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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

13:48

118. The right (and wrong) way to use pop culture...

Frictionless Growth Marketing ·

2024/07/04

Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering.But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you. This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and

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14:11

117. Power dynamics in brand imagery

Frictionless Growth Marketing ·

2024/06/27

Brands hold a lot of power. The imagery brands choose to use communicates in ways that influence consumers more than they realize. Brand imagery not only plays a role in how people view others but also in how they view themselves. Multiple factors play into the subconscious messages brand imagery communicates to consumers, including power dynamics.This episode highlights for marketers the vital role they have in choosing visual imagery for their brand, and gives critical guidelines for how to

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40:14

116. How to authentically engage Hispanic consumers...

Frictionless Growth Marketing ·

2024/06/20

When you look at the ethnic group that is the largest in the U.S., by far, it is the Hispanic population. As of the 2020 Census, 18% of the population was of Hispanic/Latino descent. And this number is growing.Another analysis from the U.S. Census showed that 1 in 4 children in the U.S. are Latino. As a brand, particularly if you are marketing to consumers in the U.S., know that having a sound understanding of how to market to the Latino population is increasingly becoming more important. To help

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28:14

115. How to create a brand customers love with Lydia...

Frictionless Growth Marketing ·

2024/06/13

I spend a lot of time talking about belonging and how important it is for you as a brand to ensure you’re making the people you serve feel like they belong with you.But how do you go about doing that exactly? My guest today, Lydia Michael, author of Brand Love, has ideas for you. Lydia has created a framework for you that will not only help more people love your brand, but feel like they belong with you in the process. Get the Inclusion & Marketing Newsletter Lydia's book - Brand Love Lydia's

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21:51

114. What is "normal" anyway?

Frictionless Growth Marketing ·

2024/06/06

People from underrepresented and underserved communities are often viewed as not being "normal" or very different from everyone else -- which is why the don't get the attention and support they should.But what does it mean to be "normal"? Who gets to decide what "normal" is? And is "normal" even a real thing, or is it a construct we should all reject? I cover all these important questions, and ways to think about it for your brand in today's episode. Get the Inclusion & Marketing Newsletter The

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23:23

113. How Lysol drives brand growth with inclusive...

Frictionless Growth Marketing ·

2024/05/30

Recently, rankings for the Most Culturally Inclusive Brands were announced. The rankings come from the Association for National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM), in partnership with the Cultural Inclusion Accelerator (CIA). For the second year in a row, the Lysol brand has been awarded “Best in Ad Effectiveness” by more than 80,000 consumers with a broad diversity of identities. I wanted to find more about Lysol's approach to inclusive marketing, and how

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35:32

112. How to make your email marketing inclusive with...

Frictionless Growth Marketing ·

2024/05/23

Most business engage in email marketing to some degree. And because email marketing is such a commonly used tool that reaches a broad diversity of consumers, it is important to understand how to ensure the emails you send are inclusive, and make the people you serve feel like they belong with you, rather than pushing them away from you.So in this episode, I sat down with email conversion strategist Samar Owais, founder of Emails Done Right, to chat through the ins and outs of inclusive email

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32:32

111. How to deliver inclusive brand messaging with...

Frictionless Growth Marketing ·

2024/05/16

Brand messaging is a critical component of the marketing strategy for any brand. And when it comes to ensuring that your brand messaging speaks to all the people you want to serve, including those from underrepresented and underserved communities, it takes intentional effort to ensure your brand messaging will resonate. In today's episode, I sat down with Diane Wiredu, a brand messaging strategist and founder of Lion Words, to talk about how you can ensure you're delivering brand messaging that

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24:57

110. Essential Lessons from Nike's WNBA Signature...

Frictionless Growth Marketing ·

2024/05/09

It's reported that Nike will be signing a signature shoe deal with Caitlin Clark. While excitement for, viewership, and support of women's sports, including the WNBA are on the rise, there are some major disparities happening from a representation standpoint. Nike's shoe deal with Caitlin Clark amplifies the problem. In this episode, I walk you through what's happening, dive deeper into the root cause of the issue, and cover how all of this impacts your brand. Get the Inclusion & Marketing

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36:23

109. Cultural intelligence for marketers with Dr....

Frictionless Growth Marketing ·

2024/05/02

Cultural intelligence is essential for any brand that wants to be effective with their inclusive marketing efforts. It is the foundation for helping you engage in an authentic way to make people from underrepresented and underserved communities feel seen and like they belong with you.In this episode, I sat down with an expert who actually wrote a book on cultural intelligence for marketers -- to talk about that very topic. Dr. Anastasia Kārkliņa Gabriel is a cultural theorist, writer, social

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35:49

108. A framework for inclusive communications with...

Frictionless Growth Marketing ·

2024/04/25

Communication is a core part of marketing. And yet it feels like so many brands struggle with communicating in a manner that is both inclusive and authentic. As a result, a lot of times brands struggle with communicating in a manner that doesn't turn people off or push people away that they would prefer to draw closer. In today's episode, I sat down with Dr. Suzanne Wertheim, a linguist, inclusive language expert, and author of The Inclusive Language Field Guide. During our chat, we cover a

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30:34

107. How changes to the 2030 U.S. Census impacts your...

Frictionless Growth Marketing ·

2024/04/18

Major changes are coming to the 2030 Census in the U.S. And even though we're a few years away from those changes taking effect, the implications for brands start now. In this episode, I walk you through the changes the U.S. government recently announced for the Census, why the changes were made, and how they impact your brand.Get the Inclusion & Marketing Newsletter U.S. Census Changes Just Approved Sample 2030 U.S. Census Questionnaire Suzanne Wertheim SightsSet Consulting - Renita Bryant

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28:51

106. How Zumba built a global customer base in more...

Frictionless Growth Marketing ·

2024/04/11

Inclusive marketing really is just doing marketing well. Even though we aren't there now, eventually, we'll get to a place where won't even need to call inclusive marketing inclusive marketing anymore -- it'll just be the way we do marketing.The good news -- we're not too far away from that being our reality. That's because that's the way some brands are already operating today. Zumba is one of those brands that has that approach. In today's episode, I sat down with Zumba's Chief Marketing Officer,

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28:27

105. How The Home Depot became "The Most Culturally...

Frictionless Growth Marketing ·

2024/04/04

The Home Depot was recently named "The Most Culturally Inclusive Brand" by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM).I thought it would be great for you to learn about their approach to inclusive marketing, so I sat down with Chante LaGon, Sr. Manager of Multi-Cultural Marketing at The Home Depot to get insight into how they think about and execute inclusive marketing. There's lots to learn from this chat. Pull out your pen and dig in. Get the Inclusion & Marketing

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26:23

104. How smart brands use an inclusive marketing...

Frictionless Growth Marketing ·

2024/03/28

Inclusive marketing is a fairly new discipline. As a result, inclusive marketing consultants and strategists are newer areas of expertise for talent.Whenever I introduce myself and explain that I'm an inclusive marketing consultant, coach, and strategist, I always find that I need to explain what that means. That includes sharing the ways I support clients for people to get it. An inclusive marketing consultant isn't like a copywriter, sales person, or even market researcher where people tend to

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33:22

103: Why we fumble when talking to people different...

Frictionless Growth Marketing ·

2024/03/21

Have you ever encountered someone different from you, and then fumbled your way through interacting with them?I know I have, and I included a few of those stories in this episode. From my observations -- it seems like too often, we struggle to build authentic connections with people who are different from us, and I wanted to explore why that was. So I sat down with Topsie VandeBosch, a mindset and emotional intelligence consultant for business leaders, and a licensed psychotherapist. Topsie helped

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37:49

102. How (and why) to get better at talking to your...

Frictionless Growth Marketing ·

2024/03/14

Customer intimacy is one of my five pillars of building an inclusive brand. The most effective way to build customer intimacy is through actually talking to your customers. But a lot of brands don't do this -- and get nervous of even the thought of doing so, especially when it comes to people from underrepresented and underserved communities.So in today's episode we're going to fix that. I sat down with the brilliant Andi Jarvis, the founder and Strategy Director of Eximo Marketing, a marketing

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39:59

101. Multilingual SEO Strategies to reach more...

Frictionless Growth Marketing ·

2024/03/07

Search engines connect interested consumers with willing brands. That's why smart brands optimize focus on SEO to make it easy for these curious customers to find them.But too often, brands forget about customers who have the problem their brand solves when it comes to consumers who speak other languages -- even when they are equipped to serve customers who speak other languages. In this episode I sat down with Sarah Moon, an SEO marketing and business strategy consultant, to cover practical ways

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36:45

100. Research strategies big brands are using to to...

Frictionless Growth Marketing ·

2024/02/29

More brands are acknowledging the many ways consumers are different, and adjusting their marketing approach accordingly to ensure they make all the people they serve feel like they belong with them.In this episode, I sat down with Santronya Smith, Director of Enterprise Sales at Suzy, a market research company, where we chatted about strategies some of the brands she's worked with have used to do a better job of connecting with and serving consumers from underrepresented and underserved

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34:34

99. How this former CMO used inclusive marketing to...

Frictionless Growth Marketing ·

2024/02/22

One of my goals this year is to bring you more stories of marketers who've been out in the trenches using inclusive marketing to grow their brands. For this episode, I sat down with Bryan Alston, former CMO of Greater Than, who's also worked on brands such as Magic Spoon and GoClove.com. We chatted a lot about inclusive marketing strategies he's used with these eCommerce companies that helped them achieve a greater degree of growth. Get the Inclusion & Marketing Newsletter Get the episode

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199 results

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