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#LGBTBizTech Conference Schedule 2015/2016


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Agenda Schedule - September 18, 2015

Time/Location

 

Speaker

 

Description

September 18, 2015
08:00 AM
to
09:00 AM


 

Jerome Bader - Blue Guardrail
Jerome Bader

Senior Marketing Strategist
Blue Guardrail

 

Registration Check-In, Coffee and Networking
Be sure to come early for some good coffee and some excellent networking!

8:00 - 8:45 coffee, conversation and networking
8:45 - Please take your seats.
8:55 - Opening remarks

 

09:00 AM
to
09:45 AM


 

Louise Chernin - GSBA - Greater Seattle Business Association
Louise Chernin

President and CEO
GSBA - Greater Seattle Business Association

 

Welcome by GSBA
Presentation on the LGBT business climate of Seattle, as well as exploring how to work collaboratively with allied businesses in the Seattle area.

Additional Speakers for this Presentation
Rachael Brister - GSBA - Greater Seattle Business Association
Rachael Brister

Vice President, Marketing & Tourism
GSBA - Greater Seattle Business Association
 

09:45 AM
to
10:15 AM


 

Thomas Roth - Community Marketing & Insights
Thomas Roth

President
Community Marketing & Insights

 

Leveraging LGBT Market Research: How to develop strategies, test tactics, and gauge and improve ROI
NOTE: Tom is unable to attend... a few key slides from CMI will be presented in his absense
Many companies make the mistake of approaching the LGBT market as if it were one segment. But there’s actually no singular “LGBT market.” LGBT consumers are of different ages, races, education, income levels, and geographies just like our general population counterparts, which also means they have different needs. One size cannot fit all: Marketers will have to recognize the needs of different segments of the LGBT community and reach out to them appropriately to win their hearts and minds [and business].

The discussion will provide an in-depth review of LGBT demographics, focusing on the different needs, purchase behaviors, media consumption, etc. among LGBT consumers and provide practical advice on how to succeed in these sub-segments. The presentation is based on CMI’s over 20 years of LGBT market research as well as case studies of companies and organizations that have been successful in the LGBT market.

The main goal of this presentation is to provide marketing professionals with a foundation to build their initiatives to cater different demographic segments within LGBT consumers, how to reach and market to them effectively while maximizing ROI.

 

10:15 AM
to
10:30 AM


 

 

Break

 

10:30 AM
to
11:00 AM


Main Stage

 

Matt Skallerud - Pink Banana Media
Matt Skallerud

President
Pink Banana Media

 

#LGBTBiz - Advanced LGBT Online Marketing Strategies for 2015, Part 1
Hashtags, Social Media, Mobile Local Targeting and Programmatic LGBT Banner Ads
We've added a new section to our presentation this year, highlighting some of the incredible, new opportunities in targeting your company's specific LGBT demographic online, whether that's in a specific neighborhood or region, as well as specific demographic characteristics such as "interest in gay travel", "enjoys spas and spa treatments" or "looking to buy a car within the next 30 days."

We'll also touch on some of the more advanced topics in social media marketing available to us today, including influencers and hashtags, and how your company can put them to work to help maximize your social media outreach. Our focus is LGBT, but the strategies remain the same for almost any type of niche marketing today.

 

11:00 AM
to
11:45 AM


 

Mike Hayward - Copacino + Fujikado
Mike Hayward

Creative Director
Copacino + Fujikado

 

LGBT Seattle Tourism Campaign: Marry Me in Seattle
Copacino + Fujikado, a Seattle-based integrated advertising and marketing agency, recently concepted and executed an LGBT Seattle tourism campaign, Marry Me in Seattle. In collaboration with Visit Seattle, it was a program for LGBT tourists to communicate that Seattle is a welcoming, progressive city and a gay-friendly destination, especially for same-sex weddings, to drive visits and hotel stays. As part of the campaign, they worked with partners throughout the city and created the First Wednesday Weddings program – a sweepstakes that gave away four weddings to same-sex couples on the first Wednesday of consecutive months. The all-expenses-paid weddings took place at iconic Seattle venues, and the first wedding was officiated by none other than the mayor himself, Ed Murray, the city’s first openly-gay mayor. They also live streamed the weddings via Dropcam for the world to see.

You can learn more about the campaign and its successes here: http://2daysinseattle.com/marryme

This presentation will provide some insights on the positive impacts of the campaign, opportunities in LGBT tourism and strategies Copacino + Fujikado found to be effective.

 

11:45 AM
to
12:30 PM


 

John Rubino - GreenRubino
John Rubino

President
GreenRubino

 

5 Key Strategies for Marketing to LGBT audiences
GreenRubino, a gay-owned Brandidextrous agency, works across multiple industries and client types.

To be brandidextrous is to maximize a full spectrum of marketing expertise [advertising, PR, media, digital] to connect more precisely with your audiences. It amplifies your brand voice beyond ads, websites, posts, blogs, articles and keywords. It grows your brand holistically. And because it’s media-agnostic, it can be dialed up, dialed down and zeroed in to reach specific targets.

John will highlight some of the learnings the agency has uncovered in marketing to LGBT audiences for clients—utilizing a variety of marketing tools and tactics.

Attendee Takeaways:
  - There are right ways and wrong ways to market to LGBT customers.
  - Utilize key strategies from GreenRubino insights in your own business.
  - Client case studies will illustrate each strategy.

 

12:30 PM
to
01:30 PM


 

 

Networking Lunch

 

01:30 PM
to
02:15 PM


 

Tom Whitman - Flip Radarworks
Tom Whitman

Flip Radarworks

 

Aligning your brand with the correct influencers
Influence marketing is the new frontier for all general market outreach. And LGBT influencer marketing is in its infancy. Why is influencer marketing important? Why is it important in the LGBT space particularly? How do you choose influencers and how do you make sure that the attributes of those influencers align with your brand?

Attendee takeaways:
  - Case studies including American Express, LA Dodgers, AT&T, GMC
  - Influencer tracking programs – which to use and how to use them

 

02:15 PM
to
03:00 PM


Main Stage

 

Matt Skallerud - Pink Banana Media
Matt Skallerud

President
Pink Banana Media

 

#LGBTBiz - Advanced LGBT Online Marketing Strategies for 2015, Part 2
Social Media and Website Analytics - Integrated to Give Your Company the Strategic Edge
Bringing this all together, we'll be touching on both social media and search engine optimization [SEO] analytics, bringing to light some of the latest [and most cost-effective] advances in measuring and monitoring your online marketing campaigns. You'll learn how to measure what posts are most effective, who in your network are your strongest influencers, and based on your website's search engine key words, how you rank and who is advertising in your competitive landscape [including how much they are paying per click, their total monthly budget and what ads are most effective for them].

 

03:00 PM
to
03:20 PM


 

 

Break

 

03:20 PM
to
04:00 PM


 

Josh Rimer -
Josh Rimer

 

How to Leverage YouTube to Engage LGBT Viewers
Josh is a YouTube content creator who will help you understand how to better use that platform as a way to attract LGBT viewers and turn them into customers or clients. YouTube is the second largest search engine with 300 hours of video uploaded every minute and 6 billion video views per day. Find out what your business can do to take advantage of this incredible marketing tool to reach more LGBT prospects, like never before.