Transcript THE GAY MARKETING

THE GAY MARKETING
Avice Mathieu
Lacroix Marguerite
Martin Damien
1
THE GAY MARKETING
PLAN:
•
Introduction
•
A community that asserts itself more and
more
–
–
–
•
Community profile: the “dinks”
No more hiding: gay pride
Pressure group
A community that attracts market
•
•
•
Advertisements, press…
Internet, Magazine tv
Conclusion
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
Conclusion
To assert = s’affirmer
Community = communauté
We speak a lot about the community marketing and
about the potential which it represents, but
we speak less often about a target very
appreciated by a lot of announcers: GAYS.
In USA: the“Dream market” phenomenon
In Great Britain: “Pink Pound” phenomenon
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THE GAY MARKETING
Vocabulary:
Cape = cap
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
Conclusion
Indeed, if the homosexual community seems
heterogeneous and difficult to measure, it is a
fact, numerous brands crossed the cape and
have targeted this community for some years.
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THE GAY MARKETING
Vocabulary:
•
•
To assert = s’affirmer
Introduction
•
Community’s profile:
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
France:
8% of the global population.
85% of men.
Source: Distiforce.net
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THE GAY MARKETING
Vocabulary:
•
To be accurate = être avéré, être juste
Introduction
•
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Community’s profile:
USA:
10 % of the total population was either exclusively
homosexual or frenquently engaged in gay sex
(Knisey Institute – 1948). If that estimation is
accurate today, the American gay population
may count 25 million people.
Source: New York Times - 2004
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THE GAY MARKETING
Vocabulary:
•
Income = revenu
DINKS = Double Income No Kids
Introduction
•
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Community’s profile:
40 % live in couple and are a part of Dink’s
•
•
•
•
How old are they ?
Round 30 Years Old
How much do they earn ?
24 000 euros
32 % of gays are executives or exercise a liberal
profession (against 15,6 % for the total of
men)
Source: Spira Rapport 1992 – l’Expansion 10/07/1995
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THE GAY MARKETING
Vocabulary:
•
•
•
•
Whole: entier
Introduction
•
A community
that asserts
itself more
and more
A community that
attracts market
Conclusion
Community’s profile:
This community is an urban population:
How many percent are they ?
From 70% to 86% of them live in big cities,
sometimes in a whole quarter, like The Marais
in Paris or Greenwich in New York.
Sources: New York Times
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THE GAY MARKETING
Vocabulary:
Gay pride = marche de la fierté
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
No more hiding: gay pride
Every year in June, gays from all over the world
demonstrate in big towns to celebrate their
pride of being gays and lesbians
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Gay pride = marche de la fierté
Supervision = Surveillance
To raise against = se révolter
•
No More Hiding : gay Pride
• History
June 1969 : police raid routine in a gay bar of N.Y :
The Stonewall Inn.
Supervision, control, and repression of
homosexuals was usual at this time and
seemed to be accepted by people, even the
victims. But this day, gays raised against the
police.
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Riot = émeute
Face each other = s’affronter
To walk in procession= défiler
•
No More Hiding : gay Pride
• History
It becomes a riot during two days.
400 policemen, and 2 or 3 thousands of
homosexuals faced each other.
Source: Wikipedia
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Riot = émeute
Face each other = s’affronter
To walk in procession= défiler
•
No More Hiding : gay Pride
• History
One month later, in N.Y. is created the Gay
Liberation Front which will spread all over the
country.
The year later 5 thousands people walked in
procession to begin this riot.
Source: Wikipedia
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THE GAY MARKETING
Vocabulary:
Demonstrations = manifestations
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Canada:
1981, on February 5th
304 persons are arrested in various saunas at
Toronto, the names of the accused being
published in the press.
Then demonstrations took place in the city, and on
June 28th, the first gay pride of the city takes
place.
Source: Wikipedia
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THE GAY MARKETING
Vocabulary:
Demonstrations = manifestations
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Demonstration in other American cities, and then
everywhere in the whole world like in Europe :
London, Berlin, Amsterdam, Brussels,
Barcelona…
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Gay pride = marche de la fierté
To gather = réunir
GAY PRIDE in Paris gathered about 800 000
sympathizers in 2006 (600 000 according to
the police headquarters of Paris)
against 550 000 in 2005, and 50 000 in 1996.
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Brake = frein
Coming Out Of The Closet = sortir du plcard
75% of questioned gays, have made their coming
out.
74% of gays have estimated that homosexuality is
not a brake to get promoted at work.
80% of homosexuals could boycott a firm if it had
homophobic attitude…
Source: web site Fosfoo- 2004
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THE GAY MARKETING
Vocabulary:
Militate = militer
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
Pressure groups: “ fight for the right of
indifference first”.
Today more and more groups are created in big
firms, public and private ones, to think,
militate or simply cooperate
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THE GAY MARKETING
Vocabulary:
Straight = hétérosexuels
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
•
Conclusion
The PACS, adoption, and coming out of lots of
celebrities and politics, the desire of being
visible, and not to feel ashame, like the
approbation of their look or culture by straight
people… All of the above are a proof of the
influence of the Gay community.
Whether it’s in fashion, in music, in advertisements,
or even in medias, the gay community is well
represented on the market.
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community
that assert
themselves
more and
more
In France mentalities have evolved:
PACS
70
60
•
A community that
attract market
50
40
YES
NO
30
•
Conclusion
20
10
0
1998
1999
2000
Source: SOFRES
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THE GAY MARKETING
Vocabulary:
Decent = décent
•
Introduction
•
A community
that asserts
itself more
and more
•
A community that
attracts market
“ Is homosexuality a decent way to live our
sexuality?”
80
70
60
50
YES
NO
40
•
Conclusion
30
20
10
0
1973
1981
1984
2004
Source: SOFRES
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THE GAY MARKETING
Vocabulary:
Purchasing power = Pouvoir d’achat
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Target for the market:
Purchasing power:
France
USA
Conclusion
~3 to 4 billion euros
~450 billion dollars
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community that
asserts itself more
and more
•
•
A community
that attracts
market
Conclusion
Exacting = exigeant
Dislog = dénicher
To spade-work = défricher
Target of the market:
Particularity of the population
•
•
•
Difficult to convince.
Exacting
Can dislog and do the spade-work on new
trends
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
To launch = lancer
Designed = destiné
In France:
Dior, La Maïf, Renault, L’Oréal… lots of firms launch
regularly on the market, products which are
first designed for homosexuals and single
persons, then for straight people
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THE GAY MARKETING
Vocabulary:
Advertisers = annonceurs
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
Advertisements:
Homosexuality is neither a taboo, nor a society
problem. The dream market has permit a lot
of brands to gain modernity.
In the United States, advertisers don’t hesitate to
target directly this population, whereas in
France, they try to choke.
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THE GAY MARKETING
Vocabulary:
sexed = sexués
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
More and more sexed advertisements:
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
To wheight = peser
SUV = 4x4
Furniture remover = déménageur
The sells of SUV Subaru, exploded with the add
with Martina Navratilova with a furniture
remover look
Source: gay website - 2004
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Are army and church the two last institutions that
aren’t open to gay humour? Industrials have
less scruples…
Minute Maid
Conclusion
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
France:
Adds are “ laïque”, neutral, and don’t recognize
minorities. Our culture targets the maximum
amount of persons.
If they differentiate it will be taken as segregation.
Consequently, homosexuality in French adds is
limited: References to this community, or
cabaret humour.
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
•
1980: Eram where boys were wearing
dresses and girls were wearing pants!!
It’s obvious that the gay spirit, the taste
of immediate modernity are trendy. The
gays have inspired the art, the fashion.
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THE GAY MARKETING
Vocabulary:
Luxury products = produits de luxe
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
Luxury products:
Transgression, phantasm: from Gucci to
Vuitton…they have passed from allusive to
explicit
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
Triolisme, gay, lesbians, sadomasochism.
The principle of the fashion and adds is to
transgress taboos.
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
32
THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community that
asserts itself more
and more
•
•
A community
that attracts
market
Conclusion
Weekly = hebdomadaire
Biweekly= parution 2 fois par semaine
Monthly= Mensuel
Quarterly= Trimestriel
•
Main sectors:
News papers:
USA:
160 gay weeklies, biweeklies, monthlies and
quarterlies devoted to local events and news.
Source: www.innewsweekly.com
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THE GAY MARKETING
Vocabulary:
Audience: Public
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
Examples:
Puhleeze! launched in may 2007. Aimed at gay
audiences, they expect to attract heterosexual
readers as well.
Moreover, recent arrivals, like Genre and NYQ
magazines, seem to be growing…
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THE GAY MARKETING
Vocabulary:
•
Introduction
•
A community that
asserts itself more
and more
•
•
A community
that attracts
market
Conclusion
CEO: Chief Executive Officer
Launched = lancé
•
In France:
•
“Têtu”:
Launched and financed by Yves Saint Laurent, Pierre
Berger. For the first time, a homosexual
magazine obtains in its pages a budget of nonspecialized announcers: dressmakers, stylists,
operators of telephone, Internet service
providers, perfumers, brands of mineral water,
etc. . Certain advertisements of nonspecialized announcers are exclusively sent to
the homosexual population.
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THE GAY MARKETING
Vocabulary:
Brand = Marque
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
The places to be (restaurants, bars, clubs):
The main anouncers are brands of alcohol, for
example brands of beers:
USA: Brand Of Wild
Great Britain: 1664 became a brand gay friendly
France: Kronenbourg has sponsored the Gay Pride
in 1997
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THE GAY MARKETING
Vocabulary:
Brand = Marque
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
Another example:
Absolut Vodka, owes its entrance, ten years ago, on
the American market thanks to Andy Wharol.
Made agreaments with Banana Cofee, at les Halles
in Paris and the trendy gay night club Queen in
Champs Elysées.
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
Many places of gay - friendly releases don’t hesitate
anymore to put " rainbow flag “ stickers on
their shop windows to attract the gay clients.
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THE GAY MARKETING
Vocabulary:
Entertainement = divertissements
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
Cultural Products
They are said to be:
1. more cultivated than the average
2. consumers of lots of cultural products or
entertainments
In France, the site Adventice.com is the leader of
the targeted sales.
Fnac is a regular announcer of Radio FG
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THE GAY MARKETING
Vocabulary:
Abroad = à l’étranger
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Tourism:
Gay’s tour operators:
France:
68 % of the gays travelled abroad in twelve months
Conclusion
Source: Bonnet- Sourys prospective ( 1996)
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THE GAY MARKETING
Vocabulary:
Journeys = voyages
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Attitude Travel and Gay Journeys propose gay –
friendly destinations (San Francisco, Key West,
Sidney, Rio, Mykonos, Ibiza).
SNCF has proposed the reduction“ Discovered for
two” implicitly aimed at gays.
Conclusion
41
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
USA:
The Med Club rents to the tour operator Atlantis its
villages for weeks exclusively gays, even its
sailboat Med One club for cruises gays.
42
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
•
A community
that attracts
market
The American Airline companies are big announcers
in the gay specialist publications.
They have created:
Conclusion
43
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
•
The favorites destinations of gays and lesbian
from all over the world
New York : 30%
Community Marketing, Inc - 2005
25 % of 4.000 gays and lesbians
having participated in this study
44
THE GAY MARKETING
•
Introduction
San Francisco : 25%
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
Community Marketing, Inc - 2005
25 % of 4.000 gays and lesbians
having participated in this study
45
THE GAY MARKETING
•
Introduction
Las Vegas : 24%
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
Community Marketing, Inc - 2005
25 % of 4.000 gays and lesbians
having participated in this study
46
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
• Financial services:
United States, "Rainbow Card" exists for common
accounts.
47
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
•
A community
that attracts
market
• Financial services:
France, 46 % of the homosexuals would be
ready to change bank for a gay – friendly one
Source:Gay.com -January, 2002.
Conclusion
48
THE GAY MARKETING
Vocabulary:
Condoms = préservatifs
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
The health / beauty:
Whether they are the brands of condoms or
cosmetics, this sector is the second
announcer.
Perfumes are crossed bosses in the openly gay
advertising or crypto-gay ( the male
aestheticism).
49
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
• Internet:
We onsider that gays are among the most
numerous and best equipped Internet users:
the US
In 2003: 80% declared surfing regularly
In France, with an identical percentage, the big
community sites record 5 000 new users every
day
50
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
• Internet:
CityGay.com created in 1997: 1,6 million visits,
35,7 million pages watched per month
Fosfoo.com created in 2000, more than 6000
members, 1 million pages seen per month
USAGay.com: created in 1996. 103 000 visitors
unique, 350 000 visits, 8,4 million pages seen
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THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community
that attracts
market
•
Conclusion
• Television:
A target of consumer not to neglige:
Great Britain: 15 billion euros
USA: 610 billion euros in States, “Boys meet
boys”
France: 3 to 4 billion euros
764 broadcasted shows in 2003: La nuit gay de
Canal+, Follement gay de M6
Canal + : in 2000 broadcasted 551 shows about
homosexuality.
52
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
Conclusion
• This community has a lot of influence on
Power… the PACS has passed and lots of
debates are emerging, like for adoption, or
weddings.
• Are we assisting to a remodelisation of our
society with a new family model? Is that a new
communautarism?
53
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
QUESTIONS?
Conclusion
54
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
DEBATE!!!
Conclusion
55
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
Is homosexuality more common now?
What do you think about the targeted market?
Do you think it’s a new communautarism?
A community that
attracts market
Do you know homosexual people?
•
•
Conclusion
Debate
What do they think about this market?
How do you see the image of homosexuality :
culture, fashion…
56
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
Conclusion
Why are people called homosexual or gay, and
what does it mean?
57
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
Are these people/couples Homosexuals or not?
Georges
Rimbaud
Tom
Socrate
Laurel
and
Amélie
and
Bush
and
Jerry
andMauresmo
Platon
Hardy
Verlaine
and Tony Blair
Homosexual
•
A community that
attracts market
Or not
Georges Bush and Tony Blair
Amélie Mauresmo
•
Conclusion
•
Debate
Socrate and Platon
Rimbaud and Verlaine
Laurel and Hardy
Tom and Jerry
58
THE GAY MARKETING
•
Introduction
•
A community that
asserts itself more
and more
•
A community that
attracts market
•
Conclusion
•
Debate
The end
59