According to a study by Deloitte, companies that prioritize diversity and inclusion are more innovative and better able to attract and retain top talent. However, despite the benefits, there is still a long way to go in terms of achieving true diversity, equity, and inclusion in the marketing industry.
With the increasing emphasis on social justice and the growing diversity of consumer demographics, it is more important than ever for marketers to prioritize DEI in their campaigns. In this article, we will explore the importance of DEI in marketing and provide some tips for creating campaigns that prioritize diversity, equity, and inclusion.
Read on to learn more on this subject.
Start With Research
When you have a diverse audience, it can be tough to grasp who they are. You need to understand who your audience is, what they like, and what motivates them.
To do so, your marketing team can conduct surveys, focus groups, and social listening. When you do, you’ll gather valuable insights to create stronger campaigns.
Develop a Unique Brand Experience
You want your experiential marketing campaign to be unique and memorable. Be sure to create something that forms an emotional connection that leaves a lasting impression.
A good place to do this is at a trade show or with your street team. Don’t be afraid to explore your creativity and go outside the box. For example, you could achieve this by incorporating augmented reality, virtual reality, or gamification.
Make sure to offer a sampling of those you do meet in the real world though.
Incorporate Diversity and Inclusion
Be sure to focus on diversity, equity, and inclusion (DEI) with your next marketing campaign too. When staffing your characters, influencers, and models, have diversity be at the forefront. Use inclusive language and avoid stereotypes.
Ensure that your campaign is accessible to people with disabilities by providing accommodations such as braille, sign language interpretation, or closed captions.
Choose the Right Channels and Platforms
Other than connecting with an audience at an event, think of where else they might be active.
Are they active on social media? Do they prefer email or text messaging? By selecting the right channels and platforms, you can ensure that your campaign reaches your target audience in the most effective way possible.
When you find out the best channels and platforms, you can then run a sales promotion to cater to your audience.
Measure Your Results
It is essential to measure your results to determine the effectiveness of your DEI-focused experiential guerilla marketing campaign. Use metrics such as engagement rates, click-through rates, and social media mentions to track the success of your campaign. Use this information to make improvements and adjustments to future campaigns.
Diversity Is the Auctus Way
In today’s world, diversity is no longer an option, but a necessity in marketing. It s crucial for engaging and connecting with audiences, promoting social justice, and building a strong brand reputation.
By working with Auctus, you will create the right success strategy for your team. Be sure to contact us right away to get started.