(Virtual) People-first vs Profit-first Marketing
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The combined buying power of Blacks, Asian-Americans, Hispanics, and Native Americans was estimated at $3.9 trillion in 2019. Therefore brands must examine how they relate to these communities to continue growing their profits. As marketers we are the bridge between brands and these audience members, responsible for crafting campaigns that tap into that $3.9 trillion purse, growing our brands’ profits.
That responsibility leads us to an easy default: we employ strategies that center profit above these people groups. However, that default blinds us to the harmful cycles that are perpetuated when marketing centers profit above people. Marketers have power to create, influence, and reinforce cultures; we are responsible for how that power perpetuates harm or creates good.
If we want to grow profits, AND be better, more responsible marketers (and human beings!), we must examine how our marketing strategies have perpetuated harm, and how we will do differently.
Chelsea Wallace is a launch strategist, 6-figure copywriter, and speaker. She works with 6 to 8 figure business owners and marketing teams to ethically and consciously increase the revenue and impact of their launches and marketing campaigns. As The Launch Copy Coach, she has helped hundreds of online brands execute multi-5 and 6 figure marketing campaigns, grossing up to $1,500,000 in revenue. Chelsea has worked with renowned clients such as Marley Jaxx Productions; Delivering WOW Marketing and Practice Growth, Carolin Soldo Coaching and Events; and the Hirsh Marketing Agency. Clients who work with Chelsea craft ethical and intentional launches and marketing campaigns they can be proud of, impacting thousands of lives with their message and offers.
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