a2: inclusive marketing · inclusive marketing | 3 february 2017 3 agenda •the business case...

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

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Agenda

• The business case

• Examples of inclusive marketing

• Some warnings!

• Building it into organisational culture

• Case Study: Lloyds Banking Group

• Facilitated discussion

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5

Business Benefits

. • Builds brand reputation and loyalty

• Attracts the empowered consumer

• Boosts recruitment and retention

• Public sector benefits

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Making a statement

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Including LGBT people in advertising

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

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Advertising in ‘pink’ press

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Community engagement

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Brand association, cause related marketing and sponsorship

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Adapting your products and services

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Avoiding tokenism and “pinkwashing”

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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

© 2016 Lloyds Banking Group plc and its subsidiariesConfidential

WHY IT’S IMPORTANT TO US

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PROGRESS TO DATE

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© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 24

© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 25

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© 2016 Lloyds Banking Group plc and its subsidiariesConfidential

UNCONSCIOUS BIAS

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© 2016 Lloyds Banking Group plc and its subsidiariesConfidential 29

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Q&A

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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?

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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?

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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?

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Summary