Considering that the LGBTQIA+ market demands that issues beyond the individual be addressed. Marketing planning needs to delve deeply into the nuances of the causes that engage this audience . It is therefore necessary to satisfy their needs as a social group, even before the focus becomes. The charm and the conquest of the consumer’s trust. This can be solved in different ways. As long as the basis taken considers: naturalize the presence of LGBTQIA+ people as part of society; proposing more visibility for the LGBTQIA+ public and for the social demands that it brings with it; contribute to combating discrimination by raising public awareness of the social causes of those in the community; bring a discourse that proposes social inclusion and equal access opportunities.
Keep a message consistent with expectations
One of the main theories of social communication (although it has fallen to the ground) is the hypodermic theory or magic bullet theory. Like an injection, hence the name, which refers to the Leads for Telemarketing hypodermic syringe. This is because, in addition to the different possibilities of approach, when talking about sexual orientation and gender identity, LGBTQIA+ people deal with their sexuality (and even their self-acceptance) on different levels , in addition to having different economic classes, ethnicities, regions, purchasing habits, lifestyles, family constitutions, etc. The groups and subgroups that make up the community are, in themselves, very heterogeneous. Therefore, treating the LGBTQIA+ community generically, with conventional or stereotype-based standards can be a big mistake.
Plan well to avoid appearing opportunistic
In such a conscious niche, and with such strong purposes. Just wanting to earn your share of the pink money is not an easy task. And can seem opportunistic, even if it is not intended. The LGBTQIA+ public tends to have more purchasing power, but is also more demanding and attentive to issues related. The USA CFO demands of their community. And with debates about the cause increasingly on the agenda. Having allies in the routine is a factor that is taken into account. A brand can seriously damage its image with this segment of the public by trying to take advantage of them without generating anything in return. The community hopes to position itself in favor of diversity and support for its causes, and not just receive attention on the dates when it can sell through it.
