Untold Millions: The Truth about Gay and Lesbian Consumers
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...
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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 heterosexualacknowledging age differences and the needs of particular generationsattracting 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 relateremembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimizationreferring to the Wall Street project before addressing gay- and lesbian-specific issuesfocusing on the areas of individuality, a need for association, and the need to alleviate stressreserving 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 organizationUntold 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. 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)
ForewordxiAcknowledgmentsxvChapter 1.You Can Bank on It1Recognize What Is Changing7Coming Out with the Code8A Melting Pot of Coded Messaging14Reading the Future Between the Lines17Seeing Is Believing19Real People and The Real World21Moving Ahead22Chapter 2.Visibility: The New Politics of Profit25Strong Medicine for Corporate America27Refocusing the Images30Putting First Things First34Gay Is Good--Big Is Not35Communicating Sensitivity36Understanding the Influence of the Gay Male Aesthetic38Changing Times for the Gay and Lesbian Consumer, Employee, and Investor39Communicating Legitimacy in an Age of Grief42Chapter 3.Will the Real Gay Consumers Please Stand Up?49Flevating the Discussion and the Science50Staying Mindful of Statistical Games53How We Got to Where We Are53Identifying the Consumers That Matter55The Population Estimates on Gay and Lesbian Americans58The Overall Picture76Chapter 4.Understanding Pride and Pragmatism: A Marketer's View of Modern Gay and Lesbian Culture83Economics and the Sexual Identity Crisis84Adaptation and Change86Context Matters90A General Gay and Lesbian American Profile93Attitudinal Profile of Gay and Lesbian Americans99The Psychology of Disenfranchisement102Business and Marketing Implications104Chapter 5.Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers107The Equality Principles on Sexual Orientation107Take Action; Be Decisive112Fifty Great Ways to Build Stronger Customer Relations with Gay and Lesbian Consumers112Corporate Nightmares: The Truth About Boycotts and Backlash118Common Sense Public Relations122Gay and Lesbian Consumer Demand: Key Areas of Growth129General Strategy131HIV and the Gay Marketing Moment137Chapter 6.Key Cities and Emerging Opportunities for Business141Investing in Taste144Healthy Living147Entertaining the Masses149What to Wear150Gay and Lesbian Travel152Fund-Raising155Gay and Lesbian Book, Magazine, and Newspaper Publishing157Media, Advertising, and Direct Marketing166Changes Yet to Come169Chapter 7.The Future of the Gay and Lesbian Marketplace: Considerations at the Door of the Twenty-First Century173Times Are a-Changing174Appendix AIndependent Information Sources for Gay- and Lesbian-Oriented Advertisers and Marketers179Appendix BA Note on Yankelovich MONITOR's Sensitivity Techniques181Identification of a Scientifically Relevant Gay/Lesbian Sample182Notes183Bibliography189Index193
\ BooknewsHelps 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)\ \
