As we have continued to grow our business, we have continued to learn about the perceptions marketers have about our community. And we have noticed common mistakes in the advertising, marketing and communications activities of some “new” and “old” companies in the marketplace.
Earlier this year, we developed a list of the “Top 10 Mistakes to Avoid When Targeting Gay and Lesbian Audiences” for use in our own outreach and follow-up in the marketplace. I’ve reprinted the list below and I ask for your comments and feedback on the top 10 mistakes we have identified. Can you think of others? Please let us know your thoughts and offer us your suggestions for additions or other changes to our list.
Top Ten Mistakes to Avoid when Targeting Gay and Lesbian Audiences
1. Don’t assume gay and lesbian people are all the same.
There is no such thing as one “gay and lesbian market.” Gay and lesbian consumers fall into a range of market segments, including age, geographic, racial and other specific demographics. Gay men and lesbian women often have very different interests, priorities and consumer behavior. To reach us, you must develop targeted approaches for each audience.
2. Don’t patronize us.
We are highly sophisticated consumers who research the companies and brands we
support. Simply using rainbows in marketing materials or placing an ad in an annual community Pride Guide is not enough. Companies must be fully engaged with the gay and lesbian market and must consider including social causes and advocacy issues as well as incorporating diversity policies into their own hiring and employment policies.
3. Don’t assume the gay and lesbian target is mainly 20-somethings.
Older gays and lesbians are a prime demographic for companies and brands including luxury goods, travel & tourism, new technology, health and fitness and Baby Boomer services like retirement planning among other areas.
4. Don’t assume we’re all well-dressed, wealthy trendsetters.
Although our disposable income is higher than the U.S. data on average and we are early adopters of exclusive products and new technology, our community cuts across all income levels and includes a diversity of backgrounds.
5. Don’t assume your prime target market is only gay white males.
Gays and lesbians are often members of multiple demographic groups representing
different outlooks and approaches that offer multiple opportunities for outreach and marketing.
6. Don’t assume media outreach or advertising will reach all gays and lesbians.
Professional associations, advocacy groups and local networks often have deep contacts within communities and present excellent opportunities to reach gay men and lesbian women.
7. Don’t assume we’re all “out” members of the gay and lesbian community.
Despite Ellen Degeneres, T.R. Knight, Sir Elton John, Rosie O’Donnell and other celebrities being openly lesbian or gay, many members of our community are not publicly “out” and may not respond – or even be exposed to – communications activities geared solely to those who are, e.g. marketing at a Pride festival. Multiple and varied layers of communications activities, sponsorships and marketing tactics will reach broader segments of our community.
8. Don’t assume you have to spend a lot of money on advertising and programming to reach gay and lesbian consumers.
Highly targeted online or offline efforts can reach key gay and lesbian audiences. Public relations programs tailored to the gay and lesbian community can be far more effective than mass advertising, and much more cost effective.
9. Don’t assume we are not parents or don’t face issues of other parents.
A growing number of lesbians and gay men are becoming parents expanding potential avenues and opportunities for outreach to the gay and lesbian as a consumer. For example, an estimated 20% of lesbians have children under the age of 18 living in the home.*
10. Don’t assume we’re not involved in the community and political issues of our
communities.
Gay men and lesbians have full, rich varied lives and we’re very engaged in the world around us. We give to charities at a higher rate and vote in national elections at a much higher rate than the rest of the U.S. population. For example, 94% of gay men and 95% of lesbians made a charitable contribution in the past year. 92% of gay men and 91% of lesbians voted in the 2004 U.S. presidential election.*
*Source: Community Marketing Inc., Gay & Lesbian Consumer Index 2007
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What a load of trash.