A2: INCLUSIVE MARKETING · Inclusive Marketing | 3 February 2017 3 Agenda •The business case •Examples of inclusive marketing •Some warnings! •Building it into organisational

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

4

5

Business Benefits

. • Builds brand reputation and loyalty

• Attracts the empowered consumer

• Boosts recruitment and retention

• Public sector benefits

6

7

Making a statement

8Inclusive Marketing | 3 February 2017

Including LGBT people in advertising


https://www.youtube.com/watch?v=d9lhhAEo9ik

https://www.youtube.com/watch?v=d9lhhAEo9ik


Advertising in ‘pink’ press


Community engagement


Brand association, cause related marketing and sponsorship


Adapting your products and services

14


Avoiding tokenism and “pinkwashing”

16

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


WHY IT’S IMPORTANT TO US

20

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








UNCONSCIOUS BIAS

28



Q&A


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?


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?


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?


Summary

Documents

A2: INCLUSIVE MARKETING · Inclusive Marketing | 3 February 2017 3 Agenda •The business case •Examples of inclusive marketing •Some warnings! •Building it into organisational