1 / 32

DENTRO LE COMMUNITY, FUORI DAL COMUNE

DENTRO LE COMMUNITY, FUORI DAL COMUNE. Hi! I’m Daniele Iannaccone, the commercial director of COM.MA (Community Marketing) and Gay.it. Gay.it is the main Italian gay vehicle, both on line and off line, thanks to its 600,000 users.

ilya
Download Presentation

DENTRO LE COMMUNITY, FUORI DAL COMUNE

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. DENTRO LE COMMUNITY, FUORI DAL COMUNE

  2. Hi! I’m Daniele Iannaccone, the commercial director of COM.MA (Community Marketing) and Gay.it. Gay.it is the main Italian gay vehicle, both on line and off line, thanks to its 600,000 users. Born in 1998 in Pisa, Gay.it is organizing gay events too, e.g. Friendly Versilia Mardi Gras, about 50,000 people yearly, or Rome Gay Village, 300,000. Off line activities grew up year by year: in 2006, it was the turn of COM.MA, to develop communication, marketing and consultancy in the LGBT target.

  3. The LGBT Market Overview, target profile, consumption habits Same examples: how the most relevant brands communicate with the LGBT target Italian case history: The BURNME2 Tour 2007-2008

  4. How many homosexuals are there in this classroom ? Please, don’t raise your hands! It’s a joke, but I need it to explain difficulties to conduct surveys on homosexuality! • Legal/illegal • Differences between gender and behaviors • Coming out • Power of internet

  5. How many gays are there in Italy? Homosexual people in the world 5 - 10% (World Health Organization) Italian homosexuals (7,5% on 60 millions) = about 4,5 millions aged 18-55: about 2,5 millions

  6. What is LGBT marketing….? LGBT = lesbians, gays, bisexuals, transgender • A niche marketing: LGBT are part of the market • A community marketing: LGBT people share histories, languages, places, problems • Also a profitable marketing strategy? • Opinion leaders, trend setters and early adopters • C.S.R. (Corporate Social Responsibility) • Lobbying

  7. ….Is to forget the word “gay” to focus on target profile. More high spender34% of income (men, better educated, best jobs, nosons) Mostly singles, or DINKs28% vs 10% Italian population Living with parents44% vs 24% Italian population Educationbachelor degree 27% vs 22% internet average Best jobsbusiness owners – directors 38% vs 6% italian population, 12% internet average

  8. The gay target and beverages • Gays spend more time out: “I often go to a club/dancing" 30% 12% against italian average • More alcool than the average • Diet Pepsi and Absolut Vodka case histories • A niche strategy to improve brand market share: Red Bull 75%, Burn about 20%

  9. BEVERAGES 62% of gays consume spirits against 30% of the Italian population At least once a week 32% against 12% Beer: 72% against 58%. It is no coincidence that beverages brands first captured the gay market potential, especially in the United States; Absolut Vodka has targeted the gay community since 1981

  10. Absolut Vodka

  11. Possibilities to communicate with the gaycommunity

  12. The BurnMe2 Tour

  13. GAY.IT, ME2, COM.MA AND THE ITALIAN GAY MARKET Gay.it (www.gay.it)is the most important vehicle targeting the Italian gay community, both online and offline, thanks to its 580,000 unique users online. Me2.it, (www.me2.it) is the community site of the gay.it network: 415,000 subscribed users daily chatting, viewing profiles, knowing each other. In ten years gay.it has become a point of reference for the Italian gay community: for instance since 1999, Gay.it is involved in the Friendly Versilia Mardi Gras (www.mardigras.it) and since 2005 in Roma Gay Village (www.gayvillage.it): about 400,000 visitors yearly! In 2006 COM.MA, Community Marketing, (www.commaonline.it)was born: the first Italian gay friendly communication and marketing agency, to grow in the off line activities: advertising, events, marketing consulting. In September 2007 Clubbing, one of the most well-known Italian gay magazines, was added to the gay.it network - enabling the use of the press to contact the gay community

  14. What is Me2 and why a road show with Burn Energy Drink Me2 is the virtual meeting place attended by gay Italians to know, chat with and meet each others. Me2 today has more than 414,000 subscribers, and each day more than 25,000 people reach its homepage, www.me2.it Through me2, many men have known and met each other, often in local clubs or gay friendly places. In 2006 gay.it organized themed parties to help users know each other and have fun: it was the first "Frozen Me2 Tour”, whose success has surprised even us. Therefore, in 2007 and in 2008 we organized roadshows called TourMe to integrate the online community.

  15. BurnMe2 Tour concept • You can sign up on www.me2.itfor each party: “I’ll be there” • You can make a video self presentation in the club • You can vote for the best user’s video • You can win a trip: drink burn, fill the card and fly to Gran Canaria • Entertainment in the club: “fire games”, dancing, billboards • Communication: fabric banner, display…

  16. Integrated communications at the BurnMe2 Tour Italian Gay Community

  17. On line

  18. NEWSLETTER TO USERS Branded newsletters sent to www.gay.it and www.me2.it users before each tour party (8 sent) Sent 1,604,000 Opened 293,000 Clicks 6,740

  19. BANNERS ON GAY.IT NETWORK Animated Banner (300x250 pixel size) on Gay.it, Outtravel, e Me2 901,000 impressions 2,421 click

  20. Mini website Microsite with tour calendar, photogallery, audio and video of each party (www.me2.it/burnme2) 961,000 visitors

  21. Articles, photos and videos Advertorial weekly on gay.it home page; photogallery & videos concerning each party 15,230 click

  22. Off line

  23. Logo on flyers 14000 flyer e 800 posters with AUSSIEBUM logo spread in the clubs Aussiebum logo put on flyer produced from Clubs for Tour Date

  24. Press 9 pages published on Monthly Magazine Clubbing, LuiMagazine and Pride 135,000 copies widespread

  25. Summary (16.02.2008) On line - www.me2.it 16,000,000 impressions - Microsite on GAY.it Network 961,000 accesses - Newsletters to gay.it users 1,604,000 sent - Animated banner on network 901,000 impressions articles, photo-gallery & videos su gay.it e me2 15,230 click Off line - Advertising on gay magazines 135,000 copy - Flyers & posters 14,800

  26. In the clubs

  27. Eurisko 2003 • Novatris • Press (Corriere Della Sera, Repubblica Affari e Finanza, Sole 24 Ore, Pubblicità Italia) • Gay.it

  28. Evaluation from Coca Cola • The tour has been an opportunity for Coca Cola-Burn salesman to begin a relationship with the clubs that adopted Red Bull as Energy Drink • Many gay friendly clubs ask to have the BurnMe2 Tour (the condition is to buy Burn) • Brand awareness has increased • In south of Italy there are not so many “big” club to have a real impact on sales

More Related