When people think about cultural marketing they think about how to promote their brand to different cultures or demographics. Cultural marketing is a brand response and contribution to culture.
Diversity in culture lies beyond our expectations and reality is far much different from what we think, its the matter of fact that marketing has its reach to a diversified extent and to think about each and every potential customer no matter where they belong, what they eat, what they know, the brand must include all and must advertise for all. Cultural Marketing shows us that brands do care about their customers as well as their needs, a brand knows what a customer aspires and what will satisfy their needs. Brands are capable to fulfil the realistic needs of the customers desired products and how to prove that need useful. Once the brand knows its customer then there is no going back and its the responsibility of the brand to maintain that amount of trust with the customer.
Now let's talk about some real-life examples of cultural marketing and how the brands have maintained that trust.
1. SPOTIFY
Employee spotlights, interviews and other team-centric content are a great way to peel back the curtain and show people the true faces behind your brand, while also making your employees feel valued and seen. This type of content is especially useful to let people express why they enjoy working for your company and show potential candidates why they might enjoy it too.
2. DELOITTE
Your brand heart is comprised of your vision, mission, purpose and values. These elements are the bedrock of your company culture and can be a huge competitive advantage that makes you stand out. The more you demonstrate those beliefs through your culture marketing, the more you connect with people who want to support your values.
Example: as Deloitte says "in a word, our purpose is to matter. To our clients, our people, our communities and through them to the world at large".
3. GOOGLE
People love animals, and chances are a company that allows animals to accompany employees to the office is a pretty chill place to be. Your furry co-workers can be great content, especially on social media, so if you have an open pet policy or celebrate bring your pet workday, then show it off.
4. RED BULL
Australian company red bull does such a great job with cultural marketing that many people assume it's a local brand. One of its most successful tactics is to host extreme sports event all over the world. From the Red Bull Indianapolis Grand Prix to the red bull air race in the united kingdom, the brand's powerful event marketing strategy takes them here, there and everywhere.
5. NIKE
Nike has been able to evolve its global presence through the careful selection of international sponsorships such as its previous long-standing relationships and tournaments. These partnerships have certainly helped the brand capture the attention of a global audience.
Cultural Marketing has its long term implications on the brand and when it comes to advertise or promote certain products, what matters is that the promotion should reach out to the most of the people as these people or we can say the potential customers can only help to build a brand's image. There are various examples other than what I mentioned above as cultural marketing is diversified and it has its roots expanded all over the world and most of the many brands are indulged in this marketing as every brand needs to create its special place in their audiences heart and mind and cultural marketing is one of the many ways to do so.
"culture is the name for what people are interested in, their thoughts, their models, the books they read and the speeches they hear".
- Waller Lippmann
