Society is Diverse; Your Audience is Probably Diverse. But Are You Catering For Diverse Audiences Online?
I see a lot of public bodies and companies claiming to be diverse. Some even put up welcome signs at their entrances or in reception.
But the place where huge numbers first encounter them, online, is often forgotten. For example. I frequently work in the education sector. But I can’t find a college in the country that has it’s website available in any of the European languages. Or in those of the main UK ethnic groups.
So I set out to see how easy it is to translate a website into a number of languages. I started with five languages and am now up over 20.
It was amazingly simple. So why do so many organisations ignore the opportunity to be diverse on their website?
The following video focuses on further education (FE) websites .. but could apply to any sector .. and explains a bit more.
Some establishments insist on dress codes and believe they set the tone of the establishment. It might be that beach wear isn’t allowed or that shirts must be worn, or it might be that gentlemen must wear jackets and ties.
This may not sound as if it has much to do with marketing, but it has. Customer perception is an important part of your marketing effort and you can influence it in many ways, including dress code and staff uniform.
The dress code you decide on will be a reflection of you and your establishment. There are no right or wrong answers. The pub that insists that muddy boots are to be left at the door is no better or worse that the restaurant that insists on jackets and ties. They are just different and aiming at a different clientele.
If you don’t know the value of a smile, then you don’t understand customer service and its contribution to marketing. Customers don’t want to see scowling or negative staff when they visit your establishment and they want a positive response when they phone to make a reservation. Believe it or not when you and answer the phone and smile the customer can hear that smile down the phone line.
Of course, customer service takes more than a smile, but it is a good starting point. What customers want when they visit us is more than food and drink in most cases. They want an experience. Going out for a drink or meal has become more than just a matter of eating for sustenance. It has become a social affair.
So, customers want to not only experience meeting friends, they also want the whole experience to be positive.
One of the Best Free Marketing & Promotion Opportunities a Business Can Get is to be Invited to Speak on Radio or TV About Their Field of Expertise
You often see experts on TV, hear them on radio or read their comments in the paper. But where do the media find them? Where, at short notice, can the media find an authority to speak about a breaking story? And how can potential interviewees prepare?
The media actually need countless numbers of experts to interview every day. And this morning it was my turn to be interviewed by Stephen Jardine on BBC Radio Scotland. Stephen wanted my views on the Build a Bear promotion. This was a promo that promised a bear that could be purchased for a price equivalent to the child’s age. So a £3 bear could be bought for a three year old. The result was long queues outside stores, people having to wait hours and the police being called in some cases.
How to Get Media Interview Invites
So, how did I get an invite to appear on the show to discuss this issue? In fact why was I invited back for an interview just weeks after previously being on BBC Radio Scotland?
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.