Home  Services  Portfolio  Press  Resources  Contact		Canada's Gay Market The proliferation of gay media and pride events like those in Toronto, Montreal and elsewhere, has created opportunities for marketers in Canada to reach out to the gay consumer audience segment with focused and sustained messaging capabilities. Creating compelling messages is only the beginning. The development of a gay marketing strategy requires an intricate knowledge of the gay market, and the opportunities presented by it. These are, in fact, opportunities that go far beyond the traditional means of the marketer's arsenal, and well beyond marketing specifically to gay pride events in Toronto or other Canadian cities once or twice per year. Like the youth and the gray markets, Canada's gay market is a dynamic, active set covering every facet of life from online shopping to distance based healthcare delivery, to dining, to cars. Unlike the youth and gray markets, it requires special attention, both because it is a cultural subset, and because marketers must be conscious of the effect their messages will have on existing audience and consumer sets, and must carefully weigh the risk of offending those key revenue drivers by being perceived as pandering to the gay market with specifically targeted messages. That risk, however, is also a significant attribute in constructing a dialogue with the gay market. Marketers have the luxury of being able to set the tone for the gay marketing strategy they wish to engage. They have at their disposal niche media channels like Canada's gay television network, gay publications, gay events and gay venues. They can also choose to mainstream their messaging by pursuing more mainstream means such as network television programming featuring gay characters or themes. Among the many messaging opportunities available to marketers via gay channels today: A national gay and lesbian television network Gay characters or themes on mainstream programming Gay and lesbian urban market publications Alternative urban market publications Gay venue advertising and sponsorship Gay event advertising and sponsorship Gay film festivals advertising and sponsorship Gay pride advertising and sponsorship Gay pride guides Alternative publication gay pride guides Mainstream publications gay pride guides Gay comedy festivals advertising and sponsorship Gay sports events advertising and sponsorship Gay benefits and gala sponsorship Gay Pride Day event attendance including Toronto, Montreal and others Out-of-home gay market advertising Outdoor gay market proximate advertising Gay online destinations Gay radio programming Gay association involvement and sponsorship While the marketing opportunities are myriad, the challenge is not as simple as it may seem. Canada possesses only three key urban market areas. Additionally, key gay publications, broadcast media, and the country's largest gay pride event are based in Toronto, allowing for a frequency model, but not necessarily a reach model if dependence is on those opportunities alone. The foray into reaching Canada's gay market is a journey that begins with a single step. About Wilde Marketing Wilde Marketing is Canada's gay marketing agency offering comprehensive advertising, marketing communications, strategic and public relation services to companies who understand the value of engaging gay consumers in this country. The company is located at 2722 Yonge Street, Toronto, Ontario, Canada, M4N 2H9, 416.821.3074 phone, 416.483.3513 fax. For more information, email Wilde Marketing. . . .  BACK: Flexing Media Muscles
		© 2002 Wilde Marketing - Gay Media Canada