Target Market

Is there an actual Gay Market for NPNG?

• Gay men with focus on specified concentrations of gay communities in US Metropolitan Areas

• 600,000 same-sex HH (Census 2000)

Target Market

• Highest buying power per capita of any minority group– 2003 Estimated Buying Power: $485 billion

– 2005 Estimated Buying Power: $610 billion

• Large market with dual-income lifestyles = high discretionary spending

Consumer Profile

Meet Steve

Target Audience

• Generation X (26-39)• White, gay men• Geographic focus by metropolitan cities

Target Audience

Highest percentage of men participating in the Census were in the Generation X Ranges.

Target Audience

• $45,000 Annual Income ($90,000 Dual Income) + no children = High Discretionary Spending for NPNG

• Most Active DVD Purchasers

Objectives

March 13 – May 2• Awareness• Purchase Intent (Sales)• Action • Profit

Public Relations

• Cruise Sweepstakes• Press Releases

– Entertainment editors– Print publications

Indoor Advertising

• Gay Venues– Bars– Clubs– Hangouts– Cafés/ Restaurants

Indoor Advertising

• Gyms– Gay and straight ads

– Posters – T-shirts

Nontraditional Advertising

• Starving Artists– Sand– Graffiti

Online Advertising

• Internet• AdWords• Zigbar’s Blog

Budget

Conclusion

• Target Generation X, white, gay men• High disposable income• Geographic focus on 8 highly gay concentrated cities

• Support AIDS and cruise sweepstakes• Zigbar’s blog and gay venues/ websites

• Run concurrently with mainstream campaign

Nothing is stronger than the mind.