Black Consumer Marketing is Genesis for Multicultural and Event Marketing

Chuck Smith, a 56 year veteran marketing communications specialist is the author of a recently independently published book, I Remember--A Black Son of The South's 74-Year Living History of Growin' Up "Cullud," "Negra," "Boy," and "Stuff." He is a former president and board chair of the National Association of Market Developers--now the National Alliance of Market Developers-the nation's oldest organization of specialists in Black consumer marketing communications. In 1963 he became the first Black executive with a Southern headquartered multinational corporation, Royal Crown Cola Co., Columbus, GA

Phoenix, AZ (PRWEB) November 21, 2004 -- Multicultural marketing and event marketing had their origins in what was originally termed Negro marketing, later transitioned into Black consumer marketing, asserts Chuck Smith, former president and four-time board chair of the National Association of Market Developers-now known as the National Alliance of Market Developers. He has been a member of NAMD since 1959 and his involvement with founding members predates the organizations incorporation in 1953.

The preceding are underscored in Smiths recently independently published autobiography, I Remember: A Black Son of the Souths 74-Year Living History--Recollections of Growin Up Cullud," Negra," Boy," and Stuff." In 1963 he became the first Black executive with a southern headquartered multinational corporation, joining Royal Crown Cola Co., Columbus, GA., as director of special markets, establishing and heading the firms Black consumer marketing effort until mid-September 1971.

From 1971 until the summer of 1978 Smith was assistant to the vice president-special markets, The Greyhound Corp., Phoenix, returning to the field of administration in higher education as director of media relations, Texas Southern University, Houston, TX, where he retired in December 1993 as special assistant to the president.

Prior to joining RC Cola, Smith was director of public relations at Florida A&M University, Tallahassee. During his 13 year tenure he was a principal in positioning the institutions Orange Blossom Classic promotional football game played annually in Miamis Orange Bowl Stadium as the nations premier Black college athletic event, increasing attendance from some 17,000 to approximately 50,000 by decades end. And, in the process developed partnerships with Pepsi Cola Company, Pet Milk Company, Anheuser Busch, Inc., The Greyhound Corp., Royal Crown Cola Co, and expanded relationships with The Coca Cola Company, Philip Morris, Inc, and The Pittsburgh Courier.

Three key highlights of his RC Cola career were the development of the first house-to-house coupon program created for Black consumers; the first direct mail coupon program created for Black consumers; and conceiving the idea for the first Black college football banquet co-sponsored with The Pittsburgh Courier, in Pittsburgh, PA. The preceding as well as other marketing-oriented programs are covered in I Remember.

Additionally, articles relative to Black consumer marketing written by Smith and published in NAMDs ANNUAL EMPHASIS from 1966 into the late 1990s-and particularly through the 1970s-are reproduced in I Remember. The publication is available via The Chuck Smith Organization, P.O. Box 45418, Phoenix, AZ., for $32.84-$30.00 plus $2.84 packaging/media shipping.

Smith was NAMD president, 1970-71, and board chair, 1971-75-the first individual to serve in the latter capacity for four years.

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