An integrative marketing campaign has never been more important in 2020. This year, many brands have been held accountable for a lack of diversity and consumers will be actively watching their next move.
As the most racially and ethnically diverse Generation Zer tend towards inclusive brands. And millennials are no different – a study from 2017 found that 80% of millennials Concern for diversity and inclusion.
Inclusive marketing allows you to represent people from different backgrounds – regardless of whether it's race, height, sexuality, ability and more.
And just before the holiday season, brands will have the opportunity to create content that better reflects the world we live in.
From the news in your ads to the pictures in your Instagram feed, approaching your vacation campaign with an inclusive mindset can unite your community and Make your brand stand out.
Here are some Tips for creating a broader vacation marketing campaign This can help increase sales and increase brand awareness. No coal lumps here!
How to create a broader vacation marketing campaign
- Use neutral messaging
- Diversify your content but avoid tokenism
- Make your content accessible
- Share the spotlight with Inclusive Brands
# 1: Use neutral messaging in your vacation marketing
While 90% of Americans Celebrate Christmas, Millennials are more likely to celebrate it as a cultural rather than a religious holiday.
With that in mind, it's worth thinking about the language you will be using to promote your vacation marketing campaign this year.
While it's okay to celebrate a religious date, focus on it common values allows you to include all religions, beliefs and beliefs.
Neutral messages allow you to celebrate the holidays by focusing on topics like community, family, and giving back without using religious rhetoric or symbols.
To take Lululemon for example. Their "Give Presence" campaign reminded customers to slow down, live in the present, and enjoy family time.
Lululemon's campaign focused on the importance of connecting and disconnecting from our phones and was not only traceable, but also a clever way of celebrating the spirit of the holidays with neutral messages.
Similarly, you can also focus on weather related news. If your audience is mostly in colder climates, they may be drawn to campaigns related to winter activities, snowfall, and cozy interiors.
Are you ready to start planning your vacation marketing campaign? Download our free checklist so you can stay organized, track your tasks and start a successful campaign!
# 2: diversify your content but avoid tokenism
Creating content that includes and speaks to more than one demographic group is an important factor in planning your vacation marketing campaign.
However, it's important not to tokenize models – your content should authentically reflect your community. And it doesn't end with the race. Think about how your target audience intersects with different body types, age groups, gender identities, sexualities, and skills.
Creating a fully inclusive and diverse content strategy cannot be accomplished overnight.
For truly authentic results, your diversity efforts should be at the center of your business strategy – not just at the top of your Instagram feed during the holidays.
According to LaterCon Spokesperson and Gen Z Expert, Larry Milstein"It's not enough to just convey diversity and inclusion. You have to build them into the fabric of your brand."
This is something that makeup companies The lip baris known for.
Their inclusive vacation campaigns are often an extension of their everyday content. Once the holiday season is over, everything will go as usual. Take that away? Your content should be included all year round.
TIP: If you don't have the budget to do your own photo shoots, please find more information Image from a picture agency Use or extend websites Network of influencers So your influencer marketing strategy is more representative of your audience.
# 3: Make your content accessible
Create accessible content is not only helpful for people with visual and hearing impairments, it can also strengthen your digital community and improve engagement.
Accessing your content doesn't have to be time consuming or expensive.
A quick win is to include subtitles in all of your video content – whether it's for YouTube or an IGTV video. With 85% of the videos on Facebook If you are being viewed with no sound, it is important to make sure that your video is optimized for silent playback.
Another way to create accessible content? Body positivity advocate Megan Jayne Crabbe writes appealing image descriptions in their Instagram captions that are helpful for people with visual impairments.
You can also go a step further and include alt text in your Instagram posts or website images.
Alt text is an invisible description that can be told through a screen reader for the visually impaired. By providing an alternate text description, users can understand what is happening even when they cannot physically see it.
Do you want simpler ways to make your vacation content more accessible? This 5 tips can be implemented into your social media strategy now.
# 4: Share the spotlight with inclusive and diverse brands
The COVID-19 pandemic has presented small businesses with a number of challenges, many of which are experiencing unforeseen losses and financial difficulties.
With the holiday season approaching, now is a good time to spotlight the inclusive and diverse businesses that help structure your community.
It may feel like an unusual step, but sharing is really important. And in today's digital-first landscape, a simple act of goodwill can go a long way.
For example, a pop-up in Toronto last year made waves of the curation of Canadian products by women-run small businesses.
While Shop The Abode If you had a physical location, you could get inspiration from its focus on the community and highlight founders from different backgrounds.
See this post on Instagram
ABODE is a contemporary vacation boutique selling a specialized collection of Canadian women-run small businesses and their handcrafted products, including art, accessories, housewares, beauty, ceramics, stationery, apparel, and more. Shop for yourself and your loved ones on site during this holiday! 🕊 – 978 Queen St. W #ShoptheAbode #torontoshopping #torontoshoplocal #madeincanada
By working with local businesses and creating a limited time shopping experience, you can leverage their audience and reach new customers while showing camaraderie and unity.
After all, it's the season!
With these tips, you have taken one step closer to creating a bigger vacation marketing campaign.
And with inclusivity at the heart of your campaign, you can increase engagement, increase sales, and stand out from the crowd.
Plan your vacation content now with "Later" – free of charge!
Monique is a content writer at Later and enjoys helping brands define their language and content strategy. She usually sips matcha or adds another book to her ever-growing TBR list. Say hello on Instagram – @mo_thom