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Untold Millions: Secret Truths About Marketing to Gay and Lesbian Consumers [NOOK Book]

Overview

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...
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Untold Millions: Secret Truths About Marketing to Gay and Lesbian Consumers

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Overview

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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Editorial Reviews

Booknews
Helps marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Includes b&w and color examples of advertising. The author is president of GLV Communications in New York City. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781317706007
  • Publisher: Taylor & Francis
  • Publication date: 12/2/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 242
  • File size: 3 MB

Table of Contents

Foreword xi
Acknowledgments xv
Chapter 1. You Can Bank on It 1
Recognize What Is Changing 7
Coming Out with the Code 8
A Melting Pot of Coded Messaging 14
Reading the Future Between the Lines 17
Seeing Is Believing 19
Real People and The Real World 21
Moving Ahead 22
Chapter 2. Visibility: The New Politics of Profit 25
Strong Medicine for Corporate America 27
Refocusing the Images 30
Putting First Things First 34
Gay Is Good--Big Is Not 35
Communicating Sensitivity 36
Understanding the Influence of the Gay Male Aesthetic 38
Changing Times for the Gay and Lesbian Consumer, Employee, and Investor 39
Communicating Legitimacy in an Age of Grief 42
Chapter 3. Will the Real Gay Consumers Please Stand Up? 49
Flevating the Discussion and the Science 50
Staying Mindful of Statistical Games 53
How We Got to Where We Are 53
Identifying the Consumers That Matter 55
The Population Estimates on Gay and Lesbian Americans 58
The Overall Picture 76
Chapter 4. Understanding Pride and Pragmatism: A Marketer's View of Modern Gay and Lesbian Culture 83
Economics and the Sexual Identity Crisis 84
Adaptation and Change 86
Context Matters 90
A General Gay and Lesbian American Profile 93
Attitudinal Profile of Gay and Lesbian Americans 99
The Psychology of Disenfranchisement 102
Business and Marketing Implications 104
Chapter 5. Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers 107
The Equality Principles on Sexual Orientation 107
Take Action; Be Decisive 112
Fifty Great Ways to Build Stronger Customer Relations with Gay and Lesbian Consumers 112
Corporate Nightmares: The Truth About Boycotts and Backlash 118
Common Sense Public Relations 122
Gay and Lesbian Consumer Demand: Key Areas of Growth 129
General Strategy 131
HIV and the Gay Marketing Moment 137
Chapter 6. Key Cities and Emerging Opportunities for Business 141
Investing in Taste 144
Healthy Living 147
Entertaining the Masses 149
What to Wear 150
Gay and Lesbian Travel 152
Fund-Raising 155
Gay and Lesbian Book, Magazine, and Newspaper Publishing 157
Media, Advertising, and Direct Marketing 166
Changes Yet to Come 169
Chapter 7. The Future of the Gay and Lesbian Marketplace: Considerations at the Door of the Twenty-First Century 173
Times Are a-Changing 174
Appendix A Independent Information Sources for Gay- and Lesbian-Oriented Advertisers and Marketers 179
Appendix B A Note on Yankelovich MONITOR's Sensitivity Techniques 181
Identification of a Scientifically Relevant Gay/Lesbian Sample 182
Notes 183
Bibliography 189
Index 193
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