Not long ago, ads targetg gays and lbians uld only be found alternative newspapers. Now Chevrolet, Levi Strss and others are targetg that mographic. Gut host Jacki Lyn speaks wh Advertisg Age reporter Thomas Pare about chang LGBT-targeted advertisg.
Contents:
- EVINCE ON THE MARKETG APPROACH TARGETG GAY AND LBIAN CONSUMERS
- WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
- TARGETING THE GAY MARKET
EVINCE ON THE MARKETG APPROACH TARGETG GAY AND LBIAN CONSUMERS
Brands look to appeal to gay and lbian nsumers lookg to tie the knot. * marketing targeting gay *
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.
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. 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.
WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
* marketing targeting gay *
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. In the week the UK saw the untry’s first same-sex marriag, some brands are velopg mpaigns to appeal to gay and lbian nsumers lookg to tie the knot. The move is part of a wir effort by brands to target the LGBT (lbian, gay, bisexual, transgenr) muny an attempt to better reprent their ctomer base and tap to a multi-billn sal opportuny.
TARGETING THE GAY MARKET
Dr Tom McNamara and Dr Irena Dcub' 'Practners Gui to Targeted Marketg and the Lbian and Gay Communy' reveals a cynicism and * marketing targeting gay *
Stolichnaya is also g the historic legalisatn of gay marriage to troduce a more clive approach after gettg ught up the boytt of Rsian vodka as part of protts over the untry’s anti-gay laws durg the Sochi Olympics.
Meanwhile, VisBra is lnchg s first LGBT mpaign, veloped by gay and lbian marketg agency Out Now Consultg, four years wh a “Love is GREAT” promotn targetg US travellers.
The tourist board is hopg to explo growg support among Amerins for gay men and lbians to have the nstutnal right to marry a bid to promote the UK as a culturally rich statn.