The visibility of gay and lesbian consumers along with accurate research on their spending patterns has grown dramatically in the past decade. Growing competition among companies for this market has also transformed a media trend into solid marketing and partnering opportunities. We see avoidable issues of consumer backlash, communications failures and public relations gaffes by companies who find they are grappling with these market questions. Straightforward objectives can and do demand sensitive, experienced approaches. Even the best-intentioned outreach can become misunderstood or difficult to address for all levels of management. By combining our marketing communications skills with our public relations expertise, we offer a unique and comprehensive approach to gay and lesbian marketing efforts.
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LGBTQ Marketing and Advertising: Best Practices
Lesbians didn’t create the Lezbaru, Subaru marketers did / LGBTQ Nation
That was the question faced by Subaru of America executives in the s. Rather than fight larger car companies over the same demographic of white, to year-olds living in the suburbs, executives decided to market their cars to niche groups—such as outdoorsy types who liked that Subarus could handle dirt roads. Then they discovered a fifth: lesbians. When marketers talked to these customers, they realized these women buying Subarus were lesbian. The marketers found that lesbian Subaru owners liked that the cars were good for outdoor trips, and that they were good for hauling stuff without being as large as a truck or SUV.
The Content Marketing Bootcamp
Is there a case to be made for marketing consumer packaged goods to the lesbian, gay, bisexual, and transgender community LGBT? Do the resources devoted to targeting this particular audience really pay off? In a discussion at the "Reaching Out" conference held in Boston on February 5th, a group of panelists from the consumer packaged goods CPG industry shared their experiences on the internal and external challenges of marketing to gay and lesbian consumers. Gary Osifchin, a brand manager at SC Johnson, said his company is good at talking about diversity from a business perspective.
The Commercial Closet Association recommends using:. Bisexuals are rarely shown at all. When they are, however, it is usually as duplicitous cheaters. To avoid this problem, try using:.