LGBTQ Marketing is Cross-Cultural Marketing

A few years ago, I was at a meeting for Cadillac with an agency pitching them on the LGBTQ market. I was brought along by the agency as the expert in LGBTQ media, just in case anything related came up. The agency did a great presentation, but after it was over they asked us an interesting question. If they could only afford one niche outreach at the time, and they had seen other presentations from the Hispanic and African-American markets, why would the LGBTQ market be the most important for them?

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