Psychographic Targeting Unhinged: Publications
Online & Offline Travel Publications Personalities
Search is a friend to the social psychographic research artist. Since we don’t know every travel mag’, let’s use Google for discovery by searching for “list of travel magazines.” We’ll check Facebook and other channels to see if the communities surrounding these online and offline publications are represented.
Wikipedia is also a very useful research aid. We’re using it in this case to find travel- and tourist-related magazines.
Now let’s see if those publications are represented in Facebook. Yep, there’s quite a bit of inventory there. Some of the publications suggest the financial status of our targets. Condé Nast might attract a more expensive crowd. Ask yourself what interest in LonelyPlanet.com, a site sporting 500 travel guides covering 195 countries, might infer about users as pertains to the traveler persona. Fascinating. (Again, we’ve provided some segments as text, for easy import into Facebook. Enjoy!)
#Condé Nast Traveler, #Condé Nast Traveller, #Condé Nast Publications, condé nast publications, condé nast, condé nast traveller uk, conde nast, conde nast traveler magazine, #Frommer’s, frommers, #Lonely Planet, enroute magazine, #Escapism Travel Magazine, #National Geographic Traveler, national geographic traveler, #Travel + Leisure, #Travel Weekly, #Travelgirl magazine, travelgirl magazine, #Travel Trade Gazette, #Merian (magazine), #Hana Hou!, #Get Lost Magazine
Great! Now let’s map the travel magazine inventory to YouTube.
 
 
Use LinkedIn to target employees of those companies. One would assume they are potential reviewers or in a position to help. Segment these employees by writing, blogging, reviewers and other job titles to hyper-target media influencers; we’ll go into PR segments later in the post. Often times you can find employees in Facebook as well.
Travel Forums & Blogs Personalities
Hard-core travelers participate in forums and blogs for a variety of reasons. Flyertalk.com is a great example. This targeting node is highly scalable. Use a PR database like Vocus, or even Google, to locate other travel blogs, forums and magazines.
With every discovery, there are new ideas to follow. Flyertalk.com does not have many FB fans, but does have sections broken out into various airline and hotel loyalty programs. Great idea and inspiring to the intuitive psychographic marketer. These are terrific clues for persona elements.
Check Facebook to see if these communities are represented. With the massive land rush to FB these days, most publishers are somehow pushing their followers to FB. That’s like serving their customers up to persona modelers like Sunday dinner! We know their customers are mostly travelers. Loyalty club interests fit the traveler persona model. Grab em’ and bag em’.
Here are FlyerTalk employees in LinkedIn. They may be influential. Let’s note this personality.
