Regardless of the controversy, so to say, Disney crushed it when it came to inclusive marketing for this film. Here's why!
As a marketer, it is
imperative to stay ahead of the game and keep up with our ever-evolving world. It can be a difficult road to trek because there is always going to be some sort of backlash when something changes.
The key is to always ask yourself as a marketer, "Where am I going to take this and why?"
Read on as media update's Saads Abrahams takes you under the sea and shows you how to make inclusive marketing part of your world.
What is inclusive marketing?
Think of the role that marketers play in the brands or companies that they represent: They need to make sure that they have a
positive brand image. Inclusive marketing is possibly one of
the best ways to achieve this.
With inclusive marketing, your campaigns reach a much
wider audience; with this said, you need to ensure that your campaigns resonate with people from different:
- races
- cultures
- religions
- sociology-economic backgrounds
- ages
- bodies
- beliefs, and
- abilities.
To
reach anyone is easy. But to
connect with them is a challenge.
When implementing this, the main thought should be
inclusivity. Ask yourself, "Is the campaign you are launching going to resonate with different people?"
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Why is inclusive marketing important?
By having
diversity and inclusion in your marketing campaigns, you help people feel seen and heard. You are also assisting audiences in finding
brands that align with their
values and beliefs.
Inclusivity starts from inside the hub of a brand — and that should be expanded through to your marketing campaigns. Consumers are
no longer passive buyers; this is all because of the wonderful world of social media.
If your brand does not align with a consumer's values, those users are not likely to have any interest in your brand. As a result of the Internet's influence, people are now able to find alternative brands that
do fit within their ethos.
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How did Disney nail inclusive marketing with the live remake of The Little Mermaid?
The original Disney movie
The Little Mermaid came out in 1989. That was a long time ago — and to get people hyped up about it, Disney's marketing team had to make sure that the live-action remake was something that would
get people excited.
People are incredibly nostalgic and changing a beloved character was bound to ruffle up some feathers (
or fins). However, Disney's marketing team knew that inclusivity was not only
important to reach a wider audience but also to
showcase the values of Disney.
Because of Disney's strong value base any and all backlash against the casting choices didn’t scare them at all. They knew that there is
importance on inclusivity and diversity. And any resistance they did face would be met with an abundance of positivity.
And
this, is exactly why Disney's marketing knew that
inclusivity is important:
Disney's marketing people
didn't stop with just the cast of the movie. They have reached out to black-owned businesses to partner up with. The most successful partnership is with
Carol's Daughter. This is a hair care brand that was founded by a black woman named Lisa Price.
Not only did this partnership solidify Disney's
efforts to be more inclusive but it brought even more recognition to another brand that also has a huge focus on inclusivity.
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What can marketers learn from Disney?
Some of the main takeaways for marketers wanting to be more inclusive are to
embrace authenticity and
broaden your perspectives. Being inclusive means that you
need to look past your own preferences and beliefs and accept everyone as they are.
So when implementing inclusive marketing, it has to be more than just face value — it needs to be
integrated into the heart of the company or customers will see right through it.
The only sure way to nail inclusive marketing is for the brands and companies to believe in inclusivity themselves and make sure that it is part of
their values too.
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What are your thoughts on inclusive marketing? Let us know in the comments section below.
*Image courtesy of Canva