Editor’s note: Joey Amato is the owner of Agency33, a consulting firm specializing in LGBTQ marketing and public relations.
The recent COVID-19 pandemic has turned consumer behavior upside down, but in recent days we have seen states begin to devise and, in some cases, implement their strategies for slowly reopening. Although this will surely be a long and tedious process, it is important that your company develops a marketing strategy to get ahead of the curve, for lack of a better phrase.
During a normal year, corporations compete for LGBTQ buyers using traditional and sometimes antiquated methods, such as gay pride events and circuit parties. However, this year many of those larger events have been cancelled or postponed. And even if a pride event is now scheduled for October or November, chances are that attendance will be lower than in previous years.
With more than $1 trillion dollars of buying power and a lot of disposable income, the LGBTQ community will most likely come out in force when the country reopens for business. History and research have shown that this community is one of the first to resume travel and shopping after periods of uncertainty. Without large scale events as an advertising vehicle, your business needs to think outside the box to reach these customers.
Here are some ideas to make your organization top-of-mind for LGBTQ community.
If everyone waits until the country is fully operational, your business will be competing with hundreds of others for the same customers. Why not be one of the first movers in the space and gain a bit of an advantage over the competition? Start your marketing and public relations efforts now, especially since you cannot count on a pride event to reach LGBTQ consumers. Advertising in local LGBTQ publications are relatively inexpensive and a great way to support the community. Yes, people still read print publications, especially in n...