Tag

diversity marketing Archives - Moxi.Biz

Speaker

‘It’s hard to sell to whom you can hardly see’

By | News | No Comments

Moxi.Biz’s founder Rianne speaks at the ‘Altijd Anno Nu’ event

On December 13th 2016, Moxi.Biz founder Rianne was invited to speak at the LuikenKarstens Event ‘Altijd Anno nu’ (always in the (k)now) in Leiden. She aimed to increase the awareness of an audience of entrepreneurs and business owners of consumer groups that are still often overlooked as attractive target customers. In her view, the every day political talk about diversity and framing of certain groups blurs the vision for marketeers of considering these same people as interesting potential new clients.

‘We help you see and reach a wider audience’

Rianne challenged the audience by sharing some details about herself. People might see a young, bi-cultural woman, but she is also an owner of two businesses, a home owner, plays golf and rides a motorcycle. These aspects might make her an interesting prospect for businesses in the audience.

She continued by saying that women are often overlooked as a financially successful consumer group. CBS statistics show that in 2025 the percentage of Dutch women with economic independence will be equal to that of Dutch men. Furthermore, there is an increasing number of women as entrepreneurs in The Netherlands. That being said, this group should definitely grow the interest of marketeers.

Rianne further pointed out that highly educated and entrepreneurial non-western migrants in Holland are growing significantly as a group. This means that they shoul become more interesting for businesses in general. A good example of this is the recent collaboration of Zilveren Kruis and Omnia in health insurance (read the business case here). The marketing potential of this group however, is often overshadowed by negative framing in the Dutch Media as she illustrated with the recent media coverage of hiphop artist Typhoon.

Through these motivational talks Rianne hopes to inspire businesses to gain a broader view of their clientele.

Moxi.Biz believes that integrating diversity in doing business is a ‘must have’ rather than a ‘nice to have’. Our mission is to raise awareness on the benefits of diversity marketing and help companies reach a more diverse clientele successfully. We do this by sharing relevant news, giving motivational talks and organizing inspiration sessions for marketeers. Would you like to know more or book Rianne as a speaker at your event? Contact us!

 

 

Hijab Muslim woman

‘I grew up feeling a hijab would hold me back’

By | News | No Comments

This week CoverGirl cosmetics announced that they have a new brand ambassador that will feature in their add campaign: a Muslim woman, wearing a hijab. Beauty blogger Nura Afia will be the first Muslim woman with headscarf to feature for the cosmetics brand. Nura will be one of the brand ambassadors for CoverGirl’s  “So Lashy” mascara, meaning she, along with a diverse lineup of other models, will appear in CoverGirl commercials and on a billboard in Times Square.

‘Inclusive beauty that supports any and all types’

CoverGirl’s announcement is the latest to promote diversity and inclusiveness. In October, the company announced James Charles as its first male ambassador. Other faces of the “So Lashy” campaign include two black women, an Asian-American woman and Latina actress Sofia Vergara.

“We’ve always stood for inclusive beauty that supports any and all types,” CoverGirl wrote in a recent Instagram post.

Nura says that this is a milestone for the Muslim community in the United States. “It means that little girls that grew up like me have something to look up to. I grew up feeling like hijab would hold me back.”

Though Nura may have felt that a hijab would make it difficult for her to be successful, she is sure proving herself wrong these days. Nura has more than 200.000 subscribers on her YouTube channel, where she posts video tutorials on how to recreate various makeup looks, and more than 300.000 followers on Instagram.

This is a prime example of CoverGirl using diversity marketing to promote their product. Attracting someone like Nura Afia who has such a huge amount of followers on youtube and Instagram, will ensure that this campaign will gain the online presence and success that CoverGirl is after.

Rianne Dragt

Managing director of Moxi.Biz

Moxi.Biz believes that integrating diversity in doing business is a ‘must have’ rather than a ‘nice to have’. Our mission is to raise awareness of the benefits of diversity marketing and help companies reach a more diverse clientele successfully. We do this by sharing relevant news, giving motivational talks and organizing inspirational sessions.

Photo credits: Lacey Terrell / Covergirl
Diversity marketing

Diversity Marketing: Not just black and white

By | News | No Comments

If you think that you know a thing or two about marketing. Quickly answer this question: what is diversity marketing? If your answer is that diversity marketing is marketing based on ethnicity, or racial background, please continue reading, because that is a very limited definition. Actually, it is much more! It may well be that you are missing opportunities because of this fallacy. Or, as one of the leading figures in diversity marketing, Kelly McDonald puts it: ‘Know it or blow it.’

Tap into your customer’s values
Kelly McDonald is one of the leading marketing specialists and top expert in the US when it comes to diversity marketing. Her definition of diversity marketing is much broader than the general understanding of the term. She advocates to really look at the values of one’s customers. For example, are they generation Y or millennials, do they have children, what are their political views, are they religious, what language do they speak, where were they born, what are their physical abilities, are they LGBT,  do they live in a city or a rural area? These are all aspects of what makes someone a unique human being, with unique consumer desires. For example, someone who has children, lives in a suburb and is working will have a decidedly different spending pattern than someone who is single and lives in the city. It is up to you as a marketer to understand these differences and tailor your service or product to them.

Customers are more diverse than ever before. To effectively communicate with someone who is different from you, you have got to tap into their values and what’s important to them. This way, you will be able to know their hearts and minds and ultimately their wallet.

The Harley Davidson case
A great example of this is Harley Davidson. At Harley Davidson, they wanted to generate business among women. How did they go about it? They knew that most women didn’t know how to ride a bike. That was the number one barrier for women to buy a motorcycle. So, they started offering free clinics, lead by female teachers on Saturdays at Harley Davidson dealerships.  In addition, there was a fashion show at those Saturday sessions. They watched their sales and market share among women grow exponentially. This shows that if you identify what is important to people and what their values are, you can grow your business.

Inspiration
At Moxi.Biz, Kelly McDonald is one of our great inspirations. This is where our business slogan Diversity = Business is founded upon. We are convinced that once marketers realize that it pays off to tap into the differences within their prospects, their business will grow. We are all different from each other and once you realize that, you too will know how to translate this into business.

Are you interested and want advice on how to identify and tap into your consumer groups? Please feel free to contact us!

Rianne Dragt

Managing director of Moxi.Biz

Moxi.Biz believes that integrating diversity in doing business is a ‘must have’ rather than a ‘nice to have’. Our mission is to raise awareness of the benefits of diversity marketing and help companies reach a more diverse clientele successfully. We do this by sharing relevant news, giving motivational talks and organizing inspirational sessions.

Source: mcdonaldmarketing.com