Our custom is the way Marketing is done in the Digital Age. Before we limited ourselves to local magazines and TV commercials, now we spread to the whole world with a few clicks. Advertising is reaching more people, and that’s great for those who specialize in Marketing.
Keep in mind: we are reaching more people with all kinds of tastes, interests, ethnicities, permanence, classes, opinions and life stories. And most importantly, people are now more in demand because they have stopped looking only for products and focused on finding brands that represent their values.
This is not a personal opinion. According to the Global Consumer Pulse Research, a study conducted by Accenture in 2019, Generations Y and Z can be called Generation P(urpose), and they represent almost 5 billion people.
In another Adobe survey, 38% of respondents said they are more likely to buy products from brands that include diversity in their ads, and 34% have boycotted a brand at least once because they didn’t feel their identities were represented in the ads. ads or actions.
We can say that it is undeniable that to connect with the audience, brands and companies need to represent their own views and opinionsboth in advertising and marketing campaigns, as well as in real actions.
Representation is more than a marketing tool
None diversity It is a very present topic in business conferences, movies, news and advertising, should not be treated as a marketing strategy, but as a genuine form of inclusion and respect.
Many brands misheard the message. A sample of the company of beautiful products from Love Beauty and Planet of the Unilever group.
Even carrying a clear sustainability reference in its number, the brand was involved in controversies that its cosmetic ingredients weren’t as “organic, vegan and clean” as promised, and that the brand wasn’t completely cruelty-free either.
What I really want to reflect on is that Love Beauty and Planet consumers don’t just consume their products because they like them, but because of what the brand should stand for.
Companies must pay attention to consumer demands, not only related to the products or services they sell, but also to the values, fears, hopes, flags and beliefs of their customers. This has to be the central and internal concern of the company itself, in all its areas.
Customers prefer committed brands
As we mentioned, consumers today are looking to connect with brands that support diversity and inclusion. It is clear that it is related to advertising, from which consumers are represented, but it goes further.
According to the Global Marketing Trends Executive Survey, it is also important to consumers how well a company applies diversity in its workplace, understanding and opening space for women, blacks, LGBTQIA+ and other minority groups.
This is particularly relevant for the youngest: the survey showed a growing behavior in relation to diversity, especially for Generation Z, the new force of consumption.
These young people, born between the early 1990s and early 2000s, are what we call digital natives, that is, they were born and raised during the digital transformation.
We know that they care about issues related to our planet, hence we find references from young activists like Greta Thunberg, and with sustainability for both conscious production and business growth.
The Executive Survey of Global Marketing Trends found that 57% of consumers are more loyal to brands engaged in social action. It also showed that companies with better growth results strengthened KPIs for DEI business objects, a difference from the competition with a lower level of growth.
The same survey also indicates that 94% of Generation Z expect companies to take a stand on social issues, and 90% said they are more willing to buy products that benefit society.
This data even promotes diversity in all the efforts of companies: in advertising, recruiting, retaining talent, showing alignment with the proposal and investments in social initiatives that reduce inequality.
Correct representativeness leads consumers to pay more
Beware: representativeness is not an exclusive concern of young consumers.
People in the world are reflecting not only on how a product is made, but also if the company that produces it compares the same values. An example of this is a study by McKinsey & Company that found that African-American consumers are paying a 20% increase for products and services that meet their needs.
One company that learned after a lot of controversy was Choice Target. In 2020, due to its accusation of promoting ideas of racial exclusion in its advertisements, the company has come to invest in opportunities for historically marginalized and ignored people by adopting black-owned brands in its portfolio.
My point here is that the company can make an excellent inclusive campaign and, at the same time, eliminate minorities in its hiring processes. Or you may succeed in fostering an extremely diverse and inclusive environment in your workplace, but run an unfortunate and controversial campaign.
Brands need to pay attention to how to really promote diversity, equity and inclusion in all their areas. But this is not easy, and requires constant evolution.
The best way to do this is by knowing your consumers deeply, and having strong values at the core of your brand.
Customers consume from companies in which they can pour represented. And, many times, that means that the company has to publicly express its support and invite its customers to the cause.
It’s not enough for beauty brands to produce makeup for all skin tones. Customers may also want to know if the company has racial and ethnic diversity in its workforce and what freighters it operates.
Fenty Beauty, a brand created by pop star Rihanna, offers 40 shades of makeup. In its first month, Fenty reportedly earned $72 million and sold out in stores, showing that there is a market waiting for companies to meet their demand.
When we looked at the presentation of the products made by Fenty in its collection show, the concern to represent all kinds of people was clearly present.
Diversity at all your touchpoints
To target this new consumer, the path is more conducive to investing our not only in ads that encourage consumer diversity, but also in representing the within the company itself.
A diverse workforce, including professionals of different ages, genders, sexual orientations, races, ethnicities, and who share different life experiences, areas of study, and culture, increases the richness and knowledge base of a team. It also benefits from the work and productivity of the entire company, as well as promoting greater creativity and, consequently, innovation.
According to data from a study conducted by the Boston Consulting Group (BCG), companies that invest in diversity, particularly in leadership roles, also reported 19% more innovation revenue than companies with below-average leadership diversity. , which demonstrates the value of representativeness and diversity of management positions.
This scenario can cost business opportunities and a crucial innovation to create a negotiation, since, according to HBR, a team with less than one member who compares the ethnic origin of a client is 152% more likely to understand the real needs.
Increasing results are a consequence of a greater purpose
Supporting a social proposal is also a strategic agenda for the growth of your negotiation. By proposing to be a company that promotes diversity, equity and inclusion, it is necessary that you extend your actions to society, worry about reducing environmental impacts and activating social causes.
At Rock Content, the concern for our environment is evident: we treat the uniqueness of each person with due fairness and respect, we listen carefully to all voices and act to transform realities beyond our employees and consumers.
For us, social impact means generating employability opportunities for people who, due to their gender, race or socioeconomic status, are in a vulnerable situation. This is achieved through the promotion of education, allowing inclusion in the market and ensuring fairness in the negotiation.
There are various ways to contribute socially to building a brand committed to diversity, equity and inclusion. It is possible to issue less paper, encourage the use of public transport and even implement recycling in the company.
However, it is interesting to associate your product or service, if possible. Product donations, offering social discounts to certain groups or even sharing the knowledge of your workforce can bring results not only in the development of a more sustainable society, but also in the company’s income.
When a company’s commitment is clear and shows its contribution to society, it is possible to generate value, whether for shareholders, employees or customers, and then create authentic and trustworthy relationships with all these audiences, and also attract new consumers.
Having a purpose is a path to competitive advantage and sustainability within the company itself, which is essential for long-term financial success.
Knowing all this information and having clear criteria for your target audience, you need to analyze how committed your company is to this new consumption scenario and start investing more and more in building a diverse and inclusive approach.
It’s good for society. They are good for your business.
This article will also be read in the new issue of Rock Content Magazine, published this August. In this issue we bring incredible content on diversity, inclusion and accessibility, a very important topic for brands and today’s society. You can download the magazine here, it’s completely free! Enjoy it!
Whether he wants to make a corporate gift or even offer personalized goodies to his customers, choosing a cheap promotional item can sometimes be difficult. Indeed, there are a multitude of possibilities that allow you to believe in promotional items in the colors of the brand that you can then distribute or offer. Discover several tips to choose the inexpensive advertising gift that meets your needs!
In learn more about the corporate goodies market
It all starts with researching the corporate goodies market. In fact, if you opt for a promotional item instead, you still need to know what options are available to you. You can therefore browse more professional sites specializing in the creation of inexpensive goodies to learn more about:
- The proposed objects
- Possible customizations
- Give them delivery
It is only by taking into account the realities of this market that we can project ourselves in a concrete way and implement our project.
Define the distribution objective of the advertising goodies
If you want to believe in a cheap promotional item, you have a specific goal in mind. Indeed, this type of marketing operation makes sense for its activity and will be a very specific goal. It can be a question of attracting new customers, retaining existing customers, pleasing partners, gaining visibility, etc.
Define your target to offer your corporate gifts
Once the objective has been defined as it should be, it will be necessary to define the target of its inexpensive advertising object. Not all corporate goodies will match all profiles. It is therefore necessary to start by knowing who you are addressing in order to then have the possibility of finding adequate personalized goodies. The target can be its current clientele that we generally know by heart, but it can also be a clientele that we wish to reach and that we must then study more closely.
Choose the context to distribute the promotional products
The distribution of the chosen goodies must take place in a very specific context. Here too, the price taking into account the objective as well as the target will be in order to create the opportunity. It can be the sending of each cheap advertising item by post, but also a live distribution during an event for example. A contest can be a very interesting context, plus a specific offer can also be a way to offer a promotional item. The possibilities are three names!
Choose the mode of distribution of your advertising object
With the context we also see the mode of distribution. As we mentioned earlier, the inexpensive advertising object can be sent by post, distributed directly, in gift bags, etc. The mode of diffusion can involve expenses and it will also condition the type of advertising object which is proposed by wishes. It is therefore gathers the important information to take into account!
Opt for a useful, functional and visible advertising object
If a company chooses to offer a personalized advertising object, it is recommended that it choose an advertising object that is personalized, useful, functional and visible. Useful and functional, because it must be able to find its usefulness in the daily life of those for whom it is intended and immediately, otherwise it will end up in the trash or at the bottom of a drawer. Visible seems that the whole point of cheap promotional items is to allow the company to gain visibility! We therefore avoid objects that will only occasionally serve our target.
Be on the lookout for trends in personalized goodies
The choice of a cheap personalized object must also be made according to current trends. Some items are more popular than others, as are some styles and designs. On this one, therefore, do not take a look at what is being done in the field to find inspiration in order to create a cheap advertising object right in the trend and if possible the one that its target follows of course!
Have a news account to best choose your advertising items
The news is also a good source of inspiration for him to choose the best promotional item. It allows itself to choose a consistent advertising product and also improves its chances of seeing what is used. For example, brand names began to offer personalized fabric masks from the start of the pandemic. There are also original advertising gifts made from more eco-responsible materials to better understand the ecological emergency that we are all experiencing.
Moreover, having a news account for the creation of a corporate promotional item is a great opportunity to project the image of a more conscientious and attentive company.
I will pay into account his budget for the purchase of corporate gifts
The question of the budget will also be at the center of the choice of a promotion channel. It is indeed necessary to take into account the cost of each advertising object, but also the costs related to their distribution, the whole, multiplied by the number of objects which one wishes to distribute. It is therefore recommended to make a precise calculation by amount in order to ensure compliance with the budget that will be established.
In addition, certain other costs may be taken into account, such as any promotional operation aimed at making it known that advertising items are offered.
Opt for an advertising object professional for you
In short, the choice of profession that accompanies the project is also important. By turning to a specialist in the subject, you can be sure to benefit from valuable advice to make the right choices, but also to benefit from quality service with deadlines respected, for example.
Do you want to be a businessman in the world of e-commerce, do you embrace a platform to create a website? If you do not know which solution to choose to get started in e-commerce, here we will present two very different e-commerce solutions: WiziShop and PrestaShop.
WiziShopan e-commerce solution that is simple and quick to set up
Wizishop It’s a great option if you’re new to e-commerce. Indeed, this solution is very effective and allows you to use an e-commerce site for less than 350 EUR/year. If you never exceed the turnover, go for this platform. Also know that you have the possibility to test Wizishop 14 days free pendant. It’s a better way to make up your mind. The platform has chosen to position itself as a marketplace for creating merchant sites by subscription. The whole of this formula is that everything is included to improve the creation of your store. Also, you’ve never been embraced by ability mastery techniques, if you’re having a problem, this is the place to work.
The interface of the e-commerce solution WiziShop It is considerably ergonomic. If you’re new, you’ll love the simplicity and speed of background processing. Moreover, the functions offered in this solution are complete solutions for launching an e-commerce site.
With all paid site building platforms, you will need to acquire the ones that count. For this, you will have to pay monthly billing, which is between €27 excluding tax and €297 excluding tax. Apart from that, you will also have to pay a decreasing commission on your turnover, from 2% to 0.5%. This can be an inconvenience if you have little means.
Find out more: Wizishop: Use the benchmark tool and competitive intelligence to succeed in distinguishing yourself on the market.
PrestaShop platformideal for creating an e-commerce site for free
If you want to create an e-commerce store, you must assume the responsibility for start-up costs, especially in advertising and marketing, to make yourself known. Therefore, it is beneficial to use a free solution to trust your store. PrestaShop It is a good solution if you leave income via your website, there is where you leave a campaign to finance the creation of your online store.
Accessible to beginners, it allows you to have your own website. So you don’t have to pay a penny on sales. But it also means that you have to manage the whole site yourself, changing its settings and adding new services.
outside, PrestaShop It is a content management system specialized in the management and administration of catalogs of products sold online. in contrast, PrestaShop is therefore optimized to create sites showcases.
This solution is dedicated to solving difficult problems related to e-commerce. Such as inventory management, product catalog, shipments, orders, product returns, and more.
Indeed, setting up an e-commerce site on PrestaShop much quick and easy. Now, the majority of site owners have a well-integrated solution that sets up your store in just a few clicks.
In terms of features, PrestaShop is pretty great, with over 300 services now available locally. After that, you can choose paid training performances or graphic charters for your store customization.
Wizishop and PrestaShop : two very different e-commerce solutions
WiziShop and PrestaShop are two largely distinct platforms. Some people are willing to pay a monthly installment. This action allows them to not worry about fixing bugs. In order to make the e-commerce site more efficient, it remains legally responsible for the functional names offered to it.
In return, others consider saving tens or hundreds of euros by choosing the free solution of PrestaShop. A budget that will be necessary to create a website will be three times lucrative to have a good marketing activity.
Free or paid solution?
Before you start building an online business, list the strengths and weaknesses of these two platforms. Do you prefer paid solutions that offer ease of use and bug management? Oh do you prefer to manage and keep a budget for marketing operations? It’s up to you.
If you are planning to start an online store, you need to ask yourself a lot of questions. Among these questions, you are most likely wondering which editing tool to choose for the creation of your e-commerce site. To help you get a better idea of the multitude of offers available on the Internet, Wizishop may be the best solution.
WiziShop : a better ecommerce solution
If you have already investigated creation of a website electronic commerce, you may have come across the editor WiziShop. A French company based in Nice, this tool is widespread.
Created in 2008, which gives it some experience in the sector. Thus, this platform has attracted more than 100,000 users. WiziShop adds about 800 users per month and sales in all its stores amount to 530 million euros.
WiziShop continues to grow by providing customers with the highest quality service. To do this, the company has extensive support and simplified handling of editing tools. So even if you are a beginner, WiziShop It allows you to set up an e-commerce in a simple and fast way.
It makes a complete follow-up and puts everything in order so that you can carry out your project.
The types of projects corresponding to WiziShop
There are many different practices behind online trading. You may want to build a store in addition to your existing physical outlet. Similarly, you may want to implement an e-commerce site as your main task. Know that all this is possible with WiziShop.
This eCommerce builder has all the tools you need to create a complete online store. It focuses on the sale of goods and services. But this e-commerce solution goes further and offers adequate services for direct deliverya mode of sale that has developed rapidly over the years.
This involves setting up a sales site out of stock. In fact, you will only be an intermediary between the supplier and the end customer, thus simplifying management. All of these different modes of operation can be achieved with WiziShopwhich opens up a wide range of possibilities. Then, WiziShop It can be adapted to all your online sales projects.
Who can use this tool?
This tool is accessible to all users. In fact, WiziShop seems to deliver on its promise of providing an easy-to-learn tool, even for those without specific technical skills. The target audience of this e-commerce publisher is mainly beginners. But that should not scare the most experienced users, because WiziShop he also has them in mind.
Instead of providing too simple tools, this editor offers users quite advanced features. you would have understood: WiziShop it’s for everyone Whether you are a beginner or an expert in website building and e-commerce, their tools should meet all your expectations. This feature also deserves a positive review for Wizi store.
Also Read: WiziShop’s Booming E-Commerce Solution.
Instructions for using the e-commerce solution WiziShop
Registration on the platform
If you want to do business with WiziShopThe first thing to do is visit its official website. From there, you can sign up for the platform. WiziShop therefore, it will ask you to provide certain information. Among the data requested, you will be asked for your name and surname, email address, password and the name of the store or area of activity.
When you get to the bottom of the form, WiziShop will continue to build your store. You will then have the possibility to access your dashboard after a few seconds to start a personalize your website.
Customizing a website
You can immediately start making changes to your site once WiziShop gives you access to the editor. These refer to two aspects in particular: adding and improving content, and integrating additional options.
Content that already exists in the store
Modifying them is very easy when you go to the store page from the editor. Simply click on the area you want to customize to see the available options. This works for text-type content, but also for images and many other media elements.
For your e-commerce activities strictly speaking, WiziShop it also offers you the possibility to create and place blocks intended for the sale of your products on your pages. Therefore, you can easily promote your products.
Also Read: Wizishop Startup Launches Worldwide.
The different characteristics of WiziShop
WiziShop It offers many very interesting features. This online store editor helps you, for example, to automatically calculate shipping amounts according to your items. In addition, it allows you to share your articles and content on different social networks. WiziShop offers options like order tracking for you and your customers or automatic tracking of abandoned carts. It should also be noted that this last feature is highly appreciated by acquirers.
In another post, WiziShop it also gives you tools like a custom form builder. For example, you could provide a contact form, but if your event offers point of sale pickup, why not make an appointment?
Podcasts are growing like hot cakes, the growth is x4 in 3 years. However, is it a medium for you? What does this imply? What are the benefits for your business?
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4 times more podcasts in 3 years
In Europe, more than 36% of Internet users say they listen to podcasts in 2022, this figure has increased by around 15% in 1 year (source: Idboox). This figure is 50% across the Atlantic.
60% of users spend more time listening to podcasts than on networks! In 3 years, the number of podcast shows has quadrupled.
And our European and Francophone regions are no exception. The forerunners of podcasting in France have also published books (I’m thinking of Gregory Pouy’s Vlan or Metamorphose). Matthieu Stefani recently shared on LinkedIn the fact that after 4 years, one long episode per week, he lives on it!
Several times a week I see agencies on Linkedin promoting this medium. They encourage companies and leaders to speak up. To do this, they train, train or even offer the studio. And it’s like any other decision: be aware of all the ins and outs and choose wisely.
So, I brought together in this episode 3 podcasters with varied experiences and different positions. They share their experience and recommendations with you in choosing this fabulous medium. We answer these 3 questions in particular:
- Is the podcast for you?
- What does this medium bring to your business?
- What are the time, energy and financial investments?
We also talk about distribution, material, organization and motivation. I loved it when Mélina talks about the pleasure of hosting a podcast and Mariama reinforces her saying:
Pleasure is 80% of the work.
For my part, I chose this medium for its orality, the closeness and intimacy it offers me with the listener. And how they share it with you in this episode, I have great pleasure and more than pays for the investment of time / finances.
Is the podcast for you?
Yes, as long as you have a message to convey, you can be regular and have fun! And of course you can be regular and have a message to carry. And as Melina says, in the episode; everyone has something to say, to the accompaniment of your podcast to help you express it in the best way.
What can this medium contribute to your business?
It is a means of expression like other social networks. A place to convey your message. For some entrepreneurs, it allows them to make themselves known and offer a certain proximity, to affirm their personal brand. Eventually, as with any medium, it will bring you customers at the right time. It doesn’t matter if you offer interviews or are your own voice.
And as I said in the introduction, some have had great visibility opportunities following their podcast. You choose what you want for yours.
The podcast is also an opportunity to create a real bond with the interviewee (if this is the format you have chosen). You leave a memorable mark. They say it all 3; something profound is happening during this moment.
For my part, I use the podcast for 3 reasons:
- The opportunity to live a strong moment with a person to whom I do not have access in another setting.
- Create a unique bond with this person and leave a memorable memory 😉
- It transmits a message, mine, yours as close as possible to you, in your ears.
Over time, people who come to me for support in Personal Branding and Sense in their business in relation to their economic reality, tell me that they have discovered and appreciated me in the podcast.
What are the time, energy and financial investments?
It all depends on whether you rent a studio, work with a sound engineer or do it yourself. Listen to the experiences of Mariama, Melina and Elisabeth. The time they invest in it, the energy and the heart they put into it is immense. Regardless of the means available; Melina has a studio and a team.
Some information about my podcast guests in this episode:
Mariama Ba from Rock your Podcast
What energy in this woman! She audited and trained us last year. These recommendations were super relevant and we have been implementing them step by step since the fall of 2021. So obviously she had to be in this episode.
Elisabeth Smeysters from State of Flow
I like Elisabeth’s trip. One of those trips that may seem crazy at first and then suddenly take on all of her meaning as she brings together everything she loves to do. I like the way she delivers the episodes of hers, the soft voice of hers and the highlighting of the episodes of hers.
Melina Neuhaus of the programs offered by Socialize Magazine.
With Melina we have known each other for a long time and we love each other very much; we have similar visions on many points that affect our lives as women entrepreneurs. At her agency, she benefits from a recording studio, I also had the opportunity to experience her twice: during an interview for her Toi à Moi podcast and for the Vivre son Coeur Business podcast about the award (in which she is also interviewed to Melina).
Did you like this episode? Help us inspire business change with a heart for the good of all:
- By sharing this episode with the net of your heart (tag our social media accounts so we can thank you).
- Leave stars or comments on your listening platforms or on our social accounts.
- Would you like to hear an inspiring person in an episode? Let us know.
With an average transfer every 3 to 5 years, companies are regularly faced with the important choice of leasing new facilities. Is the taking of a new surface only done based on a surface need linked to a budget? Of course, no! Many issues are hidden behind the choice of new premises. Let’s find out to what extent certain elements can be decisive in the decision.
Transportation time over all
80% of company moves are carried out less than 50 km away so as not to bother employees too much, but sometimes you have to think about more than just distance when you want to find the premises. First, you need to consider accessibility, whether it’s road access (if your employees are used to using their car) or public transportation. The choice of a company for an employee is sometimes played out in the time it takes to get there in the morning/noon/evening. The extra ¼ hour can allow you to eat breakfast, take the kids to school, be able to come home at noon for free lunch, or even allow you to sleep a little while… you want to take a long trip, so check that the time of transport will not be too affected.
The presence of parking space.
In the same way, you can check the presence of car parks and their cost. In some areas, parking spaces are clearly becoming an issue. The cost of parking spaces, if not planned, can very quickly increase the bill… both for the employer and for the worker. As an employer, you will be forced to fill places for travel functions. The rest of the employees will feel obliged to use public transport or assume the cost of parking, which means a reduction in purchasing power.
The pleasant work environment
Depending on the age, position, ambition and psychological profile of each one, the work environment influences motivation and performance at work. The framework takes into account 2 environments:
- interior environment: landscaped partitions called “open space” or compartmentalized offices, these decisions will have repercussions on the company’s philosophy, the work environment, the company’s image and/or management control
- outside environment: premises surrounded by gardens or in the heart of the city? This will affect the breaks for “cigarettes” or the moment of the “lunch break… Another point to take into account.
It is not to be taken lightly, since according to recent studies, the work environment represents the second criterion of choice in addition to the remuneration for choosing a company. The first is the type of contract.
The cost of rentals and the surface
Indeed, these continue to be one of the first elements to take into account, but above all it is necessary to guarantee that the objectives that this budget allows are achieved thanks to those who make up the company. Keep in mind that you can modulate the necessary space according to the way you work internally. For example, if you want to set up telecommuting and rotate by presence, nothing forces you to think of your premises with the same surface area and 100% occupancy. Also, do not hesitate to see if the way your premises are arranged corresponds to the use you are going to make of them. You will not necessarily need the same area depending on whether you can create a large open space or want to have more individual offices.
Local shops and security.
This may seem subsidiary, but the presence of local businesses plays a decisive role in the well-being of certain employees. Being in an area where you can order delivery or just be able to pick up something delicious near the company is a certain convenience for employees who don’t want to cook their own food.
In the same way, security can represent an additional comfort for those who do not feel in danger at night, for example. Therefore, the external environment plays an essential role that you should not neglect.
The duration of the rental
While the trend has long been to just take premises on a 4/6/9 lease, many other possibilities have emerged, such as having temporary leases for one day or multiple months. In particular, this must take into account the fact that your team will eventually grow or shrink rapidly or that you have no vision for the future. Anticipating larger venues can also represent a solution.
Some places also offer you access to places with services and equipment that, therefore, must be accounted for in the rental price. Otherwise you would have to provide them yourself and therefore the price per m2 alone is not necessarily significant.
All factors have an impact on each current or future employee of the company, which will also influence the results of the company… Like a political leader, the manager must take into account the social and financial criteria of his employees . .in choosing new premises.
Do not forget the essential: the leader gives the direction and the employees make the company.