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Don't Do A Pepsi - How To Be Inclusive With Your Marketing (Joyann Boyce, The Social Detail)

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These are the slides from Joy's session at Digital Gaggle in Bristol on Thursday 19th September.

This session was designed to give attendees some food for thought when it came to developing an inclusive marketing strategy for their brand.

Published in: Business
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Don't Do A Pepsi - How To Be Inclusive With Your Marketing (Joyann Boyce, The Social Detail)

  1. 1. Inclusive Marketing @thesocialdetail Don’t Do A Pepsi How To Be Inclusive With Your Marketing Joyann Boyce Founder of The Social Detail - Joyann@thesocialdetail.com @thesocialdetail
  2. 2. Inclusive Marketing @thesocialdetail
  3. 3. Inclusive Marketing @thesocialdetail Merkeyria
  4. 4. Inclusive Marketing @thesocialdetail Buck, Chris. Let’s Talk About Race’ Merkeyria
  5. 5. Inclusive Marketing @thesocialdetail Colorism in High Fashion, The Pudding 2019Buck, Chris. Let’s Talk About Race’
  6. 6. Inclusive Marketing @thesocialdetail What is Inclusive Marketing?
  7. 7. Inclusive Marketing @thesocialdetail “Creating content which is inclusive of the diverse audience your brand or company services” What is Inclusive Marketing?
  8. 8. Inclusive Marketing @thesocialdetail
  9. 9. Inclusive Marketing @thesocialdetail You persona is still valid BUT
  10. 10. Inclusive Marketing @thesocialdetail You persona is still valid BUT it needs a few more layers
  11. 11. Inclusive Marketing @thesocialdetail CLOSE YOUR EYES
  12. 12. Inclusive Marketing @thesocialdetail
  13. 13. Inclusive Marketing @thesocialdetail Intersectionality “70% of millennials and Generation Z will choose one brand over another if it demonstrates diversity in its promotions” Microsoft, 2019
  14. 14. Inclusive Marketing @thesocialdetail Women 33.6 mil BAME people 13 mil LGBT+ People 1 mil Disabled People 13 mil 2011 Census Data People over 65+ 9.2 mil UK population 56 million
  15. 15. Inclusive Marketing @thesocialdetail UK Population 56 million Women 33.6mil BAME people 13 mil Disabled People 13 mil LGBT+ People 1 mil People over 65+ 9.2 mil 2011 Census Data
  16. 16. Inclusive Marketing @thesocialdetail Accountability
  17. 17. Inclusive Marketing @thesocialdetail Consider the Context
  18. 18. Inclusive Marketing @thesocialdetail Consider the Context
  19. 19. Inclusive Marketing @thesocialdetail Genuine Representation @thirdlove Google G Suite
  20. 20. Inclusive Marketing @thesocialdetail Avoid disingenuous representation
  21. 21. Inclusive Marketing @thesocialdetail Avoid Appropriation Pepsi, 2017
  22. 22. Inclusive Marketing @thesocialdetail Tokenism?
  23. 23. Inclusive Marketing @thesocialdetail Keep doing and mix it up
  24. 24. Inclusive Marketing @thesocialdetail 3 steps to supporting a movement 1. Be a VOCAL ally 2. Show your SUPPORT on relevant causes important to the community. 3. Be REPRESENTATIVE in your promotional campaigns.
  25. 25. Inclusive Marketing @thesocialdetail 2 takeaways Principles of Inclusive Marketing Salesforce 1. Consider context 2. Ensure genuine representation
  26. 26. Inclusive Marketing @thesocialdetail Pick 1 Action ● Add alt text to social media images ● Follow some in your sector ‘different’ to you ● Add context to website links ● Review your marketing personas
  27. 27. Inclusive Marketing @thesocialdetail 1. Inclusive Marketing Practices - SalesForce 2. Inclusive Design - Microsoft 3. Stock photos - Tech Spark & UK Black Tech Resources Joyann Boyce Social Media Consultant The Social Detail - Joyann@thesocialdetail.com @thesocialdetail Inclusive Marketing should be the norm!

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