The pink pound?

[G. Lasagne]

Every year i service my wife's bosses boiler (yes i said boiler), and he happens to be gay, i also see him at her work do's etc.

The point of the thread is that he is always telling me to tap in to the gay market as a tradesman, (or the pink pound as it is known), not being gay myself its not something im clued up on (publications etc).

He says that a lot of gay people are weary of having big butch homophobic tradesman in there homes.

And he also goes on to say that he has never seen one advertised in any of the mags he reads.

Its something ive thought about for a while but never acted upon it, an advert showing a friendly company in the right gay publication might be a winner, and i would imagine the word of mouth would be good too (especially with my good looks ).

Anyone got any experience of this?

P.s im not stereotyping gays im just passing on some advice i was given.

 

[edmondscommerce]

why not give it a try?

finding a niche can be really lucrative

 

[estwig]

We did a loft conversion for a 'right couple' earlier in the year. Absolutely brilliant, the, erm, lady in the relationship had me and the boys in stitches. So camp it was hilarious.

They too were very nervous of homophobic builders and I was nervous of working for a couple of poofs. So there was a lotta mutual reassurance needed, before we won the work.

Lovely couple of fellas, paid up good as gold, no problems and they is well pleased with their loft conversion.

 

[G. Lasagne]

We did a loft conversion for a 'right couple' earlier in the year. Absolutely brilliant, the, erm, lady in the relationship had me and the boys in stitches. So camp it was hilarious.

They too were very nervous of homophobic builders and I was nervous of working for a couple of poofs. So there was a lotta mutual reassurance needed, before we won the work.

Lovely couple of fellas, paid up good as gold, no problems and they is well pleased with their loft conversion.

There's me trying to be careful not to stereotype and offend anyone lol.

Yeah well this is testament to my point, there's a guy on here who runs a gay mag in my area but cant remember what its called.

 

[estwig]

There's me trying to be careful not to stereotype and offend anyone lol.

Gotta call a spade, a spade, innit!!!

 

[markD1968]

As someone who lives and works in the Brighton area I must say that the Pink Pound is absolutely wonderfull. Word of mouth seems to be the way to go as I have been passed around and around and around. So if you've got an "in" into this market then grab it with both hands.

Just treat them professionaly and you'll be onto a winner

 

[G. Lasagne]

As someone who lives and works in the Brighton area I must say that the Pink Pound is absolutely wonderfull. Word of mouth seems to be the way to go as I have been passed around and around and around. So if you've got an "in" into this market then grab it with both hands.

Just treat them professionaly and you'll be onto a winner

Im glad to hear youve been passed around and around throughout the gay community mark

But seriously im definately going to look at advertising to the gay community

 

[crossdaz]

As someone who lives and works in the Brighton area I must say that the Pink Pound is absolutely wonderfull.

I think Gas Angel is from Newcastle though, which is a bit different. Especially since Shearer moved back down to London?

 

[babyboy]

im a gay a business based here in the northwest..

if your thinking of advertising nationally there is the Gaytimes (now called GT)a monthly magazine,but maybe a bit pricey.

I also think there a couple of weekly newspapers.

hope this helps

chris

 

[SFD]

im a gay a business based here in the northwest..

if your thinking of advertising nationally there is the Gaytimes (now called GT)a monthly magazine,but maybe a bit pricey.

I also think there a couple of weekly newspapers.

hope this helps

chris

I don't think the correct advertising medium is available.

Advertising in GT or AXM etc is like advertising in Loaded or GQ. There is more chance of people thinking you offer a different type of service IMO.

I think word of mouth is your best bet but that's not any different to any of your other customers.

From my experience I don't think there is much much concern over a 'big burly tradesman' coming round, it's a non-issue.

I may be wrong but this is just fom my experience.

 

[JamesCartwright]

You could try PinkNews.co.uk for advertising. They are based in Edgware, North West London near the accountants I work for.

As they operate a website, they may be able to target your advertising to a specific area.

Look at this page to find out about advertising on their site - http://www.pinknews.co.uk/advertise.

 

[G. Lasagne]

baby boy - thanks for the tip, but im only interested in advertising locally.
SFD - I disagree, the gay people i have spoke to think it is an issue about big burly tradesman, i think even in 2009 there is still a lot of homophobic people and gay people are aware of this, i would be interested to here for baby boy on this matter, and ,maybe if you could speak to your friends its an interesting topic.
Also there is a gay mag that covers the north east, the editor is a member on here, i spoke to hiom ages ago but it was quite expensive with a small distribution, but you are right it is more like an fhm style mag than a local rag.

 

[G. Lasagne]

Just looked, the mags called "Out north east", but covers a middlesbrough mainly which is out my area.

 

[maria102]

I think word of mouth is your best bet but that's not any different to any of your other customers.

From my experience I don't think there is much much concern over a 'big burly tradesman' coming round, it's a non-issue.

I may be wrong but this is just fom my experience.

I think that is spot on, my best friend is gay and when he needs a tradesman, he just phones one! I agree that its word of mouth that will get you the work, just like with any tradesman that is good, working with whatever customer.

 

[G. Lasagne]

I think that is spot on, my best friend is gay and when he needs a tradesman, he just phones one! I agree that its word of mouth that will get you the work, just like with any tradesman that is good, working with whatever customer.

Thanks, so its almost impossible to specifically target the gay community?

 

[maria102]

Thanks, so its almost impossible to specifically target the gay community?

I just think that the percentage of people that may have issues with burly builders is so low, your return wouldn't pay for the advertising. I've been friends with my mate for about 12 years and so know a lot of the gay community and I don't know one that would particularly be looking for a gay friendly tradesman -it would be a bonus, but they would be more interested in the quality of their work.

 

[SFD]

Mardi-gras is on in Manchester this weekend, maybe you could pop down and do some market research

 

[Wavecrest Ltd]

A former colleague of mine was a member of the Gay Business Association. They have a directory where you can list your business. If you put it in Google you should be able to find it.

He listed us and we have had a few jobs/enquiries from it.

We are moving two ladies back from South Africa to Brighton next month.

Glen

 

[G. Lasagne]

A former colleague of mine was a member of the Gay Business Association. They have a directory where you can list your business. If you put it in Google you should be able to find it.

He listed us and we have had a few jobs/enquiries from it.

We are moving two ladies back from South Africa to Brighton next month.

Glen

Thanks good tip

 

[G. Lasagne]

A former colleague of mine was a member of the Gay Business Association. They have a directory where you can list your business. If you put it in Google you should be able to find it.

He listed us and we have had a few jobs/enquiries from it.

We are moving two ladies back from South Africa to Brighton next month.

Glen

Just checked and its £150, not sure its worth that??

 

[maria102]

Just checked and its £150, not sure its worth that??

Yep, that was my point really, how much work would you need to get to cover that cost?

 

[astutiumRob]

He says that a lot of gay people are weary of having big butch homophobic tradesman in there homes.

Stick up a a lot of posters saying
big butch homo-friendly tradesman available by the hour
use a unique phone number for the "campaign" and see how many calls you get

I'm sure it's like any social group/clique/club/niche/industry - word-of-mouth within that community is the best advertising, and with "paid-for" adverts, it's all about the long-term ROI ...

And he also goes on to say that he has never seen one advertised in any of the mags he reads.

But did he say that had you not been available to do the servicing, that he would have selected someone from those magazines, or would he have just grabbed the Thompson/YellowPages/Google like everyone else ?

I cant imagine readers of "gay fashion designer" are looking for a Plumber *in that publication* - so it's poor targetting, in the same way that advertising in "angling times" or "cross-stitch weekly" etc

 

[GTrekMedia Limited]

We are based in Kent (UK) and we are a gay run business.

We advertise by word or mouth and it does work. Most of our client base have been gay and even straight people even find is very easy to chat to us. They say most other company just want your money and can be very pushy and we are not.

 

[maria102]

We are based in Kent (UK) and we are a gay run business.

We advertise by word or mouth and it does work. Most of our client base have been gay and even straight people even find is very easy to chat to us. They say most other company just want your money and can be very pushy and we are not.

I'm afraid I'm not having that. You can get gay pushy people, straight pushy people, its not sexual orientation specific? Gay and straight people come in all shapes and sizes, you can't generalise.

 

[GTrekMedia Limited]

didnt mean to do that sorry

 

[maria102]

didnt mean to do that sorry

Sorry if I sounded a bit harsh, it's just that I always seem to be harping on about not generalising about gay people, then we get a gay company come on and generalise about straight people being pushy!

 

[GTrekMedia Limited]

Thats ok

 

[The Dreaded Lurgy]

The most gays I ever meet at the same time are at the local gay bars and clubs, why not knock up a few leaflets/cards that are homo friendly and go round the gay hangouts and leave them on the bar.

Might get a response!

 

[travelspirit]

After my company is up and running next year, I am going to look at doing Gay Pride coach shuttles between the north and wherever the pride is! The fact is, the gay community have a higher disposable income, so if you are a leisure, lifestyle or retail organisation, you are in the money!

 

[Matt1959]

I get some of the pink pound business as they like the type of stuff I do. Great point about lots of disposable income - 2 adults both earning, no kids and not afraid to spend the dosh!

Another source that I've noticed is the Yanks. They seem to stick together over here and pass the word round between themselves....

 

[maria102]

After my company is up and running next year, I am going to look at doing Gay Pride coach shuttles between the north and wherever the pride is! The fact is, the gay community have a higher disposable income, so if you are a leisure, lifestyle or retail organisation, you are in the money!

I definitely think this would work as I know a lot of people that travel from the North to the South and vice versa.

 

[travelspirit]

I definitely think this would work as I know a lot of people that travel from the North to the South and vice versa.

Thank you for your words of kind support. I am a gay man and know just from experience how big an event it is, especially Brighton. There is money to be made from the LGBT community! As I said, statistically they spend more.

 

[Bri]

...well, its a lifestyle choice.

As well as gays, and I work with a homophobic racist which doesnt go down well, there are ladies who live on their own too. Its more about vulneralbility, having to contend with the leering, gestures, comments isnt it. So someone they feel comfortable with is going to be reassuring and the only way you're going to achieve that is by word of mouth. Advertising in relevant publications will not necessarily generate the footfall you require. I must add knowing a lot about the community there are also predatory gays too, so advertising may bring you unwanted attention. Its a tough one.

 

[nicktiler]

We did a loft conversion for a 'right couple' earlier in the year. Absolutely brilliant, the, erm, lady in the relationship had me and the boys in stitches. So camp it was hilarious.

They too were very nervous of homophobic builders and I was nervous of working for a couple of poofs. So there was a lotta mutual reassurance needed, before we won the work.

Lovely couple of fellas, paid up good as gold, no problems and they is well pleased with their loft conversion.

I do a lot of work in the Hebden Bridge area...
Have undertaken many tiling works for both gay & lesbian couples....
Great people to work for

 

[Officebird]

Finding a niche is always a good idea. I have a particular set of clients all from a minority group and this built up through word of mouth. They have nearly all mentioned to me that they find it hard to find people who will do business with them because of misguided stereotypes. I've never really advertised directly to this group but as they are a tight community the work keeps comin gin through word of mouth. If I could advertise directly to them I probably would.

I don't think in this case it's about whether or not gay people are concerned about tradesmen. I would look at it more that they have a tight community and therefore if you do work for one they will tell their friends and before you know it you have captured your niche market without even realising it.

As a single mum I worry about getting tradesmen in. This will sound stupid to some people, indeed it sounds stupid to me. I'm ex Army, I run two businesses and like to think of myself as a fairly strong character but for some reason being shut in the house with a man that I've never met before is a worrying prospect. I would always go with tradesmen that are recommended to me, although of course nowadays I have a client from pretty much every trade so I would use them. Silly attitude to have really as I've never had a tradesmen come onto me. Hmmm, maybe I'm not pretty enough:redface:

 

[Venka]

I completely agree with Officebird. As a woman it can be pretty daunting to let a workman into your house (especially after hearing stories from friends what builders are up to when you are not there ie checking underwear drawer)

I did kick an insurance assessor out of the house as he wanted to get way too familar with me, I was really glad I had my dog in the house though as I did feel very uncomfortable.

I would be far much comfortable with a builder that I got on recommendation from a female friend so that may be a good niche market to be in.

 

[estwig]

I completely agree with Officebird. As a woman it can be pretty daunting to let a workman into your house (especially after hearing stories from friends what builders are up to when you are not there ie checking underwear drawer)

I'm a builder specialising in large domestic work, lofts and extensions, in over 20 years of being in other peoples homes, with other tradesmen doing similar work. Never once have I ever seen, or even heard a whisper of, any builder ever violating anyone's privacy, at all ever!!!

The scurrilous rumour of builders going through underwear drawers, is a lie, one I would prefer you kept to yourself.

 

[Venka]

Estwig,

I am sorry if I have offended you, this was certainly not my intention.
I was told about the underwear thing by friends who work in the building trade, they said how disgusted they were by the behaviour of their colleagues and that they did tell them that was utterly unacceptable.

I am sure there are many nice, decent builders around, when I had some work done on my house, the builder I used was absolutely brilliant. He was always on time, polite, did a sterling job, made his own tea and he even brought his own vacuum cleaner to clean up.

Other experiences with builders have been bad ie turning up 2.5 hours late, not turning up at all without notice, getting the TV wet so it had to dry out for days etc., leaving live, electric wires exposed in the cupboard.

I have had an unpleasant experience with an home insurance damage assessor who was way too friendly and behaved very inappropiately. I felt so uncomfortable I was really glad I had my dog in the house.

After that episode, I only use builders/tradesman on recommendation of female friends, for me it is very important to feel safe in my house you see and I am sure that this is the case for other females as wel.

 

[estwig]

Hi Venka, thank you, I too have heard these rumours, but never witnessed anything or heard of anything like this happening in over 20 years. But I am very particular about who works with us and who works for me.

I suppose it is like all walks of life, good and bad people everywhere.

 

[crossdaz]

The scurrilous rumour of builders going through underwear drawers, is a lie, one I would prefer you kept to yourself.

It isn't a lie at all - I can think of several instances where this has happened.
Whether it be your home or office there are a minority (I stress it is a small minority) who have very little respect for other people's privacy and reputation.

I'm not sure how you avoid this other than just be very choosy who you employ.