Reach out
John Patrick Pullen
At least 15 million people in the U.S., with a combined buying power of more than $640 million, identify themselves as gay, lesbian, bisexual, or transgender (GLBT), according to a study by Witeck-Combs Communications, a Washington, D.C.–based marketing and public relations firm. But more important than their dollars is this group's clear preferences on how products and services are marketed to them. If you want their patronage - and their long-term loyalty - keep these six tips in mind before embarking on a GLBT-focused campaign.
1) Assess your situation.“The first thing we recommend...