Shane Wagg was the presenter for
this event co-sponsored by the Division of Advertising & Marketing
and the Gay & Lesbian Issues Caucus.
Shane gave us an overview of the
“Gay, Lesbian, Bisexual & Transgender Consumer,” covering
definitions, history, statistics and trends about this niche
market. According to him, this group is “accessible, but not an
easy market” and early players need to do their homework. He
provided a number of marketing case studies showing what works and
what doesn’t work , and he even offered a list of best practices.
One of the many interesting
topics Wagg discussed was the rise of GLBT visibility in the media;
going from a few sitcom characters in the 70’s to entire cable
channels today. This expansion of the “gay media” is a huge trend
for marketers, since they now have many more choices for
communicating to this market. Previously, companies focused on
events and magazine advertising. Now they have opportunities with TV
advertising as well.
Another interesting trend was the
historic lack of “heroes” for the market, making it hard for
marketers to use celebrity endorsements. However, with more and
more openly-gay celebrities, especially from the world of reality
TV, he predicts that risk-free spokespeople are on the way.
Wagg ended with some do’s and
don’t’s: Do go national, Don’t stereotype, etc. For more
guidelines, he recommends the Human Rights Campaign website:
as well as the various Gay
Chambers of Commerce:
He also referred to an excellent
market research report from HIM Corp:
Guide to the Gay Market