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Gay Market Breakfast Briefing

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Title: Gay Market Breakfast Briefing


1
Reaching Arizonas LargestUntapped Market
The Gay Lesbian Community
2
Presented By
  • Tim McBride
  • General Manager
  • Since April 2001
  • 15 years of magazine experience
  • BS Journalism, Northwestern Univ.
  • Antonio Casian
  • Advertising Manager
  • Since March 2005
  • Former AE at Univision
  • BA Journalism, Arizona State Univ.

3
About Echo Magazine
  • AZs leading GL newsmagazine
  • Since 1989
  • More than 15 AZ Press Club awards
  • Free at 200 locations
  • Bi-weekly
  • 15,000
  • www.echomag.com(700-1,000 visitors daily)

4
Echo Readers Are
  • Influential
  • 93 are registeredto vote
  • Diverse
  • 17 are Hispanicor Latino
  • Responsive
  • 92 are likely to buya product or service
    advertised in Echo
  • Affluent
  • 25 have HH incomeover 100,000
  • Active
  • 37 dine out 3x/wk
  • 47 work out 3x/wk
  • Educated
  • 60 have a college degree

5
Excerpt from American Demographics, November 2001
...Once a taboo subject, sexual orientation is
emerging as another primary attribute by which
people identify themselves. And just as an
individuals age, gender and ethnicity are now
widely accepted as helping shape his/her
attitudes and spending patterns, sexual
orientation is increasingly believed to have a
similar influence over consumer
behavior. Jeffrey Garber - OpusComm Group
6
GL Consumer Attitudesand Spending Patterns
  • Upscale
  • e.g., financial automotive
  • Innovative
  • e.g., fashion culture style-oriented categories
  • Special needs and interests
  • e.g., travel leisure health care
  • Brand-loyal
  • reward marketers for speaking to the segment
  • (Gay/Lesbian Consumer Online Census by OpusComm
    Groupand Syracuse University, 2003-2004)

7
How Lucrative is theGay Lesbian Market?
600 billion! (Simmons Market Research, 2005)
8
Gays 1 in Buying Power(Witeck-Combs and
MarketResearch.com, 2003)
9
How Large is the Gay Lesbian Market in Arizona?
  • Between 3.6 and 8.9 of the US population
    (American Demographics, April 2004)
  • Arizona has 5.7 million people(US Census Bureau,
    2004)
  • 200,000 to 500,000gays and lesbians in
    Arizonaand growing!

10
Phoenix A Top-10 GL City
Seattle
Boston
NYC
Chicago
San Francisco
DC
LA
Phoenix
Dallas
Miami
  • (Gay/Lesbian Consumer Online Census by OpusComm
    Groupand Syracuse University, 2003-2004)

11
Case Study 1
  • An Artful Approach tothe Gay Lesbian Market

12
Echo and the Arts
  • Echo devotes tremendous coverage to local arts
    groups.
  • Annual arts season preview issue.
  • Theatre reviews in every issue.
  • Reviews are read regularly by 45 of our readers.
  • 34 of readers see a play or musical at least
    once a month.

13
A Receptive Audience
  • Many local and nationally touring performance
    groups advertise to our readers.
  • Echo has a history of sponsoring special arts
    events for our community.
  • Mostly single gay nights or annual events.

14
  • Arizonas state theatre company approached us
    with a unique idea
  • Lets work together to create an entire season of
    gay-friendly evenings.

15
A Star Is Born
  • Select one performance of each show.
  • Before, host a private reception with hors
    doeuvres and cash bar.
  • After, show ticket stub for discount at
    neighboring bar.

16
How We Marketed
  • ATC ran print ads to promote series.
  • ATC placed banner ads on our Web site that linked
    to ticket sales page.
  • ATC and Echo sent e-mail blasts.
  • Echo held a contest to give away season tickets.
  • Collected e-mails during the contest to build our
    list.
  • Asked a prominent couple to host each reception.
  • Selected variety of gay-friendly restaurants to
    provide food.

17
A Dramatic Success!
  • Echo was able to work with a valued partner to
    provide an enjoyable event for our community.
  • ATC achieved several qualitative (feel good) and
    quantitative (bottom line) results.

18
ATCs Qualitative Results
  • Expanded awareness of ATC within the GL
    community.
  • Demonstrated that ATC appreciate its GL
    subscribers, donors, trustees and employees.
  • Deepened relationship with existing GL patrons.
  • Forged partnerships with gay-supportive
    businesses.
  • Communicated that ATC is a welcoming, safe
    environment that celebrates diversity.

19
ATCs Quantitative Results
  • Generated new marketing leads by promoting series
    at GL festivals and businesses.
  • Attracted new audience through single-ticket and
    subscription sales.
  • Boosted mid-week attendance.

20
Encore Performance
  • We so value our partnershipwith Echo Magazine
    andlook forward to workingwith you again next
    season.
  • Heather Scriven, ATCMarketing Director

21
  • Any Questions?

22
Case Study 2
  • Results that MakeAdvertisers Smile

23
Its True
  • Gays lesbians (especially men) are concerned
    with how they look.
  • For example, nearly half of Echo readers exercise
    3 or more times a week.

24
Lookin Good
  • About 30 of Echo readers plan to explore one or
    more of the following options to improve their
    looks
  • Body waxing
  • Cosmetic dentistry
  • Cosmetic surgery
  • Hair replacement
  • Health club membership
  • Laser hair removal
  • Laser vision correction
  • Personal trainer
  • Skin rejuvination

25
Cosmetic Dentistry
  • A full 30 of Echo readersplan to explore
    cosmetic dentistryin the next 12 months.

26
Dental PracticeSuccess Stories
27
Desert Dental
  • 3 years in business
  • Only 1 location
  • 47 of patients are gay lesbian
  • Echo delivered a direct response type of
    results
  • Echos accessibility made her ad campaign a
    success
  • Currently Desert Dental is advertising
    exclusively in Echo Magazine.

My patients have pushed me to explore other
branches of cosmetic dentistry, such as teeth
whitening.
Dr. Stacey Sanford, DDS
28
Dobson-Warner Dentistry
(1999)
  • Dobson-Warner Dentistry opened its first office
    in 1999
  • Dr. Ngo launched his very first gay lesbian ad
    campaign for Pride 2000
  • A diversified marketing plan accounted for his
    success by also targeting the Hispanic Asian
    communities
  • Cosmetic procedures and new patient specials are
    very effective in urging consumers to pick up the
    phone and schedule an appointment
  • By the end of 2000 close to 40 of patients were
    gay lesbian.

29
Dobson-Warner Dentistry
(2005)
Over the past 5 years Dobson-Warner Dentistry has
been running consistent advertising campaigns in
Echo Magazine, Asian Sun News and La Voz.
Targeting and servicing minority consumers has
given me a very profitable return on my
investment
Dr. Ki Ngo, D.M.D
  • In 2004, Dr. Ngo opened a 5th location serving
    the entire valley.
  • Currently, nearly 60 of patients are gay
    lesbian.
  • Asians Hispanics account for the remaining
    clientele base.

30
  • Any Questions?

31
Want to be the Next Successful Case Study?
Antonio Casian
Advertising Manager
602.266.0550
salesmgr_at_echomag.com
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