Published on Apr 16, 2013
House Party Inc. Study, “Why Women Share: Activating Brand Advocates”
Finds: Trial Is the Number One Trigger for Recommendations, the Biggest Driver of Purchase; Discounts a Distant Third; Advertising Dead Last
Chicago, Illinois, Marketing to Women Conference – April 16, 2013 – Women are social by nature, and marketers would do well to leverage their social savvy – particularly those that embrace the role of brand ambassador. House Party, a leader in social marketing, today released the findings of a survey of thousands of women brand advocates revealing what motivates them to share. The survey, “Why Women Share: Activating Brand Advocates” provides an in-depth look at these powerful brand ambassadors, their social media habits and channels of choice http://bit.ly/17i4rHp.
House Party polled 3,000 women from its community of 800,000 brand advocates, as well as a comparison group of 1,000 women from the general public with matching demographics. The results offer key insights for marketers into what motivates brand advocates to champion the brands they like and love.
“Recommendations are the biggest driver of consumer purchases, and the biggest driver of recommendations is trial,” said Kerry Lyons, SVP of Marketing at House Party. “Women like to be in-the-know and spend a lot of time consuming social media and sharing their recommendations with friends and family. To leverage their powerful influence, marketers need to put products in their hands.”
When asked where they “play” online, women brand advocates unanimously said Facebook and were three times more likely to be on Twitter than the control group. Other key findings of the study include:
1. TRIAL DRIVES RECOMMENDATIONS MORE THAN DISCOUNTS: When asked, “What inspires you to recommend a brand,” brand advocates selected “I have tried the product and think highly of it” above all other choices. Interestingly, they selected “special offers, discounts, promotions,” a ubiquitous tactic, third (after “It’s a brand I love”). Also of note, they selected “a brand’s advertising and marketing” on which marketers spend billions, last.
2. RECOMMENDATIONS DRIVE PURCHASE: As study after study has shown, the biggest driver of consumer purchase (besides getting everyone to try) is recommendations.
3. BRANDS DON’T NEED DISCOUNTS TO GET LIKES: While all consumers are most likely to like/follow a brand for special offers, brand advocates are two times more likely to do so because they love the brand, and three times more likely for interesting or entertaining content, product news, or because their friends are fans of the brand.
House Party applies rigorous and comprehensive measurement methodologies that employ best practices as defined by the Word of Mouth Marketing Association (WOMMA). The company has been vetted by leading research firms, and adopted by some of the world’s biggest brands. Download the infographic of this new survey at http://bit.ly/17i4rHp.
About House Party
House Party is an experience-driven social marketing platform that drives consumer recommendations, at scale, to build brands and increase sales. Our platform enables brands to easily identify influential advocates, engage them with in-person brand experiences, and amplify their advocacy through social media, generating unmatched results. Follow us on Twitter @housepartyinc.
A House Party campaign is a consumer engagement of 8-12 weeks, wherein House Party’s social marketing platform is optimized to help brands identify influential brand advocates, engage them to host 250 to 10,000 parties in their homes across the U.S. on a single day, and spread earned media to millions, online and off, driving double digit brand and sales lifts.
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Audrey Mann Cronin
Mann Cronin PR