With the release of her documentary Homecoming, Beyoncé provides a blueprint for how to effectively reach a diverse group of customers.
headlined the Coachella Valley Music & Arts Festival. She was the first black woman to do so since the festival began in 1999. Earlier this month, the singer released , a Netflix documentary which fused together her two live Coachella performances, along with footage chronicling the journey and inspiration behind the historic show.
When I decided to do Coachella, instead of me pulling out my flower crown, it was more important that I brought our culture to Coachella." You don't have to dilute your marketing. When you put the spotlight on a specific customer group and celebrate characteristics that are different about the way they show up in the world, you draw them closer to you. You demonstrate that you see and you get them. You make them feel like they belong.
. They latched on to a story focused on the Mexican holiday"Dia de los Muertos." Then, after a few missteps, the team hired a number of cultural consultants to ensure they were telling a story that was true to Mexican culture.
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