This post is the conclusion of the Out Front Blog's dialogue with Michael Lamb from Echelon Business Media and GayFranchise.com.
4. As we head into the holiday season, how are LGBT businesses communicating with consumers? How can or should LGBT consumers be responding?
Lamb: I have always said that LGBT money is the key to attaining full LGBT equal rights. The holidays are the season of giving. Many LGBT non-profits host big fund raising efforts during this time.Therefore, it is a great time to align your business as a donor of these charities and post it on your blog or Web site. On top of the fact that you are helping the community, LGBT consumers will identify with the emotional appeal your company is presenting and respond favorably.
5. What resources, besides Echelon and GayFranchise, can help LGBT businesses and their communications this holiday season and moving forward?
Lamb: If your LGBT-owned business has not joined your local LGBT Chamber of Commerce, now would be a great time. Most chambers host a holiday gala where networking is ideal to meet the right people. Most events also look for sponsors. As a sponsor, your company’s logo would be included in all communications with the members.
6. Any other thoughts regarding LGBT businesses and LGBT communications?
Lamb: Stay informed. As an LGBT business owner, you have an added advantage of marketing to a very special niche market. On EchelonMagazine.com, we publish a free weekly newsletter on LGBT business. Aside from breaking news, we feature other successful LGBT entrepreneurs and additional opportunities that can further add to your company’s marketing efforts.
The community as a whole has historically undervalued the business side of the LGBT community. As ENDA, The Employment Non-Discrimination Act, makes its way through Congress, we are on the precipice of a burst of notoriety. Make sure that you bring your business out of the closet, if it isn’t already. The rewards will be endless.
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