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#LGBTBizTech Conference Schedule 2015/2016

Time/Location

 

Speaker

 

Description

September 18, 2015
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.

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