In today’s second part of our three-part Q&A with Community Marketing Inc. President Tom Roth (pictured at left), we examine the basics of how to get started in developing and conducting marketing programs aimed at the gay and lesbian community.
Ben Finzel: In very general terms, what’s the best way for a marketer to get started in developing a program to reach the LGBT market?
Tom Roth: Keeping in general terms as requested, the best way for a marketer to get started in the LGBT market is slowly. That may seem odd coming from a marketing professional. But our experience is that those who jump in head-first are usually in and out of the market before they ever had a chance to gain traction. Those who make a steady, long-term commitment based on realistic growth goals are far more likely to gain brand loyalty, ongoing customer satisfaction, and ultimately, market share. Take a deep breath. Go through the market intelligence and internal preparation exercises, and stay in for the long run.
Once ready to launch a campaign, we don’t normally recommend starting with full-page ads in national publications. This is an important element of a comprehensive plan for many marketers, but it is also the most expensive one. You can build up to that. Starting slowly may involve simply sponsoring a few well-matched community events, and meeting your customers face-to-face. Grassroots. It could be a limited direct mail test with a response vehicle, to gauge how effective your lists are. These are examples of basic “Marketing 101” concepts, which apply nicely to starting out in the gay and lesbian market as well.
Ben Finzel: Can you give us a "Top Five" list of things marketers should consider in conducting an LGBT outreach program?
Tom Roth: Here are my top five, in order of importance and implementation priority.
1. Memberships/sponsorships/donations. First of all, join. Join local gay and lesbian business associations, as well as the National Gay & Lesbian Chamber of Commerce. Join trade associations that make sense, such as the IGLTA for the travel and tourism industry. You don’t need to be gay to join and actively participate in these organizations. Sponsor well-targeted, appropriate events, whether regionally or nationally. These may include Pride, film festivals, rodeos, women’s events, etc. There are many to choose from. And make sure that some of your company’s philanthropic funds are dedicated to LGBT community charities. You can donate to large national organizations, or to small, local, community-based ones, whichever is more appropriate. This first step requires a little homework and leg work, but needs to be explored by any serious marketer to the LGBT community. Then, communicate these memberships/ sponsorships/donations in your marketing outreach: On your website, on your ads, in your brochures, letters, press releases, etc. Indicating you value the community with participation and support speaks volumes.
2. Microsite. This is a powerful marketing and communications tool. With a good gay microsite (which is an LGBT-dedicated website within your mainstream site), you can communicate your products and services as well as your corporate citizenship. You can run contests to develop an opt-in email list, and then send out announcements and special offers. Your microsite should be in place before releasing mailings, ads or media announcements, so that all calls to action can direct consumers to the site.
3. Direct mail. Community Marketing Inc. has found this to be, perhaps surprisingly, one of the best tools for effective LGBT marketing. Many in the community are not going to gay bars or cafes to pick up gay newspapers. Your ads will miss them. So how do you reach them with your LGBT-dedicated messaging? With targeted, discreet (i.e. no postcards, and no “gay” on the envelope) direct mail. Lists are available from a variety of brokers, and include media subscribers, charity donors, etc. And don’t forget direct email: Including your announcement in the body of an opt-in, subscription-based gay and lesbian e-newsletter is very effective.
4. Media relations. It’s common knowledge that getting 32 column inches of editorial is far more effective than the same 32” of display ad. That principle applies to the gay press as well. Your readers are familiar with Fleishman-Hillard and FH Out Front. So I needn’t dwell on this subject, as they are in the best possible hands there.
5. Advertising. It’s great if you can use the same creative look and feel that you use in your mainstream ads, but interpreted to the LGBT community with dedicated copy and diversity imagery. That way you build the impressions from all media, both gay and mainstream. A very good resource for turn-key advertising planning and placement in leading LGBT publications is Rivendell Media. Again, start small and build your display advertising campaign.
Ben Finzel: As I mentioned yesterday, Tom’s advice really can serve as a basic primer for investigating the gay and lesbian market. I encourage you to share this with colleagues and send us your thoughts on Tom’s recommendations and your own experiences (or post them below). Come back tomorrow for the conclusion of our Q&A and thoughts on trends that will shape the future of gay and lesbian marketing efforts.
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