a2: inclusive marketing · inclusive marketing | 3 february 2017 3 agenda •the business case...
TRANSCRIPT
A2: INCLUSIVE MARKETING Duncan Bradshaw
Director of Membership Programmes
Rob Bullock
Senior Project Manager, Empowerment Programmes
3 February 2017
Inclusive Marketing | 3 February 2017 2
Session Aims
• Look at the business case for marketing to LGBT customers
• Hear best practice examples of other organisations that have excelled in this
space
• How to actively engage with the LGBT community and build long-term brand
loyalty
Inclusive Marketing | 3 February 2017 3
Agenda
• The business case
• Examples of inclusive marketing
• Some warnings!
• Building it into organisational culture
• Case Study: Lloyds Banking Group
• Facilitated discussion
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Business Benefits
. • Builds brand reputation and loyalty
• Attracts the empowered consumer
• Boosts recruitment and retention
• Public sector benefits
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Making a statement
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Including LGBT people in advertising
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https://www.youtube.com/watch?v=d9lhhAEo9ik
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Advertising in ‘pink’ press
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Community engagement
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Brand association, cause related marketing and sponsorship
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Adapting your products and services
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Avoiding tokenism and “pinkwashing”
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Taking a strong stance and reactivity to negativity
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential
LLOYDS BANKING GROUP’S JOURNEY TO MORE INCLUSIVE MARKETING
Lisa Sampson, Marketing Manager, B2B Marketing Communications
February 2017
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential
WHY IT’S IMPORTANT TO US
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The work area where content can be placed is shown in the grey shaded box, and cannot be placed outside of this
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 21
PROGRESS TO DATE
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 22
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 23
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 24
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 25
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 26
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 27
© 2016 Lloyds Banking Group plc and its subsidiariesConfidential
UNCONSCIOUS BIAS
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© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 29
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Q&A
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Activity 1
• Does your organisation measure the perception of their
brand in relation to LGBT inclusion?
• How do you think your brand is perceived currently in terms
of LGBT inclusion and what would your aspiration be?
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Activity 2
• Thinking about your customer/service user experience and
considering their touch points from the perspective of an
LGBT person:
• What does good practice look like to your organisation?
• What does bad practice look like to your organisation?
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Activity 3
• What are the internal barriers to developing more inclusive
marketing practices?
• Who do you need to influence and involve and how can
you influence them?
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Summary