Interactive: Retail Activation In The LGBTQ Community

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The LGBTQ community is seeing an exponential surge in affirmative visibility. Favorable political rulings and a growing sum of “out” celebrities contribute in LGBTQ individuals proudly self-identifying and expecting brands to embrace them just as much. Marketers should prioritize inclusivity, take note of the growing spending power, integrate appropriate messaging and—with the help of Motivate’s population projection dataset—segment the community’s most thriving neighborhoods and nearby retailers, in addition to the media consumed.

 

Knowing the location and population projections of LGBTQ consumers from a macro-to-micro level, Motivate can hyper-target messaging near a retailer’s location, customizing strategy and driving results at a local level. Motivate’s analytics and data visualization team developed an interactive dashboard displaying zip codes with the highest concentration of LGBTQ households in relation to one of the largest specialty retailers in the U.S. The fast fashion retailer caters to men and women with more than 600 stores in operation.

 

Marketers can make use of the interactive dashboard in the following ways:

 

– Navigating the map to find stores where LGBTQ consumers are two to three times more likely to shop—such is the case in the Palm Springs stores

 

– Select stores with higher index of LGBTQ consumers to only target these neighborhoods

 

– Work through media layers—which include social, digital and print—to estimate reach

 

– See where the highest concentration of the LGBTQ adult population lives and divided by male and female

 

Motivate is the leading specialized media partner in the U.S. for reaching the LGBTQ community through authentic, relevant and targeted media. You need a trusted media partner that understands the impact of changing demographics and helps you navigate the marketing maze. We understand the nuances and intricacies of the LGBTQ market and have the resources and expertise to ensure maximum buying power, impact and ROI.

 

For more granular-level data on the LGBTQ community or custom built insights for your clients and brands, email hello@motivateroi.com