Does This Ad Make Me Look Gay? Part 2

In part 1 of this article, we discussed the importance of addressing gay consumers directly to win customer loyalty. But what is the most effective way to advertise to them? Can you simply run your general market creative or add gay cultural “cues” to an existing ad? Do you need to create a gay-targeted ad? The surprising answer is all of the above…depending on your brand, category, competition, and what is relevant and motivating to gay consumers. An experienced LGBT-targeted advertising agency can help you answer these questions, and successfully add gay consumers to your roster of brand loyalists. But here’s some free advice to help you get started.
 
Become BFFs with LGBTs

A successful marketing effort begins with a deep understanding of the target. Work with an LGBT-focused agency to identify the right mix of research and build a solid strategic base for your gay effort. Find out how gay consumers experience your category. Discover their needs and perceptions of your brand and your competitors. Is your brand’s positioning and strategy relevant to a gay audience, or are adjustments needed? Answers to these and other questions will start you down the right path.
 
Gay for Pay

Now the question of creative. If you have a perfectly good campaign in the general market, can you run it in gay media? If the LGBT insights identified are the same as or similar to the general market insights, perhaps. Product-focused ads may work well in this scenario. If your ad features heterosexual couples or interactions, absolutely not. You might as well place an ad for your competition. Straight ads in gay media are disrespectful and noticed by LGBTs. They will turn off gay consumers from your brand. Carefully consider your current campaign and seek advice from LGBT advertising experts.
 
Over the Rainbow

As the gay market began to take shape 20 years ago, brands used a simple device to communicate that they were gay-friendly-a rainbow. The rainbow is a symbol of gay pride and, in the early days of gay advertising, it was a quick, simple way to win over the market. Well, the market has evolved and hundreds of brands are courting gay consumers. Today, your gay-targeted efforts need to take a more sophisticated approach to winning over the market and capturing brand loyalty. A rainbow can still be used as a brief symbol of gay support, but it is no longer sufficient to differentiate your advertising or your brand.
 
True Colors

The clearest path to a successful gay marketing effort is to use gay-targeted creative. Twenty-one years of Prime Access proprietary and client research has consistently shown that gay-targeted creative significantly outperforms general market creative among gay audiences in relevancy and intent to take action. Gay consumers respond better when they see themselves and their sensibilities authentically reflected in advertising. If you are going to invest in paid media, your creative should maximize your investment by generating the strongest results.

By Andy Bagnall
Vice President, Group Account Director – Prime Access
 
For more information at http://www.prime-access.com