Rushmore Drive, launched last quarter, is an online search engine aimed towards the African American community. Yes, a search engine. My guess is you’re wondering why someone would even bother going down this road … ask MSN Search, now LiveSearch … I bet they’d wave a big “Dead End” sign, with “Except for Google” in fine print.
I learned about Rushmore Drive last week at the Marketing to African Americans with Excellence (MAAX) summit in Chicago. At first, I thought these guys were overly ambitious … no biggie, so am I. But, I’m also a Reason-able guy, always willing to consider the possibilities ...
So, let’s start with the basics. Rushmore Drive is black segregation and I just don’t like it. Do I really need different search results than my non-African-American friends? No? Ummm, maybe?
A bit of Reasoning:
Segmentation, as taught in Marketing 101, is segregation. Got a Gen Y strategy? Did you source an agency to target the fast-growing Hispanic segment? How about grass-roots initiatives to embed your brand within the Asian-American community? Segmentation at it’s finest.
The essence of the Rushmore Drive brand is not simply search, but lifestyle-focused, value-driven, culture-based search. Lots of qualifiers, yes … but also proven – think Netflix or Amazon recommendations.
Search “basketball” – the first two results are pretty much Google-like, but the third is on African-American basketball players from the 1950s. Think “Customers who bought this item also bought …”
So, just like that recommended CD I didn’t plan on buying when all I wanted to pick up was the Lil’ Wayne CD, maybe I don’t need Rushmore Drive, but now I’m thinking about it. At the very least, I appreciate the tip.
The key for Rushmore Drive (Rushmoredrive.com) will be whether or not they effectively deliver their brand promise. If you don’t really get me, my lifestyle, my values, etc. Your specialized search results become as valuable as nightlife tips from Pacman Jones.
Source: Reported by Voice of Reason
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Comments
#1 Hallelujah. A return to the progression!
Can you say "Renaissance?" I sure can. A search engine for African Americans is indeed getting back to the business of going forward to unknown heights which our culture has not seen before.
Thank you for your encouragement and hope shot!
David
#2 Why is it called "rushmore
Why is it called "rushmore drive"?
Why are you listening to crappy wayne? He puts outs trash music.?