Gay Market Case Studies

1
Gay MarketCase Studies

• Welcome!

2
Topics To Discuss

• Brief History - Internethistorical perspective
  on the gay lesbian marketplace from an Internet
  point of view
• E-Mail CampaignsKey West, City of Colors
  general vs. targeted gay lists metrics to
  measure e-mail success.
• Internet Advertisingsamples of web advertising
  that go beyond just banners
• SearchNatural Search Paid Key Word Search
  Content Search
• Editorial/PRGet your message out there to the
  gay lesbian community

3
Historical Perspective

• Past 30 years, gay media has been primarily
  regional publications and a small handful of
  national publications.

4
Historical Perspective

• Regional Publications only available for gays
  lesbians living in gay urban centers.
• Circulations typically 50,000 max.for both
  national and regional publications

5
Historical Perspective

• Past 10-15 years, events such as Pride Festivals
  have become a major marketing opportunity.
• Held only one time per year in primarily gay
  urban centers.

6
Historical Perspective

• In 1995, Gay Lesbian Internet began

7
Historical Perspective

• Reach begins to exceed over 500,000 gays
  lesbians per month
• Gays Lesbians in all regions can now be accessed

8
Historical Perspective

• Transition for advertisers had been slow, despite
  the hype

9
Historical Perspective

• Recession in 2001 was pivotal
• Advertisers had smaller budgets and needed to be
  more careful with how their money was spent.
• Discovered the new opportunities found on the
  Internet

10
Historical Perspective

• Gay Portals Internet offered large reach (now
  several million gays lesbians online) at an
  affordable cost.
• Niche Gay Sites Internet offered targeted
  campaigns based on key demographics.
• Online Membership Direct e-mail campaigns taking
  off

11
Historical Perspective

• Regional and National Publications now becoming
  stronger online as well.

12
(No Transcript)
13
E-Mail Summary

• Successful E-mail Campaign with Case Study
• Targeting via E-mail
• eNewsletter Options
• Summary

14
Case Study E-MailKey West City of Colors

• Projects Main GoalPromote gay lesbian
  tourism to Key West, Florida

15
Key West City of Colors

• The promotional centerpieceTo create the
  LARGEST Rainbow Flag ever made!

16
Key West City of Colors

• Result an 8,000, 3-tonRainbow Flag was
  constructed and became the main centerpiece of
  the Key West 2003Gay Pride Festival

17
Key West City of Colors
18
Key West City of Colors

• Talmadge Studios then created a DOCUMENTARY,
  based on this Rainbow Flag project.

19
Goal Drive Traffic To City of Colors Website

• Short-term Goals
• Develop mailing list
• Sell DVD
• Attend events
• Long-term Goal
• Promote gay lesbian tourism to Key West

20
Key West City of Colors

• The E-mail Campaign

21
Key West City of Colors

• Win A Trip
• Landing Page for - mailing list - e-mail
  capture

22
Key West City of Colors

• Party Like A Rock StarLanding Page for
• Event schedule

23
E-Mail What Can Be Tracked?

• E-Mails Sent
• E-Mails OpenedHow many people opened and
  actually read the e-mailWhat is a good open
  rate? 25 35
• Click-ThroughsHow many people clicked for more
  informationWhat is a good click-through rate?
  10-15

24
Key West City of Colors RESULTS

• E-mail List chosen was general sent to as many
  Gays Lesbians as possible
• E-mail sent to over 750,000 recipients
• E-mail was opened and viewed by 134,871
  recipients (18 open rate)
• E-mail links were clicked on 21,567 times(16
  click-through rate)

25
Key West City of Colors RESULTS

• Mailing List received 10,082 opt-in sign-ups
  (50 of people who clicked through signed up)
• Pre-Order of DVD 1,813

26
Key West City of Colors RESULTS

• Campaign Cost 5,000
• 750,000 recipients
• 134,871 opens
• 21,567 clicks
• 10,082 names approx. 0.50 per name
• 1,813 DVDs average profit - 5 per DVD 9,065

27
E-Mail

• Some CampaignsAre Generaland Target Gay Men
  and/orLesbian Women

Less Expensive -
Most Campaigns Are TargetedTo a SpecificNiche
or RegionWithin theGay Lesbian Community
28
Targeting Example Subaru

• Targets the gay lesbian market.
• Main target markets are Outdoor Enthusiasts,
  Mountain Bikers, and Surfers

29
Targeted E-Mail Example Mariah

• Mariah Wilderness Expeditions targets the gay
  lesbian market.
• Main target markets include those that enjoy
  Adventure Travel, specifically Whitewater Rafting.

30
E-Mail

• How do you find these customers?

31
E-Mail

• You can target members of regional or niche sites

EdgeBoston.comREGION Boston Gay Community
GaySports.comNICHE Gay Lesbian Sports
32
E-Mail

• You can target members of regional or niche sites

QueerFuture.comNICHE Gay Lesbian Youth
ProudParenting.comNICHE Gay Lesbian
Parents/Families
33
eNewsletter Sponsorship Option
34
eNewsletter Sponsorship

• Pros and Cons

• Newsletters are opened and viewed more often, but
  your message is part of the newsletters overall
  message
• Standalone e-mail has your message only, but has
  a tendency to be opened and viewed by less people

35
E-Mail Summary

• Ask yourself these questions
• WHO do you want to reach?Gender Geography
  Interests
• What is your budget?
• What are your goals?
• How are you going to measure it?

36
Questions?
37
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• GOAL Communication! Getting your story out
  there to the gay lesbian community.

38
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• WHY editorial coverage, combined with strategic
  print and online advertising, is a cost-effective
  and strong part of an organizations marketing
  mix.

39
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• HOW
• First Step you have a compelling story have it
  written by a gay press writer, typically
  freelance.
• Story should be informational, timely and
  relevant to the gay media and public you are
  trying to reach.Can be an interview.

40
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• HOW TO FIND A WRITER
• Glean bylines in local gay publications
• Research and locate gay writers at
  GayLinkContent.com

41
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• Story is then summarized and turned into a press
  release.Fact-based announcement about the topic
  of the story.
• Can be written by some writers, in house staff or
  PR professional.

42
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• Press Release should have links to1. High
  Resolution and Low Resolution Photos created and
  made available just for the Gay Media.2. The
  Story in its Entirety, emphasizing story is
  written by 3rd party writer.

43
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• DISTRIBUTION
• Gay Lesbian Media Distribution List - HIM
  Corps 2000 press distribution list - US
  Newswires Gay Lesbian media list - In-house
  fax distribution list
• Press Events luncheons, press conferences,
  press trips
• Your Own Customers, Site Members and Vendors,
  depending on the topic itself.

44
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• Push vs. Pull press release should also be
  distributed to GayLinkNews.com and GayWire.net
• Used by many gay lesbian publications and
  websites DAILY for finding up-to-date gay press
  releases.

45
Editorial / PR
A Day In The Life of an Article forGay
Lesbian Media

• Story is picked up by a variety of gay lesbian
  websites and publications.

46
Questions?
47
Search Engine andDirectory Marketing

• Topics to be covered by Case Study
• Natural search
• Paid Search
• What is Content-based Paid Search?
• Gay-specific Paid Search
• Gay-specific Online Directories

48
Search Engine Marketing
Definitions

• Natural Search
• Paid Search

49
Case StudyFt. Lauderdale Beach Villas

• Goal drive traffic and increase hotel
  reservations

50
Ft. Lauderdale Beach Villas

• Step 1 Search Engine Optimization for Natural
  Search - Meta Tags and Title Tag

lt!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01
Transitional//EN"gt lthtmlgt ltheadgt ltMETA NAME""
CONTENT"text/html charsetiso-8859-1"gt ltMETA
NAME"author" CONTENT"Ft Lauderdale Beach Villas
Marina"gt ltMETA NAME"expires"
CONTENT"NEVER"gt ltMETA NAME"page-topic"
CONTENT"Travel"gt ltMETA NAME"keywords"
CONTENT"Florida Lesbian Hotel, Florida Lesbian
Hotel Fort Lauderdale, Fort Lauderdale Gay
Guesthouse, Ft Lauderdale Gay Guesthouse, Lesbian
Fort Lauderdale Hotel, Lesbian Ft Lauderdale
Hotel bed and breakfast fort lauderdale, bed and
breakfast ft lauderdale, fort lauderdale
accommodation, fort lauderdale accomodations,
fort lauderdale bb, fort lauderdale bed and
breakfast, fort lauderdale gay guesthouse, fort
lauderdale gay lodging"gt ltMETA NAME"description"
CONTENTgay resort in Ft. Lauderdale, FL"gt ltMETA
NAME"page-type" CONTENT"HTML form"gt ltMETA
NAME"audience" CONTENT"All"gt ltmeta
name"Language" content"en-us"gt ltmeta
name"msnbot" content"index,follow"gt ltMETA
NAME"Robots" CONTENT"All"gt ltMETA
NAME"Revisit-After" CONTENT"7 Days"gt ltMETA
NAME"Distribution" CONTENT"Global"gt ltMETA
NAME"Rating" CONTENT"General"gt lttitlegtFort
Lauderdale Beach Villas Marina Gay Resort
Gay Hotellt/titlegt
51
Ft. Lauderdale Beach Villas

• Natural Search Results - 3

52
Ft. Lauderdale Beach Villas

• Step 2 Paid Search

53
Ft. Lauderdale Beach Villas

• Step 2 Paid Search with live examples

54
Ft. Lauderdale Beach Villas

• You determine key words to use and how much
  youre willing to pay per click.

55
Ft. Lauderdale Beach Villas

• You control how much to budget per day, and where
  your ads show up.

56
Ft. Lauderdale Beach Villas

• Overture.com powers paid search for Yahoo.com and
  MSN.com

57
Ft. Lauderdale Beach Villas

• Paid Search Results Listing is 2 for gay
  hotel ft lauderdale

58
Ft. Lauderdale Beach Villas

• Content-based Paid Search results are based on
  content of web page

59
Ft. Lauderdale Beach Villas

• Content-based Paid Search Gay Specific

http//click4gay.etineria.com
60
Ft. Lauderdale Beach Villas
Online Directory Advertising

• Online Directories emerging as a strong
  competitor to traditional print directories and
  yellow pages.

61
Ft. Lauderdale Beach Villas
Online Directory Advertising
62
Ft. Lauderdale Beach Villas
We placed them on Zoom.Gay.com
63
Ft. Lauderdale Beach Villas
We placed them on PurpleRoofs.com
64
Online Directories
For other categories, there are gay directory
sites as well.
65
In Summary

• For businesses large and small, Natural Search is
  an important (and FREE) component in your
  marketing mix.
• Paid Search is also important in your marketing
  mix
• For some businesses, Online Directory Advertising
  is a cost-effective way to promote your company

66
Questions?
67
Internet and Web Advertising

• Where are we in 2005?

68
Internet and Web Advertising
Common Ad Sizes Used Today
200 x 200
468x60
468x80
635x60
728x90
250 x 250
69
Internet and Web Advertising
125 x 400 160 x 400
125 x 600 160 x 600
70
Internet and Web Advertising
Interstitials Less Commonly Used
71
Internet and Web Advertising
Pop-Ups Often Blocked
72
Internet What Can Be Tracked?

• Number of Ad Impressions Delivered
• Click-ThroughsHow many people clicked for more
  informationWhat is a good click-through rate?
  0.5 - 5

73
Web Case Study 1LesbianPersonals.com

• Goal drive traffic and increase memberships to
  site.

74
LesbianPersonals.com

• Campaign standard e-mail web banner ad program

75
LesbianPersonals.com

• Bonus LesbianPersonals.com sponsored a Perfect
  Match model contest, held on LesbiaNation.com

76
LesbianPersonals.com

• 10 LesbiaNation.com members volunteered to became
  contestants and completed an online
  questionnaire, describing themselves and their
  idea of a perfect date.

77
LesbianPersonals.com
LesbiaNation.com members voted to pick the
winners of the Perfect Date
78
LesbianPersonals.com

• Winner received an all-expense paid date for two.
• They received a camera to photograph the date
• Winner received Premium Membership on
  LesbianPersonals.com for 1 year.

79
Results

• LesbianPersonals.com received exclusive branding
  on Model Contest for 2 months.
• Added over 3,500 new members
• Follow up with focus groups to measure increased
  Brand Awareness.

80
Web Case Study 2L Word

• Goal drive traffic and increase awareness of new
  season debuting on Showtime.

81
L Word

• Campaign standard e-mail web banner ad program

82
L Word

• Bonus Online sweepstakes held on
  LesbiaNation.com, giving away the L Word Season
  One on DVD.
• LesbiaNation.com members simply needed to answer
  4 Showtime-specific questions.

83
L Word - Results

• Overall banner and e-mail campaign yielded strong
  click-through rate (1.2), as target audience on
  LesbiaNation.com was an exact match for the L
  Word television program.
• Campaign generated 4,677 entries with survey
  information filled out and e-mail captured.

84
In Summary

• Engage yourself with the websites members
  Interactivity is HOT today!
• Sweepstakes Online Games ContestsGiveaways
  that are hard to find - unreleased DVDs and CDs
  - autographed items