Gay Weddings are Good for Business

Research, data, advice and tips on the business of same-sex weddings from Bernadette Coveney Smith, the nation's leading gay wedding expert. In 2004, Bernadette opened 14 Stories, the first company in the U.S. to specialize in planning legal same-sex weddings.

Should Your 2010 Marketing Plan Include a LGBT Strategy?

Bernadette Coveney Smith - Monday, December 14, 2009
We all know that we can't be every couple's planner, photographer, DJ, venue etc.  We can't.  We have to pre-qualify our clients and we have to know who our target market is.  Once we do, we can create a specific marketing strategy.  I know that as 2010 approaches, many of us are re-evaluating our marketing strategy for the new year, and one of the questions that is being asked is, "Should I begin marketing to gay and lesbian couples?  Should I start working on gay weddings?"

It's fair to say no.  Your business might not be ready.  You may live in a conservative area or have a very traditional client base.  I understand that marketing to gay couples and working on gay weddings can involve risk and that it requires authentic courage and authentic action.  

Whatever your choice is and whatever the reason for your choice, I'm not personally offended - the reality is that it's a business decision.  And if you don't want to reach this market, someone else will.

My goal with this site in 2010 is to help wedding industry vendors learn how to be inclusive in a way that doesn't change your brand or your identity, that helps you and helps gay and lesbian couples without alienating your primary heterosexual market.  It can be done.

Are you planning to add a LGBT marketing strategy into your 2010 marketing plan?
  


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Comments
Danny commented on 14-Dec-2009 07:01 PM
Interesting post…
As a gay business owner catering to a mostly heterosexual client base I have misstepped before when a couple contacted me for a consultation and didn't disclose that they were a same sex couple. So I sent them my usual questionnaire complete with sections for bride and groom. One of the brides who returned the form was pleasant, but understandable coy about disclosing that they were a same sex couple. It made me feel awful that they may have felt disrespected somehow, but I also feel like they should have been more up-front with who they are…it’s all very awkward still.
Bernadette commented on 14-Dec-2009 07:21 PM
Danny, thanks for commenting. The solution is simple going forward - you can use terms like "client names" or "the couple" or "bride/groom" in your contract, marketing materials and questionnaire. I hope that little tip helps save you from future awkwardness.
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