Posts Tagged ‘How To’

Looking Back, and Looking Ahead

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Happy Monday all. Hope you were able to enjoy the weekend.

Many thanks to Bryan for doing a great job blogging from the New York City Gay and Lesbian Marketing Conference on Friday. If you take the time to read through his posts, you'll see that we were able to network with some great minds in the LGBT space and share some best practices for outreach, and inreach, to our community. It was a terrific opportunity to hear about the latest LGBT data and trends to help inform our own work and recommendations.

As Bryan promised, I wanted to share my thoughts on the conference and key learnings. In no particular order:

  • The aging LGBT community needs specific attention. Members of this community were pioneers for us and our movement, and require tailored messaging to get their attention and to retain their loyalty. Lots of opportunities for companies to be first to market in this segment.
  • The young LGBT generation is a moving target. They are wiser regarding marketing strategies, and are incredibly informed and connected and don't follow the traditional LGBT media outlets. Additionally, this is a much more ethnically diverse generation. Harnessing their interest and plugging into their trusted forums is the best way to start a conversation.
  • There are still opportunities for companies to be first to market in the LGBT community, especially first to market in the lesbian community. According to some of the focus group data shared at the conference, lesbians feel that we are too focused on gay men, and that a majority of clients looking to engage with this community are advertising in magazines with an 85% male demographic. We need to market with them as women first, and appeal to their interests. We need to also be very careful with imagery in the lesbian space, because this community really notices when companies are using clip art/stock imagery and "hetero-cropping" images to fit the lesbian community.
  • There is no longer one catch-all LGBT demographic. It is vital that as communicators, we determine which segment within the LGBT demo that we are targeting, i.e. older vs. younger, gay vs lesbian, single vs. parents, and then tailor our outreach accordingly.
  • My new favorite terminology? DINKS = Double Income, No Kids segment
  • LGBT is now the term of the future, but let's make sure we don't forget about the B and T, even though there is not a lot of data out there to help guide these interactions.
  • Measurement with LGBT communications is key– make sure that you establish at the beginning how you will measure success and make sure your clients and colleagues understand the various ways you can measure your work.

Lots of key learnings, but even better, lots of great handshakes and new relationships formed. I look forward to working with Bryan to impletment all of these great ideas, and sharing more insights with you on here.

Have a great week.

  

| May 3rd, 2010 No Comments »
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True Financial Reform

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There is a lot of talk about Wall Street reform this week. The financial sector has always been just outside of my comfort zone—I know enough to be able to follow industry news, but I wouldn’t call myself a dangerous expert in it (my savings account reflects this as well).

The financial reform news I have been following this week comes from London and Hong Kong. According to the Financial Times, Galileo Capital Management has launched “LGBT Capital,” a corporate advisory and investment management company focused on the LGBT consumer market. The firm will initially provide two primary services: corporate advisory and business development consultation to companies that serve the LGBT sector and a fund investing in companies providing services to the LGBT sector.

The design of the business is rooted in proprietary research and conversations within the LGBT community. According to a survey commissioned by LGBT Capital, 30 percent of LGBT sector businesses felt they needed to adopt a degree of secrecy when setting up and seeking funding. Additionally, while a majority of these businesses have expansion goals outside of their current geographic location, 80 percent lacked specialist advice on how best to secure funding.

Who will benefit from this new service? According to the story, the company will be looking for good quality businesses that give investors – gay or straight – access to a market segment whose already substantial potential is set to be boosted by expanding gay liberation in both the developed and developing markets. And, what’s really great about LGBT Capital’s business model is that the company has committed to donating 10 percent of profits back into the LGBT community.

In today’s economy, we know that many small businesses are struggling. However, data keeps showing us that the LGBT community represents an affluent, untapped market. LGBT Capital clearly recognizes the value proposition of not only working in the LGBT community, but working with the community by funding big thinkers and innovators and helping LGBT business-owners realize their full funding potential. And the company is not just capitalizing on our community—they are giving back as well. Talk about a smart “return on investment.”

What do you think about LGBT Capital’s business proposition? “Innovative” or “It’s About Time”?

Self promotion moment… Remember when I blogged that I would be presenting at the New York Gay and Lesbian Marketing Conference? It’s tomorrow—and we’ll be blogging live, providing the latest trends, case studies and best practices on marketing to the LGBT community. Mr. Blaise will be providing real-time coverage, so check back throughout the day for news. Perhaps you’ll even get a picture of me looking like a pundit on cable news. That alone is worth bookmarking.

Have a great Thursday.

| April 29th, 2010 No Comments »
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Life @ 30

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305-happy_birthday_balloon This weekend, I am doing something I thought would never happen.

I am turning 30.

Before you start to shower me with "You don't look a day over 29!" or "It's not as bad as turning 40!", it's ok.  I am starting to embrace it. Why? A couple of reasons:

  1. I always welcome days that are all about me, and gifts that correspond with those days.
  2. It means a whole new decade.

I was thinking about what it means for me to be turning 30.. and turning 30 as a gay man. Instead of using this space as a therapy session to help me release the white-knuckle grip I have on 29, I thought I would look at this from a different, more professional perspective. How should companies market to me, a gay man turning 30? What's the best way to engage with me?

Some suggestions, all you chief marketing officers who read this blog:

  1. Recognize that my "nightlife" does not involve club hopping or LGBT happy hours. I prefer to spend my nights with my family, or with my partner. This means reaching me at home. Advertise on the channels I watch. Send LGBT-sensitive materials to my house.
  2. I love to travel. I'm at the age (and with no children) where I can plan a great vacation somewhere. Tell me you understand my needs as a frequent LGBT traveler. Understand the hot-spots we frequent, give us discounts, or create a LGBT professional network where we can earn points by flying with your airline. More importantly, show us you support our community by sponsoring our events and causes.
  3. Speaking of travel, if you are a hotel, try to expand your definition of "family friendly" by incorporating same-sex families and children. We like a good beach/water-slide as much as the next person.
  4. I also love the stage. Meaning, I like to go see plays and musicals every once in awhile (i.e. all the time). The non-profit/arts community is really struggling in this economy. I could really get on board with a company who took the time to lend financial support to struggling theater districts around the country.
  5. TV and movies are a personal obsession (shock!). Get behind programs/networks/movies who incorporate LGBT characters. Applaud groundbreaking shows that dare to open our closet.
  6. My job is important to me, which means that I am always looking for professional development opportunities. Show me leaders in your company who are role models for the LGBT community. Share your best practices on how you engage with us.
  7. Shopping can be therapy. If you are a retailer, create some opportunities to market LGBT specific products. And if you happen to be a luggage manufacturer/designer–listen up. I want a fabulous set of luggage. I don't want the traditional black/grey/brown suitcase. I want color. I want patterns. I want fabulousness.  And, if you are an electronics retailer, lord knows I spend a lot of money with you. Turn around and spend some money on our community.
  8. Don't call it "chick fiction" or "chick flick." If I am told one more time that the Meryl Streep movie I am going to see, or the "Shopaholic" book I am about to read, is for "chicks," I will scream. Granted, I will still read/see both, but I will shout the whole time. Recognize that a good movie, or a good book, is simply that– good. Don't tell me what sex will enjoy it most.
  9. Holidays are especially a favorite time for me– so make it even better by giving me card/flower/imagery options that recognize that I'm not a father of two bringing flowers home to the wife for the holiday.
  10. Take the time to get to know me as a unique consumer. I promise you, it will be worth your investment.

So happy birthday to me. I'm taking the weekend to celebrate, with those I love the most. And, I am making my mom bake 30 cupcakes. It's only fair, since turning 30 is actually her fault. 

How old are you turning this year? What do you wish companies knew about you?

Until next week (when I am 30).

| January 29th, 2010 No Comments »
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Gay, at 6 & 11

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CG1D First, Frivolity. Wow. Again.. Wow. As I teased in my last posting, we had the great opportunity to host the Federation of Gay Games site selection committee here in Cleveland this past weekend. On Friday night, we asked the community to turn out in support of the games. Optimistically, I was thinking a few hundred folks. Imagine my surprise when we had to shut down the Rock and Roll Hall of Fame – twice – to accommodate the crowds. At last count, we had more than 4,000 supporters at the event. Check out some photos here. And coverage of the weekend here.

The great part? It wasn’t a “gay” event. It was a Cleveland event. All parts of the community turned out to show the FGG why “My Games Rock.” The overwhelming part? The entire weekend reminded me why I moved home. My family is here—my blood family and now my LGBT family. I was a basket case of emotions the entire weekend, which was not helped by seeing myself live in high-definition. I now understand how TV folks feel.

Next stop for the Cleveland bid? Cologne, Germany in September to tell the world why “My Games Rock.” It’s an interesting marketing challenge. How do you bring a city, thousands of miles away, to 50 delegates from around the world? What do you highlight? How do you make the best case? What’s the best way to differentiate yourself from two proven LGBT destinations? Thoughts and feedback most welcome.

Now to the blog at hand. Some time ago, I blogged about some high-profile LGBT newscasters who are out and proud and are comfortable talking about it. I always keep my eye on the TV news industry, so imagine my surprise when I read the following headline: “Anchor Sues Station, Blames Bosses for ‘Discomfort over the Increasingly High Profile of My Sexual Orientation.”

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| August 7th, 2009 No Comments »
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Cleveland Rocks!

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Comp-Candidate_City(final) Over the past couple of months, I have provided updates on Cleveland’s efforts to land the 2014 Gay Games. As their agency of record, we’ve had the opportunity to work closely with the LGBT community here in Ohio to gather support for hosting this global event here in the state. It’s been an exciting, and eye-opening experience (read: politics) during the journey so far.

Next weekend marks a turning point in our effort to woo the FGG: a site visit from FGG delegates. During the weekend of July 30 – Aug. 3, we have the opportunity to show the world why Cleveland is THE choice to host this event. It begs the question—how do you market a city not currently on the gay radar to the LGBT community?

Some key learnings over the past several months:
• If you host it (for free), they will come: One of the big aspects of our weekend is a community event at the Rock & Roll Hall of Fame. It’s called Frivolity, and it’s simply just that—fun and entertainment. And, the kicker? It’s completely free—which means free access to the Rock & Roll HOF. We’ve been amazed at the outpouring of support for this event, whether through event attendance, volunteering, or performers willing to strut their stuff. Even the FH office here in Cleveland and members of the Out Front team around the network are rallying around the event, donating their time (and friends) for the cause.

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| July 24th, 2009 No Comments »
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