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.
Author(s): Jerry Daykin
Publisher: Kogan Page
Year: 2022
Language: English
Pages: 264
City: London
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
