Navigating Gay Pride in 2021
Welcome to the beginning of the end of the Pandemic!
We made it this far, but I think everyone knows this year will still be special and total normalcy will not truly be had until 2022. So, what does that mean for Gay Pride in 2021? Since most companies ARE moving forward, the free pass that happened to those companies that sat out of Gay Pride in 2020 is not going to fly this year. Pride celebrations may not be the same as they once were, but they are happening in 2021. Even though June will always be Gay Pride Month, you will have until the fall to plan something if you have not already. Many local Pride parades have been pushed to a further date so that more people can participate in person.
What is a company to do when it comes to Gay Pride this year?
A good start is to SHOW UP where LGBTQs are looking for information, i.e. support your local LGBTQ media outlet. No matter what you are advertising, your message should be clear and simple and BE AUTHENTIC. Even if you only have mainstream product ads (assuming not hetero oriented), well that is just fine, too. If you have something specifically for the LGBTQ community, even better! But remember, most LGBTQs are concerned about the same things as all other Americans, and just want to spend their money with companies that make them feel welcome.
LGBTQ marketing can be YEAR-ROUND. Showing up at Gay Pride is nice and will give you a boost in visibility; but showing up year-round is better. Isn’t that what advertising is all about⎯reminding your customers that you want their business.
HINT, HINT, HINT. . .
This year show up nationally during June Gay Pride month and then show up again during individual Gay Pride Parades. This will boost your authenticity, as you are obviously “in the know,” and paying attention to “the” community. Even though this is all Marketing 101, it is amazing how many companies do not get it right when it comes to the LGBTQ marketplace. Already this year I have seen so many quality productions and products aimed at the LGBTQ consumer only to fall short because they are not advertising directly to them. There are countless LGBTQ titles and websites. Make it happen!
Lastly, companies need to remember that advertising in LGBTQ media directly supports the LGBTQ community economically and provides the ultimate win-win for those looking to reach LGBTQ consumers.