How do you understand your brand’s performance in terms of consumer awareness, association and equity? Brand tracking plays an essential part in measuring the strength and engagement with your brand and is fundamental to the creation of a strategy to influence consumers and track performance over time. Understanding the core audience of influencers who are engaged with your brand is a vital part of this process. We’ve identified a group of consumers who are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates. We’ve labelled these consumers Connectors. They are identified through a series of attitudinal statements and in a recent study of 24,000 interviews we identified 3,365 Automotive Connectors. Conducting research with these Connectors will enable you to understand what they say and how they interact with your brand, helping you to map out how to engage with and influence them. Check out our infographic to find out how Automotive Connectors are: • Highly engaged with social media • Lovers of new technology and fashion • Far more likely to choose a car that fits their image • Highly influenced by advertising • More likely to buy cutting edge technology • Highly engaged with brands. Earlier this year we launched our new and innovative approach to brand tracking - BrandBox. It’s been designed to help marketers understand brand equity, by evaluating the competitive context, emotional relationship, and the role of Connectors to determine a brands’ position. To learn more about BrandBox and the role of Connectors please contact Hamish Asser, Research Director on +44(0)20 7843 9777 or hamish.asser@spafuturethinking.com

1. CONNECT WITH THE CORE AUDIENCE
OF INFLUENCERS WHO REALLY MATTER
innovation intelligence inspiration
SPA Future Thinking conducted research to identify Connectors and non-connectors across a range of categories including automotive, financial services, mobile handsets and retail in September 2014.
Automotive Connectors are 19% of car owning adults. If you would like to find out more about identifying your brand Connectors please contact a member of our media team.
E: info@spafuturethinking.com T: +44(0)20 7843 9777
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
Automotive
Connectors are key
brand advocates
who connect through
multiple touchpoints.
Do you know what
they are saying about
your brand?
They are
highly
engaged with
social media
Advertising
and brands
are important
to them
Automotive
Connectors
love new
technology
and fashion
4 times
more likely
than non-connectors
to...
Take part
in online
discussions
Rate
products
online
Tweet
3 times more likely
to look for product ratings online
9 times more
likely to agree
that online
blogs strongly
influence their
opinions
20 times
more likely
to buy
cutting edge
technology
7 times more likely
to keep up with latest fashion
Advertising strongly influences
auto connectors brand choice
5 times more
likely to agree
that the car
they choose is
important to
their image
4 times more
likely to agree
that advertising
helps them
choose what
brands they
buy
Connectors are key
influencers for your brand.
Do you know what they
are saying about it?
We’ve identified
and researched
3,365 automotive
connectors
Let us tell you a bit
about them...