Earlier this year The Insights Grill was hired by Pink Media Group to conduct the largest study of Australia's LGBT (lesbian, gay, bisexual, transgender) consumer population ever. It's a fascinating time in history for LGBTs: Major advances are occurring like marriage equality (in NZ, almost half of the United States), an increase in transgender awareness and understanding, and more LGBT characters on TV and film than ever before. Conversely, there are violent atrocities happening in Russia and Uganda, and to a much lesser degree, Facebook threatening to delete drag queen profiles who don't use their real names.
What our study found is that there is a major reciprocity factor that happens when companies actively target and engage with LGBTs: "If you show you care about/respect us, we will happily return the favour." We created a 3-part webisode series, each about 10 mins long. Part 1 is about Why brands should consider advertising to LGBTs; Part 2 is about Best Practices of brands who are doing it well (and NOT doing it well - the name and shame wall); Part 3 concludes with 3 strategies any brand can use to enter into the LGBT market.
We hope you enjoy - let us know what you think and if you'd like a live presentation of it to your staff we'd be happy to come in and share.
TAGS: RADvertising, LGBT, Selfie, Best Practices, PinkMediaGroup, The Insights Grill, Drag Queens