Take The Gay and Lesbian Community Survey 2010

So we are being urged to do, in fact there is a link to it on my Villa Ralfa web site here to save you looking any further.

'There are lies, damn lies, and statistics' was once quoted by Mark Twain, originally attributed to Disraeli, but appearing nowhere in any of his writings, the phrase is nonetheless, still true today.

The Gay and Lesbian Community Survey is, of course, a worthy cause in itself, but it will only mean anything if enough LGBT people complete it.

Even then the only accurate piece of information that you can glean from it is how many people actually took the survey!

So why should I be asking you to do it? Mainly because it has now gone international and with the help of the GLBT community in countries other than America we can set some of the statistics right!

From here on, are my personal opinions based on my personal experience over 40 years of being part of the LGBT community, living on two continents and travelling in many countries and meeting hundreds and very possibly thousands of LGBT people. I have also been involved in four businesses owned and run by LGBT people.

Of course you can comment as you wish, but make the comments constructive please.

So let's look at the purpose of the survey first.

The survey results will almost certainly be used to sell things to the LGBT market, some marketeers will use to their own advantage by saying to companies 'You have no LGBT marketing strategy, you are missing out on a lot of money. For the measly sum of several thousand dollars we will advise you on how you can sell to the LGBT community, and train your staff to deal with LGBT clients.' (Makes me feel like I am a person with 'special needs')

Of course we are looking at the value of the 'Pink Pound' or Dollar or whatever here, and bearing in mind that the survey was designed for the US, the bottom income bracket is far too high for many other countries, including Greece, where I live. Immediately then us in Greece will be discounted for the results as not worth marketing to as we don't have any money.

Hardly fair is it?

A good income in Greece is around US$15,000 pa, with many earning much less, especially those in the tourist industry who work for only six months of the year! But does this make us poverty stricken? Well no it doesn't. But what it does do is put into question this whole thing about the value of the 'Pink Economy'.

In my experience, gathered over 40 years, LGBT people are no more likely to be wealthier or poorer than straight people, particularly, as by choice, many GLBT people are likely to be in lower paid work such as social services (which we are extremely good at, I might add).

Taking another example from the survey, 'How much bottled/mineral water do you drink a week?' This is obviously aimed at the countires where drinking bottled water is a status symbol. In my answers it wouldn't let me put in the actual amount as the maximum is 36, and for many people in Greece this answer would be similar. Now before anyone gets their cheque book out to pay for a multi-million euro advertising campaign in Greece selling expensive designer bottled water, let me point out that in general we don't drink the tap water in Greece, and those five 'waters' that I drank outside my home were taken with the five coffees I had outside my home each week, and I didn't pay for them either because in Greece the water comes with the coffee automaitically! (Damn, perhaps I shouldn't have said that...I always like it when companies make disastrous marketing errors. Who remembers that slogan 'You're never alone with a Strand'?).

Another one from the survey. The section about your feelings towards companies and their 'outreach' to the GLBT community. How about a box to tick which says 'It makes no difference'?
And let's face it, if you have, say, an airline with nice flight times, good service, and an excellent safety record, but no 'outreach', and another with crappy planes, bad flight times, and a bad safety record, but excellent 'outreach', which one are you really going to choose?

As a bit of brand loyalty here, if I am flying internally in Greece, I go with Aegean because they have these really nice moist pecan nut cookies, the coffee they give you to go with them is dire, but the cookies are NICE.

I mentioned previously that I had been involved with gay owned and run businesses in the past, from my experience in those businesses, being LGBT owned/friendly/run does not necessarily mean you will attract LGBT clients! Clients go where they want to go and about the only place where it makes a distinct difference is with bars and clubs. You will see around the Internet, (you do use the Internet don't you? A lot of LGBT people do not, which makes an Internet based survey open to doubt), stories of companies seeing huge increases in business after LGBT marketing campaigns, these should be taken with a pinch of salt, after all how can they tell if you are LGBT or not? Is it tatooed on your head? Is there a tick box on the online booking form on the web site? It is more likely that the advertising campaign as a whole led to increased sales irresepective of the target group.

I think personally that they should ask us more about travel and holidays too.

Having said all this, DO take the survey, DO answer the questions honestly, and DO remember to put in the right country. A sudden upsurge in answers outside of the norms that the marketeers are expecting will make then think again about their approach.

DO also complete the last page with the extra questions and DO sign up for the possibility of being in working groups. I was fortunate enough to be involved in one of these last year, employed by an electronic manufacturer who was suffering a severe fall in sales, when he finally got the results he thanked us all by email and said 'I do not know how we got it so wrong'.

You can find a link to the survey through my web site at http://www.villaralfa.com, and you will find Community Marketing Inc here