How Media Sellers Can Profit From Supreme Court Rulings

Last month, the United States Supreme Court made same-sex marriage legal throughout the United States. If you sell advertising, there’s money in this.

Gay marriage is a media sales opportunity

Photo by tashatuvango/dpc

Before the ruling, Business of Fashion reported that the economic impact of gay marriage was huge:

Out Now Consulting, a marketing agency specialising in targeting gay and lesbian consumers, estimates that if same-sex marriage was legalised in all US states, it would generate over $1 billion of new matrimonial spending within one year. Out Now’s research also revealed that when civil partnerships were legalised in the UK in 2006, the spending impact of lesbian and gay marriages delivered a £130 million ($209 million) boost to the UK economy in the twelve months that followed.

Now it’s legal in all 50 states.

I’m not here to argue about religion or politics — if gay marriage goes against your religious or moral beliefs, that’s your department. But if you’re okay with this development, there’s a rapidly growing market for:

  • Jewelers
  • Wedding halls
  • Florists
  • Formal wear shops
  • Restaurants and caterers
  • Travel planners and hotels

During the same week as the gay marriage ruling, the Supreme Court solidified another media sales opportunity by preserving the Affordable Care Act. Now that ObamaCare appears to be the law of the land, businesses who were paralyzed by uncertainty can make plans and take action.

One category with significant potential: insurance brokers.

In South Carolina I recently met with two different companies who specialize in helping individuals and families qualify for insurance tax credits and subsidies. With those subsidies and credits now firmly in place, more companies are likely to move into the field.

Meanwhile, many insurance companies have announced plans for significant individual-market rate hikes in 2016. When the premium notices come out in a few months, they will cause a lot of people to start shopping for new policies.

All of these businesses will need to reach out to these new customers. Your traditional media and digital tools can put them in front of the right people — but only if you call them.

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