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LGBTQ Marketing Opportunities

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Anderson Direct and Digital explores marketing opportunities for the LGBTQ community, and how to do them right. The LGBTQ community has a projected $884 Billion in total buying power for 2017.

Published in: Marketing
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LGBTQ Marketing Opportunities

  1. 1. NOTE Tap icon to add picture first and move to back, then you can adjust the text in and below arrow UNTAPPED OPPORTUNITY LGBT MARKETING
  2. 2. Lesbian Gay Bisexual Transgender Queer/Questioning
  3. 3. AGENDA 3 Who are the LGBT? Creative Guidelines Examples Recommendations Why Care?
  4. 4. 4 $884 billion 2014 estimate. Source: Witeck Communications and Market Research. Available at http://www.witeck.com/pressreleases/americas-lgbt-2014-buying-power-estimated-at-884-billion/
  5. 5. PURCHASING HABITS 5 10% more shopping trips a year vs. average household, and buy 7% more at checkout than non-LGBT consumers. 23% higher median household income vs. the American general market2  Married/partnered gay men HHI $115,200/yr vs. $102,100 hetero married/partnered men  Married/partnered gay women HHI $94,100/yr vs. $85,000 hetero married/partnered women 24% more equity in their homes1 26% of gay men say they will pay more for top quality brands2 30% have taken a major vacation in the past year2 40% bought a new smartphone in the past year2 1. Prudential 2012 Survey of more than 1,000 LGBT respondents 2. Community Marketing, Inc., July 2012 survey of 13,000 Gay & Lesbian Americans
  6. 6. 6 Over 45% Consumers ages 34 & under will do repeat business with an LGBT-friendly company 2014 Google Consumer Study. https://www.thinkwithgoogle.com/articles/lgbt-advertising-brands- taking-stance-on-issues.html
  7. 7. 7 HOME OWNERSHIP Excerpts of survey: http://communitymarketinginc.com/lgbt-real-estate-survey/ Full survey: http://naglrep.com/lgbtsurvey/
  8. 8. “The LGBT community is a significant contributor to the U.S. economy, and savvy companies should plan their strategies accordingly. By knowing what LGBT consumers are looking for, where they’re finding it and how much of it they’re consuming, companies will be better equipped to develop and promote products that become the next big thing.” “The speed with which public attitudes have shifted towards greater acceptance of LGBT individuals and their causes has left many marketers scrambling to devise plans that are not only inclusive of LGBT consumers, but in many instances designed to overtly and publicly court this influential and growing consumer segment.” Nielsen. Proudly Setting Trend: the 2015 LGBT Consumer Report 8
  9. 9. AGENDA 9 Who are the LGBT? Creative Guidelines Examples Recommendations Why Care?
  10. 10. 5.8% OF AMERICANS IDENTIFY AS GAY, LESBIAN, BISEXUAL OR TRANSGENDER 10 http://www.lgbtmap.org/equality-maps/lgbt_populations Gallup Daily Tracking Survey, 2014
  11. 11. GOT ANY CLIENT PROSPECTS/ CUSTOMERS IN THESE CITIES? 11
  12. 12.  Younger adults consistently more likely to identify as LGBT.  5.6% of 18–44-year-olds identify as lesbian, gay, bisexual or transgendered. NUMBERS EXPECTED TO INCREASE 12 3.4% 2006 4.3% 2013 5.6% 2016 As more LGBT individuals become comfortable revealing their orientation, these numbers are expected to increase.
  13. 13. NOTE After inserting, right click on image and select “move to back” 13 2.4 million LGBT adults over 50 in U.S. Expected to double by 2030. http://williamsinstitute.law.ucla.edu/research/lgbt-older-adults-highlighting-isolation-discrimination/
  14. 14. 14  Apprehensive of how they are treated by healthcare providers or senior care facilities  Older lesbians, bisexual, and gay men have higher prevalence of mental health problems, disability, disease, and physical limitations than older heterosexual people  Transgender older adults at higher risk for poor physical health, disability, and depressive symptoms compared to cisgender adults  LGBT older adults need to be recognized by the Older Americans Act (OAA) as a “greatest social need” group, opening up important funding avenues to prioritize services for this group Needs of older LGBT adults are quite different than those of the non-LGBT population. http://williamsinstitute.law.ucla.edu/research/lgbt-older-adults-highlighting-isolation-discrimination/
  15. 15. 15 Effective culturally sensitive training for service providers could help improve the experience of LGBT elders with health care providers, alleviating expectations of discrimination that cause delay in seeking care. http://williamsinstitute.law.ucla.edu/research/lgbt-older-adults-highlighting-isolation-discrimination/
  16. 16. 16 WHAT MATTERS MOST Marriage equality isn’t the only thing that’s on the mind for the LGBT community. Do these universal needs sound familiar?  To be able to travel safely and free from prejudice.  To be able to show affection and celebrate in public, like everyone else.  To get affordable healthcare—for themselves and their loved ones.  To go beyond tolerance…to be accepted.  To feel at home. Anywhere.
  17. 17. COMMUNITY PLAYS A BIG ROLE 17 The LGBT community is more tightly-knit than other segments. Word of mouth is especially powerful within this demographic, so if people are asking about a new product or service, it comes up powerfully in conversation.
  18. 18. 18 73% RESOURCE GAP IN RURAL COMMUNITY RESOURCES
  19. 19. AGENDA 19 Who are the LGBT? Creative Guidelines Examples Recommendations Why Care?
  20. 20. LGBT TRAITS 20
  21. 21. 21 They are diverse. http://www.theharrispoll.com/politics/Businesses-Govt-Should-Not-Discriminate-against-LGBT.html
  22. 22. LGBT CREATIVE GUIDELINES: DEPICTION 22 Guidelines are the foundation for all LGBT creative to ensure high Ad Respect Scores and well-received within the LGBT community. Do Don’t Create authentic messages that promote equality. Be overt. Keep it ambiguous and tasteful. Embrace physical affection. It’s what unites us as humans. Assume…anything. There is no “typical” couple, household, or relationship. Be inclusive and diverse. Show a variety of ages, genders, races, social statuses and abilities. Even better, show these things simultaneously. Limit yourself to white male- or gay-targeted research and messages. Be consistent and confident. Be ready to respond to any criticism with business rationales, such as diversity and the bottom line. Modify or withdraw ads after negative criticism from conservative groups. Show that you can stand by your position and always, always take the high road. Waffle. It’s especially alienating to LGBTQ consumers. Be sensitive to stereotypes. Lead with universal themes (love, family, safety, security, adventure). Stereotype. Only (or primarily) depicting extremely effeminate gay men or extremely masculine women are old ideas that alienate. Go national. Assume that Midwesterners and Southerners “can’t handle it.” They can. And if they can’t, enlighten them. Keep it simple. Show same-sex pairings in everyday situations, such as at home, driving, shopping, or eating. Oversimplify. Bedroom, pool, and nightclub scenes are tired and worn out. Always offer an “other” category with surveys. Example: What is your relationship status? A. same sex B. opposite sex C. other Depict LGBTQ individuals as a separate or “other” category. Choose LGBT celebrities who are authentic, relatable, approachable, and believable for the brand. Forget that regular people often provide the most accurate, authentic depictions of LGBT relationships and ideals.
  23. 23. LGBT CREATIVE GUIDELINES: TONE OF VOICE 23 Guidelines are the foundation for all LGBT creative to ensure high Ad Respect Scores and to be well-received within the LGBT community. Avoid these terms… Instead, say… Gay marriage Marriage equality Agenda Ideals Lifestyle Life Sensitive Passionate, caring Husband, wife Partner, spouse
  24. 24. 24  February: LGBT History Month (UK)  April 19: National Day of Silence  April 26: Lesbian Visibility Day  May 17: IDAHOT (International Day Against Homophobia & Transphobia)  June: Pride Month  September 23: Bisexual Awareness Day  October 1: National Coming Out Day  October: LGBT History Month  November 20: Transgender Day of Remembrance  December 10: Human Rights Day Opportunities for clients to showcase their commitment to equality and services that demonstrate commitment.
  25. 25. AGENDA 25 Who are the LGBT? Creative Guidelines Examples Recommendations Why Care?
  26. 26. 26 PRO-LGBT BRANDS RECOGNIZED
  27. 27. KROGERS BATHROOM SIGN 27 Profits increased shortly after the ad went viral, demonstrating what's possible when brands take a LGBT-friendly stance
  28. 28. LGBT KEY MESSAGES 28 Brand Vertical Key Message AXE Consumer Goods Who needs that other thing when you’ve got your thing. Now work it. Marriott Travel Love travels is a universal language. Wherever you go, you bring love with you. Hilton Travel Start playing. Start relaxing. Start loving. Honey Maid Consumer Goods Pursue your truth. Be you, with us. Love is welcoming. Love is safe. iPhone Technology I am who I am because you are who you are. Campbell's Soup Food Family isn’t defined by who you love, but how. Wells Fargo Financial Everyone works hard for a reason. We can help you prepare financially for when two becomes three. PNC Bank Financial Helping you be ready for this chapter and the next. Allstate Financial Together is beautiful. Aetna Healthcare Love is love. Be proud. Be well.
  29. 29. 29 HONEY MAID https://youtu.be/E6WNSE0FnrQ Key Message Pursue your truth. Be you, with us. Love is welcoming. Love is safe.
  30. 30. 30 HONEY MAID RESPONSE https://www.youtube.com/watch? v=cBC-pRFt9OM Response to Negative Negative comments were turned into an art piece called LOVE. Takeaway: Be prepared to respond.
  31. 31. Honey Maid's messaging about the wholesomeness of all families resonated with customers. "The company's June/July sales increased 7% YoY as a result of them standing up for diversity and equality.". 31
  32. 32. 32 AXE https://www.youtube.com/watch?v=WzTSE6kcLwY Key Message Who needs that other thing when you’ve got your thing. Now work it.
  33. 33. 33 HILTON https://youtu.be/A1iJxMyCujs Key Message Start playing. Start relaxing. Start loving.
  34. 34. 34 APPLE https://youtu.be/NFFLEN90aeI Key Message I am who I am because you are who you are.
  35. 35. 35 MARRIOTT Key Message #Lovetravels is a universal language. Wherever you go, you bring love with you. https://youtu.be/8uBV_X7hQ40
  36. 36. 36 CAMPBELL’S SOUP https://youtu.be/7rZOMY2sOnE Key Message Family isn’t defined by who you love, but how.
  37. 37. 37 WELLS FARGO https://youtu.be/DxDsx8HfXEk Key Message Everyone works hard for a reason. We can help you prepare financially for when two becomes three.
  38. 38. 38 WELLS FARGO Key Message Together is beautiful.
  39. 39. 39 PNC BANK Key Message Helping you be ready for this chapter and the next.
  40. 40. 40 BANCO PROVINCIA Key Message Your life changes when there is a bank disposed to change. https://www.youtube.com/watch?v=XbgmKLm WAdU&index=109&list=PLE3FA7EAE0AF2E625
  41. 41. 41 ALLSTATE Key Message We’re here to help protect your firsts and every moment in between. https://www.youtube.com/watch?v=rU5FU6uF cPA
  42. 42. 42 AETNA Key Message Love is love. Be proud. Be well. https://www.youtube.com/watch?v=uka X_AzMsFM
  43. 43. AGENDA 43 Who are the LGBT? Creative Guidelines Examples Your LGBT Marketing Plan of Action Why Care?
  44. 44. 44 Majority of Americans Agree: Businesses and should not discriminate against LGBT People http://www.theharrispoll.com/politics/Businesses-Govt-Should-Not-Discriminate-against-LGBT.html
  45. 45. It’s time to recognize that the LGBTQ universal needs are the same as the rest of society. 45
  46. 46. 46 CREATING YOUR PLAN  Be committed as a company. Revisit your key messaging to include LGBTQ.  What are you doing for your employees?  Check your website. Do you have messaging promoting your commitment to equality?  What are you doing for your community and how are you promoting it via social channels?  Educate internally.  Educate your clients.  Seek research that informs smart LGBTQ strategies.
  47. 47. 47 See more LGBTQ marketing best practices at marketingblog.andersondd.com/blog

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