INCLUSIVE MARKETING : why representation matters to your customers and your brand

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 1 Contents 6 About the author 11 Foreword 12 Acknowledgements 15 Contributors 17 PART ONE Introduction: Representation matters 18 01 What we mean by inclusionand representation 20 Marketing without inclusion 22 A spectrum of inclusive marketing 23 About this book 23 Defining inclusive marketing 24 Navigating this book 25 To whom it may concern 26 Wider perspectives on inclusive marketing 27 References 29 02 Why representation matters to me and other marketers 31 Why representation matters to me 31 Why representation matters to other marketers 42 Marketer in focus: Belinda J Smith, 47 References 50 03 Why representation matters to business and society 51 The value of getting representation right 52 Tapping into under-represented groups 53 Women, the purchase decision-makers 54 Ethnic minorities over-index in spending in some categories 55 LGBT+ positive advertising outperforms with allies 57 Age and the growth opportunity with the over 50s 58 The differently abled: A community bigger than China 58 The time for change is now 59 References 60 04 A framework to deliver inclusive marketing 64 Working globally to shape industry best practice 64 Building inclusion into every step of the marketing process 66 What inclusive marketing best practice actually looks like 67 Marketer in focus: Mark Ritson 69 PART TWO Stage one: Inclusive briefing and strategy 76 05 Business and brand strategy 78 Inclusive marketing as a business strategy 79 Marketer in focus: Jessica Spence 81 06 Strategic insights and data 86 Bringing inclusion into brand tracking and research 87 Marketer in focus: Christopher Kenna 88 Marketer in focus: Karen Fraser MBE 92 07 Marketing and creative briefs 97 Be careful of stereotyping even within deliberately inclusive briefs 98 Marketer in focus: Sarah Jenkins 100 PART THREE Stage two: Inclusive planning 104 08 Partner and team selection 106 Team inclusion drives better representation 106 Making the most of a diverse team 108 Supplier diversity 108 The importance of inclusive leaders and directors 109 Put inclusion at the heart of your agency relationships 110 Marketer in focus: Kate Williams 111 Call to action: It’s time to stop covering up our diversity 116 Marketer in focus: Ally Owen 118 Reference 121 09 Creative development and product design 122 The 3Ps framework 124 Marketer in focus: Andrew Geoghegan 127 Marketer in focus: Christina Mallon 132 References 137 10 Consumer testing 138 Give colleague communities an opportunity to have an input 139 Interpreting and understanding testing results 139 Marketer in focus: Asad Dhunna 140 PART FOUR Stage three: Inclusive production 146 11 Production 148 Casting isn’t everything, but it is important 148 Marketer in focus: Efrain Ayala 151 12 Post-production 155 Building accessibility into our marketing 156 Marketer in focus: Michael Baggs 157 References 162 13 Localization 163 Marketer in focus: Tamara Rogers 165 PART Five Stage four: Inclusive launches 172 14 Media and 360 activation 174 Driving inclusion with your paid media budgets 175 Inclusive audience planning 176 Supporting diverse voices 176 Balancing brand safety 177 Measuring success 178 Marketer in focus: Isabel Massey 179 Marketer in focus: Catherine Becker 182 References 186 15 Launch and consumer response 187 Be prepared for feedback, good or bad 187 Amplifying the success of your campaign 189 Marketer in focus: Pedro Pina 190 Marketer in focus: Benazir Barlet-Batada 195 16 Measuring success 201 Marketer in focus: Zaid Al-Qassab 204 PART SIX Conclusion: How to drive change 212 17 Case study: Driving change at GSK/Haleon 214 The #RepresentationMatters project at GSK 215 Stage one: Inclusive briefing and strategy 217 Stage two: Inclusive planning 219 Stage three: Inclusive production 220 Stage four: Inclusive launches 221 18 Partnering to help drive change 224 Supplier diversity approaches 224 Other advertisers and associations 225 Industry volunteering groups 226 Publishers and media owners 227 Marketing diversity focused companies and consultancies 228 Marketer in focus: Sion Walton-Guest 229 19 The future of inclusion 234 Marketer in focus: Gabriella Hall 235 Marketer in focus: Ali Hanan 241 Conclusion 244 20 Checklist appendix: Key questions to ask yourself 252 Stage one: Inclusive briefing and strategy 252 Stage two: Inclusive planning 253 Stage three: Inclusive production 254 Stage four: Inclusive launches 255 Index 257 "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."--Page [4] of cover