It's Raining Men (and Women)! Marketing Your Business to Engaged Same-Sex Couples

Bernadette Smith

@gaywedding @14stories Gay Wedding Planner, Educator & Expert. I own @14Stories.com. Author of The Business of Gay Weddings.

HuffPo Blogger. Partner and Mom. NY, Boston & Places it’s legal - www.gayweddinginstitute.com

lBring me to your ISES, NACE, ABC or company! lAny questions, email me bernadette@14stories.com lFriend me at facebook.com/bernadettesmith

WHO IS YOUR PERFECT CLIENT? • What does the Census say about the average age of individuals in your city/state?

• What type of client do you personally enjoy working with?

• What type of client does your property appeal to?

DO YOU WANT TO BE BOLD OR SUBTLE? • • • • •

Some marketing decisions are not yours to make Know your market Some couples will want overt inclusive language Some just want you to NOT be heterosexist Inclusion marketing is the new wave of gay marketing

Many forms and websites assume that there is a "bride" in the wedding. Many assume that we have a "bridal" party. The hotel insisted on calling it a "bridal suite" despite being totally gay supportive in all other aspects. Hello, no brides here. Vendors need to adjust more quickly, using "wedding suite" or some other gender inclusive term.

I cried when I went to fill out the form for the wedding planner we were about to drop thousands of dollars for services with and it said "Bride" and "Groom" and the planner was trying to explain that it didn't matter and he'd cross it off. It does matter. He changed the form for the next time around.

GENDER NEUTRAL LANGUAGE IN MARKETING

• • • • •

Brides & Grooms Couples Fiance/e All couples Sweethearts

• • • • •

Sweetie Newlywed Spouses Partners Wedding Couple

FOR THE FAQ, SERVICES, ABOUT ETC PAGES‌

Bad example: Magnificent Affairs works with brides to create exquisite wedding celebrations

Good example: Magnificent Affairs works with brides and grooms to create exquisite wedding celebrations.

GOING BOLD Magnificent Affairs is proud to work with discerning couples, including LGBTQ couples.

Magnificent Affairs is a proud supporter of marriage equality and happily plans weddings for all couples.

BRIDE'S INFORMATION: GROOM'S INFORMATION: Where will the Bride prepare?

Where will the Groom prepare?

Maid/Matron of Honor's Name: Best Man's Name:

TRY THESE INSTEAD… • • • • • • •

Party A, Party B Client Name, Client Name Partner A, Partner B Bride/Groom, Bride/Groom Clients Names Name, Name Wedding Couple

HETEROSEXIST CHECKLIST q Do your marketing materials, contact form or contract have the phrase “bride and groom” paired together? q Do your marketing materials, contact form or contract have the phrase “husband and wife” paired together? q Do your marketing materials reflect diversity, and not just diversity in sexual orientation? q Are your marketing materials and imagery primarily bride and female-centric? q Do you use language indicating that a wedding is a girl’s dream come true, fairytale or similar? q Do your materials assume there will be attendants and refer to them as the bridal party or the groomsmen or the bride’s side and the groom’s side? q Are all of your testimonials only of straight couples?

RAINBOWS

• The word rainbow appeals to 28% of gay men, 38% of lesbians and 37% of transgender • The image appeals to 56%, 66% and 59%

PRINT ADS

• Grooms are more likely to go to gay media than wedding media • Brides are more likely to go to wedding media than gay media • Ads in LGBT media make a bigger impact than mainstream media

ONLINE ADVERTISING • • • • •

GayWeddings.com EquallyWed.com PurpleUnions.com OnaBicycleBuiltforTwo.com LoveIncMag.com

• • • • •

Facebook 4RealEqualityWeddings.com EqualandForever.com HandHWeddings.com MRSter.com

PUBLISHING WEDDINGS - MAINSTREAM Magazines • The Knot • Brides • Inside Weddings • Martha Stewart Weddings • Southern New England Weddings • Destination Weddings & Honeymoons • Vermont Vows • Bliss Celebrations

Blogs • Junebug Weddings • Offbeat Bride • Ruffled • Snippet and Ink • Style Me Pretty • Wedding Chicks • A Practical Wedding • Carats & Cake

PUBLISHING WEDDINGS - LGBT • GayWeddings.com • EquallyWed.com • 4RealEqualityWeddings.com • OnaBicycleBuiltforTwo.com • LoveIncMag.com • HandHWeddings.com • EqualandForever.com

OTHER MISC MARKETING • • • • • •

Styled Photo Shoots Pride Festivals Event sponsorships Silent auction donations Volunteering Partnerships with industries who have the same target client

FIVE EASY THINGS TO ATTRACT LGBTQ CLIENTS 5. Support equal rights legislation and policies for LGBT people.

4. Eliminate anything that can be deemed heterosexist from your marketing materials.

3. Put photos of same-sex couples on your website and in your marketing materials – or at least more photos that are non-gender specific.

2. Proactively identify wedding vendors that are LGBT-owned and friendly businesses.

LGBT couples will want these referrals from you. Make sure that the vendors’ staff are also gay-friendly.

1. Be authentic. Let your natural personality shine through.

Bernadette Smith

@gaywedding @14stories Gay Wedding Planner, Educator & Expert. I own @14Stories.com. Author of The Business of Gay Weddings.

HuffPo Blogger. Partner and Mom. NY, Boston & Places it’s legal - www.gayweddinginstitute.com

lBring me to your ISES, NACE, ABC or company! lAny questions, email me bernadette@14stories.com lFriend me at facebook.com/bernadettesmith