The Company Ad Was Sensitive to the Gay & Lesbian Community, But Are They Delivering the Brand Promise After The Sell?

Marketing to GLBT consumers means more than the sensitive advertising they now see and expect. In the early '90s, it was sufficient to run mainstream advertising in a gay publication to capture the attention of the market. Now it's different...

(PRWEB) October 1 2003--Marketing to GLBT consumers means more than the sensitive advertising they now see and expect. In the early '90s, it was sufficient to run mainstream advertising in a gay publication to capture the attention of the market. (As early as 1994, 19 national advertisers appeared in gay publications. Today, that number has increased to well over 100.)

Research figures on the Gay, Lesbian, Bisexual and Transgendered market estimates range from 15 to 23 million U.S. consumers who identify themselves as gay or lesbian. This represents an approximate annual income total of anywhere from $400 to $800 billion. The GLBT community is larger than that of the Asian, Hispanic or African American markets in regards to their buying power.

Also, much has been written about higher education levels, free-time, brand loyalty and especially discretionary income among GLBT consumers -- by as much as 10% over the general population. Intelligent businesses today are required to broaden their marketing reach to include the GLBT market. Many are now developing comprehensive marketing strategies that include their own customer base that prove their own Return On Investment" (ROI).

With frequent communications (through billing, direct mail, etc.), sensitivity training for employees and personal customer interactions, these industries are positioned to build on meaningful GLBT community involvement and address this profitable audience with more than the usual advertising and community sponsorships.

Financial services, travel, healthcare, clothing, automobiles, tires, beverage, alcohol and entertainment have been especially successful at targeting their GLBT customers. Included among them are Anheuser-Busch, Bridgestone Tires, American Express, General Motors, Hyatt Hotels, Merck & Co., American, Continental and United Airlines.

A comprehensive and effective Customer Relationship Marketing program starts with the right strategy for seven specific areas within an organization. Determining the right mix creates a comprehensive strategy that delivers a successful relationship with GLBT customers.

• Customer Research/Satisfaction

There are unique challenges to researching the GLBT community. Information tends to be very specific to the individual study. What are YOUR gay & lesbian customers telling you and how are you responding? Simply ask. What do your customers want with regards to your products and services?

• Customer Information Management (CIM)

Are you capturing all relevant customer purchase data to understand who your GLBT customers are and what they are buying? Are your databases capturing enough information to ensure that you are delivering the right message to the right customer every time? Most CIM efforts forget to include sexual orientation for those customers who are willing to self-identify and opt-in" to receive GLBT targeted messages.

• Customer Loyalty & Retention

Loyalty is more than just rating you well on satisfaction surveys. Are your GLBT customers spending more with you and, more importantly - recommending your organization to their friends and family? Membership, loyalty or other Retention Program should make allowances for the GLBT community. It may make sense to have a cost-effective, self-funding program built especially for this community.

• Customer Communications

The ads look great and the sponsorships are appreciated but do the communications measurably impact satisfaction and bottom-line results? Develop customer-marketing initiatives with your GLBT consumers in mind. Build on any targeted advertising, direct mail and community involvement you may have started in the community by letting your own consumers know that you are out there. Let them know through their bills, current direct mail efforts and strategically placed point-of-purchase displays. Review your current customer communications to ensure their sensitivity.

• Customer to Employee Interactions

This is among the most important! Do your frontline and management employees understand the expectations of the GBLT community to maximize every face-to-face and on-the-phone Moment of Truth? You may have advertised and sponsored programs within the GLBT community, but are your employees sensitive? Consider Diversity Training as one of the most important follow-ups to the promises youve made in your advertising and promotions.

• Sales & Business Development

Are you targeting GLBT customers and reaching them directly outside of advertising and event sponsorships? Consider customer acquisition tools like referral programs. Gay and Lesbian consumers respond well to Refer-a-friend" type programs. Additionally, Revenue Generation programs are an important way to quickly prove the worth of the GLBT community purchasing power and ensure sustainability within your organization.

• Corporate Culture

Are ALL of your employees passionate about the GLBT customer and do they understand why this is so important -- both for increasing profits, but for their own employee base as well?

As an example of how powerful this approach can be, in 1995, Pacific Bell initiated a comprehensive program by applying many of these methods. The results were compelling. By significantly increasing return on investment (ROI) on Consumer Programs through the careful measurement and targeting of Gay and Lesbian customers, they were able to support the development of the first Gay & Lesbian Marketing Manager position. These successes lead to the development of a Diversity Marketing department for Pacific Bell.

Many companies have put a lot effort into selling and acquiring GLBT consumers. Once they have advertised, they have made a not-so-subtle promise. Is your company really sensitive to delivering to these customers once they come through the door? A comprehensive CRM platform that takes into account the GLBT community will ensure you deliver on your promise.

About Thomas Downing

Tom has 20 years of customer marketing and advertising experience developing profitable Customer Relationships for a variety of industries. He co-founded The Turning Point Group in Houston, Texas almost two years ago where he designed and launched successful customer strategies for a variety of consumer, telecommunications and healthcare clients.

Previously, Tom developed customer marketing initiatives for a wide range of companies including Houston Cellular, Cingular Wireless, Disney TeleVentures, Pacific Bell, Budget Rent A Car, PG&E Energy Services, Pan American Airlines and others. Tom also managed several ongoing customer marketing programs including the Pan American WorldPass frequent flyer program, the Pacific Bell Awards Loyalty Program, Pacific Bell consumer direct marketing and Pacific Bell sponsoring advertising for the San Francisco Gay & Lesbian Film Festival.

About The Turning Point Group, LLC

The Turning Point Group is a customer-focused management consulting firm recognized for their ability to create and deliver targeted customer-based strategies. With over 40 years of experience, they have increased client revenues by understanding best" customers and increasing overall customer satisfaction.

They developed the phrase, "Creating Customer Passion" as they create passion for customers among employees and passion among customers for the company

Please visit The Turning Point Group at www.turnpnt.com or call 800-818-2030 for more information.