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Reaching The LGBT Community

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With Gay Pride around the corner it is a good time to think about your strategies for reaching the LGBT community. …

With Gay Pride around the corner it is a good time to think about your strategies for reaching the LGBT community.

Why The Effort To Appeal To LGBT Buyers?
Even though the reasons for buying a product are the same (value, quality, brand preference), the LGBT community is attractive to clients because of their economic value, influencer market and loyalty.

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  • 1. MSLGROUP.COM @MSL_GROUP With Gay Pride around the corner it is a good time to think about your strategies for reaching the LGBT. Why The Effort To Appeal To LGBT Buyers? Even though the reasons for buying a product are the same (value, quality, brand preference), the LGBT community is attractive to clients because of their economic value, influencer market and loyalty. Reaching the LGBT Community While the actual size of the market is not large, the value of the market is considerable. The table shows the value and per capita in various countries across the globe for the LGBT segment. TotalMarket ValueUSD$ billion PerCapita USD$ USA 52.3 $3,472 Brazil 22.9 $2,583 Japan 18.5 $2,799 Mexico 9.2 $1,847 Germany 12.1 $2,858 Turkey 5.1 $1,447 France 10.2 $3,186 United Kingdom 9.7 $3,112 Italy 8.5 $2,667 Spain 6.2 $2,593 Argentina 3.9 $2,060 Poland 3.8 $1,931 Canada 6 $3,454 Australia 5.6 $5,183 Netherlands 2.7 $3,248 Israel 1.1 $3,297 The LGBT are seen as influencers of the mainstream population. • LGBT are not just important because they have enormous buying power, but also because they are early adopters of technology, fashion, trends and innovations, and they are great influencers of the mainstream population. • They are also very active in social media, with a huge following 1 Value 3 Brand Loyal 2 Influencer Marketing The LGBT are fiercely brand loyal to brands they perceive to be supporting the community. LGBT consumers not only favor those products that communicate with them, they also look at two other factors. • They want to know that the company has non-discriminatory employment policies, avoiding those companies that fail to include protections for LGBT employees in areas such as domestic benefits, hiring practices, and sexual harassment cases. • LGBT individuals look to see whether a business supports LGBT events. Do you have the right to get involved with the LGBT community? • In the USA the HRC Foundation Corporate Equality Index criteria serve as a road map for major U.S. businesses’ adoption of inclusive policies, practices and benefits for LGBT employees. • http://www.hrc.org/campaigns/corporate-equality-index. Source: Out Now Global LBGT2020 Study
  • 2. MSLGROUP.COM @MSL_GROUP What Is The Best Way to Reach the LGBT Community? Openness to LGBT Communications amongst mainstream A recent survey of mainstream Americans, found that overall, 8 in 10 consumers agree that “showing gay or lesbian people in ads simply reflects the reality of our society today.” • Almost two thirds of respondents agree that “it’s cool when I see same-sex couples in ads.” • Most American consumers believe brands that feature same-sex couples in advertising are brave and modern. Tips For Communicating With the LGBT • Know your audience – Like all minority groups, the LGBT is not a single monolithic market. Understand how your product fits within the LGBT market. More and more are having families. • Tailor your message – Use appropriate language and images in all communications. Avoid clichés and avoid being condescending. • Show rather than tell – Demonstrate your knowledge of the target/issues. Be subtle and stay away from stereotypes. Celebrate key milestones/wins in the community. • Build a relationship – Identify key influencers and contacts. Support organizations and causes. Stick to your word. Demonstrate your commitment to the LGBT community. • Use a 360 comms approach – This will not only help your reach but will also build trust between the LGBT community and your brand. • Go mainstream – Advertising in LGBT-aimed publications will only reach about 3% of the LGBT population. In contrast, over 80% of the LGBT community are reading mainstream magazines. For more information please contact your client services team or Allan Dib, SVP Planning at allan.dib@mslgroup.com