Captivating Connections.

LGBT-inclusive shows (finally) mainstreaming.

It's great to see progress being made.

"Audiences and advertisers alike are flocking to Lesbian, Gay, Bisexual, Transgender (LGBT)-inclusive programs. Representing 24 percent of broadcast primetime scripted and reality shows last season, these series garnered 28 percent of broadcast primetime TV viewing and 22 percent of ad dollars, according to Nielsen data. According to the Gay & Lesbian Alliance Against Defamation (GLAAD), the presence of regularly-appearing LGBT characters accounted for 3.9 percent of all scripted series regular characters during the 2010-2011 season, reaching a record high."

What are the biggest winners? Scripted shows.

"Teen and Millennial viewers in particular dedicated over a third of their primetime scripted TV viewing to series depicting at least one regular or recurring LGBT character. Females 50 and older were attracted to realities featuring LGBT cast-members, hosts, judges and/or competitors, dedicating a significant share of their reality TV time to these programs. Overall, one in four scripted series and one in five reality shows were LGBT-inclusive."

 

what you can learn from dominos & amazon.

Not sure if you guys heard about what happened with Amazon and Dominos over the past few days, but the "case studies," found below, are great examples about how Twitter can be used when an "online firestorm erupts."

"Motrin Moms. 'Dove Onslaught(er).' Thanks to Twitter, Facebook and YouTube, all sorts of new critics and activists are finding their voices amplified online. So what's a marketer to do when an online firestorm erupts?

The two most recent case studies are Amazon -- which spent the better part of Sunday and Monday as the target of a 'Twitterstorm,' as thousands of titles, many of them gay- and lesbian-themed, disappeared from its all-important sales-ranking system -- and Domino's, whose public-relations problem lies in a YouTube video showing two employees defacing a yet-to-be-delivered sandwich.

'Credibility is the currency of the 'new normal,' said Steve Cody, managing partner and co-founder of Peppercom. 'Tell me what happened yourself. Don't allow me to hear it from others. If I do, I'll lose my faith and trust in you. And, in an era when faith and trust has been tested to the breaking points, brands like Amazon and Domino's need to be a whole lot smarter and a whole lot swifter.'"

are you making the right connections?

And I'm back from a mini-blogging hiatus! Let's rock...

Here's a great paper to kick off your week: "Gay Consumers In the Market For Respect"

It's all about how to properly reach out to the gay and lesbian demographics, and how, more importantly, to properly connect.

Enjoy!

gay & lesbian messaging is a must.

While they may be considered a smaller target, Gays and Lesbians are very open to marketing messages, especially those directed at them.
"More than two-thirds of LGBT consumers said they are more likely to buy products from a company perceived to be gay-friendly. Meanwhile, 74% of consumers identified as straight said a company's attitude toward the gay community had no effect on their purchasing decisions."

Here's something interesting when it comes to brands considered to be gay-friendly:
"The most gay-friendly brands were Bravo, Apple, Showtime, HBO, Absolut and Levi's. All of those companies, Buford says, have either undertaken significant LGBT-targeted marketing efforts or have featured gay imagery in their advertising (such as a Levi's ad that was cut in both straight and gay iterations)."