Laurence Bernstein
Laurence Bernstein plans to bust open the paradigm of “two guys with double income” at the upcoming Connecting to the LGBT Community Conference in Toronto, and explore who these consumers really are – and why marketers should pay attention to them.
Speaking to Marketing, Bernstein, managing partner of Protean Strategies, previewed his presentation – “Making the Business Case: The Latest Research and Demographic Insights on the LGBT Community.” In it he explores consumers in the gay, lesbian, bi-sexual, transgender and queer community.
Why is this conference worthwhile for marketers?
The LGBT community represents the largest niche market in Canada and, if strategically engaged, can be an important source of growth and profitability for brands.
What are the important things to remember when reaching out the LGBT market?
The LGBT market is not a monolith – it consists of any number of sub-segments that need to be understood. LGBTQ engagement strategies must be developed with the same strategic rigour as any other marketing strategies. Engaging gay and lesbian consumers requires much more than a few “clever” (i.e. suggestive if not downright naughty) ads placed in gay-only media.
What resources/inspiration do you consult to ensure an authentic conversation and messaging with this community?
My resources or inspiration for LGBT strategy are the same as with any other segment: market research designed to understand who the person is that we would like to engage with and how our brand fits into their lives.
Over the past ten years, Laurence Bernstein and Protean Strategies have become leaders in the global LGBT business strategy and consumer research field. Bernstein has held senior positions in multinational advertising agencies, including Saatchi and Saatchi, TBWA\Chiat Day and Young & Rubicam.
As managing partner of Protean Strategies, he has lead projects for clients across virtually all categories: financial services, hospitality, tourism, automotive, not for profit, and government.
For tickets and more information about Marketing’s Connecting to the LGBT Community Conference, visit the website.
