In many countries around the world, June is regarded as Pride month. It’s a month of recognition for the LGBTQ+ community and also a mark of their continuous struggle for acceptance in society.
During this period, the high turnout of solidarity makes it the perfect time for online stores to show support and generate brand recognition as an ally business. However, Pride marketing can be tricky to do well, as some campaign styles might face backlash from the LGBTQ+ community while others might get a thumbs up… For this reason, we’re here to help.
Here are 6 respectful marketing ideas for your online store during Pride month in this post.
Show support for the LGBTQ+ community
Pioneers like Sylvia Rivera, Marsha P. Johnson, and Karl Heinrich Ulrichs are responsible for where the LGBTQ+ community is today. Showing support to the community and their struggle for acceptance will increase your store’s connection with Pride members. It can also draw attention to your website and store if you embody the Pride values, and as long as your products show awareness and respect.
You can show support by sharing images and quotes from your favorite activists in the LGBTQ+ community, reminding your audience of the strength and courage needed to overcome adversity and inequality.
Host a social media Pride contest
Hosting a social media contest is one of the most common Pride Month campaign ideas for online store owners. You can ask your audience to upload guides and photos of their Pride parade and share them on their Instagram, Twitter, and other social media accounts with a hashtag that’s specific to your store. Don’t limit yourself to asking for traffic, though! Make sure to interact with parade-goers and share and support their posts on your own social media.
When you have plenty of posts from followers, share who has won unique Pride prizes and feature them on your store’s website. The idea is to build awareness for the movement, as well as your store. Remember: it goes both ways.
Organize a virtual Pride parade
A virtual Pride parade is a great way to increase your store’s visibility. You can collaborate with fellow online store owners to host a virtual parade with links to your website to purchase items, especially if they are in Pride colors that can make the event relevant. If you do a virtual event, give a front and center spot to the LGBTQ+ people in your community and business (if they are open to it).
You can use social media platforms such as Instagram Live, Facebook Live, or YouTube live. Video sharing applications like Zoom, GoogleMeet, or Microsoft Team are also great options. The idea behind Pride marketing campaign ideas like this is to unite queer people together from the comfort of their homes while displaying the beauty of bringing people together for Pride Month.
Redecorate your website landing page
Redecorating the landing page of your store’s website to have a unique Pride feel and drawing the attention of visitors to your values — with an appealing design — might make more customers want to shop from your online store. It also states that your store is an ally and builds awareness.
The landing page should be designed in a way that doesn’t affect the experience of those visiting the site. For each second it takes to load a page, pages note a 7% decrease in conversion.
Give early access to Pride customers
Before the start of and during the solidarity march for the Pride community, you can reward those that sign up with an early access sales offer. Doing so will portray your business as a supporter of the Pride community. They will feel special because they’ll be getting a great deal before other customers.
Send customized emails
Everyone loves an email customized solely for them! Apart from making them feel special, it’s a perfect way to reach your audience individually and boost Pride sales. Sending customized emails is one of the most common Holiday Marketing strategies.
You can Install Aument to easily create an email marketing campaign targeted at potential customers from the LGBTQ+ community, or their allies. Additionally, you can edit the email’s content and add special offers to your virtual Pride parade or social media contest to increase awareness of specific concerns of queer people that are relevant to your store and values.
Make sure that, whatever you do, your marketing puts awareness of LGBTQ+ issues first and attention to your store second. Lastly, we recommend not wishing people “happy Pride” or talking of a celebration unless you’re sure your audience sees the date as such. For many, it is solely or primarily a month of commemoration for the ongoing battle against discrimination.
Now you know six of the best marketing ideas for Pride Month, take your pick and support the date in whichever respectful way best matches your values!