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Using Word-of-Mouth to Drive More Consumers to Buy
Supercharging the Path to Purchase
Ed KellerCEOKeller Fay Group
Tony CardinaleEVP, Brand Planning &
Strategic InsightsNBC Universal
Women at NBCU
•A sales, marketing, and research initiative that partners with agencies and advertisers on high ROI custom solutions
• Its Insights area is charged with delivering marketing partners new intel to guide impactful campaigns and measure corporate-wide results
What Made This Investigation Valuable
1. Women are WOM drivers
2. Women drive more purchasing in more categories than ever
3. Women are more trusted and influential
…but little is known or has been studied about the dynamics of Women’s word-of-mouth in the path to purchase
Popular Assumption
Need identified
Aware of choices
Research &narrowing
Final decision
Brandadvocate
Purchase$$$
Consumer as “prospect” Consumer as “marketer”
A New Way of ThinkingWe believed that consumers could act as effective marketers for brands even before purchase, and we wanted to understand how to effect that
Purchaseprospect
Brandadvocate
Purchase$$$
Pre-purchasemarketer
Our Partnership with Keller Fay
•NBCU had already been using Keller Fay's TalkTrack® to help our clients locate Conversation Catalysts™ across many categories
•We formed a partnership on this custom research to move beyond what we collectively knew about getting women talking at critical marketing moments
Source: Women at NBCU Power of the Purse Study Fall 2009. Total Women 18+.
Negotiating to buy a car
Planning for retirement
Buying a computer
Buying or selling stocks to make money
Dealing with a repair person
86%
80%
68%
63%
89%
97%
94%
95%
83%
98%
+11pts
+14
+27
+20
+9
2000 2009 ChangeWomen 18+ who say they do the following:
What Inspired Us? We Knew…1. Women are “in category” and driving purchasing more than ever in key general market areas
84
92
Male Female
Source: Keller Fay Group’s TalkTrack®
What Inspired Us? We Knew…
# of brands talked about weekly
2. Women are WOM drivers when it comes to brand conversations
53%46%
33%
45%
62%53%
36%
51%
Credibility ofBrand WOM
Propensityto Relay
Propensity to SeekMore Info
Propensityto Purchase
Male Female
Source: Keller Fay Group’s TalkTrack®
What Inspired Us? We Knew…
Response to word-of-mouth received from each gender
3. Women are more trusted and influential than Men, even among Men
New Questions to Answer
1. How does word-of-mouth change throughout the path to purchase?
2. What triggers WOM in different phases of the path to purchase?
Methodology
• Online survey of 4,999 representative women 18-54
• March 2010
• Measured dynamics of person-to-person communication, whether face-to-face, over the phone, or online
• Identified the point along the purchase path that each woman is at in all of the 12 categories within the 6 industries studied
0%
10%
20%
30%
40%
50%
Not Relevant Needs Met Starting to Look Researching Narrowing Final
All Categories Average
WOM Plays an Increasing Role Closer to the Point of Purchase Among Women
% of WOM among women by purchase stageAll categories
Industries studied:auto, financial, payment
cards, electronics, telecom, movies
(movies not included in “all categories” analysis)
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
36%
of women have a conversation during the
narrowing or final decision-making purchase stage
Advertising Plays a Bigger Role Than Women Think
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
What Consumers BelieveConsumers acknowledge they rely on advertising to learn about products, but claim it plays a smaller role as they approach an actual decision
0%
20%
40%
60%
80%
Awareness Phase Research Phase Decision-MakingPhase
advertising as important resource
Advertising Plays a Bigger Role Than Women Think
0%
20%
40%
60%
80%
Awareness Phase Research Phase Decision-MakingPhase
What Consumers BelieveConsumers acknowledge they rely on advertising to learn about products, but claim it plays a smaller role as they approach an actual decision
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
advertising as important resource
0%
10%
20%
30%
40%
Needs Met Starting toLook
Researching Narrowing Final
What Consumers Do…But when consumers talk about brands, the closer they get to a decision, the more they talk about things they learned about from advertising
advertising as topic of conversation
“Pre-purchase Promoter” Period
TV & Internet Drive WOM More Than Other Paid Media at All StagesWOM % containing media/marketing references at each purchase stage
11%
5%
3%2%
1% 1%1%
13%
8%
3%2%
1%2%
1%
17%
12%
4% 4%
2% 1% 2%
14%
7%
3% 3% 3%
1% 1%
TelevisionAd
InternetAd
NewspaperAd
MagazineAd
RadioAd
Cell/MobileDevice Ad
BillboardAd
Starting to look
Researching
Narrowing choices
Final decision
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
Study Highlight: TV is Often the SparkRole of TV & Internet in brand WOM, across all categories
31%
24%
14%16%
Medium promptedconversation immediately
Medium promptedconversation later
Television Internet
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
…While WOM Often Stimulates ResearchActions taken/likely to be taken based on WOM at each purchase stage
18%
30%
33% 32%
9%
15%18%
25%
8%10%
12%
22%
3%4% 5%
11%
Needs Met Starting to Look Researching Narrowing Choices
Get More Info/Do Research on it
Visit the Brand/Company Website
Visit a Store to Find Out More About it
Spend More $Than Planned
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
WOM is Most Influential Later in the Purchase FunnelPurchase likelihood based on WOM by purchase stage, across all categories
0%
20%
40%
60%
80%
Starting to Look Researching Narrowing Final
Top 3 Box (8, 9 or 10 on 0-10pt. scale) + Already Bought
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
Industries studied: auto, financial, payment cards,
movies, electronics, telecom
…the Vast Majority of WOM Occurs as it Always Has…Mode of WOM by purchase stage, across all categories
0%
10%
20%
30%
40%
50%
60%
70%
80%
Not Relevant Needs Met Starting to Look Researching Narrowing Final
Face to Face On the Phone Online (NET)
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
Different Categories, Different DynamicsWOM % among women consumers containing paid media/marketing references at each purchase stage
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
0%
5%
10%
15%
20%
25%
Needs Met Starting toLook
Researching NarrowingChoices
FinalDecision
Telecom Payment Cards
Though the categories we studied showed general trends, each had its own “personality” with discrete implications as well
0%
5%
10%
15%
20%
25%
Needs Met Starting toLook
Researching NarrowingChoices
Final Decision
Television
Internet
Magazine
Radio
Newspaper
Cell/ MobileDeviceBillboard
0%
5%
10%
15%
20%
25%
Needs Met Starting toLook
Researching Narrowing Final
Different Categories, Different DynamicsWOM % among women consumers containing paid media/marketing references at each purchase stage
Source: NBC WOM Custom Study, March 11th – 25th 2010. Conducted by the Keller Fay Group
Though the categories we studied showed general trends, each had its own “personality” with discrete implications as well
Automotive Tech/Electronics
0%
5%
10%
15%
20%
25%
30%
Needs Met Starting toLook
Researching Narrowing Final
Television
Internet
Magazine
Radio
Newspaper
Cell Phone/MobileDevice
Billboard
Implications
1. Consumers are “marketers” in all purchase phases, not just post-buy
2. Word-of-mouth increases as consumers get closer to buying; indeed, there is a “Pre-Purchase Promoter” peak in the latter half of the funnel when WOM is elevated and more influential
3. TV often sparks a conversation that pushes toward online, even late in the funnel
4. Think about WOM as a key outcome of media and advertising, with different media working together along a purchase path
5. Research plays a key role: there’s no one-size-fits-all approach, as patterns vary by category
Thank You!
[email protected]/kellerfayfacebook.com/kellerfay
[email protected] Keller Tony Cardinale