Exclusive v. Inclusive in Marketing: Marketing Snafus n’ Racism
Anybody who knows anything about what I do, know that marketing and brand relationship building is part of what of me. And I couldn’t go by this week, without talking about the latest “marketing snafu” in my blog.
So, there are many comments and opinions as to what infamous retailer, H&M, was trying - or not trying - to do with their recent ad. Let me catch you up to speed, just in case you have no idea what I’m talking about: the latest product line is about animals (no problem there), and in their efforts, they seek to be a more inclusive brand and had an African-American male child (this is important to this story) modeling in a sweatshirt that read “Coolest Monkey in the Jungle.” Now, here’s where the whole thing blew up. If you are in marketing and have not been living under a rock, you know that black men being called monkeys is a well-known racial slur.
Now, the issue I take up here is that this isn’t H&M’s first time under fire for racial or cultural insensitivity. So somewhere down the road, if you bump your head once, it’s shame on me, but if you bump it again, it’s shame on you. It makes me wonder if there is diversity on their marketing team, and not to pull the black card or affirmative action, but to provide a clear perspective of how certain cultural norms or non-normals (I just made that word up) can affect their brand.
Here are some noteworthy tips that I would like to share with small businesses to be mindful of when creating and implementing your marketing campaigns:
Know that even if you’re not targeting your product or service to a particular market, if they purchase from you, it is your responsibility to be sensitive to their needs. Your brand may be exclusive in nature, but in mission it may be inclusive. Take note of that.
Being culturally sensitive isn’t about a race or gender card; it’s about good marketing and knowing how to project your image positively to people who are your customers - and your potential customers.
It’s in bad taste to simply just acknowledge a problem - actually do something to fix it. Listening is one of the greatest marketing and PR tools that even four college degrees won’t teach you. Listen to your audience, and let them know you hear them, by actually providing a solution that will benefit the brand and the customer.
Do your research. Don’t make the same mistakes your competitors or colleagues make. Get to actually know and build a relationship with your customers. Find out what makes them tick, not only in regards to your product or service, but personally and emotionally. You may be able to brag on bringing in the dollars without doing this - but at some critical moment, you’re bound to blow down your own brand and reputation without doing it.
Don’t gamble. I know that in this age with social media and search engines, the competition is ridiculous where businesses feel they have to use marketing “shock tactics” to sell their products or services. And it may work - well, it has worked. But at what expense? How much are you willing to lose just to gain? Set goals and benchmarks in your strategy that will leave in the minds of your customers a brand that is all about its customers, instead of a brand that’s all about being seen; it’s just not worth it.
And lastly, bring in diversity. If your brand’s main audience is green (money), then guess what, African-American, Hispanic/Latino, Asian, Homosexual, Bi-sexual, etc. are more than likely purchasing what you’re offering. It makes good business sense to bring aboard your marketing as well as your public relations team a diverse group of people who can present to you trends and language that can negatively or positively impact your brand. Make sure they are not just on board to represent, but they are knowledgeable in the culture and history that they represent. You want people on your team that will protect and project your brand beneficially.