THE LGBT MARKETING HEROES CASE STUDY
How Subaru and Wells Fargo Introduced Themselves to a Whole New Customer Market with Over $1 trillion in Spending Power.
Encouraging the decision-makers in your organization to pursue LGBT community involvement can be a daunting task. Historically, there’s been a lot of risk involved with marketing and advertising to the LGBT community. There’s even been a lot of risk involved when it comes to being fully “out” in the workplace. Even if you’re currently out at work, being the “out” person who is tackling an LGBT project can bring a whole new level of attention – and hanging out in the spotlight might feel really uncomfortable.
Let’s take a look at two major companies that have historically chosen to partner with NGMA publications for their advertising projects – and the results they’ve experienced.