Gay Marketing and Advertising

Now's the Time

Within our community there is anger and blame for the passing of Prop 8 oh so many months ago. In light of today's ruling let us make this commitment to one another.

Discrimination and division is not a black issue, immigration and separation is not a hispanic issue, the right to equality is not a gay issue. These are all human issues, one's that must be fully resolved to strengthen the very fabric of our society. There are those on the right that welcome these seeds of division, knowing that their power lies on a bed of fear and separateness. To those that would do us harm or seek to divide, I say "No more". To those that say we should be separate and less equal I say "No way".

Right now, our great nation bears the burden of inequality as our allies across the pond embrace full equality for all. Maybe there are some lessons in here for all of us regardless of our sexual orientation or religious beliefs.

It's the simplest of life's pleasures that we seek. The ability to buy a house together, build a life, have a family secure in the knowledge that no one can overturn that commitment. The recognition of the love we share, the desire to have the safety of the law protecting our everyday lives.

We must remember that the election was won on unity, the power of what many like minded individuals can do, knowing that change resides within each and every one of us, the change that we aspire to be or to be a part of every single day. Life is not a dress rehearsal, do not hide who you are, take pride in your uniqueness. Be open with your co-workers, your family and friends for it's those conversations that will pave the way to equality in our near future.

As my grandfather used to say, "You cannot plough a field by turning it over in your mind" ....so forward we go as giving up in not an option.

Gay homeowners love home improvement

The latest research is showing that gays and lesbians are continuing to spend more than non-gay homeowners on home improvement projects despite the downturn. On average, gay homeowners plan to spend $2,077 within the next 12 months on various projects around the house while non-gay couples plan to spend only $1,384. The study also showed that gay consumers are seeking premium brands such as Viking, Miele and Sub-Zero.

In memory of Matthew Shepard

This post comes from the heart today, not from the strategic side of my brain.

It has been more than 10 years since Matthew Shepard was lured from a gay bar in Laramie, Wyoming with the promise of a ride home. As all of us know, he never returned. The degree to which he was beaten, the level of violence was clear for all to see, it was a hate crime.  In spite of the facts, Rep. Virginia Foxx, a Republican from North Carolina, did everything in her power to twist and malign the truth by standing on the floor of the House of Representatives to say that Matthew's death was the result of a botched robbery. Her level of ignorance and homophobia was absolutely stunning.

After ten long years of education, public speaking, and an unwavering dedication to the cause of equality for all, Judy Shepard was able to see the passage of the hate crime bill known as the Matthew Shepard Act pass the house by a vote of 249 to 175. Next stop, the Senate.

Judy's dedication to our community is an example that we should all follow, every single one of us. Involvement of every lgbt adult and our straight allies will be needed in the months and years ahead.

Judy, thank you so much for all of your hard work.

Cougars and Gays

That headline is part of the question, what do cougars and gays have in common?  Money, honey.....and I don't mean Maria Bartiromo.

I had the opportunity to dine with Brian Bolke, famous here in Dallas for his very high-end boutique, Forty Five Ten. While Barney's, Neimans' and Sak's look for ways to cut costs in light of declining sales, 4510's T-Room is busy on this rainy Saturday as the register continues to ring up one sale after another. Brian is relaxed, confident in his environment in spite of the current economic climate.  Armed with a degree in design, years of extensive experience in retail marketing and advertising, and an infinite sense of style, he has built a successful business focused on a niche segment of society that gives him the greatest return on his investment, cougars and gays.

Being in retail everyday he has observed that women who have been divorced in the past 4-6 years have been VERY safe with their money, making deposits into large savings accounts and living on the allowance of that account. Fast forward to today and you have a lot of happy, single women that are financially secure in spite of the downturn. Add to that all of his gay customers. More highly educated, double income no kids, most gay individuals are not feeling the pressure of this downturn to the degree of the general market. Confident in their ability to earn, they are the perfect consumer.....a consumer that continues to spend. and spend. and spend.

If your brand is lumping Gays in with African American, Hispanic, Women and Youth all under the "segmented marketing" headline then your brand needs to take a good, hard look at the real difference in the opportunities within those segments.

The 60 Billion dollar discussion....

We blogged about this very subject a while back on several different occasions, I am thrilled to see Nancy Lublin discussing the financial impact of gays/lesbians on the economy.

Go west, young man.....

Winter is here and it's time for the gay masses to head for the mountains; ski's, sunscreen and sexiness in tow. Gay ski week has become such a popular destination that many, many resorts are now catering to the homos that are hoping to find a future love on the slopes or reignite with the one they have. By the time they have arrived from New York, Florida, Texas and California the gays have already dropped a pretty shiny penny on airfare, lodging, lift/party tickets and of course a new ski wardrobe with the latest, tightest Abercrombie tshirt hiding underneath.
Aspen was the leader of the pack when it came to launching gay ski week and they were the major player for years. Today you have your pick from Telluride, Whistler, Mammoth, Utah,Tahoe and even Europe among others. If it is deep powder and the feeling of inclusion that you seek, head west for one of the most enjoyable weeks you can imagine.

 

What's it going to take?

It just doesn't add up.....

The economy is as bad as it's been in our life. But even with one depressing report after another, we know that at least one segment is still spending -- LGBT consumers.

The gay demographic has more disposable income and, on average, higher individual and household incomes. Does this mean gay money is "better" than other segments? Certainly not. It simply means there's more of it.

Still, American marketers virtually ignore the gay demographic, especially relative to the budgetary commitments made to general market, Hispanic and African American shoppers. Why? What's it going to take to achieve a more balanced corporate outreach?

American brands depend on gay buyers to keep their business afloat, whether they realize it or not. It's time for all marketers to become more aware of the disparity and to adjust. It's not only right, it's good business.

Gays save the economy....

Proposition 8, the Musical

The incredibly talented Marc Shaiman is at it again with a new musical/video starring Jack Black as Jesus. Take a couple of minutes, it really is quite funny while striking close to home.

I am alive!

My blogging has suffered at the hands of the election, we were laser-focused here at Merge 24/7 on the outcome, my apologies!  I am happy to see change coming to America and am ever hopeful for full equality for my community. I was caught off guard by the stunning defeat of Prop 8 in California. As Gavin Newsome said, "It's a great day for Massachusetts" referring to all of the gay dollars that would be headed east for the chance at love, equality and the comfort of a long-term commitment.
I will say that I hopped online to look at Inn's and B&B's that lie along the state line of NY and Mass., as upstate NY is where most of Philomena's family now lives. Based on something low-key yet infinitely filled with style we are looking at a pretty penny, not including alcohol. No wonder small business owners in CA that had been busy with gay/lesbian nuptials are now crying foul at the unexpected financial blow they have been dealt. The innkeepers in Massachusetts are definitely taking advantage of the situation. Every single site that I looked at had specific tabs for gay and lesbian families headed to the Berkshires, one of them I had visited as a child with my mom, The Red Lion Inn.
We'll keep you posted.....

Crown Royal and Ginger

As I sit here watching CNN with the rest of America and the debacle of this financial disaster I cannot help but pour myself a double. Dismal. There is no deal.

This situation has me so incredibly heavy hearted and FURIOUS!! If I, as a small business owner were to make multiple, egregious mistakes I would be out of business. My failure would not affect the economy as a whole, but you see my point. We are damned if we do, damned if we don't. I don't want to see Americans lose their homes, our investments and the future of our children lost; I also don't want to see these guys walk away with bonuses intact and a blank check written at our expense with no oversight.

Tell me this. Is the religious right so incredibly afraid of equal rights for gays and lesbians that they are willing to support the financial meltdown of our economy?  Most supporters of extreme religious organizations like Focus on the Family or Americans for Truth have a combined income of less than 50K/year with children. They are not the financial benefactors of this Administration or it's policies. Yet, they are willing to go along with the financial fallout that is upon us because they are so incredibly afraid of equality?  Really??  They continue to support all of this because of that? I can't imagine.

On the other hand our business here at Merge is growing. We are negotiating bigger contracts with more clients than ever before. After 5 years of "preaching to the choir" I think we are finally being heard. With times such as these brands have to look somewhere for someone to buy their product and here we are, where we have always been. So, is this the big "Uh-huh I told you so moment"........nope. I am just not that kind of girl.

Democracy, equality and compassion are the American way.

Good night.