Inclusive Marketing Why Representation Matters to Your Customers and Your Brand 1st edition by Jerry Daykin 1398607347 9781398607347

Part One Introduction: Representation matters

01 What we mean by inclusion and 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 Camelia Cristache-Podgorean

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

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

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