#GAY SEX PARTIES IN NEW YORK CITY SNAPCHAT FREE#
Some believe that the best way to reach gay consumers is through the sponsorship of gay events and charities, as well as by giving away free samples. Some companies go to the trouble of creating two versions of the same ad (one heterosexual and one homosexual), with the appropriate ad being placed in the appropriate media outlet. This would reflect the strategy of ‘standardisation’ in which the exact same ad is used in both mainstream and gay media. Studies have shown that almost 50% of ads found in the gay press have no gay markers or signals at all. However, it is still not clear if it is better to use a subtle approach or an explicit approach when targeting the community. Here, the relationship or sexual orientation of the people appearing in an ad is not 100% clear.Įncouragingly enough, some studies have shown that gay men are more receptive to gay window ads than mainstream ones. Here, advertisers use special cues, signals and markers that allow their ads to be specifically noticed by gay consumers, but pass more or less unnoticed by consumers in general.Ī closely related strategy is something known as ‘gay vague’. So what is the best way to engage in targeted marketing?įor the faint of heart, one strategy for mitigating the risk of a backlash from mainstream consumers is something known as ‘gay window’ advertising. Importantly, a knock-on effect has also been observed in that people who say they are accepting of homosexuals usually have positive attitudes towards brands that use ads depicting homosexuals or a homosexual lifestyle. Almost 70% of homosexuals (male and female) admit to being positively influenced by ads that contain gay and lesbian imagery, and say that they would most likely buy these products. Like any niche market, the gay and lesbian community are seen as appreciative of brands that make an effort to engage with them specifically. This fear is not totally irrational in that studies have shown that under certain conditions, mainstream consumers can have a negative reaction to ads that they feel are gay themed.įortunately, with high risk can come high reward, in that brands that take part in targeted marketing initiatives tend to be more visible and have more support from gay consumers. Furthermore, the prices for these brands are seen as being inelastic, since people buy these products as a result of a bonding effect or perceived close association.īut many companies are still hesitant when it comes to direct marketing that uses the mainstream media to reach the community, the fear being that there will be a negative backlash from the larger (and therefore more financially valuable) heterosexual market. The same has been found to exist within the gay community. cultural niches within a larger overall national culture) have been known to exhibit extreme loyalty towards brands that they identify with or which they believe speak to them personally. That said, it’s still relatively early days when it comes to targeted marketing towards gay and lesbian consumers. The phenomenon grew, and by 2004 it was believed that an estimated 35% of the top 100 US companies directly targeted gay and lesbian consumers with ads. But it wasn’t until the 1970s that advertisers became aware of the economic potential of the gay community, with exclusive gay ad campaigns starting only in the 1980s. Whether they have meant to or not, companies have been advertising to homosexuals for at least a century.
As a result, information that is publicly available about targeted marketing efforts, especially as it relates to the community, is sparse. Gay consumers are seen as one of the last frontiers in terms of marketing and advertising, but have been the focus of relatively little research. Some guidelines are offered to marketing professionals wishing to reach this dynamic group of consumers. This article provides a brief overview of the history of targeted marketing efforts towards gay and lesbian members of the community. Marketing targeted at these individuals is a relatively recent phenomenon and one that is not fully understood.
Gay and lesbian individuals are an important and valuable consumer segment, relatively little is known about this group from a consumer behaviour standpoint. Dr Tom McNamara and Dr Irena Descubes’ ‘Practitioners Guide to Targeted Marketing and the Lesbian and Gay Community’ reveals a cynicism and dissatisfaction from members of the gay and lesbian community around its depiction in targeted marketing.