Marketers must be authentic to reach niche audiences

This event report gives insight into how marketers can better target niche audiences rather than lumping them all together.

Marketers must be authentic to reach niche audiences

Diana Marszalek

Last spring, Wells Fargo ran a TV ad showing a lesbian couple learning sign language, which they then used to tell the hearing-impaired girl they were adopting, "We're going to be your new mommies."

The spot, one of nine Wells Fargo produced that featured a diverse range of people, was a breakthrough for the banking industry, which rarely – if ever – included a same-sex couple in a TV campaign.

Jenn Grace, who, as CEO of Jenn T. Grace International in Hartford, Connecticut, teaches straight people to market to...

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