Presentation Gay and Lesbian Studies

LGBTQ Marketing By: Dale De Mari

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December 4th, 2013

What Is Marketing?

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The way a company communicates the value of a product or service to customers, for the purpose of selling that product or service.

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What is LGBTQ Marketing?

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The act of marketing to LGBTQ customers, either with dedicated ads or general ads, or through sponsorships of LGBTQ organizations and events.

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What is the difference?

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Marketing is marketing right? Yes and No. The overall goal of any good marketing/ advertising campaign is to increase sales and brand awareness.

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When “LGBTQ” Marketing is thrown into the mix, company’s gain more than just sales dollars. They brand themselves as advocates for the LGBTQ community.

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Why Is LGBTQ Marketing Important?

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A Valued Market

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Companies are interested in the gay market more than ever. In addition, companies are treating gay and lesbian employees with more respect than ever, and they’re becoming more aware that anti-gay prejudice is wrong.

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Simmons Market Research Bureau showed that gay consumers are two times as likely to own a vacation home, 6 times as likely to own a home theatre system and eight times as likely to own a laptop computer than heterosexual consumers.

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Loyalty Counts

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Research suggests that gay consumers are very brand loyal, which is something companies are always looking for in their consumers.

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Programing Counts

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Does anyone remember Dr. Laura Schlessinger?

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At best, she was a controversial radio talk show host who has characterized gays and lesbians as “deviants” and a product of “biological error”.

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As a result, her career faded and companies such as Xerox, GEICO, and SkyTel Communications had pulled their advertising.

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Mainstream Value

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When mainstream companies are concerned about losing the gay and lesbian market, there is clear proof that the LGBTQ community is valued.

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Today, with marriage equality gaining momentum, marketers have an even wider audience to capture.

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Why LGBTQ Marketing Is More Important Than Ever…

Strategy - LGBT issues are a hot topic right now in society. LGBT rights are on the radar more than ever before, and brands are taking note of this by integrating an LGBT marketing strategy.

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LGBTQ Marketing Isn’t All About Profits….

Marketing to the gay community isn’t necessarily about targeting those who identify as LGBTQ, but tends to be more in line with supporting equality, whether it be through donations to organizations or advertising in away that takes a position in support of the LGBT community.

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Nike has announced the formation of a political action committee whose soul purpose is to move forward marriage equality.

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When big, international brands join forces to advance a cause‌ others quickly join forces.

Leading The Way‌ J.C. Penney made huge waves when it hired talk show host superstar Ellen DeGeneres as its spokesperson, a move not without controversy.

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Though a vocal minority showed aggressive objection to the marketing move, J.C. Penney ultimately came out on top by choosing and standing by its choice.

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Hiring a spokesperson who has a good rapport with the LGBT community is helpful in terms of creating and maintaining an LGBT positive brand image, and will likely be all the more important in the future.

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Whether companies decide to tap into this kind of marketing in a big way or with a more subtle approach, now is the time to get on board and join forces with a community that is not going anywhere.

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Gay Marketing Does More Than Just Reach The LGBTQ Community‌

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Straight People Are Positively Impacted by Pro-Gay Brands and Advertising

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Top Companies Who Support Gay Marketing/ Advertising Campaigns…

• Expedia • Bloomingdale’s • J.C.Penney • Amazon • Crate & Barrel • Gap • Google • Hyatt • Kraft Foods • American Airlines • MasterCard • General Mills • Anheuser- Busch • Target • Subaru

Top Five Television Ads

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Amazon Kindle Paper Weight Microsoft Outlook Equality Expedia Gay Marriage Google “It Get’s Better” ad Chemistry. com

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Thank you!