Take a long look at your marketing strategy – who are you targeting with your advertising and other promotional activity? Hopefully you’ll have identified your target market by homing in on its gender balance, age range, socio-economic status, and geographic location to identify your primary customers. You may have even carried out a market survey to better understand the needs of your potential customers. If you have, then you will have a clear idea of how to reach them with your message. But is that enough?
Major corporations are, according to the Mintel Group, ” … looking to strengthen relationships with consumers by recognizing and reflecting our more diverse and open-minded society.”
The companies mentioned above are not being totally altruistic, there are sound marketing principles behind their desire to appeal to a more diverse audience. People relate to people like them and if all your advertising focuses on one stereotype you are limiting its appeal. Consumers have morals, ethics, and viewpoints that reflect their beliefs – increasingly companies are taking a stand too and finding that it humanizes them.
People might find your promotional material too gender specific, or ageist, or not ethnically diverse enough, others may be offended by what they see as immoral – people will always see what they want to see, or perhaps not see. Only you can decide what is right for your company.
However, the one thing the trend toward diversity in marketing is showing us is that consumers want to feel you, as a company are being authentic. Adding a touch of diversity to your overall marketing activities may well pay off in more ways than you might imagine.
This article provided by Community Futures in Penticton. Questions about your business? Contact their office at 250-493-2566