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In July of 2000, Dr. Laura found herself in the midst of a controversy she hadn't counted on. Schlessinger, a syndicated radio talk show host frequently characterized gays and lesbians as “deviants” and a product of “biological error” with little or no consequence until advertisers including Xerox Corp., ToysRus.com, GEICO, SkyTel Communications and Procter & Gamble Co. pulled their advertising from her radio and TV shows. United Airlines went as far as removing advertisements for her radio show from their inflight magazines. In 1977, labor organizers, gays and lesbians, African-Americans, and Latinos started a boycott to protest widespread discrimination at the Coors Brewery. That 25 year old action still resonates today as Coors clamours for marketshare within the gay community. In addition to addressing workplace policies and resources, inclduing the creation of LAGER - Lesbian And Gay Employee Resource, the company has actually been advertising in gay publications since the 1980's. In terms of beer marketing, Coors has taken risks other beer companies shy away from including showing images of two guys together, as opposed to the standard practice of showing two male hands together. The company has also increased its presence at the community level throughout the U.S. including sponsoring Pride events, AIDS group support and simply visiting bars to meet owners and managers. Coors has also had some high-profile gay and lesbian corporate personalities including Mary Cheney (openly lesbian daughter of U.S. vice president Dick Cheney), and Scott Coors, the openly gay son of Coors' vice-chairman. They have also hired a gay marketing communications practice to help reposition the company within the gay market. While Coors has demonstrated a strong commitment to the gay market, the gay market itself has proved not quite so forgiving. Research done in the U.S. has shown that in some places, gay bartenders and managers refuse to serve the beer, which isn't that much of a hindrance, as gay and lesbian consumers still refuse to order it, particularly in California. 25 years later, a complete end to the boycott has still not been reached, and Coors is obviously keen to regain some of that lost marketshare. In 1991, Cracker Barrel Old Country Stores, a Tennessee-based restaurant chain, fired eleven of its gay and lesbian workers, legally handing them pink slips that explicitly stated homosexuality as the reason for their termination. The resulting boycott is still in effect today. As the gay market matures, its leverage increases, aided by the Internet. While the WNBA recently adopted a stance of more aggressive and inclusive marketing to its lesbian fan base, during an August 2002 game at Madison Square Garden, lesbian fans of the New York Liberty accused the WNBA team's management of ignoring their presence and protested by kissing during breaks of the televised game. The protest was organized via an email that read: "Are you tired of the WNBA and the New York Liberty denying that lesbians are packing Madison Square Garden week after week for women's basketball games?" Marketers and brand guardians have to be aware of the consequences of their actions. In 1997, delegates to the Southern Baptist Convention in Dallas voted overwhelmingly to boycott the Walt Disney Company to protest the company's gay friendly policies. The boycott was originally aimed at only Disney theme parks, however, was extended to include all Disney entertainment properties, and remains in effect today. The boycott had no visible effect on the company's bottom line, having reported record earnings for the year, with its stock having traded at an all time high. In 1992, the call for a boycott would have taken some time to move around the country. In 2002, it takes only minutes, and the potential loss of revenue can have enduring consequences. 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. |
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© 2002 Wilde Marketing - Gay Media Canada |