The 9th annual LGBT Week took place at the New York Times building in Manhattan. The four-day meetup was comprised of networking mixers, professional symposiums, and case studies by top brands: all with an LGBTQ lens or approach. Motivate attended the marketing, advertising and technology panels. This is Motivate’s second attendance to a Community Marketing & Insights and LGBT Brand Voice meet-up.
“The conference is a one-of-a-kind place for marketers, brands and community members to meet and talk about the problems and successes in targeting the LGBTQ community,” Arturo Garcia Sierra, LGBTQ market & storytelling strategist at Motivate, said.
A common theme shared by panelists is finding media that reaches segments within LGBTQ that have traditionally been untouched using uniform targeting. Stripping LGBTQ into separate segments and layering multicultural targeting results in new creative and media strategy, and in more efficient targeting of the niche within the niche.
The Transgender Community
“For 25 years it was about gay white men,” Community Marketing & Insights Senior Research Director David Paisley said. “It’s still predominantly gay and lesbian [when talking data].”
Paisley presented survey results on the transgender community. When looking at media preference, transgender people prefer websites or blogs—which could include social media, depending on respondent interpretation—versus mobile apps, LGBT-dedicated TV, etc.
Conversation shifted to LGBTQ multicultural segments when panelists working with the Greater Than AIDS video campaign called #AskTheHIVDoc presented statistics on new HIV infections.
The video series focuses on answering common questions from gay men about HIV and sexual health. Although data shows gay men of color, particularly black and Latino men, are more likely to get infected during their lifetime, panelists agree previous HIV prevention efforts hadn’t been focused on these groups— be it with relevant creative, appropriate media placement or strategic partnerships.
The video series is adding Spanish-speaking doctor to its cast.
Other speakers included Joe Valentino from Here Media (The Advocate, OUT, Pride.com), Maria Cristina Rios from Macy’s, Mark Elderkin from Gay Ad Network, Scott Gatz from Q.Digital (Queerty, GayCities, LGBTQ Nation), and Varune Harnarine from Google, among others.
Motivate is the leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments. We specialize in consumer segmentation, custom insights, and turnkey media strategy and execution for high-growth demographics. Motivate provides best-in-class media activation in digital, traditional, social and influencer marketing. Our expertise is leveraged by Fortune-500 clients and major advertising agencies. We’re proud to be a Women Business Enterprise certified company. For more information about Motivate, please visit www.motivateROI.com or call 866.664.4432.