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Kaizo recently commissioned independent research with OnePoll into consumer attitudes to ever increasing health messaging by brands, showing that many are failing to truly involve consumers or integrate consistent messaging across channels. We shared the research with brands via a series of free breakfast sessions and had some lively debate about the results!
The results are summarised below:
• The number and frequency of products claiming health benefits continues to rise dramatically but rather than help drive consumer awareness and education about the benefits, 25% of consumers have been left feeling confused by the different health messages.
• 21% of consumers feel bombarded with health message information – clearly brands need to be smarter with how they convey their messages in a clear, concise manner, utilising the right channels.
• Many brands are failing to integrate traditional PR with social and ensure messaging is ‘joined up’ on and offline; in fact 40% of people found that messages projected by TV advertising are completely different to the experience found online.
• Consumers, initially attracted to money offers and free products on fan pages, are put off by the lack of good content or opportunities to contribute – a third never go back!
Get in touch if you’d like to discuss the results of the research in more detail or find out how to get the most out of your social media strategy through joined up communications and consumer involvement.