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Thanks for sending me the email regarding this commercial. I am however extremely disappointed that you have determined that only a Caucasian women can represent a typical American Family. I am an African American women who could represent the typical American Family just as good if not better than anyone. Maybe you should consider not only changing the verbiage but also consider opening up the casting of the roll to ALL RACES since that is what being typically American should be all about.
From Darius on Tuesday, 2/23 at 2:00 PM:
Dear Black Woman,
Thanks for replying. I’m sorry you feel this way. The essence of any marketing campaign is to ensure the products looks and feels like something the audience has a demand for. If I were primarily running the commercial in urban areas (Chicagoland area) alone, then I agree with you. However, I’m not. The heavy rotation of this commercial will be seen in the likes of Peoria, East St. Louis, Rockford, Urbana, and other areas where African Americans aren’t predominate.
I have financial goals relative to this project and it’s my desire (as well as the desire of my investors) that we take the most appropriate steps to meet those goals. By casting a typical WHITE American family, I’ve done that.
Enjoy the remainder of your day…
From Black Woman on Wednesday, 2/24 at 6:05 AM
Hey Darius
Thanks for your prompt response, however, I still disagree. I watched Paula Deen not because she represented what a typical "American was, I watched her because she cooked liked my mommy who was raised in the South. I know you are probably are an educated marketing specialist who knows about demographics and that you have to satisfy your investors, but at some point when does common sense and fairness become a part of your board meeting agenda.
By casting a typical WHITE American white female, you have discriminated against me and other women of color as well who are proud to be typically American.
Let's agree to disagree but you should consider running two commercials.
You enjoy the remainder of your day as well.....
With warmest regards from a TYPICALLY AFRICAN AMERICAN WOMEN
From Darius on Wednesday, 2/24 at 9:50 AM
Dear Black Woman,
Let me preface this response by stating that I’m not racist. I love all people. I celebrate what makes us similar and I don’t focus on our differences. I use that as opportunities for learning – and it makes for a great culinary experience as well.
You confirmed by thanking me “for sending this e-mail” that you did in fact directly receive this last e-mail. I used the same mode of communication when seeking potential investors. This means that you received those earlier e-mail messages as well. Had you taken the opportunity to potentially become an investor, I’d have every right to take the time and entertain your thoughts and ideas. After all, you’d be a shareholder, so this company is yours as well.
How many?
I’m sure you’ll agree not many.
If that is the case – then why would I profile a product to a certain demographic without ensuring it looks and feels like a product they’d use? This is a business. My main goal here is to increase revenue, not let it jump out the window. Would you buy a product that didn’t LOOK like something you’d use? Profiling a product to a demographic of people and it looks NOTHING like what they’d use is downright stupid. It’s foolish. That’s common sense – anyone knows that. I’m not a marketing professional by any means. I’m a brand new entrepreneur that was thrown into business ownership by accident – and I’m glad I landed on my feet. In fact, I’ve got a degree in a completely different area of study – Biblical Studies. So, I’m using common sense as my team and I build this marketing campaign.
As I bring this to a close, let me ask you this question. Is it not enough that a 28 year old Black man owns the company? Is it not enough that 100% of our current investors are Black? Is it not enough that 98% of our potential investors are Black? Is it not enough that we’re using a Black-owned bank? Is it not enough that we’re using a Black-owned accounting firm? I firmly believe in circulating dollars amongst minorities and African-Americans. However, we do not live in an all Black world. If you owned a company and did business to Blacks only, where would your revenue percentages stand? I don’t understand your issue to have a product consumed by 27% of African Americans and 86% of Whites represented by a minority. It just doesn’t make sense.
Finally, the deadline for investing is approaching. It is set at March 1st. For $2,000.00 per 1% share, you have the option to own a percentage of this company. That means that as your CEO, I have every right to listen and electively choose to heed your advice. If you’d like to become an investor or would like to hear more information, please contact me and we can set up a call of Skype conference to discuss. This will ensure a medium will be presented in which to listen to and act upon any concerns that you may have.