[Excerpted from Black is the New Green: Marketing to Affluent African Americans in bookstores March 16, 2010]

Last week we previewed the first steps to creating an effective diversity marketing campaign.  Now we continue with more tips for reaching the affluent African American consumer.

Measure, Measure, Measure — Calculating the impact of your pilot program on your company’s bottom line is crucial in your ability to sustain and substantiate your diversity program.

Test, Tweak, Refine, Measure, and Repeat (TTRMR) — Since budgets are always going to be an issue, we think it’s important to create test markets or small pilot programs that give you a measurable  ROI.

Be Consistent — Once your pilot program has been refined and is a consistent success, continue to cultivate your new audience with the next level or layer of innovation.

Hire a Consultant — The successful development and deployment of integrated marketing programs requires the skills and insights of someone who understands advertising and public relations and Internet marketing and social media and event planning. A seasoned integrated marketing consultant will do the trick. This person can also help you better tap into your existing human capital, relationships with your outside agencies and investments in current programs.

Establish a Standard Operating Procedure — Even if it’s on a very small scale, establish a standard operating procedure (SOP) for evaluating the opportunities that present themselves. Do you have a standardized evaluation tool for giving all opportunities a fair assessment?

Be Nimble — Last minute opportunities give you more leverage to negotiate price and elements. A “slush fund” is an important line item in any marketing budget. It can give you a leg up on the competition.

To get the full scoop, check bookstores on March 16, 2010 for Black is the New Green.