Cultural marketing has been a buzzword in marketing over the past few years. It can be really impactful, however lots of brands are still getting it really really wrong!
So here are some pointers:
- Build a truly diverse team from the top down as part of a long-term strategy, not a short-term tactic. Recruit diverse talent into senior roles and then truly let them lead, DO NOT simply hire lots of diverse juniors to tick boxes.
- If you are going to tap into a culture, whatever that culture, be sure to dig deep. Understand the nuances that shape it. It is super important to care about the detail. Be open to the fact that you won't know everything and trust those who know more than you.
- Above all, DON'T take, take, take. This can be super damaging to brand perception. Instead, dive in wholeheartedly and apply a give back philosophy to all you do – including the talent, agencies and consultants you work with.
And as a little bonus pointer, please consider the impact of small budgets & tight turnarounds (for what you deem ‘niche’ campaigns. It pays back in multiples when you pay/treat people fairly!