Diapositiva 1

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DENTRO LE COMMUNITY, FUORI DAL COMUNE
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Hi! Im 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.
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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

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How many homosexuals are there in this
classroom ?

• Please, dont raise your hands!
• Its 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

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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

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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
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.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

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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

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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

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Absolut Vodka
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Possibilities to communicate with the gay
community
A gay vehicle A gay creativity
A mainstream vehicle A mainstream creativity
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• The BurnMe2 Tour

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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

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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.

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BurnMe2 Tour concept

• You can sign up on www.me2.it for each party
  Ill be there
• You can make a video self presentation in the
  club
• You can vote for the best users 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

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Integrated communications at the BurnMe2 Tour
Italian Gay Community
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• On line

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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
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BANNERS ON GAY.IT NETWORK
Animated Banner (300x250 pixel size) on Gay.it,
Outtravel, e Me2 901,000 impressions 2,421 click
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Mini website
Microsite with tour calendar, photogallery, audio
and video of each party (www.me2.it/burnme2)
961,000 visitors
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Articles, photos and videos
Advertorial weekly on gay.it home page
photogallery videos concerning each
party 15,230 click
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• Off line

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

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• In the clubs

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

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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