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As more and more marketers compete for the gay consumer dollar, the calibre of advertising, both in brand and in message, commitment and presentation increases. Reach for any of the major gay publications available from the U.S., and you're likely to come across some of the major industry marketing veterans including, but by no means limited to: Gucci, DKNY, Calvin Klein, Marc Jacobs, Lauder, Sisley, Yves Saint Laurent, Dolce & Gabana, W Hotels, Miu Miu, Armani Exchange, Diesel, Reebok, Mitchell Gold, Saturn, Nivea, Perrier, Evian, Neutrogena, Volkswagen, Saab, Jaguar, Subaru, Haagen-Dazs, Bacardi, Absolut, AT&T, Bridgestone, cingular, Ameritech, Altantic Records, Columbia TriStar, E*Trade, Fox Searchlight, Gay Financial Network, IBM, Hugo Boss, Johnson & Johnson, Kenneth Cole, Microsoft, Levi Strauss, Lufthansa, Orbitz, Miramax, Procter & Gamble, Sony, Sun Microsystem, Capital One, U.S. Robotics, Virgin Atlantic Airways, Visa, American Express and Wells Fargo, among others. These are companies that have sought sustained presence in the gay market. They are companies that keep company with pharmaceutical, condom, and beverage marketers. Both Coke and Pepsi have been corporate sponsors for Pride Events around the world. In Canada, the list continues to grow, including: The Bay, MAC Cosmetics, Bank of Montreal, Flight Centre, Sears, Smirnoff, Labatts, Molson, Showcase, Government of Canada, Schick, Crest White Strips (Procter & Gamble), Rogers, Toronto Marriott, HP, FCUK, Pizza Pizza, Kodak Max, United Airlines, American Airlines, Air Canada, Coca Cola, Starbucks, Altoids, Chupa Chups, Globe & Mail and others. In recent years, the financial sector has stepped up to the plate with companies like AGF creating sustained market presence. But they're not alone as other companies begin to realize the value of the market, and the financial yield made possible with a simple, engaging dialogue. RBC Investments, has partnered with 365gay.com to create a dedicated online finance resource centre targeted to the Canadian gay market. The reason is simple: The gay population will not retire in the same manner as their parents and their siblings. They don't necessarily have to plan for a wedding, or for their child's education. The gay population simply spends differently. They arrange financing for houses and condos in urban markets. Moreover, not targeting this lucrative market would be almost irresponsible looking at disposable income. Borrowing a page from David K. Foot's Boom, Bust & Echo, there is also the matter of a graying demographic and the prospect of a trillion dollar inheritance. What financial institution wouldn't want to chase that down? Canadian theatrical company Mirvish Productions (Mamma Mia, The Lion King, Les Miserables, Rent...), along with other Canadian theatrical companies including Canadian Stage, Stratford Festival, Shaw Festival, The National Ballet, Canadian Opera Company, the now defunct Livent and others were quick to realize the value of the gay consumer dollar. The recent appearance of personal care products including Crest White Strips, Neutrogena and Nivea is a natural fit in a market whose audience spends up to $1,000 a year on a gym membership, to say nothing of clothes or personal care products. There are some noticeable gaps. Home electronics and gadgets should be eyeing the early adopter influence of the gay market as should the pet market and others. Fashion and fashion retailers should also be paying closer attention as their counterparts in the United States and abroad have done. Stereotypes aside, money is never a cliche. Ultimately, it will not be brand guardians who chose to pursue the gay market, it will be their competitors making that decision for them. 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. If you'd like to see advertising pertaining to the gay and lesbian market, by far the Internet's best resource is the Commercial Closet. |
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© 2002 Wilde Marketing - Gay Advertising Canada |