How to reach Lesbian, gay, bisexual, and transgender consumers

1. How to reach Lesbian, gay, bisexual, and transgender consumers BizTechDay Presentation by Ken Stram October 2009

2. Agenda • San Francisco LGBT Community Center’s Economic Development Program • What is the LGBT Market? • How Big is the LGBT Market? • What are Characteristics of LGBT Consumers? • How do I Reach the LGBT Market? • Contact

3. LGBT Economic Development Program LGBT community’s source for free assistance with: • Small business development • Job searches/career coaching • Transgender empowerment • Financial planning and security • Homeownership • And more!

4. What is the LGBT Market? Niche Market: Portion of market not fully served by the mainstream. • Identifiable • Accessible • Substantial • Unique Needs • Durable

5. What is the LGBT Market? Affinity Group and Community • Have a natural attraction to each other • Share certain and views • Know each others’ strengths and weaknesses • Support each other • Coming out together • LGBTQQI

6. What is the LGBT Market? • Early adopters of technology • Connected • Across markets • Around the globe • From city to city • Use social networking technology to stay connected

7. How Big is the LGBT Market? • U.S. Census doesn’t collect information about sexual orientation • In 2000 allowed same-sex people to identify as an "unmarried partners” • Obama administration seeking ways to include same-sex marriages, unions, and partnerships in 2010 census.

8. How Big is the LGBT Market? • 8.81 to 17 million2 • Same-sex couples in U.S. grew by 30% from 2000-2005 to 777,0002 • Largest percentage increase in same sex couples occurred in Midwest1 1U.S. Census Bureau, American Community Survey of adults 18-45 (total U.S. population 302 million = 2.9%) 2“Gay Market Advertising Information.” Mygayweb.com

9. How Big is the LGBT Market? Buying power to exceed $835 Billion in 2011* *Witeck-Combs Communications and Packaged Facts

10. How Big is the LGBT Market? In San Francisco, there are conservatively 83,0001to 84,8882LGBT adults (10%) • 17% are Seniors • 22% are Gen-Y • 31% are Gen-X • 30% are Boomers • 41% of gay men are single • 32% of Lesbians are single3 1U.S. Census Bureau 2San Francisco Department of Public Health 3Community Marketing, Inc.

11. Characteristics of LGBT Consumers Trend Setting • Wired • Well-traveled • Health conscious • Green • Political • Coming Out Together – LGBTQQI

12. Characteristics of LGBT Consumers Brand Loyal • 87% actively seek out brands that support LGBT community • 75% prefer to buy from companies that advertise to the LGBT community • 63% said they would be willing to pay more for products that support the LGBT community* *“Buying for Equality: A Guide to Companies and Products that Support Gay, Lesbian, Bisexual, and Transgender Equality.” Hrc.org. 2005. Human Rights Campaign. 19 Apr 2006.

13. Characteristics of LGBT Consumers

14. Characteristics of LGBT Consumers • Monitor brands to ensure they are keeping their promise • Blogs • LGBT press • Friends • Internet • Experience • Community Organizations Parallel Processing • Brand savvy • Make purchase decisions consciously • Read label and fine print • Pay attention to the subtleties advertising, spokesperson selection, hiring, and news

15. How do I Reach the LGBT Market? Three-Step Approach 3) Find the Niche within the Niche 1) Eliminate Implicit Brand Bias 2) Get in Touch with the Local Market

16. How do I Reach the LGBT Market? 1) Eliminate Implicit Brand Bias

17. How do I Reach the LGBT Market? • Images and customer stories • Employment forms • Surveys • Sexual Orientation • Gender • Diversity policies • Hiring practices • Inclusive Benefits • Subcontractors • Caterers, printers, bookkeepers, etc. A Diverse and Inclusive Organization Diversity is a business imperative for Macy's, Inc. Our inclusiveness and diversity set us apart among other U.S. businesses in general and among retailers in particular.

18. How do I Reach the LGBT Market? 2) Get in Touch with the Local Market

19. How do I Reach the LGBT Market? • No dominant national source • OUT Magazine 190,000 circulation • Forbes (bottom of Top 100 magazines) 926,581 • National coverage • Political Issues (Gay Marriage) • Tabloid (Oprah) • National LGBT Magazines • Sex, clothing, and celebrity gossip

20. How do I Reach the LGBT Market? Local activity reflects vibrancy of LGBT market • Neighborhood news • Local business and politics • Arts and culture • Health and lifestyle • Events and celebrations • Nonprofit fundraisers • Family, aging, raising children • Youth, senior, leather, women, Transgender, etc.

21. How do I Reach the LGBT Market? • Subscribe to the Center’s newsletter www.sfcenter.org • Participate in a job fair at the Center. • Check out Bay Area Reporterwww.ebar.com • Attend Golden Gate Business Association (GGBA) “Make Contact” www.ggba.com • Go jogging with Front Runners, attend a Rainbow Toastmasters meeting, watch 10 Percent on Comcast, attend the Frameline Film Festival, get a booth at the Castro Street Fair or Annual Pride March • Take interest in hot-button political issue – become a fan: • Prop. 8 • California same-sex marriage • Defense of Marriage Act • DOMA defines marriage at federal level as between man and woman • Employment Non-Discrimination Act • ENDA –prevent discrimination on basis of sexual orientation and gender identity • Don’t Ask, Don’t Tell

22. How do I Reach the LGBT Market? 3) Find the Niche within the Niche

23. How do I Reach the LGBT Market? Business to Consumer • HillGirlz.com • BettysList.com • ActivelyOut.com • GayCities.com • Trans-ponder.com • Ourfamily.org • Onlyinsanfrancisco.com/gaytravel Business to Business • GGBA.com • CastroMerchants.com • NGLCC.org • OutandEqual.org • ILGTA.org • IGLCC.org • Echelonmagazine.com

24. Contact “Marketing to ‘LGBT people’ is less effective and sincere than marketing to people who happen to be lesbian, gay, bisexual or transgender.” - John Garbo, FH OutFront, October 26, 2006 Ken Stram kens@sfcenter.org www.sfcenter.org 415-865-5515