- ELEVATE CONNECT
- 28, OCTOBER 2019
From Ethics to Sales, Inclusive Marketing Is the Right Call (Elevate Connect)
Key Takeaways:
- Inclusive marketing is more powerful than you may think. Those brands that demonstrate a commitment to diversity reap the rewards – like driving sales – while those that are exclusionary are driving consumers away.
- For those of us with an inner kid still captivated by the Barbie Dreamhouse, AirBnB is giving us a chance to live the dream and stay in a Barbie-inspired beach home in Malibu.
- The Vitamin Shoppe joins a slew of traditional retail outlets that are betting on an experiential retail approach.
Any Form of Exclusion is Off-Putting’: Why Brands are Still Flocking to Inclusive Marketing
Rihanna’s Savage x Fenty Show made headlines for having one of the most (if not the most) diverse fashion shows ever. Viewers praised the inclusion of plus size models, transgender models, and models with disabilities. Especially in the wake of the long-running Victoria Secret fashion show, Savage x Fenty felt modern, fun, and wildly refreshing.
Brands that focus on promoting diversity and inclusivity with their marketing messages benefit significantly. In fact, Glossy reports that “the strategy continues to prove effective for brands not only in gaining new customers but in driving sales.” But it’s important to note that those brands that champion inclusive marketing but don’t reflect those same values internally can experience heavy blowback. Read more about the power of inclusion here.
Stay in Barbie’s Malibu Dreamhouse
As children, many of us experienced a dash of disappointment one Christmas Day when we saw there was no Barbie Malibu Dreamhouse under the Christmas tree. Well, now we have one last shot to make our 7-year-old dreams come true, but this time in true adult fashion. In honor of Barbie’s 60th anniversary, Airbnb is offering an exclusive stay in a three-story beach house, decked out as an homage to the highly sought after Dreamhouse, for only $60 per night.
Not only is the property designed in in Barbie pink chic, it comes complete with pool and waterslide. Houseguests have access to celebrity hair stylist, make-overs and even chef-led cooking experiences. We’re just curious about what’s in the closets. Check it out the complete listing here.
The Vitamin Shoppe Opens First of 5 Planned Experiential Stores
Nutritional product retailer Vitamin Shoppe recently opened its first “innovation store,” featuring on-demand digital product guides, enhanced mobile point-of-sale checkout, body composition analysis stations and other interactive touchpoints. Consumers get individually tailored help from in-store “health enthusiasts” who are know all there is to know about the store’s products.
With declining sales and even bankruptcy rumors, the Vitamin Shoppe is hoping to lure more customers in with an experiential retail approach. As GNC and other health industry giants face massive store closures, Vitamin Shoppe is betting it all on an enhanced consumer experience.
Five Staffer Types Refreshing the Role of Brand Ambassador
It’s true that brand ambassadors are a powerful element of any brand experience. To the consumers they interact with, brand ambassadors quite literally become the brand itself. In order for a brand ambassador to be effective and achieve campaign goals, he or she should be confident, caring, and captivating – at a minimum.
But the role of the brand ambassador can also vary quite a bit depending on exactly what those campaign goals are. Event Marketer compiled a list of recent events that offered a distinctly powerful brand ambassador experience, then put those ambassador types into categories. Read more to see whether The Product Expert, The Actor, The Spokesperson, The Professional, or The Superfan Host is right for you.
Understanding How Brands Operate in Japan
Japan is a country known for the art of perfecting almost everything. The culinary experience is divine; their transportation system state of the art. Japan, like every place on earth, has a distinct way of approaching life and a unique world view. For those companies seeking to connect with its consumers during the 2020 Olympics, they should understand the culture first to make an impact.
James Williams, Coca-Cola vice-president of Olympics assets and experiential marketing for Tokyo 2020, moved to Japan two years ago. His mission was to immerse himself in Coca-Cola’s business in the country, understand the market, and become familiar with consumer tastes. He shares his key learnings here.
3 Ways to Market Effectively to Different Generations
Baby Boomers, Millennials, Gen Z, oh my! When a brand wants to appeal to consumers across several generations, how can it craft a message that resonates with each? Is it possible to have one marketing message that spans age groups?
Entrepreneur lists a few principles that will help your marketing approach reach as diverse a group of people as possible. The first is to lean into diversity and inclusion. When messages are age-inclusive and brands highlight people of different races and lifestyles, consumers respond. Read more here.
How Remote Work is Quietly Remaking our Lives
Since the turn of decade, the number of people working from home has risen dramatically. According to Vox, “What was once a rarity among a select set of workers is quickly becoming a defining feature of the future of work.”
Since the Great Recession in 2008, many US companies decreased their office space and even encouraged employees to work from home. Ten years later, as the article points out, “what was born from necessity has stuck around long after the economy rebounded.” Studies show remote work has resulted in overall increased productivity and lower employee turnover. Of course, there are a few downsides.
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