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Targeting Influentials 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
New research from PPA Marketing
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Targeting Influentials 2008
Categories:
Clothes Household Products
Alcoholic Drinks Healthy Living
Cars Mobile Phones
Food (for home) Toiletries
Financial Services TV/Video/Audio Equipment
Pharmaceutical/Chemist Products
New research from PPA Marketing
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Targeting Influentials 2008
Clothes category
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
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Targeting Influentials 2008
The research
1. The power of WOM by category
2. The Influentials in each category
3. The channels that reach these Influentials
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Targeting Influentials 2008
The research part 1
BMRB Omnibus survey of 1,000 online adults aged 16-64.
Fieldwork done in 2 waves during February 2008
The importance of WOM in each of 11 categories.
The relative importance of advertising, editorial and WOM.
The consumers most receptive to WOM in each category.
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Targeting Influentials 2008
19
27
16
2221
19
Total (Existing Product) Total (New Product)
Editorial/Programme
Advertising
Friends and Family
Thinking about the following product area, where do you getMOSTinformation about
products and services?
% Agreeing
WOM in the Clothes category
Source : BMRB Omnibus Sample : 1,000 adults
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
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Targeting Influentials 2008
19
28
23
16
10
20
10
1315
21
42
21
Total
16-24
25-34
35-44
45-54
55-64
Friends and Family
Friends and Family (New Product)
Thinking about the following product area, where do you getMOSTinformation about
products and services?
% Agreeing
Source : BMRB Omnibus Sample : 1,000 adults
WOM in the Clothes category
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
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Targeting Influentials 2008
The research
1. The power of WOM by category
2. The Influentials in each category
3. The channels that reach these Influentials
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Targeting Influentials 2008
The research part 2
Do you talk to lots of people about a category? (Connectors)
Do you know a lot about the category? (Mavens)
Is your opinion likely to convince others? (Sellers)
Key Influentials are Connectors, Mavens and SellersTargeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
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Targeting Influentials 2008
Who are they?1,400,000 adults
65% female
15-34 bias (71%)
Single bias (51%)
No class bias
Sellers
ConnectorsMavens
Influentials
Source : TGI /WOM : Connectors, Mavens and Sellers.
Key Influentials in the clothes category
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
Targeting InfluentialsTargeting Influentials
AstudyofWordof MouthAstudyofWordof Mouth
PPAMarketing2008PPAMarketing2008
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Targeting Influentials 2008
Influentials attitudes to friends
363
272
236 236
I buy new products
before most of my
friends
Usually the first
amongst friends to
know what's going
on
People come to me
for advice before
buying new things
I spend a lot of time
with friends every
day
Source : TGI/WOM : Key Influentials in clothes category - Lifestyle statements
TargetinTargetin
AstudyoAstudyo
PPAMPPAM
TargetinTargetin
AstudyoAstudyo
PPAMPPAM
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Targeting Influentials 2008
Identifying Influentials
The key Influentials in the Clothes category are predominantly young
women aged between 15 34.
They enjoy shopping and regularly spend significant money on clothes. As a
consequence they often buy products before their friends and are asked for
their opinion on clothes by their social network.
In addition, they are responsive to advertising that informs their buying
decisions and tempts them to make more purchases.
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Targeting Influentials 2008
The research part 3
1. The power of WOM by category
2. The Influentials in each category
3. The channels that reach these Influentials
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Targeting Influentials 2008
Reaching Influentials
How likely are each of the following types of advertising to
influence whether you would talk with others about Clothes?
70 70
40 42
51
Magazines TV Radio Newspapers Internet
Source : BMRB Omnibus Sample : 1,000 adults
TargetTarget
AstudyAstudy
PPAPPA
TargetTarget
AstudyAstudy
PPAPPA
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Targeting Influentials 2008
Reaching Influentials
Which media do the Influentials in the Clothescategory use?
190
132
110
127
165
57
Magazines TV Radio Nat. Newspapers Outdoor Internet
Source : TGI /WOM : Key Influentials and heavy users of medium
TargetTarget
AstudyAstudy
PPAPPA
TargetTarget
AstudyAstudy
PPAPPA
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Targeting Influentials 2008
Reaching Influentials
Which magazines do the Influentials in Clothescategory read?
546
494456 449 445
408 397362 349
310
A B C D E F G H I J
Source : TGI /WOM Influentials in Clothes category and readers of listed titles. Index v all adults
TargetTarget
AstudyAstudy
PPAPPA
TargetTarget
AstudyAstudy
PPAPPA
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Targeting Influentials 2008
Reaching Influentials
Favourite magazines vs. media usage in the Clothescategory.
297
190
132
110
127
165
57
MAGAZINE
SCHEDULE
Magazines TV Radio Nat.
Newspapers
Outdoor Internet
Source : TGI /WOM : Key Influentials and heavy users of medium : Key Influentials and readers of specific magazine schedule
TargetTarget
AstudyAstudy
PPAPPA
TargetTarget
AstudyAstudy
PPAPPA
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Targeting Influentials 2008
Reaching Influentials
Example Schedule
Magazines A J 1 insertion in each
Schedule Index 297
Reach of Influentials 630,000*
% Reach of Influentials 45%
* Source : TGI /WOM Influentials in clothes category that read at least one of the scheduled titles.
TargetTarget
AstudyAstudy
PPAPPA
TargetTarget
AstudyAstudy
PPAPPA
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Targeting Influentials 2008
Reaching Influentials
Consumers have huge diversity of interests and needs.
An equally diverse magazine market caters for these needs.
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Targeting Influentials 2008
Reaching Influentials
Those consumers that are most enthusiastic will form the core
readership of magazines servicing this community
As consumers form communities of interest magazine publishers create
content that provides entertainment and information that feeds this communit
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Targeting Influentials 2008
Reaching Influentials
These enthusiasts are often the most knowledgeable and vocal members of t
community the Key Influentials amongst their social networks.
As a consequence, magazines are the definitive means of establishing
regular dialogue with the Key Influentials in any marketplace.
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Targeting Influentials 2008
Conclusion
WOM is an important source of information for new products in the clothes ma
WOM is a key source of information for existing products in the clothes market
The Influentials that drive this WOM are young women who love their clothes,
educate their social network and respond positively to advertising.
The preferred medium for these Influentials is magazines. They are over 5 time
more likely to read some titles than the average consumer.
A selection of just 10 titles can reach 45% of these Influentials with a fraction o
wastage of other media channels.
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Targeting Influentials 2008
Conclusion
Magazines sit at the heart of communities of interest
Magazines deliver the Influentials in your market
Put magazines at the heart of your communication
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Targeting Influentials 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
What have we provided for you?
Where is it?
In what format?
Targeting InfluentialsTargeting Influentials
Targeting InfluentialsTargeting Influentials
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Targeting Influentials 2008
PPAMarketing.net
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
11 category presentations : As a whole or chart by chart
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Targeting Influentials 2008
PPAMarketing.net
TGI Analysis of 11 categories
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Targeting Influentials 2008
PPAMarketing.net
Data by title on Influential index, reach and profile for 11 market
PPAM k i
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Targeting Influentials 2008
Demographic, Media, and Attitudinal analysis of Influentials
PPAMarketing.net
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Targeting Influentials 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
Presentations complete next wee
Available online w/c 9th March
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