targeting

Just Because You Advertise to Homos Doesn’t Mean Homos Will Immediately Become Customers

Kevin Foley is the owner of PFT&K Insurance Brokers in New Jersey, where gay civil unions have been legal since 2006. Recognizing an opportunity to court the insurance needs of his state’s LGBT market, for 12 months Foley advertised in a monthly gay publications with a specific toll free 800 number, so he could directly measure the ad’s impact, touting his firm’s mutli-car insurance discounts for LGBT families. “In 12 months, I had one call,” he tells Insurance Journal. “I don’t know what conclusion to draw from this anecdote, but I offer it for what it’s worth.” Does that represent the failure of gay New Jersey couples to latch on to special deals tailored just for them? Or the failure of ad campaigns in gay print media that nobody reads?

Or maybe it’s because the gays are much more tech-savvy than those breeders, and we disproportionately prefer to get auto insurance rates online. Which PFT&K’s terrible, terrible website doesn’t allow.