Post-election Pulse Poll: The Issues Most Important to the LGBTQ Community

To help us keep a pulse on what is happening throughout the LGBTQ community, this year we created the Target 10 Advisory Board. Our last survey, conducted after the 2016 presidential election, asked our audience the three issues they felt were most important to the LGBTQ community. Here are the top results…

 

As you plan your marketing efforts for 2017 it is critical to understand what the queer community is concerned about. Brands (and their larger corporations) can be allies to the community through their marketing and corporate social responsibility (CSR) programs.

 

Celebrating 15 Years

Dear T10 Friends & Family, 

This January will mark 15 years of pioneering work in LGBTQ marketing by Target 10 and I could not be more proud of our journey and this team. Every year, our work breaks new ground and takes LGBTQ consumer marketing to new limits.  

Today, we’re still pushing boundaries. We’re advising brands on transgender inclusion in TV advertising. We’re expanding our reach to Japan where an emerging LGBTQ market is taking hold. And we’re exploring the ever-evolving concepts of identify and intersectionality as it relates to consumer behavior. None of this was imaginable in 2002. 

We know there are challenges ahead and we’re ready to take them on. Together with our clients, we see a bright future in the LGBTQ consumer market. Most importantly, we see an even brighter future for the LGBTQ community. If you want to know how marketing can be a force for social change, just ask any one of us at T10. We’ve got 15 years’ worth of stories to tell. 

Wishing everyone a happy new year,

Matt Tumminello

 

2016 Client Highlights
OraQuick® is partnering with the San Diego Gay Men’s Chorus to share a special musical message about knowing your status this holiday season. Check our Facebook page in mid-December to see it! We’re also honored to have worked with OraQuick® to launch a “buy one, give one” World AIDS Day promotion on Queerty, GayCities, LGBTQ Nation, and Facebook. Buy one test and another will be donated.
This fall, TYLENOL® PM launched the #SleepGoals influencer campaign. Developed by Target 10, the program aims to help consumers get a good night’s sleep for a great next day. Key partners include celebrity chef Kristen Kish, activations at Out & Equal and the HRC National Dinner, and a charitable partnership with True Colors Fund to fight LGBTQ youth homelessness.
Congratulations to TYLENOL® and our agency partners on winning an Effie for the #HowWeFamily campaign!
Our Favorite Team Moments
Giving Back: We once again participated in Up Our Alley, a fundraiser that benefits those living with HIV/AIDS. In total, we raised $6,636 for the cause.
Cultural Immersion: 
Periodically, the Target 10 team gets out of the office to learn about the vibrant queer culture in different cities across America. This November, we headed to Bushwick, Brooklyn. With Tyler Ashley as our guide, we explored the shops, studios, bars, and people of this emerging queer neighborhood.
Yearly Planning: Once a year, the team packs our bags and heads out of town to connect together, plan what is next for the agency, and have some fun. In 2016, we went north to snowy 
Montreal. The result was an action-packed business plan and a week filled with great conversation and lovely French-Canadian culture.
 Going Global
In this past year, Target 10 has had the pleasure of making some amazing connections with organizations in Japan. We formed an affiliation with the largest PR firm in the country, Sunny Side Up, and hosted their president, 
Etsuko Tsugihara on several visits.
We also hosted Fumino Sugiyama, co-president of Tokyo Rainbow Pride and had some great conversation about the emerging queer culture in Japan.
 In the News
NYC Pride Guide talks with Matt Wagner in Got Pride?
Target 10 Advisory Board
To help us keep a pulse on what is happening throughout the LGBTQ community, this year we created the Target 10 Advisory Board. Our last survey, conducted after the 2016 presidential election, asked our audience the three issues they felt were most important to the LGBTQ community. Here are the top results…
 Team Updates

Amanda Shy celebrated her 10 year anniversary with Target 10 in March and the film she wrote and produced with her husband, Matthew McCurdy, was accepted to four film festivals.

Aaron Roberts was promoted to Account Executive and celebrated his 1 year anniversary in March.

Matt Wagner celebrated his 9 year anniversary back in May.

Danny Petre celebrated his 4 year anniversary in November and married his husband, Justin Alcantara, in October.

 Happy Holidays
The team’s Thanksgiving celebrations took us from one coast to another. Whether with friends, family, or both, we were all happy to spend time with loved ones. From everyone at Target 10, we hope you have a great holiday filled with fun and love.

 

Target 10 Raises over $6,500 for Broadway Cares/Equity Fights AIDS

On November 15, Target 10 participated in Up Our Alley 18, a bowl-a-thon to support Classical Action: Performing Arts Against AIDS, a program of Broadway Cares/Equity Fights AIDS.

The Target 10 “RuBalls” team raised over $6,500 to help ensure that men, women and children across the country living with HIV/AIDS and other life-threatening illnesses receive the medicines, counseling, healthy meals, safe places to sleep and emergency financial assistance they need to survive.

There is still time to make a difference: make an online donation now.

Not only did the team have a blast bowling (poorly at that) we won Best Team Name for the 4th straight year. A winning streak we hope to keep going in 2017!

 

Team RuBalls

Team RuBalls

 

Congrats to the team! Pinelope Glitterball (Matt T), Pinny Lane (Amanda), Davida Bowlie (Bob), Pinderella (Matt W), Mrs. Gutter-Worth (Danny), and Lois Lanes (Aaron)!

 

Of all the teams participating in Up Our Alley 18 the Target 10 RuBalls was the ONLY team where each member raised over $500.

 

Official Target 10 Queer Immersion Guide – Bushwick

Official Target 10 Immersion Guide

What is Bushwick?

A working-class neighborhood in the northern part of Brooklyn, Bushwick had historically been a community of Germanic immigrants and their descendants, which became predominantly Hispanic in the late 20th century. Recently, as Williamsburg rapidly gentrified throughout the early aughts, the demographics within Bushwick began to shift again as well. From a HuffPo piece in 2014:

Since I moved to Bushwick, New York in early 2013, I’ve witnessed the rapid neighborhood changes commonly identified as “gentrification.” With Bushwick bordering the notoriously hipster home of Williamsburg, it’s easy to recognize the changing social and economic landscape of Bushwick as a reflection of gentrified Williamsburg — three dollar sign restaurants, rising rent and young freelancers posting up at coffee shops eating acai bowls. My rent alone for a three-bedroom apartment in Bushwick jumped to a $300 increase after one year. I wasn’t lying when I said the changes are happening fast!

Williamsburg off the Bedford L stop has gotten so popular (and overpopulated), corporations such as Whole Foods, Madewell and Dunkin Donuts are moving in. The historic Domino Sugar Factory is getting torn down for new development and construction of another high rise condominium has started on Kent Street & N 6th. I wouldn’t be surprised if Williamsburg looked more like Manhattan over the next few years. In addition, with the influx of people and corporations in Williamsburg, it isn’t surprising that the changes are spilling over into Bushwick.

Additionally, a flourishing artist community, which has existed in Bushwick for decades, has converged with this gentrification and is now a main demographic of Bushwick; dozens of art studios and galleries are scattered throughout the neighborhood. There are several open studios programs that help the public visit artist studios and galleries and a number of websites dedicated to promoting neighborhood art and events. Brooklyn’s first and only trailer park, a 20-person art, was established within a former nut roasting factory.

 

Bushwick History Lesson

Before German mothers wrapped scarves around

their heads,

kissed their own mothers good-bye and headed

across the world

to Bushwick-

Before the Italian fathers sailed across the ocean

for the dream of America

and found themselves in Bushwick-

Before Dominican daughters donned quincenera

dresses and walked proudly down Bushwick Avenue

Before young brown boys in cutoff shorts spun their

first tops and played their first games of skelly on

Bushwick Streets-

Before any of that, this place was called Boswijck,

Settled by the Dutch

And Franciscus the Negro, a former slave

who bought his freedom.

And all of New York was called New Amsterdam,

run by a man

named Peter Stuyvesant. There were slaves here.

Those who could afford to own

their freedom

lived on the other side of the wall.

And now that place is called Wall Street.

When my teacher says, So write down what all of this means

to you, our heads bend over our notebooks, the whole class

silent. The whole class belonging somewhere:

Bushwick.

I didn’t just appear one day.

I didn’t just wake up and know how to write my name.

I keep writing, knowing now

that I was a long time coming.

— Jacqueline Woodson

 

Our guide

Tyler Ashley

Tyler Ashley

Tyler Ashley is a choreographer and performer based in Brooklyn, NY. Ashley has had the pleasure of working with Elizabeth Streb, Walter Dundervill, Larissa Velez-Jackson, David Thomson, Biba Bell, John Jahnke, Sahra Motalebi, Yackez, Katy Pyle, Enrico Wey, Benjamin Kimitch, Michael Ingle and Rakia Seaborn. Ashley’s own work has been presented by Performa11, Friends of the High Line, Times Square Alliance, BOFFO, Fire Island Pines Performance Series, Dixon Place, NYPAC, Movement Research, Triskelion Arts, and Strange Loop Gallery. The work has also been seen at Art Basel Miami, The Knockdown Center, The Chocolate Factory, AUNTS, Columbia University, Danspace Project, JACK, Gina Gibney Dance Center, Arts@Renaissance, CAGE, The Wythe Hotel, and The Jam Handy in Detroit, MI. www.tylerashley.info

 

Itinerary

(descriptions courtesy of Yelp, Free Williamsburg, Brooklyn magazine and venues’ own sites)

 

House of La Rue

106 Thames St.

Your one stop Style, Glam and Drag boutique featuring fun clothing, accessories, jewelry, stage makeup, heels to size 17, custom wigs. Our new Brooklyn store elevates the signature style of our sister store in Provincetown that has a colorful client list from peeps that just like to have fun to style setters and  international performers. Where else can you get a jock strap with garters, a crystal mask, size 17 heels, a Pee Wee Herman pillow and Vegas head dress under one roof? Established in 2010 in Provincetown, MA in 2010, House of La Rue has become the go to store for performers, fashionistas, and individuals craving fashions and accessories that stand out from the common. With an eye on underground global styles and trends, La Rue stocks fashions in limited quantity to keep both the looks and merchandise fresh.

 

Happy Fun Hideaway

1211 Myrtle Ave.

By the free spirits who brought you Secret Project Robot, Happyfun Hideaway funnels the playful, artistic vibe of SPR into a more conventional bar setting with trippy video art, a pinball machine and rotating exhibitions of locals’ 2-D creations. The Bushwick art scene being a fairly queer place, it hosts all manner of LGBT-friendly events, including the Fade to Pink party (weekly), Gurl, and afterparties for the Bushwig drag festival. Regular bookings include Matty Beats, Horrorchata, and Raul de Nieves.

 

Flowers for All Occasions

1114 DeKalb Ave.

Flowers For All Occasions is Secret Project Robot’s new gallery space, bar and cafe.   The space is completely artist run and open daily with beer, cocktails, punch, wine, snacks and coffee… Flowers For All Occasions, located at 1114 Dekalb Avenue at Broadway will now be hosting all of Secret Projects’ smaller events and art shows.

Flowers is a beautiful public space that you can hang out in EVERY DAY and will be delivering the same quality events that you have come to rely upon from Secret Project Robot over the past decade… This space will be more sustainable in size and is supported by community participation in the form of art projects and beer drinking!

We will be holding almost daily events and soon to open are a vending machine filled with art objects and a small zine and print store…Come hang out with us! Support your local bartender, barista and artist friends!!

 

Troll Hole

226 Knickerboxer Ave.

Pro-intersectional feminist, queer, small business located inside the Mermaid Laundromat in Bushwick. Specializing in zines, chapbooks, printed matter created by other feminists + adult gifts like rose quartz kegel balls, silicone enema bulbs, and classic video head cleaners. Always free tampons, pads, and panty liners.

 

Vinyl Fantasy

194 Knickerboxer Ave.

Anyone who’s tried to track down a funny book in Brooklyn knows that it’s a largely thankless task (minus a few standouts like Desert Island). Enter this modest storefront, which fills an important, underserved niche by offering Marvel comics and CCR records under one roof.

 

Eugene J. Candy Co.

16 Wilson Ave.

In store now, Eugene has stocked around 120 candy products (ultimately, he aims for 1,000), and he orders them, for the most part, from domestic and local “craft candy” makers: The Salty Road, makers of saltwater taffy in Clinton Hill; QUIN, concocters of lollipops, caramels, and Dreams Come Chew fruit-chews, based out of Portland; and Wondermade, out of Orlando Florida, who, I have to say, are up to the good stuff: stout beer and bourbon marshmallows. But that is by no means all; Eugene wants to tell me about more: Gummy Fried Eggs, Gummy Chicken Feet, and Gummy Vampire Teeth. “You can pretty much take anything and imagine it into candy,” he says—just a matter of fact.

 

Art 3 Gallery

109 Ingraham St.

ART 3 gallery is a dynamic contemporary art gallery established in February 2014 by Silas Shabelewska, formerly of Haunch of Venison (Christie’s NY) and Helly Nahmad Gallery NY. ART 3 strives to expose or rediscover work that contributes to contemporary discourse. The program at ART 3 is multidisciplinary, conceptual and process oriented, showcasing emerging and mid-career artists. Located in Bushwick vibrant art scene, the gallery maintains a deep relationship with dealers, museums and galleries worldwide. The name ART 3 was inspired by the architect firm ATELIER 3 (1960-1978) created in 1959 in Monaco by Shabelewska’s father, Conrad Shabelewski and his two partners. The name ART 3 also symbolizes the synergy between the 3 principal elements that create a gallery: the artists, the gallery and the collectors.

  

The BogArt

54 Bogart St.

The BogArt was converted to artist production studio space in 2005 and has become the artist center of Bushwick. After years of manufacturing in this neighborhood, it was time for a change. The need for artist space emerged and now The BogArt is home to major non-profits, galleries and artists. All lofts have at least 108″ windows, offering great light for the artists who range from painters, sculptors, photographers, jewelry designers and craftsmen. With the building’s proximity to the L train it makes this a convenient space to work. The BogArt offers a safe and secure environment.

 

Brooklyn Fire Proof

120 Ingraham St.

 Brooklyn Fire Proof Workspaces is a kind, creative work environment built to inspire and promote the artistic endeavors of professionals, micro-manufacturers, and entrepreneurs. BFP Workspaces operates an on-premises real estate management facility with over 160,000 square feet of art studios, offices, and manufacturing space. Additionally, Brooklyn Fire Proof Stages provides 17,000 square feet of full-service film and television sound stages, offering lighting and grip equipment rental, ample support space, and unique locations. BFP Stages are perfect for all media, including feature films, television, and photography. Productions filmed at our stages qualify for the New York State Film Tax Credit Program.

 

Additional spots Coming soon… 

ANA, Target 10, and Other Leaders Spearhead New Multicultural Alliance

As the advertising industry continues to find ways to improve upon it’s diversity problem and clients continue to demand more diverse agencies and work, the Association of National Advertisers announced today the launch of a new group that will target multicultural marketing, named the Alliance for Inclusive and Multicultural Marketing, or AIMM.

According to ANA president and CEO Bob Liodice, the goal of AIMM will be to bring together leaders from African American, Hispanic, Asian and LGBT marketing communities to help establish a “united blueprint for the evolution of multicultural and diverse-segment marketing in America.” For the first year, the group will be open by invitation only. 

Some of the key goals for AIMM, laid out by the ANA, include finding new ways to discuss and tackle diversity within the advertising and marketing communities, creating and distributing “best practices of multicultural and diverse demographic segments,” invest in research and create a multicultural marketing knowledge center.

Liodice will co-chair AIMM alongside Michael Lacorazza, EVP, brand and advertising integrated marketing at Wells Fargo. Other members of AIMM as of its launch today include the AHA: The Voice of Hispanic marketing, Anheuser-Busch, Burrell Communications, Coca-Cola, Dunkin Donuts, IW Group, Kaiser Permanente, Kellogg, López Negrete Communications, NBC Universal, OMD, Procter & Gamble, Univision, Video Advertising Bureau and Wells Fargo.

Target 10 founder and President, Matt Tumminello will represent the LGBTQ marketing community.

Source: AdWeek http://www.adweek.com/news/advertising-branding/anas-new-alliance-will-work-provide-blueprint-multicultural-marketing-173973

What Brands Need to Know About Marketing to LGBTQ Audiences

Six Lessons for Marketers to Engage with the LGBTQ Community

By . Published on .

  via AdAge.com

It’s been one year since the U.S. Supreme Court’s historic ruling on marriage equality and the outpouring of popular support around it. At the same time, LGBTQ (lesbian, gay, bisexual, transgender, queer) rights are under fire in a number of states like North Carolina and Mississippi, with proposed discriminatory legislation in Georgia recently vetoed only after businesses stepped in to protest it.

With the anniversary of a celebrated decision taking place against the backdrop of ongoing LGBTQ-rights battles, what are the lessons in the current climate for marketers? What can we glean from the past year as we head into Pride Month and beyond, knowing that there’s widespread acceptance of LGBTQ individuals, along with still-lingering prejudice?

More brands began including gay and lesbian visibility in general market ads in the weeks leading up to the court’s ruling and months that followed. Corporate mentality went from, “We’re not ready for gay marketing” to “We don’t want to be left behind.” Some brands featured transgender men and women in their advertising, breaking ground in the industry.

And CEOs became activists, with leaders such as Tim Cook of Apple, Howard Schultz of Starbucks and Mark Zuckerberg of Facebook speaking out forcefully on full equality for LGBTQ people. Their influence can’t be understated and it speaks to their strong corporate values.

While a number of marketers are investing in this new opportunity, both through targeted marketing and inclusive general market creative, some are falling behind. If you haven’t yet engaged with LGBTQ audiences, here’s what you need to know right now to take your first steps:

1. Go for it. The list is long (and continuing to lengthen) of brands that have created successful and impactful campaigns that drive ROI, including Honey Maid, Tiffany & Co., Cheerios, Microsoft, Wells Fargo and Hallmark, among many others. LGBTQ consumers are not a fad. The market has staying power — it’s not here today, gone tomorrow. And despite the rush, there will always be a place for authentic marketing that connects with LGBTQ consumers. Don’t be shy about jumping in with appropriate well-crafted messages.

2. Don’t generalize. Achieving greater legal equality does not mean losing what makes a community special, different and unique. LGBTQ consumers are not “just like everybody else.” You need to connect on things like culture, interests and passions, and these insights are found through research and specialists who know the market. Understand that it’s a market segment no different from multi-faceted Hispanic and African-American communities.

3. Go deep with target marketing. While well intentioned, a total marketing approach likely does not hold all the answers when it comes to driving LGBTQ sales, share, equity and word of mouth. The risk is that it’s just too broad. Including a gay couple in a 15-second general market TV ad is not the same as targeted marketing. Get involved at the segment level and don’t sacrifice efficiency for effectiveness.

4. Be bold. Companies as varied as Nikon, Ikea, Chobani and Campbell’s are using LGBTQ people in their general market advertising, particularly in campaigns that reach millennials and Gen Z. These general market consumers are looking for progressive brands that embrace diversity, and nothing telegraphs “modern family” more than LGBTQs. In doing so, you’ll be following the successful leads of brands like Starwood, Tylenol and Johnson’s Baby.

5. Prep for the haters. Internet trolls are a reality, and companies need to be ready for online rants and hateful posts. Case in point: Old Navy’s recent tour-de-force in combatting racist comments about its ad featuring an interracial family. Don’t be surprised but keep things in perspective. A few angry voices from people who do not share your corporate values are not representative of public sentiment. In all the recent cases that we know of and follow, positive reactions substantially outweigh any negative.

6. Get your own house in order. Brands do not have a right to profit from LGBTQ consumers without supporting full equality for LGBTQ people. Full stop. Fortunately, more Fortune 500 companies than ever before have good to excellent workplace policies. And some are doing far more than just walking the walk. They are talking the talk by publicly speaking out against discriminatory legislation as PayPal, Lionsgate Entertainment, Tyson Foods, Nissan and others have done recently in North Carolina, Mississippi, Indiana, Georgia and elsewhere.

Creating successful campaigns aimed at the LGBTQ community lies in both the understanding of the consumer groups and the execution of the advertising itself. These guidelines provide a solid foundation for getting started, but keep educating yourselves as marketers — do research, speak to experts, stay current on news developments. Study the campaigns that work. And by all means, get in the game.

Podcast: Intersections Ep. 2 “From Will & Grace to Grace & Frankie”

The second episode of Intersections is up!  In this episode, guests Steve Greco and Aaron Roberts discuss how gay culture is changing as a result of mainstreaming and what that means for gay culture at large. Topics covered in the From Will & Grace to Grace & Frankie edition include:

1:20 — What is gay culture to you, and how would you define it?
11:45 — Selecting a heteronormative lifestyle
17:00 — Incorporation of gay cultural elements into the mainstream
22:20 — How LGBTQ anti-bullying initiatives changed the cultural climate
24:35 — Gay bars, how they have fostered gay culture, and whether they still do
35:30 — Inclusivity in media and recommendations

Enjoy!

LGBT-Inclusive Companies Are Better at 3 Big Things

On Tuesday, Harvard Business Review published an article in their Talent Management topic segment that declared that “LGBT-Inclusive Companies Are Better at 3 Big Things.”

According to economist Sylvia Ann Hewlett and law professor Kenji Yoshino…

“LGBT inclusion is top of mind for the business community — and not just because it’s the right thing to do. The Center for Talent Innovation’s newest report, “Out in the World: Securing LGBT Rights in the Global Marketplace,” demonstrates that countering LGBT discrimination makes a corporation competitive on three fronts. Fostering an LGBT-inclusive workplace helps a company attract and retain top talent, woo and win critical consumer segments, and innovate for underserved markets.”

In short:

  1. LGBT-inclusive companies attract and retain top talent.
  2. LGBT-inclusive companies win the business and loyalty of discerning consumers.
  3. LGBT-inclusive companies harness the insight of LGBT employees to drive market innovation.

Source: www.hbr.org

 

 


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