No matter how good your marketing strategy may appear, if your style does not depict marketing for all, your products and services might actually be for a limited number of persons.
If your heart beat is to attend to customers' curiosities and meet their satisfaction, then inclusive marketing is obviously what you need.
Have you ever listened to customers share their pain of disappointment when after seeing a product , but disappointed after discovering that they can't have such a product simply because it didn't cover their specifications.
What do I mean by that?
Have you ever seen a beautiful dress online , then you ordered it, but only in a different size. Surprisingly, you got feedback that such a dress isn't available In your size—This cinero can be very disheartening.
What then is the goal of marketing if your product cannot meet customer satisfaction?
So, to meet customer satisfaction, you need an inclusive marketing approach.
What is inclusive marketing?
Inclusive marketing describes campaigns that embrace diversity by including people from different backgrounds or stories that unique audiences can relate to. While some inclusive campaigns make an effort to break stereotypes, others simply aim to reflect or embrace people in the real world (Hubspot).
What does this mean?
This is simply saying that whatsoever you are marketing, be sure to diversify in your products and sizes in terms of choice to cover a wider range of audience.
Inclusive marketing ensures that people from different backgrounds and cultures are satisfied.
Let me tell you this straight, the reason that pair of shoes is still there is because it doesn't come in different sizes. The problem is not the shoes, but the size.
Bringing down to dresses, inclusive marketing ensures that no matter your body size, that dress can be for you as there are different sizes for such dress.
According to the 2019 consumers survey by Google and the female Quotient, it was reported that 64% of all respondents took some action after seeing an ad they considered to be diverse or inclusive.
Generally speaking, if you must make reasonable sales this 2021, then inclusive marketing is the way out.
Inclusive marketing covers a wider range of culture and people. Regardless of your choice, taste, body size, perspective, you are included in the marketing plan.
I feel inclusive marketing can be summarized Thus " Including everyone in the marketing plan".
Making inclusive marketing an agenda should not be a difficult task if you apply the following steps;
1.Comprehend Varieties of cultures.
People from different walks of life have different perspectives about life. Their perspectives also affect their choices of products and services.
It is Paramount that you try as much as possible to comprehend their cultural values.
Comprehending their culture makes it possible for you to see things from their own point of view.
When you have successfully understood their culture and values, it gives an upper hand in knowing what their demands actually look like, and getting to know what they want brings you to the realm of "customer satisfaction".
2. Picture the real world
Research from Google and female quotient survey reveals that 69% of black customers say that they are more likely to purchase from brands whose advertising positively reflects their race/ethnicity.
Do not provide products and services that are outside the context of today's world.
As much as possible, go for market research to know what is in trend, and channel their products in that direction.
Sometimes, you can go an extra mile by employing the services of influencers.
How does this help?
Social media influencers are like the mirror that the society uses to check what their priority should look like.
In the world of fashion, the majority of the population go for what we call the "celebrity style". This means that the choices of the public or your audience can be influenced by the choice of the people they see as role models.
3. Embrace diversification
If you must agree with me, variety is stylish. So, to meet customer satisfaction, and to capture the attention of your audience, you must be able to represent different cultures, styles, and designs in your products to meet up to the demand of all.
A typical example of a company that incorporates inclusive marketing into their business, is the thirdlove company.
The thirdlove company is a lingerie company that ensures to sell lingerie that will meet everybody's choice and style. Not just style, but to meet the sizes of all.
They did this by launching half cup sizes for women who didn't fit into the standard sizes by inventing 32B1/2 .
At thirdlove, they embrace the "To each, her own" agenda. Where your choice of product is provided regardless of who you are, culture, style, body size. Yours is always available.— That is perfect inclusive marketing.
4. Be practical.
This is like saying, practice what you preach. If you really believe in inclusivity, live it, show it, and make it happen.
Let your products and services be the true definition of inclusive marketing. I must remind you that what really defines you, is not what you say, but what you do.
To achieve inclusivity, start within.
Look around your marketing team, is there a good representation of inclusive marketing?
Do not be overwhelmed by the old method, and you continually bring the same pattern of product to the table.
If possible, employ a new team who will help you to achieve inclusive marketing goals. Remember that inclusive marketing is a journey and not a goal( says by falcon.io.com)
There are some examples of companies that depict inclusive marketing. Such company's brands includes; Burger Kings, Esty's gift, Gillette, Neutrogena, the white collection bridal boutique, Amazon prime, Google pixels"the picture perfect life".
5. Carry Out an outreach
If it must be inclusive marketing, you therefore need to reach out to the people you are providing these services for.
Let me describe what they want to you
Allow them to design what they want by telling you how they want it. It is the only way you can know what they really want.
Talk to different people from different backgrounds and cultures.
In 1971, Coca cola did something huge.
It spent $250,000 to put 65 people on a hilltop in Italy, and bought them a coke (falcon.io) —That is a great inclusive marketing campaign and outreach.
They wanted to know how the customers felt about their products and services.
Then it will be safe to say big sacrifices, big profits. 😅