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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




New research from PPA Marketing


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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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Clothes category








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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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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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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


AstudyofWordof MouthAstudyofWordof Mouth

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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


WOM in the Clothes category








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The research





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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







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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








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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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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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The research part 3





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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


TargetTarget

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PPAPPA

TargetTarget

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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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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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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

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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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Consumers have huge diversity of interests and needs.

An equally diverse magazine market caters for these needs.


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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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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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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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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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What have we provided for you?

Where is it?

In what format?




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PPAMarketing.net


PPA Marketing 2008PPA Marketing 2008A study of Word of MouthA study of Word of Mouth


11 category presentations : As a whole or chart by chart


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PPAMarketing.net

TGI Analysis of 11 categories


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PPAMarketing.net

Data by title on Influential index, reach and profile for 11 market

PPAM k i


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Demographic, Media, and Attitudinal analysis of Influentials

PPAMarketing.net


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Presentations complete next wee

Available online w/c 9th March

WOM Webversion

Documents

Transcript of WOM Webversion