LGBT Marketing Corporate Backlash

TOPICS: LGBT Marketing Corporate Backlash. Gay marketing. 2007. US. New Ross School of Business at Michigan University seminar on the strategies available to companies to address any corporates criticism that can arise as a result of their gay marketing efforts.

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This article could also have been entitled "Strategies for Coping".

A growing number of corporate marketing departments are aware of the strong potential of the gay and lesbian market but are sometimes concerned about what existing customers might think.

At Out Now we have a lot of experience in handling these kinds of issues for our clients, and we always advise to be aware and prepared before any issue arises and if it does, act consistently and according to a pre-organised plan for dealing with any concerns about the company's gay marketing strategies.

Thankfully the fact is that there is almost always no negative response, and when there is one, it tends to be the usual same people who take it upon themselves to complain against gay marketing. This group is by no means representative of the majority of consumers, most of whom, research has shown, are more than comfortable with the fact that their favourite brands may also be targeting gay customers through targeted gay marketing.

For mention of the relatively few examples of 'corporate backlash' that have happened these past few years, refer to our previous Gay Market News articles such as Gay Market Sponsors Play Games, Ford Shareholders For Gay Rights.

For a good example of how to approach outside criticism of gay market activities, Kraft Gay Games Sponsorship Stands provides a good lesson.

A not so good example is seen in the flip-flop approach adopted by Ford which seemed to not know where to turn when facing criticism: Ford's Gay Market Three Point Turn.

Now the folks at Ross School of Business at the University of Michigan have announced a seminar on the topic to be held next month. They will be looking at the important things to consider when marketing to a gay audience, how to manage risk, and how to handle a potential backlash such as an organized boycott.

We think it is a most timely and worthwhile topic to consider, and are sure those attending will learn a great deal about how to get it right when approaching the gay market - through careful planning and well implemented strategies to cover all contingencies. The seminar is presented as part of the school's LGBT Student Association -- Out For Business program.

Here are the details for the Ross School of Business LGBT Marketing -- Corporate Backlash seminar.
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For further gay marketing information, or to seek gay market advice, please contact:

Ian Johnson, Managing Director, Out Now Consulting
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