LGBT Community Outreach Marketing

Brand Advocacy LGBT Community Outreach & Marketing

“Diversity in the business environment is an integral part of your organization” Our Strategic Partnership Why Us? 14 Year Experience in GLBT Market Proven Results / Case Studies Certified LGBT Diverse Supplier Member of BCBS Supplier Diversity Program Global Outreach Capability Customized Solutions to Support Initiatives Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

“Diversity in the business environment is an integral part of your organization” Our Strategic PartnershipWhy LGBT and Diverse Markets? Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

Approach LGBT Community Outreach

StrategyOur approach creates a staff of champions and an audience of advocates. People Trust “a person like me” more than authority figures from business, governmentand media; seeking “dialogue,” not one-way advertisement. It’s about a different kind of brand …. Trust, Transparency, Openness and Honesty.

Marketers and technologists can raise awareness, but raised awareness is not enough. The success of your brand is dependent on igniting behaviors. LGBT community care about brands that care Behavior Advocacy LGBT is a population of influencers: 48% say they are more likely to be trendsetters and keep up with new trends (Harris, 2008) 37% reported dining out at least once a week (CMI, 2009) 49% go out to a bar or nightclub weekly (CMI, 2009) 45% entertain at home monthly or more (CMI, 2009) High velocity consumers: LGBT consumers who respond 1.0 to 4.4 times higher than the general market to messages and products that include, Organic, Natural, Energy, Environmental , Healthy Smart Foods, Workout and Fitness 85% consider advertising a motivator 89% are more likely to support brands that have non-discriminatory employment practices 88% are more likely to support brands that sponsor community events 68% say they are more likely to buy a product from a brand they know is “gay-friendly” Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

Because all Business is Personal what we do Deliver the Brand • Improve business results, such as sales and market share, by diagnosing and removing obstacles to customer loyalty. • Increase employee engagement and reducing attrition through development of motivational programs. • Improve professional effectiveness of employees through communication skills development. • Drive innovation and creating competitive advantage by leveraging diverse teams. • Achieve organizational objectives by guiding and coaching leaders on effective policies, procedures, and management techniques. • Craft solutions to suit specific needs by becoming immersed in the client culture, listening, and collaborating with organizational leaders. Customer Centricity Professional Effectiveness Leadership Development Employee Engagement Diversity Inclusion Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

Behavior Promotes Advocacywhy we do Sometimes the promise your brand makes is delivered and your customers see your brand the way you intended. But more often, there is a gap: the company’s view of the brand and the customers’ perceptions are not the same. You can guess which one is more favorable. Only by ensuring that your entire organization is structured to deliver your brand will it come to life in the minds of your customers. Only then can create the kind of customer loyalty that lies at the heart of every successful organization. Over the past decade, the brand has moved to the forefront of corporate concerns. Widely considered an “intangible” yet highly valuable asset, some very smart people spend a lot of time and money on logos and tag lines to push the brand out to the market. But a brand cannot be pushed. A brand must pull. Every powerful brand makes a promise and it is through the consistent delivery of that promise that your brand is delivered. That means your brand is in the hands of your employees—every one of them. Keep The Brand Promise YourBrand YourEmployees YourMarket Operationalized Behavioralized Makes a Promise Sets Expectations Strengthen Customer Loyalty Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

And We Make It Personal how we do We THINK ORM – Online Reputation Management We listen to client needs, devise strategic plans, provide custom research that goes beyond guess work, and bring unmatched experience / perspective to our clients CRM- Customer Relationship Management We REACH Market Identity, Position, & Outreach 60% of the GLBT market state they are a source of influence for their friends (compared to 34% of general population). Additionally, the community is well-connected; viral communication matters, nearly 10% more likely to be early technology adopters. Media Planning & Buying Mobile App Design & Development We COMMUNICATE We provide strategic communication services including public relations, advertising, media buying, media planning, identity management, community outreach and training services Social Media Strategy & Implementation Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

Method Marketing to the LGBT Community

Yesterday’s ideas about today’s gay and lesbian consumer don’t work today. GLBT Marketing 101 ,[object Object]

Smart, custom advertising targeted against content that shares a gay sensibility is noticed and appreciated

The gay market is no longer defined by “victimization.”

Greater inclusion in media and heightened visibility over the last decade has changed many perceptions about gays and lesbiansConfidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

Reaching out to the GLBT consumer for who they are, not what they are, is key to success. We call this Lifestyle Marketing. Lifestyle Marketing Successfully reaching the GLBT consumer requires an approach to media planning and event marketing that goes beyond the traditional. Lifestyle Marketing leverages the best of the core media reaching a GLBT consumer, but looks beyond those vehicles to encompass adjacent media, and opportunities that share affinity with the consumer. Effective lifestyle messaging revolves around intelligently framing a brand or product in such a way that the consumer intuitively knows that they are being spoken to in the first person as a GLBT consumer. LGBT Community 360 Degrees Confidential ∙ L7z Group, LLC © 2010 www.L7zGroup.com ∙ New York ∙ Fort Lauderdale ∙ Dallas ∙ Philadelphia ∙ info@L7zGroup.com ∙ 800 309.3520

Some facts, go figure ,[object Object]

Buying power is estimated in excess of $660 billion; projected to be over $800 billion by 2011

LGBT Community Outreach Marketing

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