Marketing to the gay and lesbian community reaps higher ROI

June is Gay Pride Month. What is your company doing to celebrate it and reach out to lesbian, gay, bisexual, and transgender (LGBT) members of your audience? If your answer is nothing, then it’s a big mistake. “When brands actually create campaigns specifically targeting the LGBT community, they get comparatively stronger ROI,” Bob Witeck, a marketing communications consultant in the LGBT market, told Advertising Age . Brands like Orbitz, American Airlines, and Kimpton Hotels focus thei…