LGBTQ性少数群体营销：错失良机与高回报（英文版）.pdf

Todays brand marketers say they want their marketing aimed at LGBTQ consumers to be perceived as “Integrated,” “Inclusive,” “Equal” and “Progressive.” However, marketers have a long way to go to make this a reality, and as the results of parallel studies from LGBTQ media platform INTO and Brand Innovators make clear, they run the risk of ignoring or even alienating LGBTQ consumers if they dont get it right. The opportunity represented by the LGBTQ consumer market is massive; LGBT Capital estimates it at roughly 480 million individuals globally commanding aggregated annual spending power of more than $5 trillion USD. A GLAAD study showed that 20% of Millennials, consumers who are building considerable earning potential in their 20s, 30s and 40s, identify as LGBTQ.Plus, this market responds to inclusive marketing. Seventy percent of LGBTQ consumers said a brands reputation as being LGBTQ-friendly (or not) has directly influenced a purchase they have made, according to INTOs new survey of thousands of LGBTQ consumers.Despite all this, there is a serious disconnect between the staggering significance of the LGBTQ market and the way in which marketers approach this community. In fact, nearly a third of brand marketers today - 32% - do not include LGBTQ in media planning and do not plan to do so, according to a parallel survey of hundreds of brand marketers conducted by Brand Innovators.The message is clear: Brand budgets and marketing strategies to reach this influential group are not aligned with the market power and scale of LGBTQ consumers. In other words, marketers have a lot of work to do. More than simply delivering a rainbow-themed campaign once a year, to capture this unmistakable opportunity, they must show LGBTQ consumers they want to connect with them in a meaningful and authentic way.“We should be constantly looking for opportunities where LGBTQ inclusion can be an authentic part of the communication,” said John Lake, VP of Multicultural Strategy and LGBT Segment Leader at Wells Fargo, which has engaged with the LGBTQ community for over 30 years. “As the spectrum evolves, we must continue to accurately reflect the marketplace we are striving to reach and determine how we can best meet their needs.”1INTRODUCTIONINTOMORE CONTACT: ADVERTISEINTOMOREThe LGBTQ market is not only large and relevant, these consumers respond positively when they are acknowledged and included by brands: LGBT Capital estimates the global LGBTQ population is about 480 million individuals with an aggregated annual global spending power of more than $5 trillion USD 20% of Millennials aged 18-34 identify as LGBTQ, according to a 2017 GLAAD study 70% of LGBTQ consumers said a brands reputation as being LGBTQ-friendly (or not) has directly influenced a purchase they have made Nearly half of LGBTQ consumers (47%) said a campaign inclusive of LGBTQ people or themes has directly influenced a purchase they have madeYet, many brand campaign plans and budgets fail to recognize the power of this market: 38% of brand marketers dont include LGBTQ-focused advertising in media planning because other demographics are of higher priority 32% of brand marketers today do not include LGBTQ in media planning and do not plan to do so 28% of marketers say the LGBTQ market is not applicable to their brand Only 13% of brands include LGBTQ consumers in year-round media planning 65% of brand marketers said no single person or group in their organizations is assigned specific responsibility for LGBTQ marketing outreach 2THE BRAND-LGBTQ CONSUMER DISCONNECTWhich of the following best describes your marketing approach specifically to the LGBTQ community?Evaluate on a campaign-by-campaign basisDo not include in media planning and have no plans to do soPrimarily include in our media planning around Pride Month/Pride WeekInclude in media planning year roundDo not include in media planning but intend to do so32.4%31.9%14%12.6%9.2%INTOMORE CONTACT: ADVERTISEINTOMORELGBTQ Consumers Say Brands Could Do Better 60% of LGBTQ consumers said the inclusive representation of LGBTQ people and themes in advertising has gotten somewhat or much better compared to a year ago 36% of LGBTQ consumers said brands are doing somewhat well when it comes to how they are advertising to the community 24% of LGBTQ consumers said brands are doing somewhat or very poorly when it comes to how they are advertising to the community Just 12% of LGBTQ consumers said brands are doing very well when it comes to how they are advertising to the communityThe Most LGBTQ-Friendly Brands? LGBTQ consumers surveyed were asked to name three brands they consider to be the most LGBTQ-friendly. Top brands cited included: Apple, Google, Target, Absolut, IKEA, Nike, Levis, Starbucks, Calvin Klein, H&M3THE STATE OF LGBTQ OUTREACHINTOMORE CONTACT: ADVERTISEINTOMORELGBTQ Outreach Gets Results 32% of marketers say they have seen improvements in brand health scores when focusing on marketing to the LGBTQ community 22% say theyve seen improved KPIs when focusing on marketing to the LGBTQ communityRoom for Improvement 51% would like their brands to be perceived in a “very” or “extremely” positive light in regards to their LGBTQ-friendliness 23% characterize their engagement with the LGBTQ community today as neutral or negative 20% characterize their brands LGBTQ-friendliness as neutral or negative.Still, many marketers say they feel good about where they stand. The majority of marketers ranked confidence in tone, engagement with the community, LGBTQ-friendliness and goals for future LGBTQ friendliness as slightly to extremely positive.When asked how they characterize the state of their LGBTQ marketing today, marketers used terms such as: Inclusive, Growing, Minimal or Static the most often. When asked how they would like their LGBTQ marketing to be, brand marketer respondents used terms including: Integrated, Inclusive and Progressive the most often.4WHAT MARKETERS SAY ABOUTTHEIR OWN LGBTQ OUTREACHGRINDR INTOMORE CONTACT: MICHELE.TOBINGRINDRINTOMORE CONTACT: ADVERTISEINTOMOREThe majority of marketers allocate very little to reaching LGBTQ consumers. By increasing budgets even modestly, they can affect change. 53% of marketers said they allocate between just 0% and 4% of their budgets to reach LGBTQ consumers annually 29% allocate between just 5% and 9% 15% allocate between 10% and 19% 3% allocate 20% or more LGBTQ Spending Power Is Real, Marketers SayDespite their current minimal budget allocations, marketers acknowledge that LGBTQ spending power is real. 71% of marketers said they believe LGBT Capitals estimate stating that the LGBTQ market spends $5 trillion USD globally each yearConsidering their belief in the market power of LGBTQ consumers, marketers have an untapped opportunity to boost budget allocations to reach them.Lack of Dedicated Resources Despite the opportunity for advertisers to reach this group, many marketing organizations do not have dedicated resources to do so. 53% of brand marketers said no single person or group in their organizations is assigned specific responsibility for LGBTQ marketing outreach5BRAND BUDGETS AIMED AT LGBTQ?NOT REFLECTIVE OF LGBTQ MARKET POWERWhat range best represents your annual marketing budgetallocated to reaching LGBTQ consumers?5-9%1-4%Less than 1%10-19%20-29%30% or more28.7%27.9%25.4%14.8%0.8%2.5%GRINDR INTOMORE CONTACT: MICHELE.TOBINGRINDRINTOMORE CONTACT: ADVERTISEINTOMORE Just 18% of brand marketers are currently working on an LGBTQ-focused campaign While 24% of brand marketers already have somewhat or significantly increased budget aimed at LGBTQ in the past year, 50% of them have somewhat or significantly increased their budget aimed at Millennials (20% of whom identify as LGBTQ according to a 2017 GLAAD study) in the past yearJust Getting Started Nearly 35% of brand marketers have been marketing to LGBTQ consumers for at least three years 24% of brand marketers have been marketing to LGBTQ consumers more than five years 25% of brand marketers have marketed to LGBTQ consumers for less than one year SIGNIFICANTLY DECREASEDSOMEWHAT DECREASEDSTAYED ABOUT THE SAMESOMEWHAT INCREASEDSIGNIFICANTLY INCREASEDN/AHISPANICS 2.4% 2.4% 44.4% 22.7% 6.8% 21.3%AFRICANAMERICANS1.4% 1.9% 49.3% 18.8% 4.3% 24.2%SENIORS/BOOMERS3.9% 10.1% 44.4% 21.3% 2.4% 17.9%GEN X 0.0% 6.3% 50.2% 23.7% 2.9% 16.9%MILLENNIALS 0.5% 2.4% 33.8% 34.3% 15.9% 13.0%LGBTQ 1.0% 1.0% 45.9% 20.3% 3.9% 28.0%OVERALL BUDGET3.4% 8.7% 47.8% 26.1% 4.8% 9.2%6MOST MEDIA PLANSIGNORE LGBTQ CONSUMERSWhich of the following best represents how your marketing spend has changed over the past year for the following demographic groups?INTOMORE CONTACT: ADVERTISEINTOMORENot only is campaign creative developed specifically to reach LGBTQ audiences appreciated, reaching them in media outlets they read, visit and watch makes an impact. Half of LGBTQ consumers said they are more likely to perceive a brand as LGBTQ-friendly if it advertises in LGBTQ-aimed media 44% of LGBTQ consumers were more likely to have a more positive perception of a brand overall if it advertises in LGBTQ-aimed media When brands advertise in LGBTQ media, a third of LGBTQ consumers (33%) said they are more likely to purchase the brand for the first time if they have not tried it beforeBrand Ad Placement Falls Short of LGBTQ Consumer PreferencesAlthough LGBTQ consumers clearly respond positively to ad campaigns aimed at their community in media outlets that speak directly to them, brands dont necessarily allocate campaign budgets to LGBTQ-aimed media. Rather, when asked which media outlets they consider for LGBTQ outreach, brand marketers named Buzzfeed, Huffpost and Vice more than LGBTQ-specific media. 7THE IMPORTANCE OF LGBTQ MEDIA“Its my view that advertising with LGBTQ owned and operated publishers is a best practice. Because AT&T endeavors to support organizations that strengthen the LGBTQ community, and there is no shortage of high-quality LGBTQ media outlets, we have proudly partnered with community publishers for years,” said Robert Hebert, LGBTQ Marketing Lead at AT&T. “Reaching the LGBTQ community at scale and with a certain frequency is key to the success of our campaigns, so we do advertise across platforms. Paid social is important and efficacious, and a part of every program. Campaigns with LGBTQ media partnerships that leverage their social audiences, as well, have yielded great outcomes.” (See more about AT&Ts LGBTQ marketing evolution below on page 12.)INTOMORE CONTACT: ADVERTISEINTOMORELGBTQ Consumers Appreciate and Reward Consistency in Brand Outreach 70% of LGBTQ consumers were positive toward a brand when they regularly or continually include LGBTQ themes in advertising 46% of LGBTQ consumers were positive regarding brands that advertise only during Pride Week Only 13% of LGBTQ consumers were positive toward brands that advertise during holiday or other seasons onlyBrands Are Not ConsistentWhen brand marketers do engage the LGBTQ audience, they tend to do so on an irregular basis, often only during gay Pride season in June, to their detriment. 14% of brand marketers market to LGBTQ primarily during Pride in June Only 13% include LGBTQ in media plans throughout the yearMarketers target every other group on a weekly basis more than they do LGBTQ: 17% of brand marketers target Millennials weekly 12% of brand marketers target Gen X weekly 10% of brand marketers target Seniors and Boomers weekly 7% of brand marketers target Hispanics weekly 7% of brand marketers target African-Americans weekly Just 3% of brand marketers target LGBTQ consumers weekly“If a company is serious about reaching LGBTQ consumers, Pride is table stakes,” said John Lake, VP of Multicultural Strategy and LGBT Segment Leader at Wells Fargo. “Brands need to be there, but as a starting point.” “There are advantages to executing campaigns outside of Pride season, when your share of voice is considerably higher,” said AT&Ts Hebert. (See more about AT&Ts LGBTQ marketing evolution below on page 12.)8WHY PRIDE IS NOT ENOUGHINTOMORE CONTACT: ADVERTISEINTOMOREWhen Brands Include Them, LGBTQ Consumers Are Positive 76% of LGBTQ consumers feel somewhat or very positive when ads integrate LGBTQ themes or people with mainstream 69% said they feel somewhat or very positive when ads in LGBTQ-focused media integrate LGBTQ themes or people with mainstream 60% said they feel somewhat or very positive when ads exclusively feature LGBTQ themes or people Nearly half - 47% - of LGBTQ consumers said a campaign inclusive of LGBTQ people or themes has directly influenced a purchase they have madeHow Brands Incorporate LGBTQ in Campaign Creative 50% of brand marketers develop specific creative when targeting LGBTQ audiences or when advertising in LGBTQ-specific media 28% of brand marketers use general market creative when advertising in LGBTQ-focused media 28% of brand marketers said their general market campaigns that depict straight couples and families also include LGBTQ couples and families 9INCLUSIVE CREATIVE MATTERSINTOMORE CONTACT: ADVERTISEINTOMORE