Question:
Why Target Gay and Lesbian Consumers?

Answer:
Capture your share of the 450 Billion Dollar Gay & Lesbian Community

All it takes is a quick look at how MZInc can add the revenue of the gay and lesbian market to your bottom line. With an aggregate income of nearly $450 billion dollars and growing, the gay and lesbian consumer group consistently proves to be worth special promotional attention. Plus, these 14 million consumers are known to favor products or services from companies they perceive as gay-friendly--MZInc can put you in that light.

Another key advantage of working with MZInc is the benefits of leveraging society's "Influentials."

• 21 million Americans
• The community's 10% most active individuals,
• Twice as likely to be sought out for opinions and recommendations.

These "Influentials" help to inspire and shape the views and preferences of their peers. This cost-effective approach to advertising identifies the most potent sources of word-of-mouth communication and targets them, making your brand's message spread through their social circles and communities.

Of course, these influential individuals exist just as much in subcultures as in society as a whole. MZInc monitors both the LGBT pulse and the people that make it beat faster. By targeting key opinion leaders through large community organizations, we let our clients' message diffuse throughout the segment.

In fact, consumer studies show that gays and lesbians are often early adopters with strong word-of-mouth clout even in the mainstream market. Thus, marketing to these individuals can result in added residual gains outside of the target audience.

• 70% of gays and lesbians have at least a college education and work in professional and managerial jobs.

Question:
How to Connect with Gay and Lesbian Communities

Answer:
Reaching Gay and Lesbian Communities Online and Through Events

Fact: Gay and Lesbian consumers spend MORE TIME ONLINE than other Americans. Clearly any business considering marketing towards this segment should plan for an online promotional component-and we can provide that. But what sets us apart is not just our superior website development, but more importantly, our creation of a multi-faceted ONLINE STRATEGY. We believe that a website should be designed with both the company and its consumers in mind to establish a true ONLINE PRESENCE that allows for open dialogue between a business and its consumers.

• 62% of gays and lesbians own a personal computer.
• This segment is generally receptive to online communities.

MZInc can also target gay and lesbian consumers through community events:

• AIDS charity balls/fundraising events
• Gay rights organization events
• Gay life expos
• LGBT art exhibitions/gallery openings
• Gay pride events and banquets

Question:
Which Industries can profit by Targeting Gay and Lesbian Consumers?

Answer:
The Industries that Benefit the most by Targeting Gay & Lesbian Communities

The gay and lesbian demographic are ideal consumers for most industries, most notably Travel, Financial, Fashion, Pharmaceuticals, and Entertainment. Furthermore, this segment's ethnic and socio-economic diversity allows companies to target otherwise distinct consumers together on the same axis--thus offering all business a new dimension for successful marketing.

Some industry-specific statistics and consumer characteristics:

All Industries:

• Gay and Lesbians tend to purchase products and services from companies that they perceive to be gay-friendly.
• Research shows that gay men and lesbians go out more, buy more, have more disposable income, and are particularly brand loyal.
• As of 2001, the median combined household income of gay couples passed $65,000-approximately 60% higher than 1999's nationwide median.

Financial Industry:

• Average household income for gay men is $85,400 (more than double the national average)
• Generally don't have the expense of children and often have more flexibility to invest.
• Gay and lesbian households are 3.4 times more likely to have an income greater than $250,000

Fashion Industry:

• This group likes to spend on novelty items, being the first to adopt new and different trends.

Travel Industry:

• 84% of gays and lesbian s hold a valid passport (national average 29%)
• Tend to be early adopters who spend more on leisure goods and services like travel and entertainment.
• Generally don't have the expense of children and often have more flexible vacation time as well as more money to spend.

Entertainment Industry:

• Gay men and lesbians go out more and have more disposable income.
• 45% of same-sex couples live in just 15 major urban areas.
• 9% of urban populations are gay and lesbian.
• 58% of the GLBT group has gone out to a bar or club in the past month.

Politics

• The gay and lesbian segment is shown to have a heightened political awareness.
• The 2000 Census showed gay men and lesbians living with partners in 99.3 percent of all U.S. counties.
• 89.8% of participants in a gay/lesbian online census were registered voters.
• 45% of same-sex couples live in just 15 major urban areas.
• 9% of urban populations are gay and lesbian.