My title is a little misleading…but we’ll get to that in a minute.
So, by now you’ve heard about the Patti Pies and all of the sensationalism surrounding them. Basically, some colorful young man got on YouTube and sang a mash up of Pattie Labelle hits while joyously devouring this pie. Honestly, I think interest in the pie started with this meme:
…which may have peaked James Wright’s interest, along with others to see what this pie was all about. Then said video of James Wright appears on my timeline and in articles, along with several copycats and days later, Patti Pies are sold out across the country!
Once again, social media shows the power of referral marketing. A little good ‘ole word of mouth that spread nationally, quick as wild fire…BUT that’s not why I’m writing this. I just wanted to give you bitches the backstory.
The reason why I felt compelled to give my 2 cents was because when asked whether or not she attributed her pie hawking success to James Writght, this broad actually fixed her mouth to say, “That was all me.”
Social Media sold that damn pie!! Wasn’t nobody waiting on the next issue of Jet Magazine to see what Patti was up to! Wasn’t nobody opening up a Yellow Pages and seeing an ad for that shit! Wasn’t nobody seeing Patti Pies at the drive thru movie theater movie screen…you get my drift!
While Walmart wouldn’t have manufactured that many pies without assessing the risks of not being able to sell them, if it were just PATTI, those jawns would’ve probably still been on the shelves in January….what really irritated me the most about her saying “That was all me” was that in that video, he made it a point to mention supporting black businesses and that broad couldn’t even give him a shout out. Let alone, thank all the muthafuckas that ran out and bought the shit to support what they thought was a black owned business…
*Sidenote, I know she called him and thanked him BUT when the white people asked her, she claimed all the credit.
…I’ve also seen a lot of memes using the Patti Pie as a testament to the power of the almighty black dolla’. While we black folk have THE biggest buying power in the US, much could be said about WHERE we spend those black dollars, more specifically, not putting them back into our communities. A dollar circulates in the Asian community for 20 days – meaning, for every dollar an Asian person spends, he is routinely patronizing his Asian community. One black dollar circulates in the black community for 6 damn quick ass hours. (insert sad face emoji)
Which brings me to my title…Y’all might have thought y’all were supporting a “black owned business” but you were really giving Wal-Mart all yo’ money. If anything, you increased Ms. Pattie’s brand equity (value of using her name). As a marketing professional whose dealt with celebrity licensing sit’iations…let me break it down:
1. We have product, we need to move this shit. 2. Let’s find a celebrity who could push this shit. 3. We’ll give that broad $200k upfront to use her name, face, and likeness, then we’ll give her 2% for every jawn her mug sells. 4. Oh…and let’s keep the Negroes out of the loop on this one. Let’s let them think it’s all her… Which is prolly why Pattie got the big head over her pies selling out!
So that business you were supporting was your co-sign that Walmart made a good decision to use Pattie’s brand image to sell baked goods, which she’ll be able to leverage for a higher payout next go ’round…and I ain’t mad at her! I can’t wait to come up with some shit to sell folks! …I just thought that it was ironic that the reason that that James dude even bought the pie , other than being curious, was to support black businesses and that broad couldn’t even give him a high five for using his social media influence to move that weight! Did you know that 80% of people rely on peer referrals before purchasing? This is one of the reasons why YouTube is the second largest search engine in the world. Google is the first.
So, this holiday, instead of paying $75.00 on Ebay for what’s left of the Patti Pie inventory how ’bout you buy some baked goods from black bakeries and circulate that dolla’ a little longer than six hours. I didn’t mean to be long winded, just wanted to break some shit down to you for future reference. While that black dolla is mighty and awesome, be mindful of who spend it with.
Happy Holidays, Greedy Asses!!
Till next time –