Sumthin' Special LLC's Consumer Demographics

Sumthin' Special Primary Audience is comprised of:

• v A largely African-American professional crowd (roughly 60%); the remainder is an equal mix of Latin, Asian and Caucasion consumers.
• v Gender Distribution: 60% Female, 40% Male
• v Average Age 34
• v Approximately 60% have attained a Bachelor's Degree or higher, roughly 20% above the national average.
• v Average Yearly Income of $46,500
• v Sumthin' Special's proprietary E-Mail and Direct Mailing Lists number nearly 10,000 valid addresses
• v Sumthin' Special's promotional reach, including direct and forwarded emails, radio, print and television, numbers in the hundreds of thousands.
• v Sumthin' Special's Events, held in venues as prestigious as Le Meridien, Tonic of Uptown and the Metropolitan Ballroom, average 1000 guests.

"It's not about race or place.  It's an attitude, a state of mind.  Marketing experts estimate that one-quarter of all discretionary spending in America today is influenced by hip-hop."   Business Week 10.27.03       

The above consideration is extremely important because Sumthin' Special, LLC is the Twin Cities foremost Urban Entertainment Company.  Additionally, the fact that SS successfully conducts all of its events in sophisticated venues with above-market entrance fees speaks largely to the significant purchasing power of not just the Urban Professional, but also the Urban Influenced Market.   In a pooled analysis of this market segment, which for the purposes of this proposal will hereon be referred to as the "Urban Market", the following were found to be true:

• 85% of those surveyed stated that TV/other commercials should feature people that resemble them.
• 74% said they would be more likely to buy a product that used people of their ethnic group in its commercials.
• These consumers are heavier viewers of TV, but prefer different programs; heavier listeners of radio, but prefer different formats; heavier magazine readers, but prefer different publications; accessible via the internet, but drawn to sites that reflect the Urban experience.
• These consumers rely heavily on Brand Names; Brands assure quality and reveal something about the consumer.

In a nutshell, when marketing to the Urban Market it is important to remember that they are "on the cusp" relative to trends and seek to remain ahead of the curve.  Secondly, the Urban Consumer is intensely brand-centric and wants advertisers to connect with them culturally and personally.  Lastly, this market is a heavy consumer of different media.  By sponsoring a Sumthin' Special, LLC event, your organization will align itself with an enterprise that is respected and trusted within and throughout the Urban community.  Additionally, your company will have the opportunity to fully capitalize on an established Brand. 

Sponsorship opportunities are included in the attached appendices....