Dear ,
Happy Summer!
Last Thursday was the Summer Solstice, the longest day of the year. My husband and I marked the occasion by watching sunset from a park bench along the Hudson River in Riverside Park. The true beauty isn’t watching the sun sink behind the buildings on the New Jersey Palisades. But rather how the sun’s pinky-orange afterglow bleeds across the bottom of the blue-gray
sky. On a bigger scale, this past week was Gay Pride Week celebrating the diversity of sexual identity and orientation. In our neighborhood, businesses dressed up in the symbolic rainbow colors to show their solidarity with the LGBTQ (Lesbian, Gay, Bisexual, Transgender, Queer or Questioning) community. From a marketing perspective, here are some key LBGTQ purchase data to consider
(sourced via Fast Company. Here’s fuller data from GLAAD.): $965 Billion in estimated LGBTQ spending in the US and up to $5.4
trillion globally. 7.3% of US millennials identify as LGBTQ according to Gallop. Further, millennials are less committed to gender norms. 70% of respondents are directly influenced by brands that are or aren’t LGBTQ friendly. This has a direct impact on purchase.
Beyond Gay Pride week, gay and transgender rights are a hard won achievement recognizing people for who they are including how they choose to identify. I realize that you may live in a place where these freedoms don’t exist and even worse may carry extreme penalties. Deep in my heart, I hope that you have the love, support and personal strength to face these challenges. If you feel like this, get help. Realize that there is only one you in the
world. You have a responsibility to take care and protect yourself. What does this mean for you as a marketer? Skip the once-a-year empty window dressing to attract buyers. While you need monthly calendar content and promotional hooks, they should be aligned with your company beliefs and community’s values. Coordinate your location's promotions with your branding.
Understand that today’s buyers are savvy. They can smell an ad or promotion from a mile away. Underestimate them at your bottom line’s peril.
Instead determine what your firm stands for and how you want this integrated into your core values and goals. This requires internal communications across your organization as well as with your prospects and customers.
 Further, this activity isn’t just a branding exercise! It must involve your senior management. They must be willing to walk the talk.
For example Apple’s CEO Tim Cook is gay. In Lost and Founder, Rand Fishkin explains how Moz did this.
What challenges does your business face understanding its community and setting relevant business goals? I’d like to hear your opinions. Please feel free to write to me by just hitting respond.
Heidi Cohen,
Actionable Marketing Guide Happy Marketing,
Heidi Cohen
P.S.: Are you looking for help with Facebook Advertising? Social
Media Examiner has put together a virtual conference to help you. Hear what you need to do from the best Facebook Experts – Facebook Ads Summit 2018!
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crayon. P.P.S.: Heidi Cohen was mentioned in these articles: Hooray! you made it this far. Here's the small print. Photos: Riverside Park sunset and Pret A Manger pride display ©2018 Larry
Aronson, |
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