LGBT Market Development
After analyzing the research, we develop strategies to reach your goals.
Your LGBT Strategic Audit: Positioning and Differentiation
Gauging your opportunities and strengths, a Strategic Audit identifies brand and product positions that can lead to maximum results. We also assess your corporate policies and practices—crucial to LGBT loyalty. LGBT consumers tend to vote with their wallets: they favor good corporate/community citizens.
This audit of internal practices and external opportunities will far better prepare you to create highly targeted advertising and promotions, packaging, activities and events. Working with market leaders, we’ve seen first hand major successes–and some mis-steps. This insight can reduce your learning curve and help your programs work harder, faster. And far more cost-effectively.
How do your employees feel about your LGBT outreach? How will they respond to an increase of LGBT customers? Will personal issues affect their service? We can anticipate subtle issues long before they emerge as problems. To bring everyone on board, we’ll work within your organization and address issues from a range of perspectives.
LGBT Advisory Boards
Advisory boards, built from among your LGBT customers, can be the most powerful, cost-effective resource in your marketing plan. They provide nearly instant feedback on positioning, products and marketing. They will help you brainstorm promotions, branding, communications, customer service issues, and even how to spin media challenges.
Is your staff actually delivering what has been promised in your LGBT marketing materials? Our researchers in the field can go under cover to test your employees in a variety of challenging situations. The results may please you or concern you. In either case, you need to know. We will guide your response to staff issues as well as company policies, to bring your service delivery in line with your marketing.
In such a rapidly growing and changing market, monitoring is crucial for success. We will evaluate your program along the way, following up your initiatives with online surveys, interviews, focus groups and advisory board input. We measure and assess results, fine-tune strategies and help you re-direct your resources to your most productive programs.
Make your research initiatives come alive with presentations to your directors, executive committee, investors, co-op partners, LGBT community associations and your staff. We’ll interpret the research, strategic audit, positioning, product development and marketing plan. We’ll deliver it in an interactive boardroom setting.