Ian Johnson, Out Now
September 26, 2007
Yesterday we discussed some new US gay community marketing research data.
Gay market research into gay brand loyalty shows a strong correlation between the extent to which a company chooses to actively support the gay and lesbian community in their gay marketing efforts, and the extent to which gay community consumers will choose to switch to--or from--particular brands.
This is important to understand well, as most brands can gain significant gay and lesbian market share by better understanding the gay consumer market implications of their overall marketing decisions.
Lesbian and gay consumers are well aware that they have become the darlings of the marketing industry over recent years. But that has also led to an increase in the extent to which gay consumers expect brands targeting them to 'earn' their brand loyalty.
That requires significant understanding and commitment by brands to understanding and meeting the gay community concerns of their target lesbian and gay market consumer target group.
With many gay households enjoying double income - no kids (DINKs) status, and a resulting higher level of readily disposable income, it is not hard to see why most of the world's smartest brands now actively target the lesbian and gay community consumer marketing as part of the brand's overall marketing efforts.
The US research we talked about yesterday showed that in the US market as many as one in four consumers will switch brands to a brand that they perceive to be supportive of them as a lesbian or gay consumer.
How companies demonstrate such support is vital to understand here too.
Lesbian and gay consumers are not looking for brands that merely pay lip service to supporting their lesbian and gay customer base.
They are far more likely to be actively selecting those brands that deliver true results in their support of lesbian and gay consumers in their marketing efforts.
Out Now is currently involved in new lesbian and gay market research in the UK market that will measure--amongst many other things--the extent to which brand selection decisions depend upon a range of possible marketing support criteria.
For example, how important is the presence of a gay and lesbian staff equality and diversity program when choosing which brand to select?
Or is advertising appearing in lesbian and gay media more important to emphasize?
How about tangible gay community support by way of brand name sponsorships of lesbian and gay community organizations? Is this more important than brand advertising in gay media, or less important?
And in the mind of the lesbian and gay consumer market, is all this marketing always a good thing--or is there a risk that in trying to do good a brand might just be perceived by the gay target consumer as being a brand merely "cashing in" on a pink marketing bandwagon?
You can be certain of one thing: where a brand is seen as being against the interests of lesbian and gay consumers in their marketing efforts, such as with the Snickers 'gay' Superbowl advertising controversy earlier this year, consumers can be expected to switch brands. And fast.
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Out Now Consulting has 15 years experience in working in all facets of gay and lesbian marketing, including understanding gay brand loyalty issues. To get expert gay and lesbian marketing insight, expert gay and lesbian target marketing advice, LGBT brand marketing help, lesbian and gay marketing expert input, and access to leading gay community marketing professionals, all from the leading gay and lesbian community marketing experts: contact Out Now.
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