Gay market - Barclays Bank
Barclays Bank
During 2005, Out Now worked on a market analysis project for Barclays. This also included the development of creative advertising strategies, and PR editorial content.
Research focus groups were convened by Out Now in London and Brighton, with a broad range of factors being tested.
Lesbian and gay attitudes to banking in general was tested.
Specific attitudes to particular bank brands was tested, as well as product awareness and preferences.
As a result of this work, Barclays developed a successful strategic lesbian and gay marketing approach - with a strong ongoing focus on gay staff support and LGBT community sponsorships.