Ian Johnson, Out Now
November 19, 2007
TOPICS: Lesbian community marketing. Gay market demographics. Lesbian consumer market. Invisibility of lesbians. Lesbian market uncovered. US gay market. Lesbian and gay market news. Brandweek article on the importance of the lesbian market.
Gay Market News has written before about the importance of the 'L word" in the context of gay and lesbian marketing.
We also put our clients right in understanding just where the lesbian market opportunities are -- as the lesbian advertising image example above for a campaign by Out Now for travel market clients South African Tourism and Lufthansa shows.
Lesbian consumers account for approximately half the demographic of the lesbian and gay market, and, although sometimes harder to reach, are a very important target market demographic which ought not be forgotten by effective lesbian and gay marketing.
There is a very detailed article in Brandweek that covers this issue. The following extract is most interesting.
I especially agree with the comment that the lesbian market is able to be reached:
In the end—more than what you're doing or how you're doing it—it's all about consistency. If you talk to lesbians with genuineness and thoughtfulness, they'll put you on their shopping list.
Here is that Brandweek article extract:
Meet Danielle.
A 24-year-old New Yorker via Texas, she's just back from a two-month, cross-country road trip that followed a gig as a digital imaging specialist for Condé Nast.
An avid traveler, Danielle's usually heading out on a vacation of some sort roughly every other month—to Miami and L.A., to the swish Beaver Creek Ski Resort just outside of Vail, Colo., and to some of her favorite beach towns in Mexico. When she has time for grocery shopping, Danielle usually visits the organic stores.
She spends her downtime reading magazines like Details, Colors and Go, checking out the latest posts on her MySpace page or just tooling around in her Toyota 4Runner. Last week, Danielle dropped $100 on a pair of Diesel sneakers; she indulges herself in purchases like that about twice a month. It's safe to say that most marketers would regard Danielle as a seriously savvy consumer.
But ask Danielle if she sees women like herself portrayed in print advertising, TV spots or other marketing materials—or even if she just feels like some brands would want to reach out to her—and you'll hear an immediate and emphatic, "No." Which seems more than a little odd.
After all, Danielle is the ideal customer for a plethora of consumer products. But Danielle isn't just an ideal customer, she's also a lesbian consumer—and that's the rub.
"No one is advertising to me," she said flatly. (Danielle was, in fact, unable to recall seeing a single lesbian-specific advertisement in the mainstream media.)
"Most advertising for gay consumers is directed at gay men," she continued. "I mean, there are ads in Go that are obviously for lesbians, but even in that magazine, there aren't any ads for the professional lesbian. It's all just T-shirts and stuff. You can't be taken seriously if you wear that."
That Danielle is not taken seriously as a consumer stands in sharp contrast to larger social and economic trends.
What's more, new research on brand loyalty and spending power is showing that consumers like Danielle represent a tremendous, untapped opportunity for marketers.
[Lesbian market] consumer behavior is clearly distinguishable from the historically more publicized discretionary spending of gay men, a demographic umbrella that lesbian consumers have historically found themselves stashed beneath, even though few brands would use the same marketing strategy on heterosexual men and women.
If you are serious about reaching the lesbian market demographic -- contact Out Now. Lesbian market specialists since 1992.
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