Large Companies Break Down Barriers In LGBT Marketing

Northwestern University’s Medill Reports recently published an article on marketing to the gay community.  The article presents a few snapshots of corporate marketing efforts and gives some helpful advice from experts on GLBT marketing.  I especially like this excerpt from Michael Murphy, senior vice president of communications firm Fleishman-Hillard:

“But in order to really tap into the market, Murphy said a company must start by looking inward.  “You have to practice what you preach,” he said.  Murphy suggests looking at human relations and corporate responsibility to see how LGBT employees are treated within a company.  Fair policies and employee work groups supporting LGBT are key.

Murphy sees employees within a company as the best “brand ambassadors in the community.”

In making the move outward, Murphy warns against stereotypes and cliches, such as rainbow flags in advertising and marketing campaigns.  He advises businesses to complete their market research and to test the campaign to make sure it is respectful through use of employee focus groups.

“The return on investment can be exponential if [the company] does it right,” Murphy said.  The market is not only untapped over all, but Murphy pointed out that each letter within the acronym ‘LGBT’ signifies a different untouched segment.”

You can read the entire article here.


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