Hello and welcome to 2007. This will surely be a momentous year for LGBT communications and for this blog (and not just because this is the year I hit the big 4-0). To start the year off right, we’re going to do another list; this time, we’re giving you our thoughts on three key considerations for the year ahead.
Here are the questions and my answers – check back later this week for thoughts from Eddy and Steve:
1) What will be the top trends in LGBT communications in 2007?
A: LGBT travel and tourism marketing will break even further into the mainstream this year, with new brands and chains targeting our community in advertising and targeted PR campaigns. I predict at least one luxury hotel chain/brand not currently engaged with the LGBT market will decide to engage LGBT people this year.
2) What will be the most unexpected development in LGBT communications in 2007?
A: The growing fallout from religious scandals and schisms related to LGBT issues will actually backfire on anti-gay supporters by boosting mainstream acceptance of LGBT marketing and communications outreach as more people recognize the LGBT consumer audience as a relevant part of mainstream America. Extreme anti-gay groups will see even less success in anti-gay boycotts as a result.
3) What is your top recommendation for outreach to our audience for consideration by a company or industry in 2007?
A: "Your credibility is key to having a positive impact in our community. If you’re going to target our community (or even just one segment of our community), don’t think you can just do that by advertising in one publication. Think about developing a program that includes partnerships with LGBT organizations, outreach via LGBT events and/or engagement with LGBT community groups and advocates. Actual engagement is much more effective than mere advertising alone and is really the price of entry now with our community."
So, that’s my invitation to stay with us throughout the year so that you can see just how right or wrong I am with my prognostications. And feel free to submit your own – we’ll consider the most interesting ones in a future posting.
Happy New Year!
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