LGBT market

You are a consultant retained by a major High Street (Consumer) Bank to advise on Marketing to LGBT (potential) customers. Can be in any country (please state which). Write a report (2,000 words* +/-10%) addressing the key issues including: • Why this is an attractive segment for the Bank • The special features of this market which must be understood • The Media habits of this audience (online, offline) • Potential pitfalls (watch-outs). How could the Bank get it wrong? • What is changing? How should the Bank ‘future-proof’ its LGBT strategy?

 

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The LGBT market has certain special features.
Read the WARC article ‘What we know about LGBT audiences’
https://www-warc-com.hult.idm.oclc.org/content/article/what-we-know-about-lgbt-audiences/133232
eg. less likely to have children, high spending power etc.
What images does this community want to see in ads?
Is there a danger they think brands are talking down to them? Or just ticking a box?
What is ‘pinkwashing’ and how to avoid it?
Media habits: which newspapers does this community buy? Which TV shows do they watch? Which Websites do they like? Social Media?
Remember you are a consultant to the Bank – you need to advise them, to help them take their opportunities and avoid the threats.
You do NOT need to write a full marketing plan and you can ignore budgets.

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