Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand

Description

Grow your brand and reach new consumers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace. The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help drive wider inclusion and positively challenge stereotypes in society but also create competitive advantage and connect you with new customers. Inclusive Marketing combines clear actionable guidance with checklists, key questions and practical and personal insights from senior marketing leaders including Professor Mark Ritson and Sarah Jenkins, the MD of Saatchi & Saatchi. With a foreword by Nicola Mendelsohn (VP at Meta), it also contains examples and perspectives from iconic brands including Guinness, YouTube, Cadbury, Microsoft and Jim Beam. This is an essential resource for those working on both agency and client sides in companies of all sizes looking to unlock the power of inclusion in marketing. Cover Contents About the author Foreword Acknowledgements Contributors PART ONE Introduction: Representation matters 01 What we mean by inclusionand representation Marketing without inclusion A spectrum of inclusive marketing About this book Defining inclusive marketing Navigating this book To whom it may concern Wider perspectives on inclusive marketing References 02 Why representation matters to me and other marketers Why representation matters to me Why representation matters to other marketers Marketer in focus: Belinda J Smith, References 03 Why representation matters to business and society The value of getting representation right Tapping into under-represented groups Women, the purchase decision-makers Ethnic minorities over-index in spending in some categories LGBT+ positive advertising outperforms with allies Age and the growth opportunity with the over 50s The differently abled: A community bigger than China The time for change is now References 04 A framework to deliver inclusive marketing Working globally to shape industry best practice Building inclusion into every step of the marketing process What inclusive marketing best practice actually looks like Marketer in focus: Mark Ritson PART TWO Stage one: Inclusive briefing and strategy 05 Business and brand strategy Inclusive marketing as a business strategy Marketer in focus: Jessica Spence 06 Strategic insights and data Bringing inclusion into brand tracking and research Marketer in focus: Christopher Kenna Marketer in focus: Karen Fraser MBE 07 Marketing and creative briefs Be careful of stereotyping even within deliberately inclusive briefs Marketer in focus: Sarah Jenkins PART THREE Stage two: Inclusive planning 08 Partner and team selection Team inclusion drives better representation Making the most of a diverse team Supplier diversity The importance of inclusive leaders and directors Put inclusion at the heart of your agency relationships Marketer in focus: Kate Williams Call to action: It’s time to stop covering up our diversity Marketer in focus: Ally Owen Reference 09 Creative development and product design The 3Ps framework Marketer in focus: Andrew Geoghegan Marketer in focus: Christina Mallon References 10 Consumer testing Give colleague communities an opportunity to have an input Interpreting and understanding testing results Marketer in focus: Asad Dhunna PART FOUR Stage three: Inclusive production 11 Production Casting isn’t everything, but it is important Marketer in focus: Efrain Ayala 12 Post-production Building accessibility into our marketing Marketer in focus: Michael Baggs References 13 Localization Marketer in focus: Tamara Rogers PART Five Stage four: Inclusive launches 14 Media and 360 activation Driving inclusion with your paid media budgets Inclusive audience planning Supporting diverse voices Balancing brand safety Measuring success Marketer in focus: Isabel Massey Marketer in focus: Catherine Becker References 15 Launch and consumer response Be prepared for feedback, good or bad Amplifying the success of your campaign Marketer in focus: Pedro Pina Marketer in focus: Benazir Barlet-Batada 16 Measuring success Marketer in focus: Zaid Al-Qassab PART SIX Conclusion: How to drive change 17 Case study: Driving change at GSK/Haleon The #RepresentationMatters project at GSK Stage one: Inclusive briefing and strategy Stage two: Inclusive planning Stage three: Inclusive production Stage four: Inclusive launches 18 Partnering to help drive change Supplier diversity approaches Other advertisers and associations Industry volunteering groups Publishers and media owners Marketing diversity focused companies and consultancies Marketer in focus: Sion Walton-Guest 19 The future of inclusion Marketer in focus: Gabriella Hall Marketer in focus: Ali Hanan Conclusion 20 Checklist appendix: Key questions to ask yourself Stage one: Inclusive briefing and strategy Stage two: Inclusive planning Stage three: Inclusive production Stage four: Inclusive launches Index