Diapositiva 1

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.
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.
Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
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
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Coming out
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Power of internet
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Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
….Is to forget the word “gay” to focus on target profile.
More high spender 34% of income (men, better educated, best jobs, no sons)
Mostly singles, or DINKs 28% vs 10% Italian population
Living with parents 44% vs 24% Italian population
Education bachelor degree 27% vs 22% internet average
Best jobs business owners – directors 38% vs 6% italian population,
12% internet average
Dentro le community, fuori dal comune
The gay target and beverages
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Gays spend more time out: “I often go to a club/dancing" 30%
12% against italian average
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More alcool than the average
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Diet Pepsi and Absolut Vodka case histories
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A niche strategy to improve brand market share:
Red Bull 75%, Burn about 20%
Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
Absolut Vodka
Dentro le community, fuori dal comune
Possibilities to communicate with the gay community
A gay vehicle A “gay”
creativity
A mainstream A mainstream
vehicle
creativity
Dentro le community, fuori dal comune
The BurnMe2 Tour
Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
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.
Dentro le community, fuori dal comune
BurnMe2 Tour concept
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You can sign up on www.me2.it for each party: “I’ll be there”
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You can make a video self presentation in the club
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You can vote for the best user’s video
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You can win a trip: drink burn, fill the card and fly to Gran Canaria
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Entertainment in the club: “fire games”, dancing, billboards
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Communication: fabric banner, display…
Dentro le community, fuori dal comune
Integrated communications at the BurnMe2 Tour
Italian Gay Community
OFF LINE:
ADV ON GAY MAGAZINES
FLYERS
POSTERS
CARDS
INTERNET
NEWSLETTERS TO SUBSCRIBERS
MICROSITE FOR USERS
ARTICLES, GALLERY AND VIDEO ON GAY.IT
IN THE CLUBS
BILLBOARDS
BRANDING
ACTIVATION
CONTEST
Dentro le community, fuori dal comune
On line
Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
BANNERS ON GAY.IT NETWORK
Animated Banner (300x250 pixel size) on Gay.it, Outtravel, e
Me2
901,000 impressions
2,421 click
Dentro le community, fuori dal comune
Mini website
Microsite with tour calendar, photogallery, audio and video of
each party (www.me2.it/burnme2)
961,000 visitors
Dentro le community, fuori dal comune
Articles, photos and videos
Advertorial weekly on gay.it home page; photogallery & videos
concerning each party
15,230 click
Dentro le community, fuori dal comune
Off line
Dentro le community, fuori dal comune
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
Dentro le community, fuori dal comune
Press
9 pages published on
Monthly Magazine
Clubbing, LuiMagazine and
Pride
135,000 copies
widespread
Dentro le community, fuori dal comune
Summary (16.02.2008)
On line
- www.me2.it
- Microsite on GAY.it Network
- Newsletters to gay.it users
- Animated banner on network
16,000,000 impressions
961,000 accesses
1,604,000 sent
901,000 impressions
articles, photo-gallery
& videos su gay.it e me2
15,230 click
Off line
- Advertising on gay magazines
- Flyers & posters
135,000 copy
14,800
Dentro le community, fuori dal comune
In the clubs
Dentro le community, fuori dal comune
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Eurisko 2003
Novatris
Press (Corriere Della Sera, Repubblica Affari e Finanza, Sole
24 Ore, Pubblicità Italia)
Gay.it
Dentro le community, fuori dal comune
Evaluation from Coca Cola
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The tour has been an opportunity for Coca ColaBurn 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
Dentro le community, fuori dal comune