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introductionWeber Shandwick was introduced to an influential and under-recognizedsegment of women dubbed “PANKs,” or Profe...
the 14 principles of PANKs                                                                                                ...
PANKs are a sizable                                                                                                    seg...
PANKs spend money on kids and assist             kids’ parents financially             PANKs estimate that they           ...
PANKs wield influence                                                                                 over both kids and  ...
PANKs are well-connected             (and connect well)                                                                   ...
PANKs are avid info-sharers                                                                                               ...
PANKs are decision-influencers             During the course of an average month, PANKs are significantly more likely than...
PANKs are ahead of the online media             consumption curve             Compared to overall women, PANKs consume mor...
the PANK engagement guide              “The Power of the PANK: Engaging New Digital Influencers” from Weber Shandwick and ...
For more information on Digital Women Influencers:“The Power of the PANK,”please contact:Leslie Gaines-Ross               ...
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Digital Women Influencers Study: The Power of the PANK®

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PANKs® (Professional Aunts No Kids) are women who have a special bond with a child who is not their own. Weber Shandwick teamed with SavvyAuntie® and KRC Research to survey PANKs and confirmed they are a highly appealing demographic for marketers because of their dynamic influence and digitally-connected lifestyle.

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Transcript of "Digital Women Influencers Study: The Power of the PANK® "

  1. 1. 1 1
  2. 2. introductionWeber Shandwick was introduced to an influential and under-recognizedsegment of women dubbed “PANKs,” or Professional Aunts No Kids, byMelanie Notkin, founder of Savvy Auntie®, the multiplatform lifestylebrand she designed for this powerful segment.We teamed up with Melanie, the national authority on this segment, andKRC Research to more deeply explore PANKs and quantitatively addressthe business opportunity they present.Weber Shandwick has identified 14 Principles of PANKs – compellingreasons why PANKs are integral to any consumer segment-drivenmarketing plan – and The PANK Engagement Guide to inspire thePANK strategies of marketers and communicators. 2
  3. 3. the 14 principles of PANKs 3Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  4. 4. PANKs are a sizable segment of the population One in five women is a PANK, according to our study. This represents approximately 23 million Americans. PANKs are roughly half of all women who aren’t a mother or grandmother. 4Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  5. 5. PANKs spend money on kids and assist kids’ parents financially PANKs estimate that they spent an average of $387 on each child in their lives during the past year, with 76% having spent more than $500 per child. This translates to an annual PANK buying power estimate averaging roughly $9 billion. Many PANKs have given gifts to parents to help them provide for their kids (45%) and often buy things for kids that parents won’t buy them (43%). One-third (34%) even expect to help pay for a child’s education. 5Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  6. 6. PANKs wield influence over both kids and kids’ parents Kids look up to their PANKs. Nearly seven in 10 PANKs (68%) report being a role model for the kids in their lives and many kids, as well as kids’ parents, go to PANKs for fashion and trend advice (36%). More than four in 10 (43%) say they have influenced the purchase decision of kids’ parents 6Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  7. 7. PANKs are well-connected (and connect well) PANKs have more social media accounts and nearly 200 more connections – driven by Facebook friends and YouTube channel subscribers – and spend slightly more time per week using social networks (13.4 hours vs. 12.1 hours, respectively) than the average woman. They are also significantly more likely to enjoy using social media than the average woman does (59% vs. 51%). 7Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  8. 8. PANKs are avid info-sharers PANKs share information on a wide range of products and services. PANKs are exceptionally good sharers of information about clothing, vacation/travel, websites/social networks sites, and products for digital devices but also index higher on traditionally “mom” categories, financial services and insurance coverage. 8Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  9. 9. PANKs are decision-influencers During the course of an average month, PANKs are significantly more likely than overall women to provide information to others, both through social media and more directly (in-person, phone or email). PANKs are also more frequent sharers than other women. 9Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  10. 10. PANKs are ahead of the online media consumption curve Compared to overall women, PANKs consume more online media than the average woman does, with the exception of newspapers, which are read digitally at the same frequency by overall women and PANKs. PANKs are also slightly more likely to spend their time shopping both in stores and online than overall women. 10Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  11. 11. the PANK engagement guide “The Power of the PANK: Engaging New Digital Influencers” from Weber Shandwick and Savvy Auntie isolates several meaningful recommendations and opportunities for marketers and PR practitioners looking to engage a new and viable segment of women. Acknowledge PANKs. Build a base of PANK advocates for your company or brand. Avoid stereotyping PANKs as non-domestic. Innovate for PANKs. Create new or refine existing products, services and programs specifically for PANKs and the kids in their lives. Demonstrate value for the money. Products have value if they help PANKs decide appropriateness of gifts and ultimately enrich the bond PANKs have with kids, such as special travel packages. Develop online campaigns for PANKs. PANKs are highly savvy digitally. Use experts and female celebrities in campaigns if the opportunity calls for a spokesperson. Message to their unique relationship with kids. Promote traditional mom categories with a PANKs sensibility. Appeal to PANKs’ sense of community purpose. 11Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  12. 12. For more information on Digital Women Influencers:“The Power of the PANK,”please contact:Leslie Gaines-Ross Melanie NotkinChief Reputation Strategist, Weber Shandwick CEO, Melanie Notkin Media Inclgaines-ross@webershandwick.com & SavvyAuntie.com Inc melanie@savvyauntie.comwebershandwick.com For Talent Inquiries: sdevall@nstalent.comBradley HonanCEO, KRC Research savvyauntie.combhonan@krcresearch.com PANKPower.comkrcresearch.comFor media inquiries, please contact:Rachel ManfredoWeber Shandwickrmanfredo@webershandwick.com 12

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