how to reach lesbian, gay, bisexual, and transgender consumers biztechday presentation by ken stram...
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HOW TO REACH LESBIAN, GAY, BISEXUAL, AND TRANSGENDER CONSUMERS
BizTechDay Presentation by Ken Stram
October 2009
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Agenda
1. San Francisco LGBT Community Center’s Economic Development Program
2. What is the LGBT Market?3. How Big is the LGBT Market?4. What are Characteristics of
LGBT Consumers?5. How do I Reach the LGBT
Market?6. Contact
LGBT Economic Development Program
LGBT community’s source for free assistance with:
Small business development Job searches/career coaching Transgender empowerment Financial planning and security Homeownership And more!
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What is the LGBT Market?
Niche Market: Portion of market not fully served by the mainstream. Identifiable Accessible Substantial Unique Needs Durable
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What is the LGBT Market?
Affinity Group and Community Have a natural attraction to each other
Share certain and views Know each others’ strengths and weaknesses
Support each other Coming out together
LGBTQQI
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What is the LGBT Market?
Early adopters of technology
Connected Across markets Around the globe From city to city
Use social networking technology to stay connected
How Big is the LGBT Market?
U.S. Census doesn’t collect information about sexual orientation In 2000 allowed same-sex people
to identify as an "unmarried partners”
Obama administration seeking ways to include same-sex marriages, unions, and partnerships in 2010 census.
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How Big is the LGBT Market?
8.81 to 17 million2 Same-sex couples in U.S.
grew by 30% from 2000-2005 to 777,0002
Largest percentage increase in same sex couples occurred in Midwest1
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1U.S. Census Bureau, American Community Survey of adults 18-45 (total U.S. population 302 million = 2.9%)2“Gay Market Advertising Information.” Mygayweb.com
How Big is the LGBT Market?
Buying power to exceed
$835 Billion in
2011*
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*Witeck-Combs Communications and Packaged Facts
How Big is the LGBT Market?
In San Francisco, there are conservatively 83,0001 to 84,8882 LGBT adults (10%) 17% are Seniors 22% are Gen-Y 31% are Gen-X 30% are Boomers 41% of gay men are single 32% of Lesbians are single3
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1U.S. Census Bureau2San Francisco Department of Public Health3Community Marketing, Inc.
Characteristics of LGBT Consumers
Trend Setting Wired Well-traveled Health conscious Green Political Coming Out Together – LGBTQQI
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Characteristics of LGBT Consumers
Brand Loyal 87% actively seek out brands
that support LGBT community 75% prefer to buy from companies
that advertise to the LGBT community 63% said they would be willing to pay more for
products that support the LGBT community*
*“Buying for Equality: A Guide to Companies and Products that Support Gay, Lesbian, Bisexual, and Transgender Equality.” Hrc.org. 2005. Human Rights Campaign. 19 Apr 2006.
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Characteristics of LGBT Consumers
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Social Network: Gays & Lesbians Heterosexuals
Facebook 55% 46%
MySpace 43% 30%
LinkedIn 23% 13%
Plaxo 9% 6%
Blogs 55% 38%Twitter 20% 12%
May 2009 Harris Interactive and Witeck-Combs Communications, Inc.
Monitor brands to ensure they are keeping their promise Blogs LGBT press Friends Internet Experience Community
Organizations
Characteristics of LGBT Consumers
Parallel Processing Brand savvy
Make purchase decisions consciously
Read label and fine print
Pay attention to the subtleties advertising, spokesperson selection, hiring, and news
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How do I Reach the LGBT Market?
Three-Step Approach
1) Eliminate Implicit Brand
Bias
2) Get in Touch with the Local Market
3) Find the Niche within
the Niche
How do I Reach the LGBT Market?
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1) Eliminate Implicit Brand
Bias
How do I Reach the LGBT Market?
Images and customer stories Employment forms Surveys
Sexual Orientation Gender
Diversity policies Hiring practices Inclusive Benefits Subcontractors
Caterers, printers, bookkeepers, etc.
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A Diverse and Inclusive Organization
Diversity is a business imperative for Macy's, Inc. Our inclusiveness and diversity set us apart among other U.S. businesses in general and among retailers in particular.
How do I Reach the LGBT Market?18
2) Get in Touch with the Local
Market
How do I Reach the LGBT Market?
No dominant national source OUT Magazine 190,000 circulation Forbes (bottom of Top 100 magazines)
926,581 National coverage
Political Issues (Gay Marriage) Tabloid (Oprah)
National LGBT Magazines Sex, clothing, and celebrity gossip
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How do I Reach the LGBT Market?
Local activity reflects vibrancy of LGBT market
Neighborhood news Local business and politics Arts and culture Health and lifestyle Events and celebrations Nonprofit fundraisers Family, aging, raising children Youth, senior, leather, women, Transgender, etc.
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How do I Reach the LGBT Market?
Subscribe to the Center’s newsletter www.sfcenter.org Participate in a job fair at the Center. Check out Bay Area Reporter www.ebar.com Attend Golden Gate Business Association (GGBA) “Make Contact”
www.ggba.com Go jogging with Front Runners, attend a Rainbow Toastmasters
meeting, watch 10 Percent on Comcast, attend the Frameline Film Festival, get a booth at the Castro Street Fair or Annual Pride March
Take interest in hot-button political issue – become a fan: Prop. 8
California same-sex marriage Defense of Marriage Act
DOMA defines marriage at federal level as between man and woman Employment Non-Discrimination Act
ENDA –prevent discrimination on basis of sexual orientation and gender identity
Don’t Ask, Don’t Tell
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How do I Reach the LGBT Market?22
3) Find the Niche within
the Niche
How do I Reach the LGBT Market?
Business to Consumer
HillGirlz.com BettysList.com ActivelyOut.com GayCities.com Trans-ponder.com Ourfamily.org Onlyinsanfrancisc
o.com/gaytravel
Business to Business
GGBA.com CastroMerchants.
com NGLCC.org OutandEqual.org ILGTA.org IGLCC.org Echelonmagazine.
com
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Contact
“Marketing to ‘LGBT people’ is less effective and sincere than marketing to people who happen to be lesbian, gay, bisexual or transgender.”
- John Garbo, FH OutFront, October 26, 2006
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