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UniWorld Group’s D’Andrea Bidgood Reveals 4 Secrets To Help Blacks in Marketing
D’Andrea Bidgood understands people. That enviable talent is a hallmark of any successful marketing professional — and Bidgood is successful. The regional accounts director of UniWorld Group shares her thoughts on what it takes to be successful in building a brand in a market known for urbane and upwardly mobile clientele. “I work on both Ford and Lincoln in the metro Atlanta area, and I’m responsible for developing marketing plans for strategies to engage the consumer.” -todd williams
1. Understand your market:
The Atlanta market has so many successful professionals. Top level executives and college-educated people. A lot of people go to school here and remain here. A lot of people [also] migrate here. There are a lot of educated African Americans.
2. Be patient:
You want results. Yes, cars are a little different than trying to sell a Big Mac. You might not get the immediate gratification that you might get from lower ticket items, but its just as important to keep consumers aware and engaged so that when they are ready the brand will be in consideration.
3. Make smart partnerships:
We do a lot with WBEE, one of our media partners. Our target demographic is the young family and today’s professional, [similar to] Joseph A. Bank — also a partner, as well as Michelin Tires. [We] bring in partners that have a similar target.
4. Remain passionate:
It’s [about] doing something that you love. I knew what my strengths were early on, [and] the things that I was doing in college have applied to my professional career [like] doing newsletters, event marketing, management, [and] publicity. I just take pride in doing something I enjoy.
Check out D’Andrea Bidgood and the Lincoln MKS here — only on rollingout.com
