Frictionless Growth Marketing

Agencies are an integral partner and part of the marketing process for many brands. But when it comes to incorporating inclusion into the work brands produce, if the agency isn’t an inclusive marketing or multi-cultural marketing agency, infusing inclusion isn’t something that always happens consistently.

So that’s why I was excited to sit down with my guest today, Kumi Croom, Managing Director at Duncan Channon, a marketing agency, who’s done a really fantastic job of operationalizing inclusive marketing into the way her agency shows up and delivers for clients.

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Duncan Channon

In this episode, I had a conversation with Chris Savage, co-founder and CEO of Wistia, a video marketing company, on their Talking Too Loud podcast, all about inclusive marketing.

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Wistia

On this episode -- I'm bringing you an interview I did with Eman Ismail, on her super cool show Mistakes That Made Me.

In it, I talk about my journey to becoming an inclusive marketing strategist, and the mistakes I made as a business owner (for years) that led me to be in this position today. And of course, we get into a real good chat about inclusive marketing in practice -- which you'll find at the beginning of this episode.

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Mistakes That Made Me podcast

Representation matters. I think people know this, and get it intuitively, but for some, it can be hard to do in practice consistently. In this episode -- I'm bringing to you my chat with Jasmine Star on her podcast --- which is all about how we can do a better job of bringing representation to the forefront of our thinking, as we work to make more people feel seen, supported, and like they belong with our brand.

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As I've worked with clients of various sizes over the years, one of the things that has become clear is that an organizational transformation is required. You can't do the same thing or slightly different things every now and then and expect to attract and retain a more diverse customer base over the long term.

In this episode, I walk you through nine core components of the organizational transformation needed to enable sustained inclusive marketing success—in essence, to help you build an inclusive brand.

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In this episode, I sat down with Asha Shivaji and Jason Klein, co-founders of SeeMeIndex, and AI tool that evaluates how inclusive brands are with their marketing across a number of factors.

We covered a lot during our chat, including trends they've identified in their work as they've evaluated brands across many industries, including the beauty and wellness industries.

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SeeMe Index

The UN Business Case for Inclusive Marketing

More data on how inclusive brands drive sales

My personal belief is that we all hold some time of bias -- much of it unconscious. In this episode, I share a brief story of when one of mine recently showed up. Also covered is the impact of bias in marketing.

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Brand values are increasingly more important to consumers. As a result, brands need to communicate not only what their values are but how they are living them. In this episode, I walk through various ways brands are demonstrating not only what their values are, but how they are living them.

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Episode 122: How Michael Graves Design and Pottery Barn are working to bring accessible design to more consumers

Brands mentioned in this episode:

Ben & Jerry's

Patagonia

Seer Interactive

The Home Depot

Tory Burch

Warby Parker

Michael Graves Design

eCommerce is a core part of the journey for many consumers across a number of different industries. And because eCommerce websites or sections of websites often attract a broad diversity of consumers with different identities, brands who take the time to design experiences with as little friction as possible for people with these identities, will see more conversions.

This episode walks through how to build a more inclusive eCommerce website, with specific examples of how different brands do that for different identities.

Even if you don't have an eCommerce website, many examples referenced will still be applicable for you in helping you build a site that drives more conversions.

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All the examples mentioned in this episode

Episode 127: How to create a multilingual content strategy with Selim Dahmani

Episode 60: Designing inclusive experiences for neurodivergent consumers

Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul

Lots of brands are making YouTube marketing a priority. It's easy to understand why -- it puts you in a position to get in front of more of your ideal customers worldwide.

But of course, with any marketing tactic, you need an effective strategy behind it to make it work for you.

In this episode, I'm walking you through this smart inclusive strategy many top YouTube channels use with great success to reach.

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Video mentioned in the episode

134: 3 Steps to creating an effective multilingual content strategy

127: How to create a multilingual content strategy with Selim Dahmani