Lesbian, Gay, and Bi Articles & Commentary - Market to the Gay Community

Title: Boost Profits: Market to the Gay Community

Author: Marianne Puechl

Article:
Boost Profits: Market to the Gay Community Research shows that
the gay and lesbian market is worth cultivating, no matter what
your product or service. Despite the cultural changes during the
past fifty years the gay and lesbian market is still relatively
untapped. According to GLINN (the Gay/Lesbian International News
Network) from 1996-1998 the annual value of the gay and lesbian
market was 514 billion dollars. Online research conducted by
Community Marketing Inc. in San Francisco from 2001-2003 showed
that gay and lesbian travel accounted for 54.1 billion in annual
spending in the United States alone. This research also
concluded that approximately 76% of gay and lesbian household
incomes are above the national average of $40,000 per year. The
incredible “Dual Income, No Kids (DINK)” buying power of the gay
and lesbian population is stirring things up in business these
days. It is changing the fields of marketing and public
relations, as well as economics. In light of recent gay marriage
laws passed in Massachusetts and other similar laws on the table
in other states, the newest financial explosion has happened
within the gay and lesbian wedding industry. There are many ways
gay friendly businesses can learn to speak directly to the gay
and lesbian community in order to share the wealth.

Advertising to the Gay Community

A report on mygayweb.com says 78% of gay online users prefer to
buy from companies that target market to the GLBT (Gay Lesbian
Bisexual Transgender) community. The first and most important
step.is researching this target market by finding gay/lesbian
newspapers, magazines, community centers, web sites, expos, or
conferences. Once you decide where to advertise, maintain a
strong and consistent advertising presence within the community
itself. This will produce loyalty. Gay and Lesbian consumers
deeply appreciate being treated with the same respect and
consideration as anyone else. Comfort in expressing their
lifestyle, flexibility with products and services and creativity
in your approach will form a bond of trust between a company and
its’ gay and lesbian clients. A business will gain a reputation
for openness to gays and lesbians and as word of mouth travels
you may receive hundreds of referrals. In the gay and lesbian
community trust is an important and marketable commodity.

Community Action

In order to further a bond of trust, gay and lesbian patrons
expect to see gay friendly practices in action. The creation of
anti-discrimination policies in the work place, involvement in
AIDS education, and support of gay rights initiatives are a few
examples. Honest communication is also imperative. Gay and
lesbian clientele want to rest assured that, if necessary, a
protocol is in place for reporting inappropriate behavior or
comments from staff. They want reassurance that no matter who
assists in a sale the company provides a safe and respectful
space at all times.

Symbols of the Gay Community

There are signals a gay friendly business can send out that are
discreet and specific. These signals can be presented in a way
that does not offend more traditional clients or draw attention
to a business located in a more conservative area. An effective
way to reach gay and lesbian customers is to learn the symbolism
of the community. The use of a small rainbow flag or pink
triangle in the form of a sticker on your window or as an icon
on your web site will send a message to the gay and lesbian
population of your town or city. There are a wide variety of
market specific themes and images available to businesses that
choose to call themselves gay friendly. If there is a gay or
lesbian group in the area ask for any promotional materials they
may offer, to gain a better understanding of the lingo,
symbolism, and specific needs of the GLBT community.

Any Business Can Be Making More Money

Acceptance, reliability, personal attention, and excellence are
qualities all consumers want in a buying experience. Gay and
lesbian customers are no different than straight ones. They want
all of the same services, from caterers to photographers, from
flowers to cars, from cruise packages to tailors and
dressmakers. Any business has the ability to reach out to this
market and embrace thousands of new clients. Including the gay
and lesbian community in your marketing and PR strategy can help
generate profits never before imagined. Use the positive outlook
of respecting all clients and providing great service to all as
a way to boost the company’s reputation and income. The gay
population is a lucrative market. Learn how to speak the gay
community’s language, familiarize yourself with gay community
organizations, and create a gay-friendly workspace. With these
steps you will be well on your way to selling your products and
services to this profitable market sector.

About the author:
Marianne Puechl is co-owner of www.RainbowWeddingNetwork.com,
the first exclusive gay and lesbian wedding registry on-line.
The site includes a directory of over 4,000 screened,
gay-friendly businesses nationwide and in Canada. RWN was
launched in 2000, and the first GLBT Wedding Expo will occur in
Boston, Massachusetts on May 2, 2004.