Community Marketing, Inc. (CMI) has been assisting a variety of companies throughout the world reach the lesbian, gay, bisexual and transgender (LGBT) communities for nearly 20 years. Through the years we have supported some incredible success stories. The common traits of these companies were a goal of building a relationship with the LGBT community first, and taking a multi-year perspective.
Starting to outreach to the LGBT community? CMI offers practical advice on the first steps in developing an LGBT outreach program, diversity training and more. Please read and let us know how we can help your organization. Of course, every business and industry segment is different. The marketing needs of an insurance company are very different than those of a hotel chain. Some of these guidelines may apply more than others; it’s up to you to interpret these points for your own situation. It is also assumed that before you start marketing, your company’s “house is in order.” The very first step for any company is to assure their personnel policies are LGBT-friendly, diversity training is in place, and the commitment to serve the LGBT community exits on all levels from owners, to management and line staff. [See alsoLGBT-Inclusive Diversity Training: A how-to guide for your companyfor some tips.] http://www.communitymarketinginc.com/first-post/
1. Slow Down and Start Planning: Some of the biggest mistakes we have seen stem from over-enthusiasm! It is fine to take as long as you need for research, training, planning and implementation. If this process takes many months, that is fine. Prematurely stepping into the LGBT market before you are ready will result in poor performance, and in some cases a negative first impression. Companies that jump in too fast often are discouraged, and leave the market for years. You can learn a lot about the LGBT market by downloading and reading CMI’s 16th Annual LGBT Tourism Study report http://www.communitymarketinginc.com/gay-lesbian-marketing-tools-for-tourism-hospitality/gay-lesbian-tourism-demographic-profile-gay-demographics/
2. Tracking: Another early decision to make is the importance of tracking and ROI (Return on Investment). All companies say ROI is important, but few are developing effective tracking mechanisms for the LGBT community. Some companies are comfortable with just the perceived increase in LGBT customers. Others require complicated tracking mechanisms. Determine how you will gauge and evaluate your success before you start, and gear your marketing efforts to reaching those goals. Your marketing plan must lead to what your company will recognize as success.
3. Community Involvement: One of the most common mistakes made by a company entering the LGBT market is placing a couple of ads in a gay newspaper or magazine, and then wondering why the “phones don’t ring.” During the first year, advertising should be secondary to community involvement. Get out there. Sponsor and/or attend community events such as Mumbai Pride or Film Festival, join LGBT organisations such as International Gay & Lesbian Travel Association (IGLTA) and India-based groups and charities such as Humsafar Trust, talk to people, and understand the community and their response to your company before starting your advertising campaign. Some of the most successful companies in the LGBT market are those that develop a community partnership approach first – and traditional advertising second. Also, the benefits of sponsoring certain events and organisations can prove to be very effective “advertising” choices.
4. Determine Who is Your Customer: Unless you have a massive budget, or your product has very broad appeal, stop thinking in terms of marketing to the entire LGBT community. Instead, decide which “segments” of the many LGBT communities are right for your product or service. That segment might be geographical, lifestyle, gender, age, relationship status or more, all within LGBT. Few companies have the resources to market to the broad community, so targeting your efforts will produce a better ROI.
5. Your Website is Very Important: The LGBT community is very connected to the Internet. Care needs to be taken with how your company presents itself on the Internet. What message are you portraying, if you create a dedicated gay and lesbian display ad, which then directs customers to an “overtly heterosexual” website? Display ads may generate interest in your service or product, but your website needs to complete the deal. Developing a dedicated, positive presence on the Internet should be your first marketing priority. Here are a couple of examples of “gay microsites” in tourism: Travelocity, Marriott, American Airlines, Toronto.
6. Get Listed: Once your Internet site is acceptable, get listed. One of the most cost-effective advertising strategies is to be listed on all the sites where gays and lesbians are likely to research their travel. Many of these listing sites are free or very low cost. Hotels should have a look at the TAG Approved Accommodations program. Similarly, get connected via Facebook, Twitter, LinkedIn, etc. to drive awareness.
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