Diversity in Thought
April, 29 2019
Noisy Trumpet gained some valuable insights at the Texas Marketing Summit in Dallas last week! In case you weren’t able to attend, we’ve compiled some of the big takeaways we’ll be sharing in a three-part series. Our first takeaway: Diversity in thought is paramount.
If you don’t go forward, others will zoom right past you. The marketing world and our country’s cultural makeup has changed significantly over the last 20 years. The way we once segmented audiences has been reshaped and our customers no longer fit into perfect boxes. Successful marketers can’t allow personal biases to conceal potential audiences. Diversity is now more than skin deep: it reflects how one was raised, how one thinks, and how one identifies. This no longer follows a standard “Age, Gender, Income, Geography” checklist.
If you are looking to diversify your brand, here are a few things to consider:
• Targeting “minorities” is no longer considered niche marketing. The minority is now the majority and your brand’s marketing strategy must address inclusivity.
• Multi-cultural has morphed into cross-cultural and makes up the general population. When you think about cross-cultural marketing, you also need to think about how these groups can overlap; consumers can fit into LGBTQIA, Latin X, and Baby Boomer groups all at once.
• Companies disrupting the market are “future proofing” their brand by growing from diverse audiences. Successful corporations like Nike make inclusivity a priority across their brand and foster diverse representation in the workplace.
Photo provided by Nike.com
• You don’t need Ivy League minds for million-dollar ideas. Gain valuable insights from the community as opposed to just from the elite and educated. Diversity within your team’s knowledge, expertise and background encourages a mixing pot of ideas. For example, a Frito-Lay janitor turned his experimental Cheeto preference into one of the most popular snacks in America. Without this insight from him and his community, we would not have Hot Cheetos!
Photo provided by CNBC.com
Not sure the best way to reach those diverse audiences with your brand voice? Noisy Trumpet can help you identify the appropriate messaging and activate the proper channels to make sure your brand is truly heard. We’re just one call, like, follow, retweet and DM away.
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