Marketing to lgbtq community
Understanding and Marketing to the Modern LGBTQ Community
Belly up to the Bar, the Stoli Vodka LGBTQ bartender competition is underway in 14 cities shaking things up in preparation for the grand finale in June, The Stoli Key West Cocktail Classic.
The theme for the weeklong classic, June , is Visibility: Making it Loud and Clear and ties to Stoli&#x;s modern brand campaign of the same label. Finalists from the local events will gather to form their Stoli cocktails and, during their presentation, put a spotlight on a person, place, film song or movement previously unseen in the LGBTQ community.
This marks the sixth consecutive year of the classic and one of many of local and national events and programs that Stoli has supported for the community over the last plus years.
When it comes to marketing we really focus much of our efforts on our events because that engagement, we feel, is more authentic and real versus traditional adverting, Lauren Longenecker, senior brand manager, Stoli Vodka, says.
Brands that authentically aid and understand LGBTQ people
Top 10 LGBT+ Brand or Marketing Campaigns
In alphabetical order
This category celebrates the brands that contain successfully promoted to or are well-liked with the LGBT+ community.
Amazon Music
In , Amazon Music became the first official music sponsor of Pride in London festival, creating a 50 track establish list of LGBT+ anthems for customers to download or stream for free, partnering the Women’s Stage and proudly marching in the Parade with glamazon – Amazon’s employee LGBT+ network. Amazon Music also launched an online advert that celebrates LGBT+ relationships, highlighting the powerful role harmony plays in our everyday lives. The partnership came as part of Amazon’s continued work to support diversity in the technology sector, in addition to becoming a Stonewall Diversity Champion and new membership with OUTstanding.
Converse
Through the brightly coloured and boldly detailed Pride Collection, Converse said “YES TO ALL”, standing with the belief that whatever your gender, sexual orientation or identity, everyone should perceive free to be who they are. The Convers
Four Tips for Marketing to the LGBTQ+ Community
Updated May
It is estimated that there are more than 25 million members of the LGBTQ+ (lesbian, gay, bisexual, transgender, queer) community living in the United States. The community has an important voice that marketers should not ignore. They also have strong buying power, and although more brands than ever are supporting the LGBTQ+ community, there’s still more opportunities to create loyalty with this consumer group.
In evidence, some studies display that coupled gay men bring in higher incomes than straight households and that lesbians earn around 9% more than straight women. And the LGBTQ+ community as a whole reports having a positive economic outlook; which means more spending money – to buy products and services. LGBTQ+ households also manage to spend more than non-LGBTQ+ households on media, alcohol, pet look after, seafood, deli, and online shopping.
While this is encouraging, it is even more important is that brands understand the LGBTQ+ community and speak to them in an authentic, non-stereotyp
Authentically Inclusive: Making the Business Case for LGBTQ+ Representation in Marketing
As the percentage of Americans who identify as members of the LGBTQ+ community continue to grow, so does their buying control – and so should their representation in destination marketing.
Authentically representing the LGBTQ+ community in marketing campaigns is transitioning from a novel strategy to a best practice. This community prioritizes journey, considers themselves foodies and wants to get out of the house to explore1 – all things that align with our industry. And as the fastest growing minority segment in the U.S.2, including the LGBTQ+ community in your campaigns should be at the top of your business needs and wants.
The LGBTQ+ community isn’t just those who openly identify as members of the community – it’s also their allies and those who aren’t comfortable or prefer not to be out in society. Half of all U.S. consumers hold a friend or family member who is part of the LGBTQ+ community3. And with openly LGBTQ+ individuals making up % of the U.S. population4, the entire com