Viewing entries in
gay business

Shaping the Narrative

Only you can shape the story of your company. Consultants, like myself, are hired by organizations to help them direct their thinking and carry out projects that support a theme, a campaign, or an initiative. But my work doesn't go anywhere unless the narrative is clear. That's something an organization needs to have, first and foremost. What are we doing, what's the background, and what's the narrative? From there, we can go in any number of directions. But it starts with organizations knowing who they are.


Think outside your lens, when it comes to entertainment. What feels right for the venue? What feels right for the theme of the night? I did an event for a hospital gala and the theme was “Answering the Call.” I found a band that was comprised of veterans from our armed forces. To me, this made perfect sense. Who better to answer the call than our soldiers? Plus, they could sing and play instruments. The client loved this idea.  That’s an example of thinking deeper about entertainment and letting it jive with the theme. This is how you make people stand out.

There are so many entertainment acts you can choose from. Dancers, wall walkers, people on stilts. These are all amazing artists, but do they fit your event? If you’re doing a casino event, and you want glitz and spectacle, then sure, throw in everything and the kitchen sink. But don’t bring a dancer on if It doesn’t make sense. Everything needs a purpose.

What's your strategy?

For businesses, the stories you tell about your business are essential components of getting eyes on your product and customers to open their wallets. Stories of your employees, stories of your brand, stories of how your company came to be, stories of your product. There are so many ways to bring customers into your unique identity.

What we do at Glitter Corps is a little different. It's more than just a video. It's more than just a tweet or a Facebook post. What we do is create a full-fledged messaging strategy that sets the tone for your materials. Videos, tweets, posts, likes - those are all just tactics that should, at all times, refer back to your strategy. Your strategy guides you. It's your compass. It points you in the right direction and it influences all of your content. Well, it should. You would be surprised how many businesses go into the market without a clearly defined strategy. Sometimes, they still succeed. But by doing this, by going forward without a plan, a business risks losing revenue and not reaching the vast audience that a strategy brings.

What are you saying? Why are you saying it? How are you saying it? What rationale do you have for what you are doing? What's the big idea? What's the focus? Everything you do should come back to the strategy, the purpose, the reason, the message, the rationale. And this should find itself beyond the digital. Your mailing campaigns should align to your strategy. If you are an event company, your banners and displays should all speak to the strategy. Your strategy defines your theme, your messaging, the feeling of your campaign. It's what makes the impact.

Strategy: it all starts there. Drops us a line and let's figure out yours.


Universities - Getting the word out

More and more, universities are seeing how necessary it is to have a thriving diversity and inclusion program. But universities must dig deeper, too. They must create communications that show how welcoming they are. They must speak to everyone, not just the students. They must show that they are a university for all, not just a select few.


How are you talking to them? How are you creating programming for them? How are you showing them that you're committed to creating a safe, open, and welcoming place for them? What materials are you building that show you are committed to diversity? If I'm looking at your university, and I'm a professor, how do I know yours is a university that will welcome me?


Your custodial staff, your administration, your behind-the-scenes people -- they deserve to have their stories told. They deserve to know that you have them in mind. You must make them feel part of the community. Heard, valued, and represented. Why? Because they make your university run. because this is what keeps them there. This is what makes them feel passionate about coming to work each day. You want to decrease turnover, then you have to talk to them. You want a dedicated staff? This is how you do it.


Students are the voice of your university. Are you really listening to them? Are you creating materials that speak to their individual needs and identities? And let's go even further. What are you doing about the divides you're seeing? How are you having the tough conversations? What programs are you putting in place? Do they feel like their story is being told? How are you celebrating every group? Veterans, students of color, religious groups, LGBT groups. When we have our stories told, when we try to open the lines of communication, then we succeed.


Do they know what you're doing on campus? Do they know you just opened that LGBTQ Center? Do they know what programs you offer? Engage them. Reach out to them. Celebrate their achievements as much as you do your own. Tell their story, too. The result: a lifelong donor. Stories lead to engagement. Engagement leads to connection. Connection leads to increased giving.

Connecting with these four groups will go a long way in building community, increasing donor dollars, bringing kids to your school, and keeping your staff happy. Want to know more? Talk to us.


Why the LGBTQ market?

Loyalty to Brand

LGBTQ families are loyal to a brand. A company that shows it cares about LGBTQ fmailies will cretae lifelong brand loyalty in its LGBTQ customer. They know that the brand is there for them. That the brand cares about them. As we have seen, representation matters.

Showing All Kinds

Marketing to LGBTQ families shows to the world, and to the customer, that you want all kinds of families taking part in your company. You believe in who they are, value who they are, and want to demonstrate that to them. But it goes deeper than just a banner ad on a gay-themed website. It means actually showing two dads buying their first Honda minivan. It means showing two moms walking with their child through the mall. It means showing a boy on his first date with another boy at Outback (why not?!). It's actually showing their everyday lives, experiencing the same moments everyone else does. That's where the narrative becomes something more.

Revenue Generator

The purchasing power of the LGBTQ market is only going to increase as LGBTQ families continue to remain visible, continue to get out, continue to explore, and continue to go on vacations. They are faithful consumers. They are vigilant towards the brands that reach them. And the opposite is also true. As we saw with the state of North Carolina, when a state chooses to discriminate (as seen with the HB2 law), profits suffer and cities suffer. in today's world, discrimination does nothing but hurt the brand, the state, the city, and its people.

What We Know

The LGBTQ market is a niche one, but it can be so much more. Now is the time for corporations to create materials that appeal to the LGBTQ audience, show all kinds of families, and speak to who these families are. The market is there. You just need to talk to them.