ANATOMY OF A BRAND ENTHUSIAST - PR Daily€¦ · ANATOMY OF A BRAND ENTHUSIAST What Marketers Need...
Transcript of ANATOMY OF A BRAND ENTHUSIAST - PR Daily€¦ · ANATOMY OF A BRAND ENTHUSIAST What Marketers Need...
Read the press release on StrongView's 2014 Brand Loyalty Survey at www.strongview.com/2014brandsurveyConducted in conjunction with Edison Research, the poll, which gathered feedback from more than 2,200 online US adults across major industries, was conducted
from March – April 2014. For more information on present tense marketing trends, tips and best practices, visit our blog at www.strongview.com/blog.
Copyright 2014 StrongView Systems, Inc. www.strongview.com
ANATOMY OF ABRAND ENTHUSIAST
What Marketers Need to Know
Matched expectations of the brand -- 8.7
Relevant to needs -- 8.6
Top 5ContextualPrompts
(Respondents asked torate importance on a
scale of 1-10 with10 being highest)
How Does Context PromptBrand Enthusiasts To Buy?
Matched past interactions -- 8.6
Received at the right time -- 8.4
Helpful in making a purchase decision -- 8.4
WHY ENGAGE BRAND ENTHUSIASTS ON
SOCIAL MEDIA?
liked the brandon Facebook
44%
followed thebrand on Twitter
20%
recommendedthe brand viasocial media
39%
BECAUSE THEY ARE ALREADY ENGAGING WITH YOUR BRAND THIS WAY
BEWARE THOUGH!Brand Enthusiasts are 2X
more likely to complain abouta brand on social media too!
Just over
1/4of online adults
stand out asBRAND
ENTHUSIASTS*
BRAND ENTHUSIASTSDEFINED
*26% of the 2,216 online US adults surveyed (576 total) were found to be “Brand Enthusiasts”
These highly engaged and loyal consumers are most likely to recommend a preferred brandto a friend and make almost all relevant purchases from the brand, today and moving forward.
What Channels PromptBrand Enthusiasts to Buy?
51% EMAILONLINEADVERTISEMENT
28%
OFFLINEADVERTISEMENT
MOBILE MESSAGE
OFFLINE INTERACTIONS
FACEBOOK MESSAGE
18%
14%
14%
11%
$$$41% have household
incomes less than $50K a year67% less than $75K
They’re Not All Rich They’re Not AllDiscount Crazy
They’re Not AllMiddle-Aged Moms!
BRAND ENTHUSIASTSAREN’T WHO YOU THINK
47% noted sales or discountsas influencing their purchase
decision vs. 80% noting quality& 61% noting loyalty
18-24 yrs 25-34 yrs 35-44 yrs 45-54 yrs 55-64 yrs 65+ yrs
18% 19% 19%
14%13%
17%
47% 53%
$
WHY TARGETBRAND ENTHUSIASTS?
3X more likely to frequently make purchases**
They’re nearly 4x more likely to spend significantly more with brand in the future*
Average order valueof last purchasehigher than non-enthusiasts
Almost 8x more for Enthusiastswith 10+ brand interactions
13%
77% have purchased recommendeditem from brand
*33% of Brand Enthusiasts vs. 9% of non-enthusiasts (nearly 4X)**40% of Brand Enthusiasts vs. 13% of non-enthusiasts (3X)