FRESH FACTS: “Moms trust other Moms” — is not a headline, nor new news. But as someone who frequently deals with mom-targeted brands, I certainly can appreciate these crunchy new stats shared by eMarketer about Moms and what drives their purchase decisions. Specifically, as they shop online and through mobile devices (smartphones, tablets). Topping the list of “most important factors in making a purchase decision”: 47.4% of online/mobile shopping Moms are most influenced by Reviews and Ratings from other Moms. So it’s not price, it’s not promotion, it’s not even direct person-to-person recos from other Moms (word of mouth) — it’s what Moms are saying about the product on that site. So yes, even if the other mom is a complete stranger, what she has to say about her experience with the item carries a lot of credibility to an online shopping mom. Shopping convenience comes in second at 24%. This speaks to a retailer’s/brand’s need for excellent customer service and user experience, for sure. And then comes promotions and discounts — Moms want a good deal at 16.7%. And the coming in at the end are: Recommendations from other Moms (WOM) at 9.8%, which is honestly quite surprising that it’s so low; followed by product awards (sounds very baby/juvenile product specific). Again, surprising yet not surprising — a salty-sweet crunchy nugget, if you will (of course, I take it to a snack level, you know me!). And it goes to show that Moms want to share their experiences, and other Moms want to learn from these experiences — so brands that help this process put themselves into a more advantageous position with their target. What do you think: do you trust reviews as much as Moms? #mobile #marketinginsights #mommarketing #onlineshopperinsights
FRESH FACTS: “Don’t let what you can’t do interfere with what you can do.” This quote is on a colleague’s g-chat image and just this past week I asked her what it was and where it came from. She said: Pinterest. She collects good, inspirational quotes. Apparently, she’s not alone. Interesting survey facts shared by eMarketer as uncovered by Allrecipes.com (January 18, 2013) have found that women are inspired by Pinterest to:
- 75% = Try new dishes (Not a surprise. Food has always been a big draw for Pinterest users. And yes, note who lead the survey.)
- 59% Try new home decor (Better Homes & Gardens, West Elm…among the early brand users of Pinterest)
And then in third place (she notes in bold)…
- 38% = Keep track of inspirational sayings and mottos. Let me stop here and say that I knew that’s what users were doing on Pinterest (from my own experience). But right behind food and home -wow! Really interesting! It goes to show you – you, as in brand and marketing peeps who play in the Pinterest space – that content you wish to have shared can come from interesting sources and can be practical or very aspirational. As simple as a really good phrase. Now, what were the rest of the responses, you ask? ““He that can have patience can have what he will.” – Benjamin Franklin. OK, now…
- 36% = Home entertaining ideas. Party!
- 27% = To remind me of place I want to travel. Aspiration. Dreams and wishes.
- 24% = To remember clothing that I love. I gotta tell you…I was surprised that it took this long to see any sort of fashion/retail-like topics appear.
- 8% = Remember movies that I love. Huh…who knew?
- 3% = Track celebs.
- And finally that crazy category called “Other” at 23%.
FRESH IDEAS: When it comes to technology, I am a huge magpie. Meaning, if it’s “shiny” and new, I’m immediately drawn to it and have to give it a try. Such is the case with the newly released app (1/24) Vine. And not surprisingly, brands have already started using it.
So, what is Vine? Vine is an app that allows you to record six-second videos from your smartphone or tablet in little segments or all at once. If you hold your finger down on your smartphone screen, you record one “long” video. Or you can tap your screen to record a series of short moments inside the 6 seconds total. You can share them on your social sites — specifically this app is from a Twitter acquired company. And you can also follow other users within the app, similar to Instagram. The editors’ picks within Vine showcase the creativity and possibilities of how much can be done with six tiny seconds! These picks alone are super fun and worth checking out — because the videos play in a continuous loop, it’s like watching an extended gif.
Why a brand should care: Well…it’s another means of creating and sharing content. And we all know how much more engagement videos and photos get in social spaces (nod your head in agreement and then go back and read the August 30th Crunchy Marketing Nuggets post to keep yourself honest). It also immediately brings a brand into the mobile space. Mashable just shared nice examples of branded Vine mini “spots” from GE, Wheat Thins and Red Vines. Again, really quick, really creative: http://mashable.com/2013/01/28/twitter-videoads-are-here/
I’m a hands-on girl and so I made my own little spot, for fun: http://vine.co/v/bJDEvMMaxQV
TASTY TRENDS: Here and Now; Socially Acceptable #socialmedia #twitter #Vine #cool ideas #newtech
FRESH FACTS: So as I was driving home yesterday night, I was thinking that I need to close up shop on the nuggets, post a cute snowman or something festive, wish everyone well, and pack it in the for the new year. But oh no…this morning I read a nugget that I wanted to share and get in before I flip the sign around to “Closed…Be back soon.” It’s about coupons. I agree and I disagree with this study. Walk with me — in a winter wonderland of crunchy goodness (keeping a little holiday’ish mood here)…
Coupons Make People Happy — According to a study conducted by Coupons.com, Dr. Paul J. Zak, Professor of Neuroeconomics at Claremont Graduate University, and shared in this morning’s Center for Media Research (*phew* that’s a lot of credit to give), coupons make people happy physically and emotionally. Physically: respiration rates fall, heart rates drop, and oxytocin levels increase (that’s a hormone associated with happiness) when people are given a coupon. And the oxytocin levels were found in some of the consumers to be higher than kissing, cuddling, and other social interactions that make people physically react and become happy. Emotionally: 11% of people who received the coupon said they were happier than those who did not. The study concluded that getting a coupon makes people feel better than getting a gift. Huh! Interesting, no?! Makes you wanna rethink your holiday strategy, right?! But I have my theories, of course…
Duh, we see this in social — For anyone who works on a Consumer Packaged Good, one of the observations we always see in monitoring social chatter — meaning, looking at what real people share in social spaces like Facebook, Twitter, blogs, forums, etc — is that offers typically cause spikes in social conversations. People like to post and share offers. It makes the post-er feel good in giving and doing good. But as we see in the coupon research, it also makes recipients feel good. Which leads me to my next point…
Coupons shmoopons, it’s about surprise and delight — Here’s where I poke holes in this research. The study didn’t really give a “coupon” — they gave more of a gift: a $10 “coupon” during their grocery shopping trip. That’s a really high value. Sure, call it a “coupon,” but to make general, sweeping statements in the world of “save $1 on two,” and “50 cents off”?! Not exactly apples to apples, I think. Rather, what I think made those people happy was the surprise and delight in the right time, right place context. So personally, I don’t believe that a coupon is better than a gift, sorry. I think any offer that is delivered with the elements of surprise and delight would do the same. It’s why people LOVE free samples. It’s why people grab free gift bags at an event. It’s why a great offer in-store is worth talking about (“I got the iPhone4 for only 99 cents!”). These things feel good, they feel right. And again, my opinion, it’s why I think the results were as they came up in this study. Something to always consider for my marketing and promotions and brand peeps. Now…onto the well wishes…
Hoping your holiday also brings you lots of wonderful surprises and delights! Thanks for reading and see you in the new year! TASTY TREND: Here and Now; Feel Good Marketing
FRESH FACTS: I love a good infographic, I do. I pulled this one from Nielsen. It’s fun — sharing insights on what consumers listen-to during the holiday season. All good to know if you’re updating your Holiday playlist, right?! And really, where are those Chipmunks these days?! (“Al-VIN!”). That’s all…quick, lil’ nibbley nibble for your day, enjoy!
TASTY TRENDS: Tech Talk
FRESH FACTS: I love crunchy nuggets and really fun stats. And applaud any brand or retailer that digs them up for their PR purposes. I just read a few in the June issue of Real Simple magazine, and then hunted down the actual press release that I wanted to share. These are from Sleepy’s — as in the mattress retailer. A few months back (around Daylight Savings time, actually), they had the National Center for Health Studies pull the average sleep hours for different professions. And here’s what they found. Think you get the least amount of sleep? It seems that the least amount of sleep is among people who work as:
Home Health Aides (topping the list for least amount of sleeping hours)
Financial Analysts, Plant Operators, and Secretaries
People who sleep the most — and are, therefore, thought to be well-rested — are typically in the professions of:
Forest, Logging Workers
The study attributes higher stress levels to drive the folks who get no sleep. And working outdoors to drive the better, longer sleepers. So it seems if you want to get a little more shut eye, put on your flannel, get your chain saw, and head to the forest! Interesting, right?! Excuse me while I go take a nap… TASTY TRENDS: Buzzworthy
FRESH FACTS: Oh my heavens I have been so very easily distracted this afternoon. While searching for client needs, I stumbled upon this nuggety chart that complements my last blog post about shopping-list-making habits. This chart shares what drives consumers to put items on a shopping list. (Note that it’s consumers who have access to the internet — that’s how the were segmented and participated in this survey, granted, so not every last lovin’ consumer.) What I found most interesting:
Brands still win — Loyalty, peeps, loyalty.
Followed by coupons — A good deal will consumers’ attention.
And then look at #5, WOM — Jump back a few blog posts and we noted how word of mouth is still the most trusted form of communication among consumers. But personal experience, a good offer, a deal at-store, and the need for an item in a recipe will trump WOM. Huh!
Boo hoo for TV spots coming in dead last with small percentages noted. Oh well. This chart gives nice splits of gender and demos, too. Hope you find it helpful. And hope you have a wonderful weekend! TASTY TREND: Shopper Marketing; Retailers Rule