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Brand Advocacy Research - Leading by Recommendation
 

Brand Advocacy Research - Leading by Recommendation

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Is having a high level of brand recommendation enough in todays competitive markets? We studied 120 UK brands and researched 4000 adults and found that the secret to success was activating this ...

Is having a high level of brand recommendation enough in todays competitive markets? We studied 120 UK brands and researched 4000 adults and found that the secret to success was activating this advocacy. Incentivising promoters to get out there and pass on the word. Our research highlighted four key characteristics of brands with the most active advocates in their sectors. This can be applied to communication planning to improve communication effectiveness.

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Brand Advocacy Research - Leading by Recommendation Brand Advocacy Research - Leading by Recommendation Presentation Transcript

  • 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?
  • FMCG
  • 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