In my last four blogs, I have covered 4 of the top 5 demographics that local marketing ideas and dollars are consistently targeting. The last group to round out the category for discussion when focused on local advertising would be the gay and lesbian community.

As stated in a recent article, Deep Pockets, with more than $600 billion in spending power, the gay and lesbian market is a hot demographic for corporate marketers these days. Companies like Walgreens, Orbitz, RCN, Kraft and the Wyndham Hotel Chicago realize this, as sponsors of events like the 2006 Gay Games VII in Chicago, which will include premium products and incentives targeted specifically to a gay audience.

With an increase in publications oriented toward homosexual audiences, marketers are using them to tap into the gay market as well. Companies such as 1-800-flowers.com, for example, are placing back cover ads that promote discounts on items when using a promotional code found only in magazines such as SCENE, a gay publication for men, as well as other product promotions.

Statistics show that gay households earn on average about $5,000 more a year than heterosexual households. A high percentage of gay consumers are college educated, shop online and are interested in the latest technology and other consumer goods, according to Forrester Research Inc., a market research firm in Cambridge, MA.

Because this group is known for its deep pockets and high levels of education and sophistication, promotional marketers should consider trendy, high-quality promotional products, says Koeppel.

That concludes our look at the five hottest demographics for local store marketing, local advertising, and product launch marketing. Diverse and varied groups with substantial buying power make for interesting campaigns and exciting opportunities in marketing and advertising.