An expert on marketing to the gay community offers a comprehensive handbook for accessing this $500 billion a year market, using never-before-published study results to shatter the myths of gay and lesbian consumer patterns. Tour.
Book Description
Editorial Reviews
From Publishers Weekly
Lukenbill, former sales development manager for The Advocate who now has a cable TV show directed at gay consumers, is an expert on marketing to gays. He describes a revolution in marketing consumer products and a growing trend toward marketing to this niche, taking into account past advertising practices. He includes a synopsis of the demographic and marketing research compiled by the 1993 Yankelovick Partner's market study; he provides marketing techniques, giving samples of advertising campaigns and suggestions for special-target industries. His book is directed at corporate and business marketers. While unique in the field, the work at times takes an editorial tone, with little support given for many of the most overreaching statements. Recommended only for special business libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix
Copyright 1995 Reed Business Information, Inc.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix
Copyright 1995 Reed Business Information, Inc.
From the Publisher
As companies across America battle daily for increased market share, many are ignoring a vast untapped market segment of consumers ready and waiting to throw their economic weight behind those companies that acknowledge who they are and what they want. Gay and lesbian Americans -- organized, in touch, and increasingly powerful -- represent the greatest opportunity for businesses today to increase their revenues and boost their corporate images. Companies like American Express, AT&T, Time Warner and Miller beer already are taking advantage of this huge market. Now how can you?
Written by America's foremost authority on marketing to gay and lesbian consumers, Untold Millions is the definitive guide for marketers, executives, advertisers, employees and entrepreneurs who want to get their companies on track for this new marketplace revolution. Using the most valuable research data to date -- from the groundbreaking 1994 Yankelovich MONITORr Perspective on Gays/Lesbians -- Grant Lukenbill reveals an in-depth profile of gay and lesbian consumers: Who they are, what they need, what they buy and what motivates how they spend their money. In addition, he offers concrete, proven strategies for positioning products and services to this defined consumer segment -- from building good relationships with the gay and lesbian market through corporate sponsorships to avoiding nightmares set off by outdated personnel policies.
Combining his years of experience in advertising and gay and lesbian niche marketing with detailed research he initiated with Yankelovich MONITORr, Lukenbill provides readers with vital information about which products and services most will appeal to this market segment based on key areas they value as individuals. In addition to the "what" and the "why" of these needs, he also provides the "how" -- how these products must be promoted to gay and lesbian consumers and how to get your company's message across with maximum appeal and without offense. As he traces the evolution of mainstream corporate America's advertising to gays and lesbians -- from the coded messages popularized by the fashion industry to the frank, open campaigns conducted by mainstream companies -- Lukenbill shows both the right way and the wrong way that companies can target this audience through the images and text of the ads themselves as well as through the media in which these ads appear.
Don't let your business be left behind. With gay and lesbian visibility exploding in the mainstream marketplace -- on MTV, on top-rated television programs like Roseanne, on the cover of national magazines like Vanity Fair -- businesses ignore this consumer revolution at their own peril. Untold Millions shows how tapping into this new market segment can be just the opportunity you business needs to bolster its corporate image, its market savvy and its competitive advantage.
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This review is from: Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution (Hardcover)
This book defines the demographics of the market and the products and services it demands. Learn how your business can create brand loyalty, communicate sensitivity, and avoid boycotts and media nightmares resulting from offensive or insensitive business practices and stereotypes.
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