Brands look to appeal to gay and lbian nsumers lookg to tie the knot.
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
* 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.
WHY MARKETG TARGETED AT GAY AND LBIAN NSUMERS OFTEN MISS S MARK
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. * marketing targeting gay *
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.
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 *
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.