Tag Archives: #millennial

A Gay Millennial’s Message to Marketers

As an openly gay millennial, I’ve often struggled with fully embracing LGBT advertising messages that reduce a beautifully diverse queer community to two-dimensional stereotypes of fashionable, hard-bodied, blonde models. It’s a confession I’ve never been proud enough to voice until now, at a time of unprecedented strides in LGBT equality, and an equally strong movement within media and marketing to build support, advocacy and community.

In the era of declining print advertising and increasing digital banner blindness, it seems the most impactful way to reach the LGBT community is through 1:1 on site community building.

The shift in successful LGBT marketing is no longer just speaking at the community—but to actually become a part of it.

As a born and raised Texan, growing up gay was hardly something to celebrate. Even with a vibrant nightlife and active community, I always felt I was on the periphery of the mainstream. A member of an auxiliary group that brands tried to engage with using hunky shirtless models, homoerotic undertones and the occasional Pride flag.

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As well-intentioned as these efforts were, they felt half-hearted and inauthentic. Growing up with these messages made me feel even more secluded from the rest of the world. Was I fit enough? Did I dress well enough? Was I proud enough? Was I really a member of the community I identified with?

On June 26, 2016, exactly one year after the Supreme Court’s marriage equality ruling, I attended my first Pride Parade in New York City with my partner of four years, for my 27th birthday. It was the most exciting experience of my life because it was the first time I really understood what it meant to be a proud gay man.

I remember looking left to right on the crowded street in New York’s West Village neighborhood and my eyes filling with tears. Booth after tent after sign of countless Fortune 100 corporations, were affirming me. Accepting me. Embracing me. These brands weren’t trying to sell me their products; they were there as advocates and members of my community.

That unforgettable experience shaped how I saw my community and my perception of these brands. As a marketing professional, I took home plenty of notes on what it means to connect and build advocacy with the LGBT community and the values that successful brands shared.

Equal Representation

Trends within the millennial generation suggest that the best gay outreach messaging is equality messaging, not “gay-specific” messaging. Forty-seven percent of millennials are more likely to support a brand after seeing an equality-themed ad.

105644_1_busdev_culture-and-diversity-millennial-graphCommunity Building

My Pride experience didn’t make me feel like an auxiliary afterthought or an outlier. My partner, friends and advertisers all came together to not only include me, but to celebrate me.

Impactful LGBT messaging is true cultural immersion, and brands across the country have stood up to celebrate my community.

The Las Vegas Convention and Visitors Authority embraced 1:1 community building while at Los Angeles Pride this year with “Virtually Fabulous.” The on-site activation brought Las Vegas to LA Pride (and attendees to Vegas) with an incredible virtual reality experience featuring interactive videos that users could choose from a number of Vegas attractions, ranging from zip lining through the Rio to bottle service at Marquee.

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Authenticity

Another value that ran through the brands whose message moved me during Pride, was unapologetic authenticity. Honey Maid did this beautifully in its “This Is Wholesome” TV spot, where it took all the negative and disapproving messages and literally created a message of love.

Inclusivity

The strongest theme that tied all these LGBT advertisers together was a message of togetherness. At NY Pride, I felt like a part of an experience that united all sexual and gender identities. This sentiment is illustrated perfectly by a San Francisco Burger King with “The Proud Whopper” that proclaims “We Are All the Same Inside.”

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As a gay millennial, equality, authenticity, inclusion and community are all values that deeply resonate with me. Marketers meaning to connect with the LGBT community will be the most successful by joining our community and joining in our celebration.

 

The R&R Partners Intern Experience

Going into an internship, you never know what to expect. You wonder if you’re going to be fetching donuts and coffee, doing busy work, or if you’ll actually gain valuable knowledge from the whole thing. Coming out of college, I had experienced a variety of internships − all of which left me feeling almost just as unsure of what I wanted to do as before I started them. If any of you can relate, then you know that the feeling of uncertainty is pretty terrifying as a recent grad.

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Luckily, I’m happy to say that R&R Partners has put my previous internships to shame, and my supervisor and mentor was ready to put me to work in helping her with both internal and external communications. While I was quite overwhelmed at first with all the new and intimidating tasks, I quickly got in the groove of my new position as an operations intern. At R&R, I particularly enjoyed my time as an intern because it was vastly different from my past internships in a few ways:

  • I was given responsibility in helping with real projects.
  • I felt that I was able to contribute to the company.
  • I was included in meetings and felt more involved.
  • I came out of the internship able to say that I’ve truly learned a lot.
  • I felt a sense of “this is where I want to be.”

One of my favorite learning aspects of the program was that interns from all offices had a chance to sit down as a group and learn more about the brand, creative, media and engagement departments. This helped us to really gauge how the different components of the agency work in sync to create a whole. If we were specifically interested in one particular area after learning about it, we were given the chance to shadow someone from that department to see if it’s something we want to pursue. Additionally, our chief strategic officer and principal took time to sit down with us and go over our agency’s most successful campaigns, why they worked and the strategy behind them.

Within only two months at R&R, I not only learned to develop my writing skills, but I also got a taste of the different departments, how they all work together and what the “one agency” concept really means. “One agency” is a mantra heard throughout the agency that emphasizes that, despite having nine offices across the U.S. and Mexico, we work together as one, and our culture comes together to create one big family – and this concept was brought to familiarity as all the interns worked together on our summer projects. As one of the summer interns put it:

Blockquote_revised-02“My main goal this summer as an R&R intern was to gain diverse, real-world and hands-on experience. The intern program helped me achieve this goal,” says Dominique Glass, Project Management intern. “From hour-long presentations from various departments to working with other interns to solve a company problem, R&R’s new intern program gave me structure to learn and challenge myself. I have learned how to be a team player, manage my time and learn how a firm operates. Going back to school this semester, I feel that I will succeed beyond measure in all group projects and will think more outside of the box. Thank you, R&R, for giving me the tools and freedom to flourish on through the next step of my career.”

The first project of this summer’s internship program involved working in groups with other R&R interns possessing different skill sets and working in other locations to solve a real business problem for R&R. Then, we presented our plans to agency leadership. The chance to make a name for yourself and receive face time from executives as an intern is rare in most internship programs, so I jumped on the opportunity to do so. We gathered feedback from employees across a variety of departments, and we were able to tailor our solutions according to real data.

The second project of the program was also an assignment for the interns across eight R&R offices in the U.S. to work together to educate the agency on how to market to Millennials. While it was challenging to meet across the geographical difference and throughout time zones, it was a great experience to interact with each and every intern. Working with a lot of different people, I learned about myself, my role and how I function with others.Icons-infograph-04Overall, my intern experience was one for the books. The fact that R&R Partners is an independent agency was crucial in leading me to my current position. It allowed me invaluable face time with our team partners and leadership, and now I’m part of the R&R family. I’m excited to see the next iteration of the intern program implemented with our next round of interns, but mostly I’m excited to watch their presentations this time as an official R&R employee. ;)

Cheers!

 

 

Always Stay Live and Up to Trend for Social; What’s Next?

There is no question that Meerkat was the hottest topic of conversation during SXSW this year. Meerkat is the new app introduced during SXSW 2015 that allows you to live-stream content on Twitter.

Some of the critics raised their eyebrows about this new app when it comes down to the safety and privacy issue of social media.

… privacy can be an issue for people broadcasting video of anything other than themselves or willing participants ….” − Kia Kokalitcheva via Fortune Magazine

But you can’t deny this generation that ALWAYS wants their content here and now, 24/7, 365 days a year, LIVE.

“… people love it. Meerkat has become a darling of Product Hunt that’s signing up plenty of tech’s elite and scoring praise from users.” – Josh Constine via TechCrunch

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Image courtesy of NBC News

As you look back into the history of social media, you will notice that it’s been about real time. Facebooking your latest status with your friends, tweeting the live concert you are at this instance … real-time content seems like the purpose of social media all along.

“Today’s younger generation has a reputation of being glued to cellphones and tablets. It’s where they chat with their friends, find out the latest hot spots in town and, believe it or not, keep up with the world. In their own way, of course.” – Erica Quinn, CBS

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Courtesy of Ninth Decimal

But where does this lead us to in the future of social media?

Will live-streaming and real-time content change consumer behavior?

Today, Twitter just announced its partnership with Rhapsody on the new feature, which allows music service subscribers to share full-length tracks on Twitter that anyone can listen to, even if they don’t have a subscription themselves. Also, Twitch announced its live-streaming service with Ultra Music Festival for those music fans who couldn’t be at the event in person. Now fans can watch online in real time. Even more, Game of Thrones’ Meerkat (now it’s a verb, just like tweet) the red carpet moments during the Season 5 premiere without any commercial interruptions.

Will people soon enough not need to spend big bucks on concerts and events like SXSW or Coachella since they can just watch everything with a click? Will any exclusive materials and experiences that become more easily accessible to everyone lose their unique charisma from a content-marketing perspective?

From my observations and experience, my answers will be no.

Social media is a way of life, but it’s also about another main focus: INTERACTION.

Brands want to know the general perception from the audiences and users, and they want their fans to engage on the social channels. Brands feed content continuously in order for people to keep the conversation alive and to keep their brand image fun and refreshing.

Keep the conversations going is a main reason why social is still king in the digital space. Good content will drop on the ground and die without any further interaction and buzz in the community.

What if we have live-streaming options and can also interact with people at the same time? Augmented reality seems so overdone. How can we refresh this concept into actual successful executions?

With the rapid technology developing day by day, I am very much looking forward to the inventions we see on sci-fi films very soon.