I am a firm believer that people are more similar than different.
However, effective communication planning should unravel these similarities to uncover the subtle differences that exist in order to find out what really makes each and every person tick.
Targeted marketing is therefore a useful tool for marketers. It segments the market to produce marketing which most engages, educates and inspires. After all, behavioural economics teaches us we remember what is most salient.
Here are three favourite brand case studies which use Lesbian, Gay, Bisexual, Transgender (LGBT) issues as a backdrop for broader themes of love, humour and freedom of expression:
Expedia – Find your understanding
Every trip is unique. On this trip, Artie Goldstein travels across the country to attend his daughter’s same-sex wedding, a journey that will test him, challenge him, and ultimately change him in unexpected ways. A heart-warming and emotional advertising campaign. I think it is powerful when brands understand the need for targeted approaches to marketing, and in recent years there has been a growing focus on LGBT consumers.
LGBT and straight consumers can relate to feel part of the brand and a strong representation of love.
Doritos – Sauna, Superbowl
This advert shows how marketers can be playful around the theme of sexuality. A brave move for global company PepsiCo to move away from its traditional marketing for brand Doritos. This was aired during the 2011 XLV Super Bowl, which further pushes boundaries of bringing visibility to gay people in what is considered a male, heterosexual dominated sporting event.
Barclays – Freedom to make a statement, Sponsorship of London Pride 2014
Brands are increasingly using Pride Events as platforms for sponsorship, in the same way as sports sponsorship has been popular for many years. This year Barclays sponsored London Pride with the campaign ‘#Freedom to make a statement’ – clever wordplay with association on bank statement. The hashtag was very popular on Twitter to engage LGBT consumers and attracted UK celebrities to be involved, including Graham Norton and Sinitta.
In some markets LGBT people are simply just part of the rich tapestry of that culture. However, if these individuals are not represented in brand marketing campaigns and not visible then the marketing is simply not representative of the very culture it is selling in. Therefore, there is a need for LGBT marketing and brands should engage with issues of gay rights to complement today’s cultural trends.