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Gay & Lesbian Pride Month, celebrated throughout June, is meant to recognize the impact Gay, Lesbian and Transgender (GLBT) individuals have had on the world. Throughout this month many corporations try to demonstrate their commitment to the $712 billion purchasing power of GLBT Americans. In order to better understand the GLBT market and gain knowledge of best-in-class and worst-in-class corporate outreach to this demographic, we recently spoke with Bob Witeck, CEO of Witeck-Combs Communications.
In this edition of Diversity Spectrum netRadio's "Beyond the Headlines," Managing Editor Brian M. Heiss speaks with Mr. Witeck about the recently released 2008 update of the "The U.S. Gay and Lesbian Market" which provides valuable information regarding the GLBT community.
This edition of "Beyond the Headlines" is a valuable case study for corporations looking to begin or enhance outreach to the GLBT market.
Mr. Witeck discusses: the significance of GLBT purchasing power; why the GLBT market should be important to all corporations and the evolution of that importance over the last 30 years; traits of corporations that have successfully captured GLBT market-share; strategic messaging to the GLBT community; dealing with backlash; and, several other key issues.
For background Bob Witeck and Wesley Combs co-founded Witeck Combs Communications in 1993. The company represents Fortune 500 and non-profit clients. In 2006, Witeck and Combs co-authored "Business Inside Out: Capturing Millions of Brand Loyal Consumers" which is available at Amazon.com and your local book retailer. Witeck Combs Communications is a member of the Diversity Spectrum Executive Diversity Council.
"Beyond the Headlines," a presentation of Diversity Spectrum netRadio, is hosted by Managing Editor Brian M. Heiss and is focused on bringing viewers further insights to key topics or stories covered by Diversity Spectrum.
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