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The 2011 IGLTA Convention (Ft. Lauderdale, Florida USA) identified one important factor to be considered when deciding on a campaign focusing on social media vs traditional media – the reach and its quality. This relies on maturity of your markets and the type of consumer you are targeting.
Social media is a unique marketing tool for both the press and travel products to get the consumer in an instant. Traditional media and new media add to your PR strategy providing depth and inspiration to travelers to capture their interest before the social media takes affect.
Social media offers that touch point, viral campaigns can bring interested consumers in direct communication with you. KLM recently ran a viral quiz campaign targeting the gay market. This allowed the airline to connect with interested consumers it had not connected with before and therefore grow its marketing database.
Social media is a public relations meets marketing exercise; you can’t force people to join your fan page or Tweeter profile you can just remind them you’re there in a way that extenuates their interest.
The conundrum marketers face is – invest time in social media and hope it is a success, or invest money on more traditional ROIs.
Australia’s Best Job In The World viral campaign that earned 100’s millions still cost $1million to launch and manage – so even social media campaigns need an injection of budget somewhere.
However, if one statement is clear when targeting the gay market or any niche market; the sound of one considered and intelligent mark of respect can earn brownie points for years; and if you’re prepared for the long haul this could bring them over forever. Make your products relevant and be consistent in your approach.
Note: Social media was the hot topic of the IGLTA Convention. CVBs, Tourist Boards, Tour Operators, Hotels, Car Rental Companies and Airlines are all trying to find ways to not just contact the gay market but engage them. However, with budgets smashed, more executives are trying to fit ‘gay’ in as a legitimate market with the leanest of resources. For more information, see IGLTA or ask Dee Farrell, proud member since incorporation.
Marketing travel to gays and lesbians takes “know how” for success.
Without question, the gay and lesbian market offers brand loyalty and a consumer demographic whose value makes this segment too promising to overlook or mishandle. Thanks to JD Anderson for this article. Read more.
The gay market has more disposable income, and has a propensity for travel. There is a trend toward more diversified travel experiences, and this combined with discretionary income and a greater variety of options, puts the “gay market” in a league of its own.
In Australia and elsewhere, increased competition among companies for this market has turned individual marketing into savvy and joint partnering opportunities. Hotels, tour operators and restaurants and bars in Australia’s Gold Coast have come together to partner with Gold Coast Tourism and with Rainbow Tourism and Pink Choice to reach this market, for instance.
As the article points out, with global examples, this is the wave of the future. Go to the experts if you need help getting on the surf board to ride the wave.
Peacock Tourism Marketing. Helping you strut your stuff.
Gay and lesbian escapes in Queensland
Two entities at the top and bottom end of the state of Queensland have asked for gay tourism marketing assistance.
One is a new region in terms of attracting gay and lesbian visitors, and one is a long-established destination that is under new management.
There are several ways Peacock Tourism Marketing, and also its sister company Rainbow Tourism Intl., can help Gold Coast Tourism and Turtle Cove Resort. The online options include use of social media and video marketing, and these operators will be invited to a seminar by the leading expert in this area who will be visiting from the US in Feb. 2010.