LGBTQ Marketing 101 by Q Media

LGBTQ Marketing 101 The $1 TRILLION LGBTQ market is ready to do business. Are YOU ready to take advantage of this historic opportunity?

A Q Media Publication

LGBTQ Marketing 101

Contents

Letter from the Author LGBTQ Terminology LGBTQ History Branding vs. Marketing LGBTQ Marketing Best Practices Review Next Steps

LGBTQ Marketing 101

5 7 13 17 23 35 36

Title of the book

Letter from the Author Hello and welcome to LGBTQ Marketing 101! You may be wondering why you should be marketing to the LGBTQ community. Being equality-minded is not just a societal goal. It’s also an essential business strategy. Being inclusive is not just the right thing to do… it’s the most savvy business decision you can make. Let’s look at some numbers from America’s wealthiest niche market.

$4.6 Trillion Purchasing Power ($1 Trillion U.S.) $219 Billion Travel Industry $51 Billion Wedding Industry 36% Higher HHI (57% male; 14% female) 67% LGBTQ Allies Supporting Inclusive Businesses

I hope you enjoy LGBTQ Marketing 101. There’s a lot of information in here and, at first blush, it might seem like a lot to unpack. Admittedly, the recipe for marketing to the LGBTQ community includes a healthy dose art, a solid serving of science and a dash of innovation. Getting it right is never easy and requires both persistence and humility. However, with this book you’ll get a taste of what you should be doing as you start your journey of authentically engaging the LGBTQ community and its allies. By the end of this book, you’ll have learned the most important lesson of all: You are not alone. LGBTQ Marketing 101

Cheers, Justin Ayars, JD Q Media, Founder & President

LGBTQ Marketing 101

CHAPTER 1 LGBTQ TERMINOLOGY _____

“Don’t ever diminish the power of words. Words move hearts and hearts move limbs.” - Hamza Yusuf

LGBTQ L – Lesbian G – Gay B – Bisexual T – Transgender Q – Queer

LGBTQ is the proper acronym for this community. Many other letters have been added to the acronym, but LGBTQ is the most inclusive and identifiable grouping of letters. "Queer" is the umbrella term under which all the letters of the "alphabet soup" live and is interchangeable with LGBTQ. These terms represent the four traits that all people have. Each trait exists on a spectrum.

KEY POINT If someone identifies themselves in a way that’s new to you, respectfully ask, “What does that identity mean to you?” LGBTQ Marketing 101

LGBTQ Marketing 101

"Handle them carefully, for words have more power than atom bombs." - Pearl Strachan Hurd

When it comes to communicating with the LGBTQ community, language mattersâ&#x20AC;Ś a lot. Understanding the different spectrums of gender and sexual orientation will help you know what terms people within the LGBTQ community have adopted. LGBTQ Marketing 101

BIOLOGICAL SEX (what you have at birth) Spectrum: Male------Female The physical anatomy with which you were born. Intersex - Differences in biological sex that don't fit the Male/Female binary. GENDER IDENTITY (what you feel) Spectrum: Man------Woman The personal feeling and conceptualization of oneâ&#x20AC;&#x2122;s own gender. Cisgender - Gender identity matches biological sex. Transgender - Gender identity not match bio sex. Gender Queer - Gender identity falls outside spectrum. Pronouns: They/Them/Their OR Ze/Zir/Ze. 9

LGBTQ Marketing 101

"Speech has power. Words do not fade. What starts out as a sound, ends in a deed." - Abraham Joshua Herschel

While it’s important to know what terminology the LGBTQ community uses when communicating who they are to the world, don’t feel you need to incorporate this expanding lexicon into your marketing strategies. Just have a general awareness so you’re not caught off-guard. LGBTQ Marketing 101

GENDER EXPRESSION (how you look and act) Spectrum: Masculine------Feminine How a person chooses to outwardly show their gender identity through behavior, haircuts, mannerisms, clothing, voice, etc. SEXUAL ORIENTATION (to whom you are attracted) Spectrum: Heterosexual-------Homosexual Heterosexual people are attracted to those of the opposite gender. Homosexual people are attracted to those of the same gender. Bisexual people are attracted to both genders. Pansexual people are attracted to all genders. Asexual people are not attracted to any gender. 11

LGBTQ Marketing 101

â&#x20AC;&#x153;Before you reach your audience, you must understand them.â&#x20AC;? - Ryan Key

CHAPETER 2 LGBTQ HISTORY _____

For decades, the LGBTQ community has suffered grave injustices and persecution. For many years, people were arrested for being gay or for wearing clothing that did not appear to conform to their gender. Homosexuality was classified as a clinical mental disorder. Same-sex relationships were not recognized and, therefore, gay couples could not derive the same legal benefits or protections from their unions that heterosexual couples could. LGBTQ people used bars and magazines to establish a sense of identity. For that reason, LGBTQ people and their allies have a strong emotional connection to gay bars and magazines to this very day. The video below provides a brief history of the American LGBTQ experience.

LGBTQ Marketing 101

FLASHPOINT: The Stonewall Riots of 1969 It used to be common practice for police to raid bars where LGBTQ people would congregate. One popular venue was the Stonewall Inn, located in the Greenwich Village neighborhood of Manhattan. This particular bar was owned by the Mafia who regularly bribed cops not to raid the establishment. However, at 1:20 AM on June 28, 1969, police raided the Stonewall Inn. The raid did not go as planned. After years of police brutality, the patrons were fed up and fought back. A mass riot broke out. Police called in reinforcements. A crowd of thousands gathered to fight the police. The violent riots continued for three days. One anonymous riot participant summed up the feeling of all LGBTQ people that day: â&#x20AC;&#x153;We all had a collective feeling like we'd had enough of this kind of shit!â&#x20AC;? The Stonewall Riots sparked the Gay Rights Movement in America and around the world. Every June since 1970, LGBTQ people and their allies gather together to protest discrimination and celebrate their community. The Gay Rights Movement is, arguably, the most successful social movement in American history. 46 years after Stonewall, marriage equality became the law of the land. While true equality as not yet been achieved, many who lived through Stonewall never thought that our society would be where it is today. 15

LGBTQ Marketing 101

CHAPTER 3 BRANDING vs. MARKETING _____ Before we discuss best practices for marketing to the LGBTQ community, it’s worth revisiting the distinction between branding and marketing. Many people believe the two words are synonymous and, as such, use them interchangeably. Though closely related, the two words are quite distinct. Knowing the difference is particularly important when your business wants to authentically engage with the LGBTQ community.

BRANDING

MARKETING

Branding is like the SUN.

Marketing is like the MOON.

The sun is the source of all light, warmth and life. It makes the trees grow and the flowers bloom.

The moon is an attractive rock that orbits Earth, reflecting the sun's light.

It’s the reason we're all here.

Get it right and your customers will instantly understand why they should value your brand over your competitors.

Branding is WHY.

Marketing is HOW.

Branding defines TRAGECTORY.

Marketing defines TACTICS.

Branding is the reason someone buys.

Marketing is the reason someone thought to buy.

Branding is the HORSE.

Marketing is the CART.

Branding wins the LIFETIME.

Marketing wins the DAY.

Branding is WHO you are.

Marketing is HOW you build. awareness.

“Your BRAND is what people say about you when you’re not in the room.” -Jeff Bezos LGBTQ Marketing 101

”The aim of MARKETING is to know and understand your customer so well that the product or services fits him and sells itself.” -Peter Drucker

LGBTQ Marketing 101

Marketing: More than Sales • • • • • • • • •

Public Relations Media Planning Content Marketing Advertising Sales Strategy Product Pricing & Distribution Market Research Customer Support Community Involvement

“Stopping advertising to save money is like stopping your watch to save time.” - Henry Ford

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

“Content builds relationships. Relationships are build on trust. Trust drives revenue.” - Andrew Davis LGBTQ Marketing 101

LGBTQ Marketing 101

Beyond the differences between branding and marketing, it’s worth distinguishing marketing from sales. Certainly, sales is a critical component of marketing. However, it’s important to understand the inherent differences between the two concepts in order to effectively market to and transact sales with the LGBTQ community and its allies.

MARKETING It’s all about creating awareness. You’re saying, “I can help you.” This awareness generates interest amongst potential customers. This interest provokes a response. (They raise their hand indicating their interest in what you have to offer.)

SALES They are aware of our business and have already expressed an interest in what we have to offer. (They’ve raised their hand.) We now transition from creating awareness to presenting a solution. They will act upon our solution and transact business with us IF the return on investment supports their VALUES.

Marketing is about qualifying harmonic relationships so they believe we can support their VALUES.

Sales is about qualifying a specific opportunity or tangible need.

THEY are compelled to act based on our interest-provoking awareness campaign.

Their interest causes US to present a transactional-based solution.

Initiates THEIR behavior.

Initiates OUR OWN behavior.

“Make your customer the hero of your story.” -Ann Handley LGBTQ Marketing 101

“Emotion leads to action.” -Andrew Davis

LGBTQ Marketing 101

CHAPTER 4 LGBTQ MARKETING BEST PRACTICES _____ FIRST STEPS 1. Be Bold General market consumers (especially generations Y & Z) are looking for progressive brands that embrace diversity. Nothing telegraphs "modern family" more than LGBTQ people. 2. Prep for Haters Trolls exist. Don't be surprised if you get some backlash, but keep it in perspective. A few angry voices that don't share your values donâ&#x20AC;&#x2122;t represent the public. 3. Look in the Mirror Businesses don't have the right to profit from LGBTQ consumers without supporting full equality for LGBTQ people. FULL STOP. Update your policies. Speak out against discrimination. 4. Be Inclusive & Diverse When using people in any campaign, include LGBTQ individuals, families, friends and couples that reflect varied ages, races and genders. Language references to families or relationships should not only include heterosexuals. 5. Avoid Stereotypes Be sensitive to LGBTQ stereotypes and avoid positioning LGBTQ people as a perceived threat for humor. Don't use extremely effeminate gay men or extremely masculine women. 6. Be Consistent Be confident in your inclusive ads. Modifying or withdrawing ads after negative criticism alienates LGBTQ consumers. Respond to criticism by firmly stating your values and commitment to equality.

LGBTQ Marketing 101

TIPS WHEN DEPICTING LGBTQ PEOPLE • Use real LGBTQ people, including openly gay celebrities or athletes. Authenticity goes a LONG way. • Use same-sex pairings in everyday situations, such as at home, driving, shopping or eating. Remember, not every day is a Pride Parade. Pride happens once a year. Depict LGBTQ people as they live their lives the other 364 days of the year. • Have same-sex pairings show common physical affection (so it’s clear they're not family or friends, but couples). • Utilize tasteful verbal, textual or graphic references to sexuality. • Counter time-worn clichés with new sources of humor for a fun twist.

LGBTQ Marketing 101

ADVICE FROM THE MARKETING PROS •LGBTQ consumers are not rare unicorns. They're a microcosm of the larger community you're serving. •The best way to reach them is to include photos of same-sex couples and other LGBTQ imagery in your "traditional" marketing campaigns. •Share your story through LGBTQ media. Magazines (print + digital) and websites are the best way to start building trust amongst LGBTQ consumers AND their allies. •Participate in LGBTQ events, don't just sponsor them. Writing a check for an LGBTQ event is nice. Participating in it is amazing! Show up. Be seen. Talk the talk AND walk the walk. •"Diversity" is factual. "Inclusion" is a feeling. Don't confuse the two. DO have both work in tandem when marketing to LGBTQ consumers. •Avoid using rainbow imagery in your marketing campaigns UNLESS you are specifically targeting LGBTQ Pride events and/or festivals. Pride is great, but remember… most LGBTQ people do not go to Pride events. They just live their lives like everyone else.

LGBTQ Marketing 101

ADVICE FROM THE MARKETING PROS •Laughter is the best medicine. Humorous ads are the most popular type of ad for LGBTQ consumers. •Pull on their heartstrings. Inspirational content marketing are exceptionally powerful, have high attention rates and create a strong purchasing intent amongst LGBTQ consumers. Moreover, inspirational ads are a great way to form emotional bonds with equality-minded consumers. •Balance LGBTQ content with your message. Don't let LGBTQ content overwhelm your brand's story. It's good to show support for the community, but don't let your advertising message get lost. The hook is LGBTQ content in the ad. The sell is your brand message. •Show a genuine linkage. Show a strong link between LGBTQ interests and your brand's promise. E.g. – Hampton, below, highlights their commitment to equality while showcasing activities LGBTQ visitors can enjoy in Hampton (shopping, history, arts, etc.). •Make unique LGBTQ ads. Don't take one of your general ads and swap out language/imagery with LGBTQ content/people. Design ads specifically tailored to the LGBTQ market to show you genuinely care about their community E.g. – American Civil War Museum, left.

LGBTQ Marketing 101

ADVICE FROM THE MARKETING PROS •Make sure you have real goals. Beyond outreach, what's your objective? Short-term: revenue growth? Long-term: increasing market share among LGBTQ community & allies? Your campaign(s) should align with very specific business goals. •Important questions to ask: – – – – – –

What demographic(s) within the LGBTQ community will you target? How will you reach them? How does your industry fit within this niche market? What are your expectations for the campaign(s)? What are your revenue targets? What does success look like and how will you measure it?

•Make sure that EVERYONE is on board. Having management set the tone and define your company's values (e.g.- establish Employee Resource Groups “ERGs”) is critical to authentic LGBTQ marketing. As important are your frontline staff (desk clerks, waiters) because they interact with customers on a daily basis. “Your frontline employees must be the best representation of who your company is--this makes for a great, inclusive customer experience right off the bat.” – Jen Palmer, T-Mobile

LGBTQ Marketing 101

ADVICE FROM THE MARKETING PROS •Consider getting endorsements from LGBTQ organizations and sponsoring them. Ads endorsed by LGBTQ organizations are more credible. They indicate a brand's long-term commitment to equality, build a rapport with the LGBTQ community and its allies and generate strong emotional reactions. We recommend: – – – –

HRC (Human Rights Campaign) GLAAD (Gay & Lesbian Alliance Against Defamation) GLSEN (Gay Lesbian & Straight Education Network) Trevor Project (helps LGBTQ youth)

LGBTQ Marketing 101

LET’S REVIEW • • • • • • • • • • • • • • • • • • •

Go for it, be bold and prep for haters Don't generalize; specifically target the LGBTQ market Practice what you preach; stand up for your values Be inclusive and diverse when depicting LGBTQ people Use real LGBTQ people in everyday situations Have same-sex couples show affection Avoid clichés, stereotypes and be consistent Share your story through LGBTQ media Participate in LGBTQ events Use humor and inspirational content Balance LGBTQ content with your brand's story Link LGBTQ interests and your brand's promise Consider LGBTQ endorsements and sponsorships Know why you're targeting the LGBTQ market Have clear goals when beginning LGBTQ marketing campaigns Make sure everyone is on board (from management to frontline staff) Create a culture that's as diverse as your customer base Have nimble marketing campaigns that can evolve Be thoughtful, respectful and authentic at all times

LGBTQ Marketing 101

NEXT _____ STEPS Thank you for reading this book! I hope you gleaned some valuable information and are excited about marketing your brand to the LGBTQ community. I encourage you to fully take advantage of Q Media’s range of products and services. Our goal is to help connect your brand to the $1 trillion LGBTQ market through education, storytelling and technology. To learn more best practices when it comes to marketing to the LGBTQ community, I encourage you to enroll in The Q College (TheQCollege.com). There, you’ll join a community of equality-minded businesses, become nationally certified as “LGBTQ-Inclusive” and stay abreast of evolving marketing trends. Our award-winning professors and high-impact learning programs will help you authentically share your story with the LGBTQ market. Moreover, you’ll have the opportunity to engage our subjectmatter experts in 1-on-1 consultations. No matter what industry you’re in—Wedding, Travel, Health Care, Hospitality, Financial, Legal, Retail, Professional Services—or how big your business is (small business or large corporation), you can enroll in The Q College, get certified and start marketing to the LGBTQ community in a way that works for you! (Coming June 2019) To have your business listed in the nation’s only guidebook of LGBTQ-inclusive businesses, claim your company’s page in the Q GuideBook (QGuideBook.com). Once you sign up, you’ll have your very own page where you can add photos, videos and events, offer special promotions and even share blog post and articles about your business to equality-minded consumers in a searchable and geotargeted database! This storytelling-driven directory is available online and as a mobile app! Finally, if you want to engage the LGBTQ market where they are and share your story in a way the will resonate, look no further than Q Media Company (QMediaCo.com). Through our digital outlets, printed magazine and live events, you’ll be able to authentically connect and build enduring relationships with LGBTQ consumers and their allies. We’ll even help you develop content to ensure that your message is well-received by the audience you want to target! If you want to reach America’s most lucrative niche market, look no further than Q Media.

Inclusive Branding Solutions LGBTQ Marketing 101