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Marketing to the African American Millennial Man

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Marketing to the African American Millennial Man

We have learned a lot about the Millennial Generation on The Fresh with our recent series on Millennial women but we thought it would be beneficial to dive even further into sub-sections within the Millennial Generation.

As we have explored before in our blog Change It Up, the Millennial Generation is incredibly diverse. They have become one of the most ethnically diverse generations in the United States. Specifically, the African American population has grown 64 percent faster than the rest of the country since 2010. They are the third largest ethnic group of the Millennial Generation, occupying 13 percent of the population.

As a brand it is important to incorporate this information when marketing and to not homogenize Millennials. When targeting African American Millennial men there are a few things to keep in mind:


38 percent of African Americans feel underrepresented in media and twenty five percent feel that many advertisements targeted towards them are offensive. Research has shown that African American consumers tend to respond more favorably to ads that feature an African American cast compared to ads featuring a non-African American cast. This means that when you're marketing, manipulate campaigns to reflect diversity and avoid falling into stereotypes.

Social Media

African American Millennial men are avid social media users. They are reported as being the most intense users of the internet based on time and frequency. More than any other Millennial of ethnic background, African American men use social media to research and purchase the best product for the best price. When targeting African American men consider emphasizing online campaigns.


Interestingly, African American men are 78.4 percent more likely to own an Android over an iOS device. Overall, smartphone and tablet use is very high at 90.9 percent. This sub-section of the Millennial Generation is highly invested in their phones. Interactive and easy to navigate mobile websites are a must.

After engaging with a product, African American Millennial men have significant brand loyalty. By including some of these tips and reminders, your brand can connect more closely with this important sub-section of the Millennial Generation and possibly have a lifetime consumer

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Fresh Perspectives: Tarah Feinberg, CMO & NY Managing Director, KITE


Fresh Perspectives: Tarah Feinberg, CMO & NY Managing Director, KITE

Welcome to the FRESH Perspectives series. FRESH Perspectives is designed to give top insights from VIPs, industry influencers, marketing leadership, and all around amazing people. 

This week, we're profiling Tarah Feinberg, or as we call him, one of the most amazing people in New York. We're not just making that up. Tarah's spent 15+ years in entertainment and marketing as a translator, creator and ambassador for emerging technologies. He's launched new divisions and practice areas, like the Digital Studio at NBC Universal and iCrossing's social media and real-time content marketing group. Currently, as CMO and NY Managing Director of KITE, he leads communications and customer development as well as KITE’s NY operations. 


FRESH: What are the two biggest issues marketers are facing today?

TF: Growth and disruption. Fortune 1000 isn't seeing the double-digit growth that they got used to before the Lehman Brothers crash, but their shareholders expect greater performance and increased profits more than ever. That requires marketers to find new ways to differentiate and to capture the attention and affinity of consumers at every point along the purchase journey. Innovation is vital to long-term marketing success as well as customer and consumer relevance. Large enterprises tend to move quite slowly, so it's essential that they look outside of their own walls to invigorate the growth they need. 

Disruptive innovation relates to the companies that might steal large market share and/or drastically change industries. Enterprises have historically been pretty bad at predicting or recognizing these threats (which could be great opportunities) before it's too late. 

One of my favorite tweets when Google bought Nest came from Aaron Levie, CEO of Box: "The future will confuse lots of companies: one day you make home appliances, the next day you're competing against a search engine."

Just think: Uber never would have come out of a taxi or transportation company; Airbnb would never have come out of Hilton or Marriott. Leading corporations are starting to recognize that disruptive innovation rarely starts (or flourishes) within, so they are looking to startups for growth, competitive advantage and to strengthen all aspects of their business, from the most intractable problems to existing initiatives. 

FRESH: What did you learn from your big brand experience (HBO, NBC, iCrossing)

TF: I believe that a lot of success comes down to timing and the willingness to do things that have never been done before. I feel incredibly fortunate that my career has afforded me the opportunity to work at a range of progressive companies within which I was able to launch new divisions and capabilities. This gave me a lot of insight into the nature of entrepreneurialism within enterprises, which has led me to where I am today. 

At HBO, I learned storytelling from the masters and worked with a marketing team that rarely used the same playbook twice. At NBC Universal, I helped to launch the Digital Studio, exploring and defining how to tell stories and create interactive entertainment experiences across the many screens and devices that were just starting to emerge. Then, I saw a huge opportunity to help brands connect to more fragmented audiences through content and social, so I dove into the world of digital marketing, producing competition reality shows for Neutrogena, documentaries for pharmaceutical companies, casual games for CPG brands, launched many brands' social media channels, and more. 

Over time, my big brand clients began to express increasing demand for "innovation", which usually meant that they knew they needed something new, but weren't quite sure what that was. This required us to approach marketing with approaches that don't necessarily fit into traditional media or creative briefs -- an area where startups were becoming increasingly important. I found myself often playing the role of "innovation strategic planner" or creative technologist, an emerging tech ambassador tasked with seeking novel solutions to marketing challenges. This led to some really interesting campaigns and partnerships, but there were tons of silos within our organizations, it was really tough to stay on top of trends and constant developments in this dynamic ecosystem alongside the other 10 day jobs we had, and it was taking too long to get partnerships done. That was the impetus for building KITE -- if we were recruiters, we'd be using LinkedIn. If we were realtors, we'd be using Zillow. We needed software to make innovation partnerships scalable.

FRESH: Tell us a little about what you're working on these days.

TF: I'm helping marketers and corporations to solve their business problems with emerging technology partnerships. At KITE, we're building a software platform that makes it much easier for big companies to  discover, evaluate, socialize and partner with tech companies with a lot more speed, precision and scale. It's not easy to change existing business processes and incumbent models. Our software is engineered to accelerate enterprise innovation efforts, from discovery and evaluation to selection and management, implementing concrete partnerships that solve an organization's most important business challenges.

FRESH: What's your proudest accomplishment at KITE?

TF: It has been amazing to facilitate some of the most brilliant alliances between enterprises and startups through our platform over the last few years. Companies that probably would have never found each other, or would not have considered working together in that context, have secured partnerships because KITE removes adverse selection and helps drive the decision-making process. Large corporations that were somewhat paralyzed by a lack of process and unified internal communication around emerging tech are now addressing business priorities all across their businesses. Startups that were having trouble finding the right decision-maker layers deep within a potential customer are now locking in deals that give them the market fit validation, case studies and revenue they need to grow and succeed. It has also been extremely fulfilling to see our solution apply across a range of industries and verticals, including our first non-profit/NGO, as we just helped USA for UNHCR to secure a startup partner for its efforts to address the refugee issue in this country. 

FRESH: Where do you think Marketing is headed?

TF: Innovation is at the top of the CMO agenda. Because the CMO is responsible for growth, digital business models for marketing and business transformation have entered the enterprise through marketing. The marketing function has developed some of the most sophisticated models and processes for testing, learning and evolving investment in emerging media, platforms and technologies. Leading marketers in Auto, CPG, Finance, Health and Telecommunications are adopting a “golden ratio” for embracing, investing, resourcing, measuring and committing to innovative models and platforms: 

  • 70%: traditional & existing
  • 20%: digital and mobile
  • 10%: new and experimental

The "new" is the opportunity for true differentiation. A lot of these efforts begin in the incremental space, solving immediate business problems; more and more, though, enterprises are beginning to explore more transformative and disruptive innovation, which is where much larger growth potential lies. The explosive growth and diversity of startups solving immediate business problems and disrupting incumbent models—backed by over $50B/year in venture funding— challenges every business to lean into this ecosystem with their most trusted partners.

FRESH: How has Minty Fresh played a role? 

TF: Desmond has been one of my most trusted colleagues and partners since the beginning of our careers, producing a wide range of content together over the years. In Minty Fresh, he has created a highly valuable marketing company that has helped KITE to capture, promote and communicate our clients' and our own accomplishments. I have seen Minty Fresh develop unique, winning marketing strategies for a range of brands and see them as an essential extension of KITE's marketing department as we grow, bringing core expertise, a flexible model and unwavering creativity to our business. In short, they make us look really, really good. 

FRESH: What's next on your agenda?

TF: In a study KITE conducted at the beginning of the year, we found that about 77% of Fortune 100 companies already work with startups in some capacity.  We've learned a ton from our early customers, which has helped us to continuously improve our software. Now it's time for me to step up our marketing and business development efforts to capture more of that 77%, not to mention the many more companies beyond the top 100 that are hungry for tech partnerships. There's a huge addressable market out there for us, so it's time for me to make sure that everyone knows that any serious marketer should be using KITE to power his/her innovation efforts. 

To connect with Tarah or KITE, please him find him here on LinkedIn


Your Most Important Video: The Anthem


Your Most Important Video: The Anthem

Video is a foundational offering at Minty Fresh. For us, it's interesting to reflect on the types of videos that people ask us to work on.  Typically we work with established "start-up" brands all the way up to Fortune 20 companies, and we do a variety of work for them in video and beyond. But when it comes to creating video, the most important video that we create for our clients is something we call the "Anthem" video. 


Many folks would call the anthem video a homepage video. But there are so many ways to use this particular video (social, email, event, pre-roll) that we choose to call it an anthem. This video communicates the story of your brand, what you stand for, and why others should believe in you in the short span of 30-90 seconds. It's your elevator pitch, your masterpiece, your everything. If the world blew up and aliens discovered our lost civilization thousands of years later, this video would be the crown jewel informing them of who we were as a people and what we stood for (or at least how awesome our brands are). The anthem video has the chance to "make you", and that's why we're talking about it today. 


In short, an anthem video is the best way to do two things:

  1. Engage your audience in a story that connects them emotionally to your brand.
  2. Sell your products or services or brand value proposition in a direct and unique way.

Because it's video, it can be delivered in a myriad of ways, like:

  • sharing on social media,
  • front and center on the website for quick and optimized engagement,
  • embedded in email blasts for increased engagement,
  • shared with YouTube to run as pre-roll for particular content,
  • played on big screens at conferences or small booth spaces to capture attention and let viewers learn without engaging salespeople directly.  

The list is truly limitless, which means the ROI is extraordinary. With ROI that's passed across multiple outlets and platforms, it's a no-brainer that starting with this type of video is one of the smartest choices a company can make.

We'd be delighted to share our experiences and results in creating Anthem videos for our clients and bring great ROI to you as well in the video field. Reach out to us, and let's get a conversation started.  Thanks for reading and keep it FRESH. 



Video Is Money


Video Is Money


Do you like your job? Do you like piles of money? Do you want more ca$h money to stuff into your pockets? If you answered yes to any of these questions, please keep reading. While we can't promise what your CEO will do for you for being the best kick-ass marketer on the face of the earth, we can promise that if you adopt a video plan into your marketing strategy, you'll see great results at the bottom line. 


Let's start with stats. 

  • 70% of marketers think video works better than any other medium
  • Internet users spend 88% more time on websites with video
  • 64% of consumers are more likely to buy a product after watching a video about it.
  • 74% of all internet traffic within 2 years will be video
  • Millennials prefer video communication over any other type of content.

Simply put, video is absolutely one of the best ways to communicate with your audience. Video is one of the most powerful mediums to create messages.  It’s how we see the world beyond us. Produced and distributed appropriately, video builds continuity, excitement, and improves brands and conversion altogether. And furthermore, it's steadily becoming the preferred medium of communication for Millennials and the majority of the world. Check out our insights on Millennials in our last blog post. However, just 24% of companies today use online video for audiences. I'm sure they like piles of money too, but video as a core part of strategy could have a profound impact on business today. Trust will. Brands are starting to catch up. Are you? 


We don't just create videos. We create compelling stories. We've produced videos for nearly 90% of our clients. Our in-house video production is a cornerstone. That means we do everything from strategy to creative concepts, production, post-production, A/B testing and distribution. And we work with video influencer partners to create original influencer videos. But it's our storytelling that sets us apart. Storytelling is the fundamental way human beings communicate and share experiences. It's a springboard for emotion, brand affinity, just plain old liking something. 

Our video production starts with a deep dive to understand the audience and value proposition, then we apply a custom filter of storytelling to get you closer to your audience, compelling them to take action.  There's a big difference between a product video, and a product video with a story. Let your imagination fly.

If you're looking for a partner (to achieve superstar marketer status and) to bring your thoughts to life, connect with us.  We'd love to get a conversation started and bring FRESH thinking to your brand.


FRESH Thoughts on Content Marketing


FRESH Thoughts on Content Marketing

Think back to the first time you heard "Content is king." If you're like me, it was a really exciting moment when we knew that brands could be more than billboards and TV ads. To keep things FRESH and growing at your brand, we recommend doubling down on content creation & content marketing.

Long ago, content surpassed being "king", passed Oprah-status--now it's just how things are done. Kind of like blue jeans--which exploded when they first came out--today it's just how we do casual. Over the last decade, we've seen an explosion in all types of content shared across the web. Because of that, it's been easy for some brands to lose sight of how big of a game-changer content strategy and content marketing are. 


  • 90% of consumers say content is useful
  • 50% of consumer internet time is spent engaging with custom content
  • Tweets with images get 18% more clicks, 89% more favorites and 150% more retweets
  • Buyers complete nearly 57% of the buying process before talking to sales


Since our inception, we've operated as a content marketing agency. At the high end, we start with Content Strategy. With Content Strategy as the foundation, brands can build more effective websites, platforms, and individual pieces of marketing content that solve for customer needs. Content Strategy directly supports your marketing and sales goals, weaves together a cohesive and consistent story over time, and keeps customers coming back. Most importantly, having a content strategy is one of the best ways to measure marketing ROI. 

Next, we get to work creating the optimal types of content that will resonate with your audiences.  Some of our clients find video to be the most effective means to drive two way conversations and engagement. Others find whitepapers and eBooks help close the gap between curiosity and conversion when it comes to their customers. Whatever the type of creative output, we do it all in-house, focusing first on creating great content that shares a beautiful story or message and keeps customers moving forward in the buyer and brand affinity journey. 

If you're looking to up the ante on driving engagement, connect with us. We'd love to sit with you and share our experiences in creating content for some of the most successful brands in the world. Until next time, keep things FRESH. 



Marketing and Millennials


Marketing and Millennials

Millennials are the new face of America. So when it comes to connecting your brand to this generation the following is true: Pay attention or be left behind. We've chosen this FRESH topic to shed some light on this important group, and to help you get a flavor of what's happening and why it matters to you. 

Millennials are classified as those born after 1980--the first generation to come of age in the 2000s. Let's get some facts straight. Here are 10 facts from the White House on Millennials:

  1. Largest and most diverse generation
  2. Shaped by being birthed into technology
  3. Value family, community and creativity in their work
  4. Invest in human capital more than previous generations
  5. Reliant on loans for education
  6. Study more, work less while in college
  7. Employment negatively effected by recession 
  8. Women are better educated
  9. Getting married later than other generations
  10. Less likely to be homeowners than previous generations


Millennials aren't just customers. They're the new generation of marketers, too. This double impact has a global impact and is sending marketing strategies on an entirely new trajectory. Big brands are not only taking notice, they're also taking action.

For example Visa is tirelessly exploring its relationship with millennial audiences by engaging startups who can help them tap into this audience. Through a relationship with our partner, KITE, Visa offered a $50,000 bounty to the perfect startup who could help influence and improve their relationship with millennials. 

As professional marketers, Millennials are using the tools they themselves use in daily life to connect with customers, resulting in the explosion of storytelling content, video, imagery, user generated content with an immense emphasis on social media. Born into video and social, they're defining the status quo for marketing. 

As consumers, Millennials are engaging in more two-way conversations with brands than ever before. They expect to be heard, and to participate in the shaping and direction of brands and the world itself. Instead of being marketed to, they expect engagement, to see themselves in products, and to have discussions around brands. This is social. 


Our work with Sephora has provided us with hands-on insights around many particulars related to this audience. Sephora continues to do an excellent job of engaging audiences through common social channels like Facebook, Twitter and Instagram. But more importantly, Sephora has done a beautiful job of creating customized content that helps Millennials feel heard and has created two-way conversations through experiences like Beauty Insider and Beauty Board

Marketing with and to Millennials isn't just a casual stroll through the park. Technology is evolving and new innovations are changing the way we market, sell, connect, and communicate daily. For brands, what's true is that we all need to stay connected to what new trends are and to have our finger on the pulse of every morning. If you're trying to do anything with your brand, consideration of this generation must be a key element to your strategy. 

We'd love to share our insights with you. Keep things FRESH


Welcome to The Fresh: A Message from the CEO


Welcome to The Fresh: A Message from the CEO

Welcome to our new blog, The Fresh

We're excited to share our most recent work, insights and stories, as well as those of our clients, friends and industry influencers. 

2015 has been a remarkable year for us. As a small, nimble marketing agency, we've had the privilege of working with amazing brands on strategic initiatives and creative output, like FICO, SephoraJamba Juice, and Maersk, and up-and-comers who have blossomed into industry leaders, such as, DocuSign, Pure Storage and ClearSlide to name a few. We're also very excited about our new partnership with KITE--that helps brands partner with the best emerging innovation companies.


To our new friends and acquaintances, we are masters of video production, branding, content strategy, design, copywriting, and other marketing components. We cover A-Z for marketing support, design and strategy, in-house, on time and on budget. With a vast experience in working with big brands and helping small brands to emerge into "something great", we pride ourselves on two things:  

  1. Our Process:  Our process involves collaborative work-sessions, open communication and development. We work with you to truly understand what matters and why, to pinpoint what really moves your audience. This empowers us to create a strong, singular brand, and content that’s sharp and effective.
  2. Storytelling: Storytelling is the fundamental way that human beings communicate. It's what sparks emotion, love, passion. This carryover is especially important for brands who want to connect with their customers and potential customers. We’re focused on storytelling in everything we do. Customers love, embrace and respect brands that they can connect with on an emotional level. Whether it’s design, video, UX, copywriting, content strategy, brand or anything else, we start with a storytelling approach. 


As we approach the holiday seasons, connecting with target audiences is even more valuable. We're ready, willing and able to engage with you, starting with a conversation about how we can help you achieve your goals. We look at our clients as our friends and partners, and we'd love to develop our relationship with you. Our phones are always on and email is never down, so reach out to us!

Best Regards,

Desmond Croan, CEO of Minty Fresh Digital