L7z - LGBT & Diversity Market

1,272 views

Published on

LGBT Community Outreach & Marketing Solutions.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,272
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

L7z - LGBT & Diversity Market

  1. 1. Brand Advocacy<br />LGBT Community Outreach & Marketing<br />
  2. 2. “Diversity in the business environment is an integral part of your organization”<br />Our Strategic Partnership<br />Why Us?<br />14 Year Experience in GLBT Market <br />Proven Results / Case Studies<br />Certified LGBT Diverse Supplier<br />Member of BCBS Supplier Diversity Program<br />Global Outreach Capability<br />Customized Solutions to Support Initiatives<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  3. 3. “Diversity in the business environment is an integral part of your organization”<br />Our Strategic PartnershipWhy LGBT and Diverse Markets?<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  4. 4. Approach<br />LGBT Community Outreach<br />
  5. 5. StrategyOur approach creates a staff of champions and an audience of advocates. People Trust “a person like me” more than authority figures from business, governmentand media; seeking “dialogue,” not one-way advertisement. It’s about a different kind of brand …. <br />Trust, Transparency, Openness and Honesty.<br />
  6. 6. Marketers and technologists can raise awareness, but raised awareness is not enough. The success of your brand is dependent on igniting behaviors.<br />LGBT community care about brands that care<br />Behavior<br />Advocacy<br />LGBT is a population of influencers: 48% say they are more likely to be trendsetters and keep up with new trends (Harris, 2008)<br />37% reported dining out at least once a week (CMI, 2009)<br />49% go out to a bar or nightclub weekly (CMI, 2009)<br />45% entertain at home monthly or more (CMI, 2009)<br />High velocity consumers: LGBT consumers who respond 1.0 to 4.4 times higher than the general market to messages and products that include, Organic, Natural, Energy, Environmental , Healthy Smart Foods, Workout and Fitness<br />85% consider advertising a motivator<br />89% are more likely to support brands that have non-discriminatory employment practices<br />88% are more likely to support brands that sponsor community events<br />68% say they are more likely to buy a product from a brand they know is “gay-friendly”<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  7. 7. Because all Business is Personal what we do<br />Deliver the Brand<br />• Improve business results, such as sales and market share, by diagnosing and removing obstacles to customer loyalty.<br />• Increase employee engagement and reducing attrition through development of motivational programs.<br />• Improve professional effectiveness of employees through communication skills development.<br />• Drive innovation and creating competitive advantage by leveraging diverse teams.<br />• Achieve organizational objectives by guiding and coaching leaders on effective policies, procedures, and management techniques.<br />• Craft solutions to suit specific needs by becoming immersed in the client culture, listening, and collaborating with organizational leaders.<br />Customer Centricity<br />Professional Effectiveness<br />Leadership Development<br />Employee Engagement<br />Diversity Inclusion<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  8. 8. Behavior Promotes Advocacywhy we do<br />Sometimes the promise your brand makes is delivered and your<br />customers see your brand the way you intended. But more<br />often, there is a gap: the company’s view of the brand and the<br />customers’ perceptions are not the same. You can guess which<br />one is more favorable.<br />Only by ensuring that your entire organization is structured<br />to deliver your brand will it come to life in the minds of your<br />customers. Only then can create the kind of customer loyalty<br />that lies at the heart of every successful organization.<br />Over the past decade, the brand has moved to the forefront of corporate concerns. Widely considered an “intangible” yet highly valuable asset, some very smart people spend a lot of time and money on logos and tag lines to push the brand out to the market. But a brand cannot be pushed. A brand must pull.<br />Every powerful brand makes a promise and it is through the consistent delivery of that promise that your brand is delivered. That means your brand is in the hands of your employees—every one of them.<br />Keep The Brand Promise<br />YourBrand<br />YourEmployees<br />YourMarket<br />Operationalized<br />Behavioralized<br />Makes a Promise<br />Sets Expectations<br />Strengthen Customer Loyalty<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  9. 9. And We Make It Personal how we do<br />We THINK<br />ORM – Online Reputation Management<br />We listen to client needs, devise strategic plans, provide custom research that goes beyond guess work, and bring unmatched experience / perspective to our clients<br />CRM- Customer Relationship Management<br />We REACH<br />Market Identity, Position, & Outreach<br />60% of the GLBT market state they are a source of influence for their friends (compared to 34% of general population). Additionally, the community is well-connected; viral communication matters, nearly 10% more likely to be early technology adopters. <br />Media Planning & Buying<br />Mobile App Design & Development<br />We COMMUNICATE<br />We provide strategic communication services including public relations, advertising, media buying, media planning, identity management, community outreach and training services<br />Social Media Strategy & Implementation<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  10. 10. Method<br />Marketing to the LGBT Community<br />
  11. 11. Yesterday’s ideas about today’s gay and lesbian consumer don’t work today.<br />GLBT Marketing 101<br /><ul><li>GLBT market does NOT define themselves solely by their sexual orientation. They expect to see themselves reflected in mainstream media and advertising
  12. 12. Smart, custom advertising targeted against content that shares a gay sensibility is noticed and appreciated
  13. 13. The gay market is no longer defined by “victimization.”
  14. 14. Greater inclusion in media and heightened visibility over the last decade has changed many perceptions about gays and lesbians</li></ul>Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  15. 15. Reaching out to the GLBT consumer for who they are, not what they are, is key to success. We call this Lifestyle Marketing.<br />Lifestyle Marketing<br />Successfully reaching the GLBT consumer requires an approach to media planning and event marketing that goes beyond the traditional.<br />Lifestyle Marketing leverages the best of the core media reaching a GLBT consumer, but looks beyond those vehicles to encompass adjacent media, and opportunities that share affinity with the consumer.<br />Effective lifestyle messaging revolves around intelligently framing a brand or product in such a way that the consumer intuitively knows that they are being spoken to in the first person as a GLBT consumer.<br />LGBT Community <br />360 Degrees<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  16. 16. Some facts, go figure<br /><ul><li>There are about 15-17 million GLBT Americans
  17. 17. Buying power is estimated in excess of $660 billion; projected to be over $800 billion by 2011
  18. 18. The GLBT consumer has a higher household income and more discretionary income.
  19. 19. The GLBT consumer is loyal, aware, savvy and a social influencer.
  20. 20. Willingness to switch: A large concentration of consumers willing to consider brands that support them</li></ul>Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  21. 21. Capability<br />Experience with Proven Results<br />
  22. 22. Every client has unique needs. We have unique solutions <br />Deliverables<br />Capabilities<br /><ul><li>Creative Strategy, Marketing & Media Plans
  23. 23. Comprehensive Market Analysis & Statistics
  24. 24. Campaign Design, Development & Execution
  25. 25. Analytics - ROI Tracking & Metrics
  26. 26. Social – Marketing, Advertising, SMO & Mobile Apps
  27. 27. Mobile – Marketing, Advertising, Charitable Giving, Mobile Apps & Internal Business Solutions
  28. 28. Digital PR
  29. 29. Web / Mobile Advertising
  30. 30. Website Design & Development
  31. 31. Video Advertising & Gaming Productions
  32. 32. SEO & SEM – Search Engine Optimization & Marketing
  33. 33. Quantitative and Qualitative Research
  34. 34. Strategic Marketing
  35. 35. Event Creation and Execution
  36. 36. Advertising and Creative Services
  37. 37. Brand Development and Identity
  38. 38. Product Sampling
  39. 39. Media Planning
  40. 40. Community Outreach and Relationship Building
  41. 41. Marketing & Media Plans
  42. 42. Campaign Design, Development & Execution
  43. 43. Media Placement
  44. 44. Content Creative / Review
  45. 45. Sponsorships
  46. 46. Event Management
  47. 47. Promotions
  48. 48. Product Sampling & Placement
  49. 49. Web 1.0
  50. 50. Social Networking
  51. 51. Text Messaging
  52. 52. Mobile Web
  53. 53. Mobiles Apps
  54. 54. Digital, Mobile, and Social Media Advertising</li></ul>Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520 <br />
  55. 55. Connect with OUR Strategic Partners & Social Networks<br />Your Organization Here!<br />AND MANY MORE…<br />We have sampling agents, models and managers in 15 US cities allowing us to manage events ranging from THOUSANDS of consumers to a small handful<br />Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ <br />New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520<br />
  56. 56. C O N T A C T <br />Gonzalo Araya, Chief Creative & Analytics Officer<br /><ul><li>P: 954 937.1748
  57. 57. O: 800 309.3520 x703
  58. 58. F: 646 219.2484
  59. 59. E: GAraya@L7zGroup.com
  60. 60. Jeremy Bellman, Chief Strategy & Growth Officer
  61. 61. P: 954 461.8689
  62. 62. O: 800 309.3520 x704
  63. 63. F: 646 219.2484
  64. 64. E:JBellman@L7zGroup.com
  65. 65. Find Us On:
  66. 66. Facebook
  67. 67. LinkedIn
  68. 68. Twitter
  69. 69. YouTube
  70. 70. Text “MyL7z” to 83071 for a digital solutions strategist.(message and data rates may apply)</li></ul>Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520<br />

×