Industry Specific Marketing Advice
Marketing a Gay and Lesbian Organization
At Gaebler, we've seen what great marketing can do for a small business. But if you own a gay and lesbian organization, exceptional marketing may well be the determining factor in your long-term survival and success.
The struggle to find the right marketing mix is never-ending in a profit-oriented small business. However, great marketing strategies share a common characteristic.
But with the right combination of resources, techniques, and strategies, any gay and lesbian organization can achieve greater marketing dominance through strategic marketing and robust value messaging
Why Branding Matters
Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every gay and lesbian organization has brand characteristics. Smart marketing strategies differentiate and reinforce brand identity. Although the competition for market visibility may be fierce, a branding initiative can quickly scale your promotional footprint to compete with anyone in your geographic or demographic market sector.
Managing Negative Publicity
A certain amount of negative publicity is a given for most gay and lesbian organizations. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
Contests
You've seen the contest concept in action, even if it wasn't used in a gay and lesbian organization. Although a contest won't automatically translate into higher revenue, it can be a strategic component of a comprehensive marketing plan. However, a contest is not a no-risk marketing option. Like anything else, poor execution can foil your attempts to improve your business's market presence. Consequently, many gay and lesbian organizations outsource their contests to professional marketers as a way of minimizing risk and achieving the highest possible return from their promotional dollars.
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