Tunnl Blog - Page 4

Short-term rental (STR) legislation throughout the country may change the way Americans travel in the very near future. As travelers continue to enjoy the variety of accommodations on Airbnb and Vrbo, local and state lawmakers are struggling to keep residents happy, housing affordable, and tourism successful. The motivations and needs of businesses, homebuyers and renters, hotel unions, hosts, travelers, and policymakers are all in conflict, inspiring a spike in issue-based campaigns for or against the regulation of short-term rentals. How do you ensure yours is the one that gets seen by the right people?

E-coli outbreaks, oil spills, data breaches, drug prices… behind every headline-making hot topic is a business bearing the brunt of public criticism from citizens, news anchors, and regulators. Some industries cannot escape the sword of Damocles, the ever-present sense of impending doom that accompanies big innovations and tiny, well-meaning marketing decisions alike. But the public is listening; every ad or news clip they hear about you and your industry could be a nail in your corporate coffin or a golden ticket to your organization’s goals.

Gathered around the water cooler, people used to ask each other if they’d caught that one popular TV show that aired the night before. And since there were only about five major channels and everyone had cable, you could almost always count on an affirmative answer. Nowadays, you have to preface that ask with, “Which streaming services do you have right now?” Screen time is up, but attention is divided. Between streaming connected TV, scrolling social media, playing mobile games, and flipping through linear TV channels, your audience is everywhere.

You may have watched Meet the Press on Sunday. You’d be among anywhere from 2 to 4 million other viewers between the ages of 25 to 54 enjoying the longest-running, top-rated NBC interview news program.

You have a job to do - legislation to influence, a company reputation to defend, and revenue to grow. But somewhere else in your organization, there’s a marketing department with goals of its own that seem to inch deeper into your territory with each passing day. The distinctive roles of marketing and public affairs are fading. They are beginning to blur together.

LGBTQ+ issues are making headlines throughout the nation, prompting some brands, issue advocates, and consumers to speak up. And with Pride right around the corner, those conversations are gaining momentum. Even if you do not consider your organization enmeshed in the LGBTQ+ community, Pride Month is a great time to put your company’s beliefs at the forefront of your ads and reach LGBTQ+ allies who care about the causes you’re campaigning on. Tunnl’s audience library has audiences for every issue in the headlines, enabling you to reach the right people, even on sensitive subjects at polarized times. And what isn’t already prebuilt for you in our audience library, you can craft for yourself in minutes using Tunnl's Audience Builder. Consider this your guide to authentically optimizing your Pride campaigns for maximum reach with audiences that will appreciate your approach to the issues impacting the LGBTQ+ community.