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Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
Scoring points with moms- The secret for engaging moms to try, buy and share
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Scoring points with moms- The secret for engaging moms to try, buy and share

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PunchTab Whitepaper

PunchTab Whitepaper

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  • 1. AScoring points with MomThe secret for engaging Moms to try, buy and share
  • 2. To Marketers Everywhere,We’re probably a lot like you. Work-obsessed, multi-tasking, out-of-the-box-thinking, analytic fiends. We’re marketers. Andwe think we should probably start a support group for people who can’t watch a TV commercial without calculating ROIand have Facebook’s TOS memorized.But until then, we wanted to hook up our fellow brothers and sisters of the marketing mind. And we’re excited to sharewhat we’ve done.The Digitally Engaged Consumer Research Series was created, because we saw a need in our own work for these insights.We’ve been exhausted by the digital treasure hunt of sorting through a ridiculous amount of already available researchand information on various consumer segments. We wanted a quick guide that would summarize key channels and onlineincentives that drive different segments to try, buy and share products. But it didn’t exist.... so we made it. We dug intosome secondary research, getting the best of what was already out there, and then we did some research of our own. Andbecause we like good Karma, we’re sharing.The BIG TAKEAWAY: We think it’s time brands start placing more emphasis on consumer engagement. Here’s why:1. Acquisition is wasted without an engagement strategy: Most brands have established a fan base, followers, emailsubscribers, etc. but without focus on engagement, that effort is wasted on a stale audience.2. Consumers need more compelling reasons to engage: We’re constantly competing for consumer attention and newchannels are emerging all the time. To rise above the noise, brands need to start providing reasons why consumersshould pay attention. For example: A lot of brands are adding “Visit Us on Facebook” to their TV commercials withoutgiving any additional information as if visiting your brand on Facebook is incredibly exciting (no offense).3. Engagement isn’t just about customers anymore: Before social, engagement strategies only existed within the realmof customer lifecycle marketing and attracting new consumers was predominantly focused on push marketing. Today,brands are more discoverable and consumers leverage opportunities online to learn more and interact with them beforebecoming customers.4. Traditional digital acquisition tactics only take you so far: We know the marketing funnel isn’t anywhere near asstraightforward as awareness, consideration, trial and purchase. Online strategies focused only on driving conversionattract consumers further down the purchase path. Today, brands can leverage various engagement strategies to attractnew consumers.2. © 2013 PunchTab | www.PunchTab.com
  • 3. A5. Marketing technology is evolving: Today’s technology platforms, tools and applications are giving marketers moreopportunities to understand and interact with consumers. Marketers have to be able to connect the dots to sales whetherdirectly or indirectly. Today’s technology is helping marketing close the gap between programs and results.6. Consumers have too many options: The current economic environment and increased competition at local and globallevels requires brands to focus more on building brand preference or risk losing market share to alternative products orbrands. Brands have a strategic opportunity to address all of these challenges with omni-channel rewards programs thatengage and reward consumers at various touch-points. These programs can drive consumer awareness and discoverythrough sharing and engagement, increase digital WOM, and create brand preference by recognizing and rewardingconsumers for everything they do to support the brand from advocacy to purchase.We’ll get off our soap box now, but we hope you find this helpful.Sincerely,Angela SanfilippoAngela SanfilippoSuperwoman3. © 2013 PunchTab | www.PunchTab.com
  • 4. Profiling the DigitallyEngaged MomIN-DEPTH SURVEYSECONDARY RESEARCHTo supplement and validate the survey data,a review of the literature and other studies ofMoms’ online and purchase behaviors pub-lished in the past three years.A random sample of over600 US Moms ages 25-44Interest in rewards programsOnline and purchase behaviorswhen rewardedTypes of rewards of interestto MomsPunchTab combined secondary researchwith our own research panel of Moms tobetter understand how Moms choose,buy and recommend products and howmulti-channel rewards programs caninfluence the online and offline behav-iors of Moms. We asked what channelsMoms use, what actions they would takein exchange for earning loyalty points,and what rewards they would like to re-ceive for points earned in the program.4. © 2013 PunchTab | www.PunchTab.com
  • 5. executive summaryMoms Hold the Keys to the KingdomWhen it comes to household purchases, Moms are the primarydecision makers, influencing a $2.4T in spend every year[1]making this one of the most critical demographics segments forbrands. (Yes, two trillion dollars!)Moms Engage Online and Influence Other MomsNearly 91% of Moms use social media regularly and spend 2xmore time online than the rest of the general population (tweetthis).[2] Moms rely significantly on the online recommendationsof other Moms with well over half indicating their purchaseswere influenced by information on social media sites[3],[4]. Thiscreates a substantial opportunity for brands to build and fosterdirect relationships with consumers that can impact purchasebehavior and household brand loyalty.Moms Will Buy and Engage More If RewardedOver 81% of Moms said they would buy and engage more ifrewarded with loyalty points. Loyalty programs have long beenusedtoincreasepurchaseandretention.Andwiththeproliferationof social media channels and increased online engagement, ithas become essential for brands to leverage these outlets toengage consumers at every stage of the customer lifecycle.[1] Ekaterina Walter “The 30 Stats You Need To Know When Marketing To Women” The New Web. 24 January 2012. Retrieved 1 May 2013 from http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/[2] Babycenter. “2012 American Media Mom Report.” April 2012. P. 18.[3] Babycenter. 2013 Social Mom Report, A 21st Century Moms Insights Series. April 2013. P. 13.[4] Performics and ROI Research. S-Net: A Study in Social Media Usage & Behavior - “Social Media Moms.” April, 2012. P. 6.But loyalty programs can also play another important role in thesales cycle—driving awareness, consideration and preference.To do this, brands must start finding avenues to engage andreward Moms for driving word of mouth and purchasing. In fact,over half of Moms said they’ll engage with brands and sharebrand content on the social channels that they use if part ofa rewards program. Next generation, multi-channel rewardsprograms are one of the most effective ways to do this.Moms Can Take Rewards Programs to a New LevelBut there’s more opportunity for companies with multiple brandsand product lines to review their loyalty program strategy andassure maximum impact across all products in its portfolio. An“umbrella loyalty program”—a loyalty program at the parentcompany level can leverage Moms’ loyalty from one brand toother brands and types of products in the company’s portfolio.Three out of four moms said they prefer umbrella loyaltyprograms. 59% of these moms indicated they would buy otherproducts from the parent company and nearly half said they’dswitch from a competitor’s product. By rewarding moms forpurchasing across all brands and product categories, companieswill increase their share of wallet and have moms purchasing agreater variety of products.5. © 2013 PunchTab | www.PunchTab.com
  • 6. AMoms Hold the Keys to the KingdomMom’s control $2.4T (yes trillion) in spend
  • 7. 50% 25% 26% 86%Moms ARE ACTIVE ON A VARIETY OF SOCIAL MEDIA CHANNELSMoms Engage Online and Influence Other MomsMoms are active on SOCIAL and that’s a growing trendThe reach of Moms is greater than ever before with Moms’ increased use ofsocial media. Of all social channels, Facebook has the highest penetrationrate, but growth in Moms’ use of other channels has been significant overthe past few years. For example, in February 2012, Edison Research andArbitron International reported that only 10% of Moms use Twitter.[5] Thatpercentage has grown to 25% in just over a year (tweet this). Therefore,brands are wise to cover multiple or all channels where Moms congregatein an “OMNI-CHANNEL” loyalty program.[5] Edison Research and Arbitron International. “Moms and Media 2012.” May 2012. P. 30*SOURCE: Punchtab, 20137. © 2013 PunchTab | www.PunchTab.com
  • 8. Moms trust what they read online... and go there firstMoms turn to other Moms for advice before they purchase a new product and consider other Moms the most credibleexperts when they have questions. These exchanges happen both in person and online--through channels such asFacebook, Pinterest, Twitter, blogs and Instagram.Moms RESEARCH AND DISCOVER PRODUCTS THROUGH SOCIAL MEDIA84%OF Moms GOONLINE WHENLOOKING FORPRODUCT/BRANDRECOMMENDATIONS65% LEARN about a PRODUCT orSERVICE through socialnetworking56%follow up on PRODUCTRECOMMENDATIONS receivedon social sites to learn more74%have purchased a product as a result ofPROMOTION or MENTION in a BLOG64% of Moms READ ONLINE REVIEWS be-fore purchasing products66%view social network as a goodsource of INFORMATION ABOUTCOMPANIES/BRANDS*SOURCE: Performics and ROI Research, 2012; BabyCenter, 2012, Burst Media, 20128. © 2013 PunchTab | www.PunchTab.com
  • 9. A recommendation from a mom is twice as effective as asponsored advertisementRecommendations and postings by third parties are significantly more powerful than information posted by brandsthemselves. And a recommendation from a mom is more than twice as effective as a sponsored ad. The takeaway:Moms are a powerhouse of consumer conversion.All the data points to the importance of engaging a potentially powerful brand spokesperson - Mom. Getting Moms to like, tweet,post brand content, write reviews and blog about products makes an impact for the brand. With sizable numbers of Moms onevery social media channel using content on those channels to make purchase decisions, brands need to build a presence throughMoms who like, use and recommend a brand’s products.TAKE AWAY*SOURCE:Babycenter. 2013 Social Mom Report, A 21st Century Moms Insights Series. April 2013.9. © 2013 PunchTab | www.PunchTab.comMOMS RECOMMENDATIONS ARE WORTH A LOT!59%44%38%23%...a mom recommended it on a parenting site...a friend liked or posted about the brand on a social network...the brand posted information on a social network...you saw a sponsored ad on a social networkHave you ever bought something because…
  • 10. Moms Will Buy and Engage More If RewardedWe’ll start with the bottom line: Moms buy more and share more if rewarded. Reward Moms. Get more Moms. Get moreshare of wallet. Furthermore, if a mom follows your brand on a social channel, they’re more inclined to purchase from yourfamily of brands.Want Moms to take actions and interact with your brands? Offer them rewards.If Offered Rewards, 81% Of Moms Are Willing To Interact With Brands Socially.Where are Moms sharing? The number one place is Facebook with 50% of Facebook Moms willing to share brand contentwith their networks. Number two is Instagram with 42-46% of Instagram Moms willing to post brand content. Twitter felllast at 32% of Twitter Moms willing to tweet or retweet brand content with their social network.MOMS WHO FOLLOW ON SOCIAL ARE EVEN MORE LIKELYTO BUY AND ENGAGE92%Of Moms who ALSO like a brand on Facebook aremore likely to buy and engage when rewarded98%Of Moms who ALSO follow a brand on Twitterare more likely to buy and engage when rewarded93%Of Moms who ALSO follow a brand on Pinterestare more likely to buy and engage when rewarded81% Of ALL Moms are likely to buy and engagewhen rewarded*SOURCE: Punchtab, 201310. © 2013 PunchTab | www.PunchTab.com
  • 11. 52% 32%9%46%42%54%56%50%59%57%If rewarded, Twitter Momswill follow a brand If rewarded, Twitter Moms willtweet or retweet contentfrom a brandWhen incentivizedFacebook Moms willlike a brand’sFacebook page orshare content fromthe pageWhen incentivizedFacebook Moms willallow a brand to postto their timelineIf rewarded InstagramMoms will upload aphoto to Instagramwith a brand-relatedhashtagIf rewarded Instagram Moms willupload a photo to Instagram to sharetheir experience with a productIf rewarded, Pinterest Moms will pinan image from a brand’s websiteIf rewarded, PinterestMoms will visit abrand’s Pinterest pageIf rewarded, PinterestMoms will follow abrand on PinterestWhen incentivizedFacebook Moms willvisit a brand’sFacebook pageWhen incentivized FacebookMoms will “like” content froma brand’s websiteOver 50% of Moms would engage with brands on Facebook,Twitter and Pinterest*SOURCE: Punchtab, 201350%11. © 2013 PunchTab | www.PunchTab.com
  • 12. [6] Babycenter. “2012 American Media Mom Report.” April 2012. P. 33.[7] Exact Target, “The 2012 Channel Preference Survey, Report #14” P. 9. Retrieved 1 May 2013Moms go above and beyond when rewardedMoms STAR CHARTWHEN REWARDED, Moms WILL DO MORE FOR YOUR BRAND!Provide their EMAIL ADDRESS and RECEIVING EMAILS from abrandComplete a PROFILE for a brand with information such as yourgender, birthday, purchase history or purchase plansContribute to an ONLINE COMMUNITY (for example, leavingcomments, answering questions or responding to others)Provide their input on POLLS or SURVEYSWATCH a VIDEO that a brand suggested for themPOST a REVIEW of a brand or a productFACEBOOK IS NOT THE END ALL:Moms want emailThis raises the question regarding mom’s preferredchannel for receiving direct marketing messagesfrom brands. Many studies have shown that thepreferred channel for messages from brands ispermission-based email.[7] Rewards programs canhelp you here as well. Over half of Moms in ourstudy said that they’d provide their email addressto open this channel of communication withbrands, in exchange for loyalty points.41%24%72%28%Moms can go where brands can not91% of Moms indicated they would NOT allow brands to post on their Facebook timelineMoms value their privacy! Almost all Moms would not allow brands to post content on their Facebook timeline. How do brands getaround this? By turning moms into brand ambassadors..The personal views of those Moms and good reviews they share with theirnetworks will reach out to consumers on the brand’s behalf.DON’T FORGET 64% of Moms readonline reviews before purchasing a product.[6]12. © 2013 PunchTab | www.PunchTab.com41%59%
  • 13. saveWhat Moms Want80% of Moms Want Financial Rewards... and they’re willing to shareWhen given multiple options of available rewards, Moms ranked some kind of financial reward (discounts, free products) asthe most desired. This is consistent with other value-oriented trends in the past few years given the challenging economicenvironment. We should also remember that Moms are the ultimate givers, with over half preferring that some portion of theirrewards be donated to charities and non-profits.% OF MOMS WHO ARE INTERESTED IN VARIOUS FINANCIAL REWARDS60%DISCOUNT orCOUPON touse on a futurepurchase ofbrand product52%DISCOUNT orCOUPON touse on a futurepurchase ofproduct frombrand’s familyof products83%FREE productsor servicesfrom the brand32%Products orservices fromother compa-nies RELATEDto brand’sproducts82%GIFT CARDSfrom popularretailers*SOURCE: Punchtab, 201313. © 2013 PunchTab | www.PunchTab.com
  • 14. % OF MOMS WHO ARE INTERESTED IN VARIOUS EXCLUSIVEACCESS OR EXPERIENCES AS REWARDSOpportunity toINFLUENCEcompany’s futureproducts or designsOpportunity toPURCHASE NEWPRODUCTSbefore they’reavailable to thegeneral public38ADVANCEDNOTIFICATIONof new products3639Perks associatedwith an “ELITE”status with abrand67MERCHANDISEwith brand’s logoon it37Access toEXCLUSIVEEVENTS orexperiences notavailable to thegeneral public26VIP TreatmentMoms still love non-economic rewards, tooA mom who racks up a lot of points in a loyalty programis clearly very engaged with the brand. 35-40% of Momsindicated that they would value incentives that offered themexclusive access to a brand (tweet this), such as being ableto buy new products ahead of the general public or beingable to influence a brand’s future products. She’s frequentlytalking about the brand on social media, contributing to onlinediscussions, purchasing and loving the product. By giving thismom “exclusive access” rewards, the brand is giving her moreto talk about. Who better to be the first to have and review anew product?Additionally, this mom can provide the brand with valuableinsights based on her use of the product, includingenhancements, modifications and suggestions for relatedproducts. Giving this mom access to product managementis a win-win: she views this as a reward and her insights arevaluable to the company.Other examples of exclusive access awards include invitationsto special events, perks associated with an “elite” status suchas free shipping or merchandise with the brand’s logo on it. Inall of these cases, Moms increasingly identify with the brandand naturally promote it in their online and offline social circles.*SOURCE: Punchtab, 201314. © 2013 PunchTab | www.PunchTab.com
  • 15. Moms like recognition and brands like free contentWithin the context of a loyalty program,brands can solicit content then recognize or give out awards to the best contributors.For example, a food brand might solicit recipes or pictures of meals that feature their product. 23% of Moms said they’dvalue an award or recognition on the brand’s website as a reward for their loyalty and effort (tweet this). Somewhatfewer, but still a healthy proportion said they’d value recognition or an award published on Facebook or another socialmedia channel.These rewards are particularly valuable to brands because they create brand specific content that’s interesting for otherMoms, increasing traffic and engagement on the brand’s online properties. While the number of Moms who value theserewards is less than those who value exclusive access rewards, these Moms shouldn’t be overlooked.% OF MOMS WHO ARE INTERESTED IN VARIOUS RECOGNITIONOR AWARDS AS REWARDS23%RECOGNITIONOR AWARD on abrand’s website18%RECOGNITIONOR AWARD onFacebook or othersocial media site6%BADGES8%RECOGNITIONOR PROMOTIONof your BLOG, ifyou have one*SOURCE: Punchtab, 201315. © 2013 PunchTab | www.PunchTab.com
  • 16. 3 OF 4 MOMS PREFER A LOYALTY PROGRAM AT THEPARENT COMPANY LEVEL VS. INDIVIDUAL BRAND LEVELIF THEY CAN EARN POINTS IN A LOYALTY PROGRAM, MOMS WILLBROADEN THE RANGE OF PRODUCTS THEY PURCHASE FROM ACOMPANYThis is all good news for us marketing folks. Mom joins a loyalty program based on her positive experience with one productthen helps market that product to other Moms through social media channels, completely free of charge for you. In addition,the parent company gains a greater share of wallet as Mom buys additional products from the brand and parent company.What’s not to love about an omni-channel umbrella loyalty program?73%27%Moms who prefera loyalty programat parent companylevelcompany levelMoms who prefer aloyalty program atthe brand levelbrand level59% 46%parent companyMoms will buyother productsfrom the parentcompanycompetitorsMoms will switchfrom a competitor’sproductTAKE AWAYMoms Can Take Rewards Programs to a New LevelIntroducing the umbrella loyalty programWhile we were asking Moms about loyalty programs, we decided to also test how far loyalty programs could influence Moms’purchases beyond the initial brand that she buys. Brands tend to develop marketing campaigns and loyalty programs at thebrand level. But are companies with multiple brands missing an opportunity to cross-sell their other brands and products toMoms who are engaged with them through a brand loyalty program? Our findings: emphatically “yes!”“Umbrella loyalty programs” are loyalty programs that reward consumers for purchasing and/or engaging across all or many*SOURCE: Punchtab, 2013of the brands in a company’s portfolio.In fact, 3 of 4 Moms in the survey expressed a preference for a broader loyalty program at the parent company level (an umbrellaloyalty program) vs. the brand level. That’s nearly 75% of Moms who are willing to give you the opportunity to market otherbrands and products you offer.More than half of moms reported that they’d purchase other products from the brand as part of an umbrella loyalty program.Almost half indicated that they’d switch from a competitor’s product if they earned loyalty points, assuming equivalent productquality.16. © 2013 PunchTab | www.PunchTab.com
  • 17. Putting it all togetherWe’ve talked about two new ways to stretch the value of loyalty programs in this whitepaper: omni-channel loyalty programs rewardingconsumer activity in all channels and Umbrella rewards programs rewarding consumer activity across the entire product portfolio. Puttingthese two extensions together, you have the omni-channel umbrella loyalty program. (It’s not as complicated as the name might sound.)Our research showed that Moms are an ideal segment for omni-channel loyalty programs because they are highly active on social and ifrewarded, they’ll happily share your content and recommend your brand online. In addition, the majority of Moms (72%) prefer umbrellaloyalty programs where they have a greater opportunity to earn points and explore other products. All of this is good for brands as well—they get more digital word of mouth and can cross-sell other products in their portfolio.Not to mention, loyalty programs don’t need to be expensive. In fact, a large proportion of Moms are interested in non-financial rewardssuch as exclusive access to a brand and awards for brand-related content contributions. In addition to being essentially free, these rewardsprovide benefits to brands beyond the purchasing and social sharing behaviors that they’re rewarding and can cement a customer’s loyaltyto the brand.PunchTab has solutions that help companies scale loyalty programs to cover multiple channels and multiple brands. These programsallow brands to reward users for a variety of social and purchase behaviors that support the entire sales cycle—from helping to increaseproduct awareness among new Moms to expanding the volume and breadth of products that current Moms purchase from the brand. Formore information, visit www.punchtab.com.SOURCES:• Babycenter. 2012 American Media Mom Report. April 2012. (http://www.babycentersolutions.com/docs/BabyCenter_2012_American_Media_Mom_Report.pdf)• Babycenter. 2013 Social Mom Report, A 21st Century Moms Insights Series. April 2013. (http://www.babycentersolutions.com/docs/BabyCenter_2013_Social_Media_Marketers_Handbook_US.pdf)• Burst Media. Online Insights - Let’s Get Social, Web User Preferences, Habits and Actions in Spring 2012. June 2012. (http://burstmedia.com/pdf/burst_media_online_insights_2012_06.pdf)• Edison Research and Arbitron International. Moms and Media 2012. May 2012. (http://www.slideshare.net/webby2001/Moms-and-media-2012)• Performics and ROI Research. S-Net: A Study in Social Media Usage & Behavior - “Social Media Moms.” April, 2012. (http://www.slideshare.net/performics_us/snet-so-cial-media-Moms-summary-april-2012)• The Next Web. The top 30 stats you need to know when marketing to women. January 2012. (http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/)17. © 2013 PunchTab | www.PunchTab.com
  • 18. PTPTInterested in learning how loyaltyprograms can help your brand?sales@punchtab.com18. © 2013 PunchTab | www.PunchTab.com

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