Untold Millions: Secret Truths About Marketing to Gay and Lesbian Cons

Description

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian... Read more

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you’ll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.

Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR’s Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You’ll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including:

recognizing that there are families and relationships in society that are not heterosexual
acknowledging age differences and the needs of particular generations
attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate
remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization
referring to the Wall Street project before addressing gay- and lesbian-specific issues
focusing on the areas of individuality, a need for association, and the need to alleviate stress
reserving a post script in your direct marketing letter to remind consumers of your company’s domestic partner benefits or if you support a particular gay/lesbian interest organization

Untold Millions contains advice on several other topics, such as corporate legal issues, public information trends and analysis, and changes in gay and lesbian communities to give familiarize you with your target audience. With Untold Millions, you’ll be able to develop appealing marketing or advertising campaigns that will satisfy the highly profitable and emerging gay and lesbian consumer market.

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Acknowledgments
Chapter 1. You Can Bank on It
Recognize What Is Changing
Coming Out with the Code
A Melting Pot of Coded Messaging
Reading the Future Between the Lines
Seeing Is Believing
Real People and (ital)The Real World
Moving Ahead
Chapter 2. Visibility: The New Politics of Profit
Strong Medicine for Corporate America
Refocusing the Images
Putting First Things First
Gay Is Good--Big Is Not
Communicating Sensitivity
Understanding the Influence of the Gay Male Aesthetic
Changing Times for the Gay and Lesbian Consumer, Employee, and Investor
Communicating Legitimacy in an Age of Grief
Chapter 3. Will the Real Gay Consumers Please Stand Up?
Elevating the Discussion and the Science
Staying Mindful of Statistical Games
How We Got Where We Are
Identifying the Consumers That Matter
The Population Estimates on Gay and Lesbian Americans
The Overall Picture
Chapter 4. Understanding Pride and Pragmatism: A Marketer’s View of Modern Gay and Lesbian Culture
Economics and the Sexual Identity Crisis
Adaption and Change
Context Matters
A General Gay and Lesbian American Profile
Attitudinal Profile of Gay and Lesbian Americans
The Psychology of Disenfranchisement
Business and Marketing Implications
Chapter 5. Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers
The Equality Principles on Sexual Orientation
Take Action; Be Decisive
Fifty Great Ways to Build Stronger Customer Relations with Gay and Lesbian Consumers
Corporate Nightmares: The Truth About Boycotts and Backlash
Common Sense Public Relations
Gay and Lesbian Consumer Demand: Key Areas of Growth
General Strategy
HIV and the Gay Marketing Moment
Chapter 6. Key Cities and Emerging Opportunities for Business
Investing in Tas

Author(s)

Biography

Dececco, Phd, John; Lukenbill, Grant

Untold Millions Secret Truths About Marketing to Gay and Lesbian Consumers

Description

Table of Contents

Author(s)

Biography

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