The growth is a mandate for brands every year. A way to grow? Make offerings that appeal to a large group of people. This is where comprehensive marketing comes.
Comprehensive marketing is about recognizing different ways of people. Brands that make comprehensive marketing well authenticly affect the identities they have chosen to present in all parts of their marketing mix so that these consumers feel that they belong to them and this brand is for “people like them”.
With an eight -year experience as an advisor, I know that each brand’s approach to comprehensive marketing looks different, according to its audience and its products. So, I wanted to explain how the role model companies have developed a strategy that wins. Let’s sink.
Comprehensive marketing strategies from high brands
1. Zomba focuses on the construction of a diverse team.
When brands struggle with comprehensive marketing, I suggest that they look at the population data of their teams. If everyone comes from the same background, you may lose valuable insights. A diverse team will be more representative of the users you want to serve, will help you better understand their needs.
One of my favorite examples is zboba. This popular dance fitness program trains instructors in 160 countries and has more than 15 million people who take their classes worldwide. With global audiences, Zomba needs teachers who can teach in different languages and understand different lifestyle.
“Now, it is important to know that they come from all walks of life,” says Carolina Morris, chief marketing officer of Zomba.
According to Morris, the diversity of brand instructors helps attract a wide range of users.
She further explains, “So, as you can imagine, it combines a very diverse community of instructors where you have lawyers, teachers, firefighters, …
