I’m just back from the Association of National Advertisers (ANA) GrowthFronts conference in New York City and it really was inspiring. The whole idea of this conference is that IF companies want growth, then they must consider market segmentation because otherwise there is no growth to be had because of the US market and the US demographic shifts.
Gone was multicultural lingo, gone was Hispanic or Black or LGBTQ+ or even Asian marketing and IN was GROWTH! Every company that needs to grow needs to expand its base and so market segmentation is really the only option to do that.
Also interesting was talk of “universal” creative which is just another way to say mainstream creative and can be comfortable in any media for any targeted group a la product placement. I really thought that all the people speaking and attending this conference had one thing in mind- how to keep businesses going and growing without ruffling this hideous Administration’s feathers and their own consumers which are noticing their absence from “their” media.
I have been in this business for over 30 years and have never seen a business climate quite like this- stagnate- yet this too comes with opportunities. For years and years as each category entered the LGBTQ market, they focused their message and creative to really stand out and be noticed speaking directly to the LGBTQ consumer. It seemed it was no longer enough just to place their ad in LGBTQ+ media but that they had to speak creatively to the market either in words… like Absolut Diversity or via creative showing two men or two women and so on. For so long the days of just the general advertisement in niche media was replaced by really focused creative on the specific community itself to create even greater impact than just the exposure of showing up. Well, everything old is new again as they say.
So where are the opportunities? Showing up. Whether it be in LGBTQ media, Asian, Black or Hispanic or wherever- showing up makes a difference and will certainly be noticed by all these communities. Think, Apple with its latest iPhone or Miller Beer- they can advertise their product and increase sales with no additional creative costs or special marketing programs, and they will find a media and community that will be grateful for their support. Showing up matters when so many don’t, and it is such a win-win for the companies. It’s not like the old days when people were just starting to explore fringe markets that might be right for them. These days the research is done, the companies already know which consumer segments are good for them and in tough times I think the response will be outstanding when so many are looking for those supporting their communities and really, really thinking about who to spend their precious dollars with.
A friend once said to me that the test of a real friendship is being there in the tough times for it’s easy to be friends in the good times. Being there when it is tough certainly makes for a lasting relationship.
So, my old LGBTQ advertisers… like Absolut, Molson Coors, PNC Bank, Verizon, Macy’s or Las Vegas and so many more… we need you now to show up again. I also think of those companies like Apple, which has always been progressive and LGBTQ friendly, they could literally “own” LGBTQ media for so little and by showing up also support the community. I think it would be the ultimate win-win for them and for us.
In the end, I think the community will remember who showed up and who did not.
