Last night I had the honor of presenting at the “One Market, One Vision, One Voice” event. Over 40 professionals in the advertising, PR and marketing industry came out to network and discuss diversity in advertising.
I started my presentation with a simple question: “Why does Diversity even matter?”
Let’s first understand what diversity is: For me diversity is about different cultures, skin color, ideas, values, lifestyles, religion, socioeconomic, sexual orientation etc. Diversity is an exciting thing…think about it: if we all looked the same, felt the same, believed the same, life would be pretty boring.
Now that we know what diversity is – again “Why does it really matter?” is it just about creating diverse ads for the sake of creating diverse ads. The answer is NO. You should care about diversity because it will directly impact your company’s bottom line.
“People respond to advertising that is relevant. Everything else is spam.”
- Jeff Zelaya
Making your advertising relevant to your target audience will help you move people to take action. How do you make ads relevant? Refer to Hofstede’s pyramid below.
By having your ad appeal to human nature you can make it relevant to the broadest audience. Think Maslow’s Hierarchy of Needs: Physiological, Safety, Love/Belonging, Esteem, Self-actualization. If you want your ad to appeal to a large audience it should definitely leverage one of these needs.
But sometimes leveraging human nature is not enough. To maximize your advertising results you need to also leverage culture: Appeal to people within a culture by showing people, rituals, language, behaviors or customs that reflect the specific culture or specific group of people. Understand diversity is key to be successful in this area.
The third way is to create advertising that appeals to the audience’s personality. In mass marketing this is very difficult to do – however, in recent years because of the internet and technology we can now begin targeting our advertising based on personality and behavior. Many websites have begin using platforms like Eloqua, Omniture and Google Optimizer to record and track:
- Visits to a web site
- Pages they visit
- Amount of time they view each page
- Links they click on
- Searches they make
- Things that they interact with
Collecting this data along with other factors allow the advertiser to create a “profile” for that user. This then allows them to identify the user the next time they visit and serve up ads or content that is relevant to the personality patterns exhibited by the user. Advertisers can then position their online ads in front of the visitors who exhibit a greater level of interest and intent for the products and services being offered.
Thank you for checking out my blog and I hope that you come back. Below is the presentation that I reviewed at last night’s event which also covers 3 Ways to Have Diversity Success. If you have questions feel free to reach out to me or leave a comment below.