TOPICS: Gay marketing. Lesbian and gay rights. Gay markting. Lesbian and gay marekting. Gay and lesbian community marketing. Niche gay marketing. Lesbian and gay marketing news. Out Now. Gay marketing strategy. Out Now gay marketing work is profiled in niche marketing online article.
Ian Johnson, Out Now
September 20, 2007
Always nice to be acknowledged for the lesbian and gay marketing work we do here at Out Now.
Recently there was a niche marketing article mention of Out Now--and some of what we do developing targeted lesbian and gay marketing strategies by developing, and applying, gay marketing research knowledge to meet our clients and the gay consumer's marketing needs.
We do it because we enjoy what we do; and are passionately committed to the pursuit of excellence in both understanding and meeting our target lesbian and gay consumers' marketing needs.
Nonetheless, it is nice if others notice occasionally when you are doing good work, like an award we won recently for our Lufthansa OutShots gay marketing online Netherlands campaign.
Now a niche marketing online site - Beyond Niche Marketing - has published an article discussing gay marketing that mentions Out Now, reminding their audience to not always assume that all of a brands customers are heterosexual.
We thought you might enjoy reading it. Here is an extract:
Defining your target: Is it boy meets girl or boy meets boy?
As someone with a more than passing interest in preaching the gospel of Niche Marketing to small business owners, I frequently run across various articles written extolling the virtues of Niche Marketing as a path to wealth and riches.
[Using untargeted niche marketing communications rarely allows you to] "focus in on your niche market [to] allow you to find only those that are ready, willing and able to buy what you have to offer."
Focusing on your niche market will allow you to tailor your marketing message to your niche audience. By tailoring your message to your niche market, you stand a better chance of actually capturing their attention.
Make no mistake… targeting a niche audience with your [existing mainstream] marketing message is NOT the secret key to increased sales.
Targeting a niche audience is [your] key to creating compelling copy that breaks through the cacophony that is media today.
For example, Out Now is a consulting firm dedicated to helping companies market their products and services to members of a niche audience: Gays and Lesbians. According to Gay Market News, Levi Strauss is attempting to target their message to both gay and straight consumers.
The Levi Strauss campaign illustrates perfectly the real beauty of Niche Marketing!
The message created with the members of the gay/lesbian niche audience in mind is significantly different than the message created for the "general" public.
Would the "general interest" ad have generated sales amongst the members of the community? Probably not. After all, gay men aren't interested in attracting women and that was the 'hook' used in the original commercial. However, by altering the message so that it "speaks" to the audience…voila! Niche marketing, the effective kind, in action.
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Out Now Consulting has 15 years experience in working in all facets of gay and lesbian marketing, including gay workplace equality and diversity issues. To get expert gay and lesbian marketing insight, expert gay and lesbian target marketing advice, LGBT equality and diversity help, lesbian and gay marketing expert input, and access to gay community marketing professionals, all from the leading gay and lesbian community marketing experts: contact Out Now.
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For reaching gay consumers, lesbian and gay market research, GLBT advertising, gay PR, GayComfort™ training and gay marketing strategies, choose OutNowConsulting.com. To contact Out Now, send us an email. Helping brands marketing & advertising to gays and lesbians. LGBT communications successfully reaching the lesbian and gay consumer market since 1992. Out Now Consulting and Gay Market News will keep you updated on all the latest gay marketing, GLBT community market research, LGBT travel and gay tourism, gay and lesbian communications, gay PR and gay advertising developments. Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com |||| GayMarketing101.com. All content on all Out Now websites (C) 2007 - Out Now. Out Now Gay Market News -- Gay Marketing 101 gay market updates site. LGBT communications. Gay PR. Global gay PR marketing, gay public relations strategy, GLBT PR, LGBT issues training, gay advertising, LGBT market, lesbian and gay market research leaders, GLBT marketing. Gay Market News is Gay Marketing 101 - Out Now Gay Marketing, Advertising, Gay PR, Market Research. Travel Market. Training.
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