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BESTEXPERIENCEBRANDSA GLOBAL STUDY BY JACK MORTON WORLDWIDE
EXECUTIVE SUMMARYBEST EXPERIENCE BRANDS     reports the topline findings ofquantitative and qualitative research conducted...
TABLE OF CONTENTSBrands are Verbs 4About the Study 6Key Research Insights: Experience Matters 7Experience Brand Drivers 11...
BRANDS ARE VERBSJosh McCallToday, more than ever, how a brand behaves is more                                             ...
BRANDS ARE VERBS (CONTINUED)These advantages include: differentiation and memorabilityin a cluttered and competitive marke...
ABOUT THE STUDYBEST EXPERIENCE BRANDS is based on a survey sponsoredby Jack Morton Worldwide and conducted online by KRCRe...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERSLiz BighamI have a lot of conversations about experience brands.        WE ASKED ...
No more punting on brandexperience: consumers expect it,they will buy and paymore because of it,and brands aren’tdeliverin...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERS (CONTINUED)Here	are	three	things	the	BEST EXPERIENCE BRANDS                 I wi...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERS (CONTINUED)Collectively, these three key insights should definitivelydo away wit...
EXPERIENCE BRAND DRIVERSSo consumers expect unique experiences and will rewardbrands that provide them. What can brands do...
EXPERIENCE BRAND DRIVERS (CONTINUED)As part of the BEST EXPERIENCE BRANDS study, consumers                                ...
EXPERIENCE BRAND DRIVERS (CONTINUED)#2 THE MOST IMPORTANT CATEGORIES OF                             Across all three, cons...
EXPERIENCES VALUED BY CONSUMERSAverage importance on a scale of 1- 7 for unique brand experience drivers, by category (mea...
EXPERIENCE BRAND DRIVERS BY SECTORSERVICE-BASED SECTOR / AIRLINES                                    PERFORMANCE          ...
EXPERIENCE BRAND TRENDS                                                                Consumers more likely toBEST EXPERI...
EXPERIENCE BRAND TRENDS (CONTINUED)DEMOGRAPHIC TRENDS:                                          Premium audiences outshine...
EXPERIENCE BRAND TRENDS (CONTINUED)Mobile devicesThere is a much smaller gap between consumers’judgment of past experience...
LEARN MORELook for more insights from the BEST EXPERIENCE BRANDSstudy to be released in the future. To request insights fr...
JACK MORTON WORLDWIDE IS A GLOBAL BRAND EXPERIENCEAGENCY WITH OFFICES ON FOUR CONTINENTS. OUR AGENCYCULTURE PROMOTES BREAK...
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EXPERIENCE BRAND TRENDS (CONTINUED)DEMOGRAPHIC TRENDS: Brand experience research and insights

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EXPERIENCE BRAND TRENDS (CONTINUED)DEMOGRAPHIC TRENDS: Premium audiences outshine other groups when it comes to valuing experienceWomen more responsive and receptive Not surprisingly, those with higher incomes are far moreto experience likely to say they’d pay more for a unique experience.Women are somewhat more likely to say that unique brand Also not surprisingly, those consumers willing to pay moreexperience is very /somewhat important in determining are also far more likely to cite experience as the #1 factorbrand choice (64% vs. 59% among men). Women are informing their purchase choices (84% vs. 60% among thealso more likely to agree that they will pay a premium general population). Interestingly, the drivers influencingfor experience (47% vs. 41% among men). Interestingly, these “experience-seeking” consumers are far more likelywomen are also slightly less likely to say that they’ve been to be customer experience drivers such as “Understandsengaged in a unique experience in the past (24% vs. 28% your needs”, “Continues to serve and engage you afteramong men). Since women still make or influence most you’ve become a customer” and “Educates you abouthousehold purchase decisions, this is an important insight how to use their products and services and be a smarterfor marketers. Also of note, women rank some experience consumer, after you’ve become a customer”.drivers much higher than men: “Understands your needs”(73% vs 65%), “Continues to serve and engage you after SECTOR TRENDS:you’ve become a customer” (71% vs 62%) and “Exceedsexpectations” (72% vs 60%). Airlines Consumers appear to suffer from low expectations basedYounger and middle-aged consumers are on less than stellar experiences when it comes to the airlinemore willing than seniors to pay a premium sector. Over two in five consumers (43%) say that uniquefor experience brand experience is important to their purchase choicesThere is a ten-point gap between people under 55 and in this sector. Yet fewer than two fifths (39%) of consumerspeople over 55 when it comes to willingness to pay more rate their previous airline experiences as excellent or good.for brands that offer a unique experience (47% vs 37%). Again, refer to the significant gap between consumers’Whether this reflects seniors’ budgetary caution or a more expectations for key drivers and how airline brands haveconservative brand-view, it’s worth noting for marketers. actually performed [ fig. 5 ]. BEST EXPERIENCE BRANDS /17

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  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
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  • A great read and a lot of insight, will keep an eye for more of this!
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  • Systematic predictable and Unique Experience is the new essential differentiation as quality is becoming a commodity
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  • 'Unique' along with 'Original', each will be the key-words for 2012
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