Execution of GLBT Marketing Best Practices
In order to capture a portion of the GLBT and fair-minded American market, consider the following:
- Senior executives should visibly endorse and disseminate the Best Practices to internal marketing and external ad agency staffs.
- Focus groups are can offer guidance -- avoid limiting to just one or two GLBT individuals. Tap into agencies and consultants with established gay-market expertise, as well as GLBT employee groups, for feedback and targeted efforts.
- Incorporate GLBT inclusion into mainstream ad diversity representations.
- Integrate plans for targeted diversity marketing campaigns with GLBT marketing.
- Prepare consistent responses to media and consumer inquiries about inclusive campaigns.
- Schedule professional, annual GLBT sensitivity training exclusively for ad and marketing staffs, and incorporate GLBT issues into general staff diversity trainings.