Share-the-Word Website then you certainly won’t find any mention of it on Kmart.com. And it is pretty unclear what “word†the retailer wants people to share. On the Website, the only redeeming attribute is a seven-question black history quiz that doesn’t have any links leading back to the site. Now, that is just bad Website fundamentals. This is a half-hearted attempt at celebrating black history.
I BELIEVE I HAVE A DREAM CHARM NECKLACE
Payless ShoeSource is selling a limited-edition silver-toned loop-link “Rolo” chain with colorful adornments and a charm inscribed with the word “Believe” on one side and “Dream” on the other. One hundred percent of the net profits for every $4 charm necklace sold will be donated to a scholarship program established with the National Urban League’s Project Ready Program, with a minimum guaranteed donation of $35,000.
*Marcia’s Rating: 3
If you wear the necklace, you will believe. The questions is, believe in
(*Renita’s Rebuttal: The concept of paying tribute to “dreaming†and “believing†for Black History Month is creative. While I agree we need to recognize the people and moments that shaped black culture and America, we also need to look at the impetus behind what gave these icons the desire and strength to persevere and do what they did. Hence — believing and dreaming.)
DOMINION SHOWCASES UNSUNG HEROES
Dominion, a Richmond, Virginia-based energy company, is offering the “Strong Men and Women Excellence in Leadership Series†which exemplifies how companies should approach Black History Month. This year, the company identified nine African American role models and then converted their stories into an educational series that is distributed during Black History Month to more than 12,000 schools across Dominion’s service areas in Virginia, northeastern North Carolina, Ohio, Pennsylvania, and West Virginia.
They’ve been doing this for eight years now, and the fact that the company covers the Northeastern part of the country, doesn’t stop them from honoring people who live outside of their service area, such as the Honorable Vel R. Phillips, the first woman and first African American to become secretary of state in Wisconsin. The lesson plans Dominion created and feature on the Website are extremely detailed and include activities for primary and secondary teaching levels along with plans developed by educators to go along with suggested readings from the Website.
Dominion also sponsors an essay writing competition for local high school juniors and seniors.
Marcia’s Rating: 4.5
Most corporations could stand to learn a thing or two from Dominion. The series includes notable African Americans that most people may have never heard of such as Sister Cora Billings, the first African American nun to lead a Roman Catholic parish in the United States. This and more is included in a well-organized format online, equipped with an interactive mural featuring all of this year’s honorees. Unfortunately, there are no links from its homepage to help people find this goldmine of black history.
Renita Burns is the editorial assistant, and Marcia A. Wade is the reporter at BlackEnterprise.com.