Brand Advocacy Research - Leading by Recommendation

Leading by

Methodology
Richard Moss (Good Relations) and Alain Samson (Enterprise LSE) studied 120 UK brands
4000 adults (nationally representative)
Measured actual levels of recommendation over a three month period

Industry Sectors

Which categories are we most likely to recommend?

Which categories do we recommend?

Warning! Detractors have x3 the impact on sales as promoters Which categories have the most active detractors?

55% of promoters had made at least one recommendation Is Advocacy Important in FMCG?

So who are the UK ’ s most actively recommended FMCG brands?

3 rd Place - 72.7%

2 nd Place – 76.0%

1 st Place – 76.9%

The UK ’ s Top 10 – Most actively recommended brands
Activia 76.9% (38)
Kellogg Special K 76.0% (34)
Lucozade 72.7% (29)
Red Bull 72.2%
Muller Corner 69.0%
Warburtons 68.9%
Cathedral City 66.7%
Felix 66.7%
Cravendale 65.7%
Pringles 60.9%
( ) Denotes NPS ranking

… and let ’ s not forget Innocent 74.2%

Results from other sectors

Financial Services

Financial services

Why First Direct?
To start with, we're in good company. Over 100 million customers in 85 countries and territories trust HSBC to look after their money.
93% of our customers are extremely or very satisfied with our Telephone Banking service (1) .
We've been rated both the UK's best banking website and the UK's best online bank. We really do offer online banking at its best (2) .
Just recently, we won the "Best Call Centre in the UK" award at the 2008 Top 50 Call Centres for Customer Service awards.
96% of first direct customers polled in a Watchdog survey would recommend us (3) - we're recommended more than any other bank (4) . We're also the UK's number one bank for customer satisfaction (5) .

Retail

Retail brands with the most active advocates

Entertainment/Mobile/Broadband

Top 10 most actively recommended UK brands – all sectors

Top 10 most actively recommended UK brands – all sectors 90% 92.3% 92.3%

All sector - Top 10 most actively recommended UK brands
1. TMobile 92.3%
1. Blackberry 92.3%
3. Aviva 90%
4. Ebay 88.5%
5. Comparethemarket.com 87.5%
5. AMEX 87.5%
5. Orange 87.5%
8. Starbucks 85.5%
9. Confused.com 85.3%
9. First Direct 85.3%
10. Morrisons 79.7%

Conclusions
All sectors get recommended, but some brands within these sectors get recommended significantly more than others.
These brands are on the whole communicating differently.
They follow a 4C model – Cause, Community, Contagious story, Coverage
Brand advocacy should be at the heart of every marketing strategy

About Good Relations
Good Relations is a leading UK Public Relations agency and part of the Bell Pottinger Group
We are a brand led agency, developing creative campaigns for clients including Airbus, Blackberry, Subway, Weetabix and Yeo Valley
With about 60 consultants, we have the advantage of offering a small agency feel, whilst having the support of the UK’s largest PR agency group

Thank you! Email: rmoss@goodrelations.co.uk Blog: www.wordofmoss.com Net Promoter , NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

Brand Advocacy Research - Leading by Recommendation

by Richard Moss on Sep 03, 2011

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