You are a consultant retained by a major High Street (Consumer) Bank to advise o
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You are a consultant retained by a major High Street (Consumer) Bank to advise on Marketing to LGBT (potential) customers. Can be in any country (please state which).
Write a report addressing the key issues including:
•Why this is an attractive segment for the Bank
•The special features of this market which must be understood
•The Media habits of this audience (online, offline)
•Potential pitfalls (watch-outs). How could the Bank get it wrong?•What is changing? How should the Bank ‘future-proof’ its LGBT strategy?
This should be a strategy document focusing on Marketing to LGBT (potential) customers. Do not write a full Marketing plan. You may ignore budgets; detailed channel recommendations are not required.