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PODCAST

Frictionless Growth Marketing

Sonia Thompson | Inclusive Growth & Customer Experience Strategist

Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive

business marketing

All Episodes

21:23

38. [Listen to Them] Black women are used to being...

Frictionless Growth Marketing ·

2023/02/02

As a Black woman, I've grown accustomed to being the only one in the room on many occasions. But it's not just my experience. Ask any woman, person of color, or anyone else from a historically underrepresented group, and for most, being "the only" or "one of a few" in both personal or professional settings is nothing new. But we adapt. We find ways to push through the discomfort of those experiences in a manner that enables us to thrive. But there are costs that come with being "the only" or "one of

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11:22

37. Introducing 'Listen to Them: Black talent and...

Frictionless Growth Marketing ·

2023/02/02

This year, I wanted to take the opportunity to do a Black History Month campaign that both elevated voices and shined a light on experiences people within the community have, for the purpose of educating others not within the community on how they can make life better for both Black talent and Black consumers. The result, is a special podcast series I’m dropping for you, you can find right here in the feed. It’s called “Listen to Them: Black Talent and Consumers Share Their Real Life Stories and

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22:28

36. [BONUS] Listen before hitting "go" on your Black...

Frictionless Growth Marketing ·

2023/01/30

We're days away from Black History Month 2023 in the U.S. and Canada. It is a wonderful thing that more brands are celebrating the achievements and contributions of Black people to society, however, there are some missteps I've seen over the years by brands that have cause a bit of backlash from the very community they wish to celebrate. I don't want this to happen to you. So in this episode, I walk you through 7 principles you need to be aware of before going live with your next campaign. Get the

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17:31

35. 5 Consumer expectations for brands engaging in...

Frictionless Growth Marketing ·

2023/01/26

More brands than ever are engaging in inclusive marketing. And increasingly, consumers are starting to take notice. And while it is a good thing that marketers are making more of an effort to serve a broader range of people, consumers from underrepresented and underserved communities aren’t just automatically flocking to those brands. Marginalized consumers want brands to prove they are worthy of their attention and dollars. They have higher expectations of the brands that are working to win their

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55:35

34. [BONUS] Practical tips for building a diverse...

Frictionless Growth Marketing ·

2023/01/23

In this episode – Sarah-Chen Spellings and I and cover a lot of topics ranging from what makes marketing truly inclusive, how to focus your efforts by going narrow to reach a wider audience, as well as best practices for building a high-performing diverse team. About Sarah-Chen Spellings: Sarah is the co-founder and managing partner of Beyond the Billion (BTB), launched as The Billion Dollar Fund for Women, the world's first and largest global consortium of 100+ venture capital funds and limited

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42:44

33. How smart brands are leaning into inclusion to...

Frictionless Growth Marketing ·

2023/01/19

Life is about belonging. And because of that business is about belonging. That's why the businesses that take the time to serve consumers from underrepresented and underserved communities are winning their attention, adoration, and loyalty. In this episode, I chatted with Jacqueline Snyder and Minna Khounlo-Sithep about how product-based businesses are winning more customers by leaning into inclusion in a manner that fits for both their business and their customers. Here are some key points covered

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7:57

32. [BONUS] An impactful way every leader and brand...

Frictionless Growth Marketing ·

2023/01/16

As we arrive at 40 years of celebrating Martin Luther King, Jr.’s life and work as an official holiday, many will revisit some of Dr. King’s most famous speeches, and reflect on how far we’ve come. Others will dedicate their time engaging in acts of service. If you are looking for additional ways you and your team can honor Dr. King and his legacy, consider going beyond just taking a pause on a day meant to commemorate him and his message. Honor him by focusing on continuing the work he started, but

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23:20

31. How to actually build a diverse and...

Frictionless Growth Marketing ·

2023/01/12

As more leaders focus on building diverse teams, they often resort to a common practice of focusing on the percentage of diverse candidates you interview. While this may feel like you're making progress, it actually doesn't often work to significantly move the needle to build a diverse team. In fact, it really is just a vanity metric. In this episode, I cover what you should focus on instead to actually hire the diverse team your customers need you to have. Get the episode transcript here Episode

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36:02

30. Best practices for incorporating inclusive stock...

Frictionless Growth Marketing ·

2023/01/05

Visual imagery, and making it more representative is the on-ramp for many brands into inclusive marketing. And while in recent years, a broader range of stock photography and videos has come available showcasing more diverse faces, body types, and families – simply changing up your imagery to include more diverse people isn't automatic in terms of making them feel like they belong. So to help you know how to ensure the stock photography you use is inclusive, I chatted with Deyra Jaye Fontaine, an

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21:21

29. What inclusive brand type are you?

Frictionless Growth Marketing ·

2022/12/29

Every inclusive brand doesn't have to look and sound the same. They don't have to speak on the same issues, serve the same customers, or show up in the same way. That'd be pretty boring -- and would seem kind of odd with the lack of diversity of approaches. So just because Rihanna's brands serve everyone, that doesn't mean that you have to as well. Just because Ben & Jerry's is deep in the trenches from a social justice standpoint, that doesn't mean that you have to too. Do you Boo. Inclusive

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15:18

28. The mindset you need to build an inclusive brand

Frictionless Growth Marketing ·

2022/12/22

Building an inclusive brand is a lot like tending a garden. For both, having the right mindset is essential to enable you to not only weather any challenges, but to also get the results you're looking for. Here are a few key lessons to embrace to give you the mindset you need to build an inclusive brand. Get the episode transcript here Find out what your inclusive brand type is: www.inclusionandmarketing.com/quiz

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18:36

27. Planning your inclusive brand calendar

Frictionless Growth Marketing ·

2022/12/15

When it comes to cultural events and celebrations, particularly those honoring underrepresented and underserved communities, your brand’s participation is a great way to make these communities feel seen by you, and a way for you to demonstrate that they do indeed belong with you. Now, I'm not saying that you have to celebrate these events to communicate and send signals of belonging to the people you want to serve. But this is one way that you can do that. Creating an inclusive marketing calendar

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36:00

26. Making your performance marketing campaigns more...

Frictionless Growth Marketing ·

2022/12/08

Key points covered in this episode: The role of inclusion in performance marketing Where many performance marketing campaigns fall short with regard to inclusion Why so many people are often excluded from performance marketing campaigns Why inclusive marketing is a solution to ad fatigue The key question you should ask to enable you to include more people in your ad campaigns The data you need to build more inclusive campaigns and the caution you should use when analyzing it How to ensure

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13:34

25. Listen before featuring diverse talent in your...

Frictionless Growth Marketing ·

2022/12/01

Representation matters. It isn’t enough to just have representation of the talent in front of the camera. It is just as important to have representation and or expertise behind the camera that is poised to capture diverse talent in the proper light (pun intended). Remember, the people you serve need to see themselves or who they aspire to be reflected in the visual imagery your brand puts forth. If your brand regularly publishes imagery of diverse communities that they don’t think is flattering,

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32:39

24. Engage more diverse consumers authentically with...

Frictionless Growth Marketing ·

2022/11/24

A big barrier to effectively engaging with diverse consumers and communities is the way we think. In many instances, we default to our own frame of reference, perspectives, and ways of doing things. However that limits your ability to practice empathy and to give consumers who are different from you exactly what they need from you. In this episode, I walk you through the essential practice of decentering yourself, they key areas you need to focus on doing it, and of course, I offer up practical ways

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33:04

23. How consumers want you to celebrate heritage...

Frictionless Growth Marketing ·

2022/11/17

Some brands do really well when it comes to celebrating communities during their heritage months, like Black History Month, Women’s History Month, PRIDE, Hispanic Heritage Month, Asian-American and Pacific-Islander Month. However, there are plenty others that struggle. And there’s also a large group of brands that stay on the sidelines, because they aren’t sure how to engage, or even if they should. So as we get closer to a new year, and it’s time to decide about what your brand will celebrate and

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21:19

22. Common ways brands treat diverse talent like...

Frictionless Growth Marketing ·

2022/11/10

"Hire a diverse team" is often the advice and cry people tout when brands struggle with being inclusive with their marketing. So common practice, is to tap into diverse talent to get them to provide their feedback and expertise on various topics related to campaigns and internal initiatives. But this isn't always the right thing to do, and can impede your efforts to make your diverse talent feel like they belong with you. No bueno. In this episode, I walk you through common challenges with this

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19:30

21. Cultural appropriation and inappropriate use of a...

Frictionless Growth Marketing ·

2022/11/03

Cultural appropriation happens more often than in should. And inappropriate use of a culture not your own happens even more often. Both of these practices are harmful, and in this episode I'm walking you through clear examples of both, and giving you practical guidance on how not to engage in them. In addition, you'll walk away with practical guidance on how you as an individual and consumer can play a role in shutting down these practices as well. Get the episode transcript here Here are the links

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11:38

20. Why more brands are embracing advocacy

Frictionless Growth Marketing ·

2022/05/24

All over the world, but specifically in the United States, there has been a lot going on in the past few years. From the Black Lives Matter movement that gained momentum in the wake of George Floyd's murder just two years ago, to the surge of Asian hate during the pandemic, and now another hate crime in Buffalo. And to be frank, I am disappointed in the responses to this event, or lack thereof from many businesses. With this uptick in interest in social justice matters, it is more important than

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53:46

19. The critical link between equity and customer...

Frictionless Growth Marketing ·

2022/05/17

Today we’re going to explore the critical link between equity and customer success with a very special guest! My sister Deborah Pickett, a middle school math instructional trainer and coach, will share her valuable words of wisdom for those who are ready to embark on the lifelong process of being dedicated to equity. Our conversation will cover: What is the difference between equity and equality? From a business standpoint, what happens when equity isn’t prioritized? How to start using data to

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