Marketing to the LGBTQ2 Community
Reaching the Queer Community Online and Offline.
Canada’s LGBTQ community accounts for $3.7 billion in fast-moving consumer goods (FMCG) purchases each year, which represents 4.4% of the country’s total FMCG purchases. – Read the full report
Gay and Lesbian marketing has grown around (much) of the world to become a serious economic force that even the largest corporations are eager to reach with their products and services. The changes that have occurred in Queer marketing over the past 20 years have been nothing short of Amazing!
“Successful campaigns targeting the LGBTQ community must be genuine, honest, and reflect the true values of your company and employees.”
In 1999 I created Rainbow Communications, based in Edmonton, and launched QueerSeek.com which grew to be one of the largest LGBT business, support, travel and services directories on the web.
Over the following 15 years it evolved and rebranded several times. Unfortunately, I didn’t think to save screen captures of these websites, but thankfully the WayBackMachine provided a trip down memory lane. I forgot how extensive the services were, and it was through my own personal ads that I met my husband, and we’ve been together since 2007 🙂
Rainbow Communications was a member of the IGLTA and QueerSeek focused primarily on Gay & Lesbian Travel Marketing through marketing partnerships with Rainbow Tourism and Purple Roofs. I continued to run and manage these sites until 2013 when I sold them to move in a new direction.
In 2004 I also launched QueerAd, the first Queer Pay-Per-Click (PPC) advertising network. In 2006 I served 38 million ad impressions across my network, but unfortunately in 2007 a small competitor called Google AdSense launched and grew so fast that by 2007 I threw in the towel and closed the service.
More recently, I worked with Canada’s OUTtv Network as they launched their Direct Streaming (OTT) App in 2017. This work included a refreshed website and digital campaigns for their hit shows RuPaul’s Drag Race and BBC’s The Collection.
Enough about me, let's talk about YOU!
“Your digital marketing strategy needs to begins with a clear and shared understanding of why you want to target this community.”
If you own an LGBTQ business, or a gay-friendly or gay-welcoming business and are need of help or guidance on how to best reach the LGBTQ community, let’s have a conversation about your marketing goals and objectives.
If you are a company struggling to be a diverse workplace, or to ensure an inclusive and safe environment for LGBTQ employees, let’s have a conversation.
Finally, and if you need more convincing that our community in Canada has a tremendous level of buying power, this 2015 report from Nielson is a great read…Pink Power – The State of LGBT Spending in Canada
If you want to know the LGBT financial impact in the USA, this 2018 article in the Advocate estimates the LGBT consumer buying power was over $917 billion USD in 2017.