Activating Woman Brand Advocates

Presented by Peter Storck, SVP, Research & Kerry Lyons, SVP, Marketing at the Marketing to Women Conference in April 2013

2 © 2013 House Party, Inc.

Methodology

• Matched control to advocates in gender, age; and HH income • Explored behaviors and motivations regarding brand advocacy

Surveyed 1,000 women from general US population

Surveyed 3,000 women from the House Party community

Brand Advocates Control


A brand advocate is…


We trust brand advocates

“92% of consumers around the world say they trust earned media, such as

word of mouth and recommendations from friends and family, above all

other forms of advertising”


Advocates at work

[Place video here]


But who are they and what makes them tick?


Meet our advocates

47% 30-39 Middle Class $25-75K 55% 80% Married

w/Kids 80% White/

Caucasian


See where they play

VS

General Pop Brand Advocates


See how they play… they are more tech savvy

53% of advocates are using tablets, vs. 20% of control

71% of advocates are on smartphones, vs. 36% of control


And they “socialize” differently from you and me

Updates

Sharing Photos/Videos

Updates

Sharing Photos/Videos

Sharing Info

Learn about Brands

Share Recommendations

Get Recommendations

General Pop Brand Advocates

Brand advocates are 3-5x more likely to share info, learn about

brands, and get recommendations AND

6x more likely to share recommendations

VS


Newsflash: Brand advocates like brands!

0% 3% 8%

14% 13% 12%

51%

18% 14% 17% 17%

6% 4% 12%

0%

20%

40%

60%

80%

100%

None 1-2 3-5 6-10 11-15 16-20 21+

Brands Liked/Followed in Social Media

Advocates Control


And, they like them across the ages

20s 40s 30s

20s

Advocates in their 20s more likely to be influenced by online reviews


They “socialize” a LOT

3+ Hrs

Nearly half are spending 3+ hours

on Facebook

1Hr

1/3 are spending an hour on Pinterest

1Hr

1/5 are spending an hour on Twitter


What do they like to talk about?

75% Children’s Products

95% Food, Dining & Beverages

83% Media & Entertainment

86% Shopping, Retail & Apparel

79% Personal Care & Beauty

81% Household Products


Why do they like you?

You treat them well They have a special place in their heart

for you

You entertain them

97% 80%

57%

32% 48%

2%

62% 41%

19% 11% 14% 7%

0% 20% 40% 60% 80%

100% 120%

Special offers, deals, or promotions

I love the brand The brand provides interesting or

entertaining content

Friends are fans of the brand

Service or product support and news

Other

Motivating Factors to Like/Follow a Brand in Social Media

Advocates Control


Why do they recommend you?

95% 92% 85% 77% 71%

54% 54% 52% 43%

73% 67% 53%

46% 42% 28% 23% 26% 22%

0%

20%

40%

60%

80%

100%

I have tried/used the product and think highly of it

It’s a brand I love

A special offer, discount, or promotion

A desire to help others

A brand’s reputation

A charitable cause

A sense of personal pride; I like to be “in-the-

know”

Ratings & reviews

A brand’s advertising and

marketing

Influential Factors in Inspiring Brand Recommendations

House Party Control

Yum Yum! Love this brand! Yeah right!


How often do they recommend you? Lots!

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Advocates Control

Frequency of Brand Recommendations Family

Friends

Neighbors

Co-workers

Church, Sports Group, or other organization members Other

Daily or Weekly


So, do all of these recommendations actually drive purchase? They sure do.

Control Advocates

Trying the Product 93% 72%

Personal Recommendations 81% 46%

Online Recommendations 64% 24%

Online Reviews 61% 31%

Advertising/Marketing from Brand 33% 18%


But don’t take it from us, let’s hear it from them…

[Place video here]


So now what?

Find the right people

Be where they are

Give them something to talk about and the tools to share

Treat them well

Give them a great brand experience


Finding your advocates and giving them a great experience leads to…

of In-Person Experience

Online & Off

In Branding & Sales

Deeper Engagement Stronger Advocacy Bigger Lifts

Activate your brand advocates today about.houseparty.com

800-393-1102 @HousePartyInc

Activating Woman Brand Advocates

Marketing

Transcript of Activating Woman Brand Advocates