scott gatz - targeting niche audiences
TRANSCRIPT
Targeting Niche Audiences | 2016
We create a connection between brands andthe LGBTQ community that is unmatched
with other digital properties.
Most Visited LGBTQ Media Site
Most Followed LGBTQ Media Site
Most Visited LGBTQ Travel Site
Connect with the Most Trusted Voices in LGBTQ Media
7.5mMONTHLY UNIQUE USERS
73mMONTHLY IMPRESSIONS
744kAPP DOWNLOADS
1.4mSOCIAL MEDIA FOLLOWERS
SOURCES: GOOGLE ANALYTICS, FACEBOOK, TWITTER, INSTAGRAM, ITUNES APP STORE
We provide exceptional reach into the LGBTQ communityto engage at a personal and credible level.
Niche
Niche
Market Segmentation?
Targeted Markets?
Focus Communities?
Passion-Centric Communities
• Multi-Cultural• AA• Hispanic• LGBTQ• Asian
• Activity Based• Climbing• Mountain Biking• Knitting
• Interest Based
• Wine Enthusiasts• Star Wars Fans• Collectors
• Lifestyle Based• Pet Owners• Cruisers • Gluten-Free
• Mix & Match• Gay Gamers
Passion Centric Communities
Differentiate in a sea of sameness
With Passion comes value for brands
70%LGBTQs pay a premium for a product from a companythat supports LGBTQ
64%LGBTQs tell a friend about a brand if theywere impressed by it
78%LGBTQs switch to brands that are known to be LGBTQ allies
SOURCES: NIELSEN, BUSINESS INSIDER, COMMUNITY MARKETING, INC.
+30%
Blacks spend more average HHI at retail
54%Hispanics more loyal to companies that advertise in Spanish
30%pet owners spend over 30 mins/week researching pet topics
• Communities congregate• Likely to be friends / followers of each other• Share their opinion & seek others’ opinions
Communities are tightly connected
• Connections lead to WOM & Sharing• Targeted nature allows things to go viral more quickly• Sharing with other members of community turns to re-shares
Passion = desire to share
Westin Heavenly Bed becomes remarkable
CreateThis
Advertise This
Challenges &
Opportunity
“They’ll see our ad campaign on all the major sites.”
Will they connect with the brand?
Will they notice that you are speaking with them?
“We can target those users through Programmatic.”
• Branding Campaigns vs. ROI• If advertisers want to “own” a community, then they need to be
unmistakably vocal and visible• Publisher’s ability to deliver highly custom executions• Helping the advertiser look like they understand the consumer
better than their competitors
Flight to Quality
“We don’t understand that audience.”
Expertise speaking to a highly targeted audience
Creating shareable, engaging content
In a voice that resonates
Topics and Story angles unique to the segment
Branded Content That Resonates
Content is amplified better since Social Media presence is highly connected. Ability to finely target Email, Daily Newsletters and Custom Promotional Units.
• Some clients just can’t turn over the keys to your editorial team• Lack of understanding of the market makes them want to stick
to “tried and true”• Some topics are just too far afield to relate to your audience, but
almost all can be
Branded Content Challenges
When it works, you can have a hell of a lot of fun (and success)
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s
We are
Scott Gatz, CEO - @sgatz - @weareqdigital