Gays and lesbians are sometimes elusive to quantify, but major advertisers have increasingly found that their efforts are well worth the investment to find them and for good reason. A recent study conducted by the Connecticut-based Greenfield Online, found that the average annual household income for gays and lesbians is $57,000. The New York-based Company, Spare Parts, Inc., which helps companies market to gays, estimates that the United States gay and lesbian population is between 15 million to 23 million.

(PRWEB) May 28, 2005 -- Gays and lesbians are sometimes elusive to quantify, but major advertisers have increasingly found that their efforts are well worth the investment to find them and for good reason. A recent study conducted by the Connecticut-based Greenfield Online, found that the average annual household income for gays and lesbians is $57,000. The New York-based Company, Spare Parts, Inc., which helps companies market to gays, estimates that the United States gay and lesbian population is between 15 million to 23 million. According to another study (Inter@ctive Week, August 30, 1999. Pg. 20.), the US gay community consists of over 19 million people with an estimated buying power of $800 billion. Worldwide, these figures are much larger. This research also concluded that approximately 76% of gay and lesbian household incomes are above the national average of $40,000 per year. The incredible “Dual Income, No Kids (DINK)” buying power of the gay and lesbian population is stirring things up in business these days. It is changing the fields of marketing and public relations, as well as economics. In light of recent gay marriage laws passed in Massachusetts and other similar laws on the table in other states, the newest financial explosion has happened within the gay and lesbian wedding industry. There are many ways gay friendly businesses can learn to speak directly to the gay and lesbian community in order to share the wealth.
Advertising to the Gay Community

According to commercialcloset.org which works to lessen discrimination of the lesbian, gay, bisexual and transgender community by encouraging corporations and ad agencies to improve GLBT portrayals in the persuasive medium of mainstream advertising. 78% of gay online users prefer to buy from companies that target market to the GLBT (Gay Lesbian Bisexual Transgender) community. The first and most important step is researching this target market by finding gay/lesbian newspapers, magazines, community centers, web sites, expos, or conferences. Once you decide where to advertise, maintain a strong and consistent advertising presence within the community itself. This will produce loyalty.

Gay and Lesbian consumers deeply appreciate being treated with the same respect and consideration as anyone else. Comfort in expressing their lifestyle, flexibility with products and services and creativity in your approach will form a bond of trust between a company and its’ gay and lesbian clients. A business will gain a reputation for openness to gays and lesbians and as word of mouth travels you may receive hundreds of referrals. In the gay and lesbian community trust is an important and marketable commodity.

Community Action
In order to further a bond of trust, gay and lesbian patrons expect to see gay friendly practices in action. The creation of anti-discrimination policies in the work place, involvement in AIDS education, and support of gay rights initiatives are a few examples. Honest communication is also imperative. Gay and lesbian clientele want to rest assured that, if necessary, a protocol is in place for reporting inappropriate behavior or comments from staff. They want reassurance that no matter who assists in a sale the company provides a safe and respectful space at all times.

Symbols of the Gay Community
There are signals a gay friendly business can send out that are discreet and specific. These signals can be presented in a way that does not offend more traditional clients or draw attention to a business located in a more conservative area. An effective way to reach gay and lesbian customers is to learn the symbolism of the community. The use of a small rainbow flag or pink triangle in the form of a sticker on your window or as an icon on your web site will send a message to the gay and lesbian population of your town or city. There are a wide variety of market specific themes and images available to businesses that choose to call themselves gay friendly. If there is a gay or lesbian group in the area ask for any promotional materials they may offer, to gain a better understanding of the lingo, symbolism, and specific needs of the GLBT community.

Any Business Can Be Making More Money
Acceptance, reliability, personal attention, and excellence are qualities all consumers want in a buying experience. Gay and lesbian customers are no different than straight ones. They want all of the same services, from caterers to photographers, from flowers to cars, from cruise packages to tailors and dressmakers. Any business has the ability to reach out to this market and embrace thousands of new clients.

Including the gay and lesbian community in your marketing and PR strategy can help generate profits never before imagined. Use the positive outlook of respecting all clients and providing great service to all as a way to boost the company’s reputation and income. The gay population is a lucrative market. Learn how to speak the gay community’s language, familiarize yourself with gay community organizations, and create a gay-friendly workspace. With these steps you will be well on your way to selling your products and services to this profitable market sector.
Reaching the Gay Market:

Reaching the gay market effectively means creating advertising and other marketing communications specifically directed toward their consumer mindset. In the early '90s, it was sufficient to run mainstream advertising in a gay publication to capture the attention of the market. Today, with more marketers vying for the gay consumer dollar, the bar has been raised. Gay consumers now expect advertisers to address them for who they are, directly and openly. In focus groups nationally, gay men and lesbians express a definite preference for advertising that specifically reflects their mindset and sensibilities.

Companies like Marie-Chantal Marketing, Inc helps small to large companies reach the gay market. They have several programs that help all sort of company to approach the affluent gay and lesbian market.
Rarely can gay marketing efforts rely on traditional advertising alone. Extending your reach among this audience requires understanding the community infrastructure available to access them. The result is often a sophisticated mix of advertising, direct marketing, community presence and Internet promotions.

By Chantal Gakwaya: Marie-Chantal Marketing, Inc.
Marketing agency that helps reach the GLBT Market.