News, Analysis, & Opinion by Andy Ebon, The Wedding Marketing Blog
June 16, 2013 was a landmark day for equal treatment under United States Federal Law. While not a ruling that trumps the law in all states, the United States Supreme Court set fresh guidelines that cover the rights of LGBT couples in 12 states and the District of Columbia, reflecting 40% of the American population.
The momentum of change had picked up steam over the last couple of years, and the court’s ruling should accelerate the process, even more. It continues to be paradoxical that a legal marriage in one state, may not be recognized in another state, while simultaneously in-synch, universally, with federal law
Same-Sex Weddings Business Bump
Just over a year ago, I wrote An Essay on Same-Sex Marriage and other United States Liberties. It felt good to reread it, today. It was stunning to realize how slowly the country moved forward on LGBT rights, as of last spring. And this year, progress is picking up steam.
Almost immediately, wedding industry business began the marketing process of promoting to gay couples. Yesterday, The Knot unveiled a 94-page digital magazine on Gay Weddings. As laws continue to change, in step with public sentiment, there should be an explosion in LGBT-specific wedding media, and promotion to LGBT couples through traditional wedding media. (Full disclosure: Andy Ebon is a Regular Contributor for The Knot B2B)
Advice and Opinion
For business having no previous experience in same-sex events, up to now, I suggest patience, education, and employee orientation. The culture and customs will be unfamiliar, and even the most sincere intentions can be fraught with missteps.
There are marketing, awareness, and sensitivity issues. Your business can explode with success, or implode, just as easily, if you get it wrong.
There are some experts in this field, even now. There are far more beginners. If you’re one of the beginners, take your time in adding LGBT brides and grooms to your marketing plan. And should you move ahead, on that path, enjoy the joy of couples who have waited, sometimes, decades, to marry. A custom that many of us, take for granted.
Wedding Marketing Expert
The Wedding Marketing Blog