Today we’d like to introduce you to D. Benny Bennafield.
Hi D. Benny, so excited to have you with us today. What can you tell us about your story?
Who would think a guy with a computer science and economics degree would become an experienced marketing expert and entrepreneur? That’s exactly what happened to me. I believe my passion for innovation and technology is what dictated this trajectory. My first job was a computer programming position at the Army Core of Engineers. For the first several months, the job was great, then it set in that the role had limited personal interaction and tons of isolation. So I started to dred going to work. At the suggestion of my mentor, I took the Myers Briggs Personality test, and it identified my personality type was best suited for marketing and advertising. I have been on that road ever since.
I have led marketing and new business teams at global advertising agencies and built several successful start-up companies. I believe it’s that computer science background that makes me unique. The silver lining is that my formal computer training makes it easy for me to understand and translate the benefits of how cutting-edge technologies can benefit my clients and their businesses.
I understand better than most how to use technologies to connect brands with consumers. And while many brands are just waking up to the new reality of a more diverse world, I have been building and leading diversity and inclusion programs for over 20 years.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I grew up in DC when it was the “Chocolate City”. I was good academically and coasted much of my primary school years. But in high school, I had a teacher, Mrs. Daughtridge, who pushed me to do and be better. She introduced me to Denison University in Ohio where I attended college. The rural less diverse Granville, Ohio environment was initially an uncomfortable shift for me. My class at Denison was over 600, but there were only 17 African-Americans that graduated the year I did. Experiencing racial and cultural challenges taught me invaluable lessons on how to navigate in predominately white spaces while still being true to myself and my community.
Alright, so let’s switch gears a bit and talk business. What should we know?
I am a co-founder and partner at a marketing services firm – that goes to market under two banners. Propellant Media (www.propellant.media) – a media solutions provider. And HUMINT (www.thinkhumint.com) – a creative agency and business ideation firm.
We service clients stateside and internationally from our offices in Atlanta, GA and Charlotte, NC by helping clients maximize leads, elevate engagement, and increase revenue in a highly competitive digital, search, and mobile-first world. We do this by developing human-centered programs and communications that drive results. Our ultimate goal is to help clients limit wasted spend on marketing and media efforts and maximize their return on investment. We have many business offerings but I will focus on these four.
• Brand Development: We help customers launch new brands or reintroduce existing brands to the world in new and exciting ways.
• Conquesting: Poach customers who visit your competitions brick-and-mortar locations (with Geofencing) or on the web (with our proprietary technology FacebookMAX)
• Reach Communities of Interest: Reach consumers at the places where they congregate in the physical world (clubs, dog parks, concerts, etc.) and online (Facebook, Instagram, TikTok, etc.)
• New Media Outreach: Reach consumers who have abandoned traditional methods and now stream TV, Radio or who listen to Podcasts.
How do you define success?
Success for us is making a difference in the community. Our company was founded with the goal to give mid-market and emerging firms access to world-class strategies and technology previously reserved for Fortune 1,000 companies. Some of our more impactful ATL campaigns include:
1. The 100 Black Men of Atlanta® via a partnership with the Lloyd Media Group to increase COVID vaccinations in the Black Community
2. The launch of BlackLivesMatter.vote in 2020 as a voter activation platform. Our goal was to transfer the raw energy from the BLM protests from the streets to the Ballot box. We put over 90,000 young folks at the top of the voter registration funnel in key battleground states with our partners – VoteToLive.com and BlackVotersMatter.com.
3. Our Children’s Health Care of Atlanta campaign raised awareness and increased fundraising within impacted communities to address sickle cell disease.
Each client’s goals, opportunities, marketplace position, and situations are different. Accordingly, for each new client we do an initial assessment that typically runs from as little as $250 to $2,500 depending on the scope of what needs to be reviewed.
After the assessment is completed, we will present a formal plan recommendation. We invite business owners and organizations to have a conversation with us. We will craft a plan that addresses their needs and takes them to the next level.
Contact Info:
- Email: benny@propellant.media
- Website: Propellant.media
- Other: http://blacklivesmatter.vote/, ThinkHumint.com
Image Credits
Diana Lavender Photography Greg Kerns Photography
