Despite the success of many Gay marriage bans on ballots across the United States, the Gay community is more visible and more widely accepted now than at any point in our history. The American public is increasingly seeing Gay couples on the job and at their workplace, in the community, on television, in school and in their churches. Openly Gay and Lesbian artists continue to be successful in film, television, literature and music industries. Openly Gay and Lesbian politicians have been elected to office on federal and state levels. There are even Gay themed television shows that mainstream America eagerly invites into their homes each week. And finally, Madison Avenue has taken notice and realized including the Gay and Lesbian community in their marketing and PR strategies can help generate profits never before imagined.

Smart business owners understand the Gay population is a lucrative market. And with good reason: Gay and Lesbian consumers are classic SINKS (single income, no kids), and DINKS (double income, no kids). Therefore, they have few of the financial burdens associated with raising a traditional family. They enjoy the economic independence to travel, buy high-ticket consumer goods and pursue a generally affluent lifestyle. Gay men and Lesbians have higher than average incomes, spend more of their disposable funds, and are smart and fiercely loyal consumers.

Qualifying the elusive Gay and Lesbian market can sometimes be difficult, but major advertisers have increasingly found that their efforts to identify them are well worth the investment. A recent study conducted by the Connecticut-based Greenfield Online, found that the average annual household income for Gays and Lesbians is $57,000. The New York-based Company, Spare Parts, Inc., which helps companies market to Gays, estimates that the United States Gay and Lesbian population is between 15 million to 23 million.

To court the almighty-powered Gay dollars, businesses learn how to speak the Gay community’s language, they familiarize themselves with Gay community organizations and they create a Gay-friendly workspace. By doing so, they are well underway to selling their products and services to this profitable market sector.

Reaching the Gay market effectively means creating advertising and other marketing communications directed towards their consumer’s mindset. In the early 90’s, it was sufficient to run mainstream advertising in a Gay publication to capture the attention of the market. Today, with more marketers vying for the Gay consumer dollar, the bar has been raised. Not only do Gay Americans expect to see support of their publications and events, but also they want to see their lifestyle directly and openly represented in those advertisements. In focus groups nationally, Gay men and Lesbians express a definite presence for advertising that specifically reflects their mindset and sensibilities.

Online or offline direct marketers should customize their offers for Gays and Lesbians, experts say. They also have to find the right vehicle, and try to become part of the community, says Kevin Ray, Vice President of marketing at GSociety, the Los Angeles-based parent company of Gay Wired.com. Research conducted by Greenfield Online indicates that 78% of Gay and Lesbian e-shoppers prefer to buy from companies that advertise directly to them.

Gay and Lesbian events have become one of the cornerstones in Gay and Lesbian culture. Beginning with some of the early pride festivals held in cities including New York and San Francisco, Gay events have exploded onto the scene with festivities ranging from pride festivals to circuit parties, from Gay travel expos to Gay erotic expos.

Historically, many marketers large and small have found Gay and Lesbian events some of the best means to make direct outreach to Gay and Lesbian consumers. Companies including IBM, Subaru, Citibank and more have participated in Gay and Lesbian events, both from a national marketing perspective, and more frequently, from a local perspective involving perhaps a local or regional corporate sales and marketing office.

Pride festivals are by far the largest and most established form of Gay and Lesbian events held worldwide. They have become a celebration of Gay life and often include a parade with floats, a festival with booths and dancing, and a variety of parties held nightly to coincide with the festivities. As effective as these have been, they still tend to target the Gay and Lesbian populations and large urban areas, often missing a significant percentage of potential Gay and Lesbian consumers.

The explosion of the Internet and it’s prominence in our day-to-day lives has changed the way businesses develop niche-marketing campaigns. Rarely can Gay marketing efforts rely on traditional advertising alone. Extending their reach among this audience requires understanding the community infrastructure available to access them. The result is often a sophisticated mix of advertising, direct marketing, community presence and Internet promotions.

In order to strengthen a bond of trust, Gay and Lesbian patrons expect to see Gay-friendly practices in action. The creation of anti-discrimination policies in the workplace, involvement in AIDS education, and support in Gay rights initiatives are a few examples. Gay and Lesbian consumers want reassurance that no matter who assists in a sale, the company provides a safe and respectful space at all times. Being the premier “Gay-friendly” company in a market category has proven to be a successful strategy for Absolut Vodka, American Express, Miller Brewing, and Subaru. These companies were first in their respective categories to identify the value of the Gay and Lesbian market, and have captured valuable market share at the expense of their competitors through successful long-term marketing programs.

Once the Gay and Lesbian market has been reached, it is a fiercely loyal consumer base. According to a recent survey, 89% of Gay and Lesbian consumers will actively seek out and purchase premium goods and services that reflect their needs and support their lifestyle.

Acceptance, reliability, personal attention, and excellence are qualities all consumers want in a buying experience. Gay and Lesbian customers are no different then straight ones. They want all of the same services, from caterers to photographers, from flowers to cars, from cruise packages to tailors and dressmakers. Any business has the ability to reach out to this market and embrace thousands of new clients. And for Gay Americans, it needs to be on their terms. This means sponsorship of Gay-community events, support of Gay publications—both in print and online—and the fostering of work environments that are supportive of their lifestyle. So unlike the U.S. military, when approaching the Gay and Lesbian community, do ask, do tell!

If you are a business owner and you would like to begin targeting the Gay and Lesbian community, please contact us at info@mygayjacksonville.com.