ShaneWaggPresentation

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Scratching A Niche Shane L Wagg Principal Wilde Marketing http://www.WildeMarketing.com April 19, 2005

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And gay.

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Buy The Numbers?

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It’s How Big?

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Have Gone, Will Travel

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Gay Youth 2 – 6x more likley to attempt suicide 50% report parental rejection over sexual orientation 40% of homeless youth identify as GLBT 28% drop out rate due to harassment 6x more likely to be harassed over orientation

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Making Cities Slicker Marketing opportunities – sponsorship, broadcast media, print and online media, event and promotional opportunities and sampling.

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Pitchers & Catchers Gay Games VII - Chicago - Jul 15 – Jul 22, 2006 - 27,000 expected Out Games I - Montreal - Jul 29 – Aug 5, 2006 - 26,000 expected

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Gimme A Ring Sometime Canada’s wedding market is worth an estimated $31 Billion Gay wedding market (~ 5%) Actual Toronto same-sex weddings since 2003 an estimated 8% Gay wedding market in Canada is potentially $1.5 Billion

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Where The Boys Are One of the most successful gay marketing campaigns to date has involved the hard to reach lesbian consumer market. The campaign, by Subaru, has been so successful it warranted an email campaign by right-wing groups warning their membership against buying a Subaru lest they be thought lesbian.

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Where The Boys Are Market Challenges Lack of gay consumer research on a national level Lack of reach/frequency opportunities Editorial content/advertising issues for image-conscientious corporations Labour-intensive media planning/buying in accessing and reaching gay market

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Gay Media - A Marketer’s Dream Population Density/Migration Patterns Dedicated Media Channels Specific To Each Market Focused/Crafted Messaging Opportunities Gay Knowledgeable Marketers Low Market Entry Cost First-Mover/Front-Runner Advantage Creative License

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Plugged In Gay.com Gay.com is by far the gay market dominant leader. The company is the first publicly traded gay media company, has an aggressive advertising campaign in Canada and has virtually shut out competitors based on its domain name.

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Gay Population Composition

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Stereo Types – And Car Types Too! Source: www.CarTalk.com 2004 Who should be advertising? A better question is who shouldn’t advertising in the gay market.

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In Conclusion – Real World Examples Based on David Foot’s Boom Bust & Echo inheritance figures, Canada’s gay financial services market is potentially worth $50 billion; the U.S., approximately $500 billion. VanCity Credit Union, Capital One, American Express, Smith Barney and others have created targeted gay content advertising, in addition to creating a mini-site specific to their gay client bases. Other national financial institutions would do well to follow their market lead.

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Best Practices Be inclusive and diverse Be sensitive to stereotypes Do good research Whenever possible, go national Be consistent and be confident

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Do Use real gay or lesbian individuals Use openly gay celebrities or athletes Use same-sex pairings in every day situations Use same-sex pairings with physical affection Reference sexuality through verbal, text, graphical or anthropomorphic mentions Use unexpected twists, counter time-worn clichés and add other humor sources Use a mix of masculine/feminine pairings or men or women as couples or friends

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Don’t Resort to stereotypes Presume to know the market without research Use phrases like “the gays”

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Resources GayDemographics.org Himcorp.com – Gay Market Guide 2005 CommercialCloset.org GLCensus.org – Gay/Lesbian Consumer Census WildeMarketing.com

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Thanks! http://www.WildeMarketing.com