Research: Gay Community Favors Word of Mouth 2-to-1
According to a national survey conducted by Harris Interactive and Witeck-Combs Communications, 72% of gay, lesbian, and bisexual adults say the most effective way they become aware of a company's reputation is through word of mouth and close friends. Finishing second and third were gay-oriented Websites and media, which polled at 29% each.
THE LESSON: Word of mouth is more important than what your advertising actually says.
