3 ways to reach LGBTQ consumers in the ‘new normal’

Without gay pride events and other typical outlets for engaging this community, brand managers will have to get creative to reach this lucrative demographic.

Ragan Insider Premium Content
Ragan Insider Content

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/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 three ideas to make your organization top of mind for LGBTQ community:

1. Don’t wait to reach out.

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?

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.