The Pridelets Files for September 20
On this day in 1994 Houston assistant police chief Art Contreras apologizes (almost) to the local GLBT community. It seems that while they cops were within their rights to harass and humiliate patrons of area gay bars during their recent raids, they really shouldn't have been wearing ski masks while doing so. (Oopsie!)
BIRTHGAYS (and the occasional straights)
* 365 B.C. - Alexander the Great was born this day
* 1749 - The Tiger of Mysore, maharajah Tippu Sahib
* 1918 - African American expatriate, stage and film actor, folk musician, director, producer, founder of the Studio Theater of Paris and co-owner of the nightclub L'Abbaye, (Seifield) Gordon Heath
* 1940 - Playwright Robert Pitman
Q.UOTE
"The pope runs all over the world condemning homosexuality, dressed in high drag. Now I ask you!" -- Robin Tyler
THE BOARDROOM TABLE
"Business Inside Out: Capturing Millions of Brand Loyal Gay Consumers" by Robert Witeck and Wesley Combs
More and more marketers are discovering that the largely untapped gay and lesbian market segment offers opportunities to increase market share when other markets may show little or no growth. With a projected $641 billion in purchasing power and higher discretionary spending patterns than mainstream consumers, the gay, lesbian, bisexual and transgender (GLBT) market segment has become an important target for some of the biggest brands.
In today's highly competitive marketing environment, reaching out to as many potential customers is not only a smart strategy but a mandatory one. In their new book, marketing experts Robert
Witeck and Wesley Combs share more than thirteen years of real-life, research-based lessons that provide a complete approach to successfully targeting this emerging market.
Harris polling and Witeck and Combs have long partnered on learning the estimated size, strength, spending habits and brand loyalty factors of gay consumers. In Business Inside Out, Witeck and Combs apply this knowledge to provide insights into how best to approach this valuable market segment, including:
· Why gay consumers have such high potential for brand loyalty
· Determining if a targeted or "gay-vague" approach is best for your business
· What strengths and weaknesses within a company have an impact on brand loyalty
· How to strike a balance between addressing this specialized audience and maintaining the interest of other customers
· How to manage negative consumer response and respond to tactics such as the threat of backlash
· Understanding how to leverage the emerging trends within the GLBT market, such as the increase of same-sex parents as well as retirement communities
"Business Inside Out" also profiles campaigns from major Fortune 500 brands that target gay consumers and includes an extensive list of resources for marketers interested in reaching this audience. It is the first book to provide a complete overview of the GLBT market from a business perspective.
This work is copyright© 2006 Thomas Allen Heald, all rights reserved. Contact the author at tom@idontgetit.org and the latest column are always available at www.Pridelets.com.
BIRTHGAYS (and the occasional straights)
* 365 B.C. - Alexander the Great was born this day
* 1749 - The Tiger of Mysore, maharajah Tippu Sahib
* 1918 - African American expatriate, stage and film actor, folk musician, director, producer, founder of the Studio Theater of Paris and co-owner of the nightclub L'Abbaye, (Seifield) Gordon Heath
* 1940 - Playwright Robert Pitman
Q.UOTE
"The pope runs all over the world condemning homosexuality, dressed in high drag. Now I ask you!" -- Robin Tyler
THE BOARDROOM TABLE
"Business Inside Out: Capturing Millions of Brand Loyal Gay Consumers" by Robert Witeck and Wesley Combs
More and more marketers are discovering that the largely untapped gay and lesbian market segment offers opportunities to increase market share when other markets may show little or no growth. With a projected $641 billion in purchasing power and higher discretionary spending patterns than mainstream consumers, the gay, lesbian, bisexual and transgender (GLBT) market segment has become an important target for some of the biggest brands.
In today's highly competitive marketing environment, reaching out to as many potential customers is not only a smart strategy but a mandatory one. In their new book, marketing experts Robert
Witeck and Wesley Combs share more than thirteen years of real-life, research-based lessons that provide a complete approach to successfully targeting this emerging market.
Harris polling and Witeck and Combs have long partnered on learning the estimated size, strength, spending habits and brand loyalty factors of gay consumers. In Business Inside Out, Witeck and Combs apply this knowledge to provide insights into how best to approach this valuable market segment, including:
· Why gay consumers have such high potential for brand loyalty
· Determining if a targeted or "gay-vague" approach is best for your business
· What strengths and weaknesses within a company have an impact on brand loyalty
· How to strike a balance between addressing this specialized audience and maintaining the interest of other customers
· How to manage negative consumer response and respond to tactics such as the threat of backlash
· Understanding how to leverage the emerging trends within the GLBT market, such as the increase of same-sex parents as well as retirement communities
"Business Inside Out" also profiles campaigns from major Fortune 500 brands that target gay consumers and includes an extensive list of resources for marketers interested in reaching this audience. It is the first book to provide a complete overview of the GLBT market from a business perspective.
This work is copyright© 2006 Thomas Allen Heald, all rights reserved. Contact the author at tom@idontgetit.org and the latest column are always available at www.Pridelets.com.
posted by Thomas @ 1:40 AM
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