Gillian W. Oakenfull, What Matters: Factors Influencg Gay Consumers' Evaluatns of "Gay-Friendly" Corporate Activi, Journal of Public Policy & Marketg, Vol. 32, SPECIAL ISSUE (2013), pp. 79-89
Contents:
- WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
- THE GAY AND LBIAN MARKET THE U.S.: TRENDS AND OPPORTUNI THE LGBT COMMUNY, 6TH EDN
- SOUNDS LIKE RPECT. THE IMPACT OF BACKGROUND MIC ON THE ACCEPTANCE OF GAY MEN AUD-VISUAL ADVERTISG
- RSIAN LNAIRE'S RETAIL CHA SAYS GAYS NOT WELE
WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
Dr Tom McNamara and Dr Irena Dcub' 'Practners Gui to Targeted Marketg and the Lbian and Gay Communy' reveals a cynicism and * gay consumers like heterosexuals vary in terms of *
AbstractThe creasg visibily of homosexualy society, bed wh the lbian and gay muny's nsirable buyg power, has triggered marketers and rearchers' tert unrstandg homosexual nsumers' nsumptn patterns. Prr rearch on whether homosexual nsumers behave differently om heterosexual nsumers has yield mixed rults, and rearchers and practners still do not know whether any substantial differenc exist, what the differenc look like, and how they n be explaed.
Fdgs om a morator analysis ntradict nventnal wisdom and lay theori, while partly supportg assumptns that are rooted evolutnary and blogil theori that show nsumptn differenc crease wh age; they crease when parg homosexuals and heterosexuals of the same genr.
THE GAY AND LBIAN MARKET THE U.S.: TRENDS AND OPPORTUNI THE LGBT COMMUNY, 6TH EDN
* gay consumers like heterosexuals vary in terms of *
Buy now om Amazon | Barn & Noble | IndieBound | Apple BooksIf you're gog to go where the money is—to pursue the greatt spendg power—you'll be jog an ever-creasg number of pani (still somewhat quietly) reachg out specifilly to lbian, gay, bisexual, transgenr, and queer nsumers. If, for your own nonbs reasons, you have no tert or willgns to liberately and specifilly market to affluent gays and lbians, jt know 's a bad bs cisn and, if you're nng a bs which there are shareholrs other than yourself, a fislly irrponsible cisn.
To the ntrary, they nsistently reward those marketers who make a special pot of signg unique advertisg to appear the publitns only they read and creatg pecially gay-iendly sal and bs environments.
SOUNDS LIKE RPECT. THE IMPACT OF BACKGROUND MIC ON THE ACCEPTANCE OF GAY MEN AUD-VISUAL ADVERTISG
The Gay and Lbian Market the U.S.: Trends and Opportuni the LGBT Communy, 6th Edn The most profound trend affectg the gay - Market rearch report and dtry analysis - 2690458 * gay consumers like heterosexuals vary in terms of *
For stance, Harrah's Entertament started aggrsively marketg to gay men 18 months after the extensive rearch revealed they spend an average of 30% more than straight men when travelg.
RSIAN LNAIRE'S RETAIL CHA SAYS GAYS NOT WELE
Compani creasgly seek to e gay protagonists d-visual mercials to attract a new affluent target group. There is also growg mand for the diversy prent society to be reflected media formats such as advertisg. Studi have shown, however, that heterosexual nsumers (pecially men), who may be part of the pany's loyal nsumer base, tend to react negatively to gay-themed advertisg mpaigns. Searchg for an stment to migate this unwanted effect, the prent study vtigated whether refully selected background mic n shape the perceived genr of gay male advertisg protagonists. In a 2 × 2 between-subjects onle experiment (mil nnotatn × genr of the participant), 218 heterosexual participants watched a mercial promotg engagement rgs that featured gay male protagonists, sred wh feme- or mascule-nnoted background mic. As expected, women generally reacted more posively than men to the advertisg. Men exposed to the mascule-nnoted background mic rated the promoted brand more posively, and mascule mic also enhanced (at least the short term) the men's acceptance of gay men general (low and medium effect siz) more than was the se for feme background mic. Carefully selected background mic affectg the perceived genr of gay male advertisg protagonists may prevent negative reactns om heterosexual dienc and, therefore, motivate pani to e gay protag... * gay consumers like heterosexuals vary in terms of *
To put a b of money math to that statistic, you uld have 1, 000 straight ctomers at your rort each spendg, say, $2, 000 or 1, 000 gay ctomers each spendg $2, 600 The difference is $600, 000. This appli to you regardls of your bs tegory—travel, rtrants, clothg store, furnure store, fancial planng, whatever—both as a general prciple and, specifilly, regardg gay and lbian nsumers. Marketg to the gay and lbian populatn is, s sence, takg a shortcut to a more affluent, more eely spendg nsumers are twice as likely to buy a vatn home, six tim more likely to buy and have stalled a home theater system, and eight tim more likely to own multiple mobile vic and puters than heterosexuals.
Gay and bisexual men (46% of the market)Lbian and bisexual women (also 40% of the market)Genr-expansive cludg everybody else but heterosexual (8% of the market)The generatn divis are:Millennial (born 1981–1999)Gen X (born 1965–1980)Boomer (1942–1964)A closer look at the inti, brief:Gay and bisexual men. Dr Tom McNamara and Dr Irena Dcub’ ‘Practners Gui to Targeted Marketg and the Lbian and Gay Communy’ reveals a cynicism and dissatisfactn om members of the gay and lbian muny around s pictn targeted marketg. Gay and lbian dividuals are an important and valuable nsumer segment, relatively ltle is known about this group om a nsumer behavur standpot.
A cha of Rsian food stor n by a voutly relig natnalist bsman has placed signs s wdows sayg gay ctomers will be refed entry. * gay consumers like heterosexuals vary in terms of *
But wasn’t until the 1970s that advertisers beme aware of the enomic potential of the gay muny, wh exclive gay ad mpaigns startg only the 1980s. The phenomenon grew, and by 2004 was believed that an timated 35% of the top 100 US pani directly targeted gay and lbian nsumers wh ads. This fear is not totally irratnal that studi have shown that unr certa ndns, mastream nsumers n have a negative reactn to ads that they feel are gay themed.
Fortunately, wh high risk n e high reward, that brands that take part targeted marketg iativ tend to be more visible and have more support om gay nsumers. Almost 70% of homosexuals (male and female) adm to beg posively fluenced by ads that nta gay and lbian imagery, and say that they would most likely buy the products.
Importantly, a knock-on effect has also been observed that people who say they are acceptg of homosexuals ually have posive attus towards brands that e ads pictg homosexuals or a homosexual liftyle. Here, advertisers e special cu, signals and markers that allow their ads to be specifilly noticed by gay nsumers, but pass more or ls unnoticed by nsumers general. Some pani go to the trouble of creatg two versns of the same ad (one heterosexual and one homosexual), wh the appropriate ad beg placed the appropriate media outlet.