When it comes to influencing women's purchases, family and friends have the most impact, finds a recent survey conducted by WOMMA member company Ketchum.
"Before women go shopping, they go CROPing, looking for CRedibleOPinions," maintains Kelley Skoloda, Partner and Director of Ketchum'sGlobal Brand Marketing Practice. "They trim research time by consulting a few close friends and family members, as well as experts, local news andmagazines. These people offer credible opinions by validating research and helping to determine buying decisions. It's the intersection of two very hot marketing topics -- word-of-mouth and influencers."
Of the women surveyed, 91% indicate that family and friends give either "very" or "somewhat" credible information, and women follow these influencers' lead when it comes to making decisions about buying consumer-packaged goods, consumer electronics, and food.
Other findings:
- 7 in 10 women do research prior to making big purchases.
- 25% of women claim they are the first to try new products and services.
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VBRs & HALF-BAKED:
- Assemble a listener panel of female listeners to evaluate new offerings from clients.
- Create a weekly podcast convering cool things (advertiser services, products) in which our listeners would be interested.
- Connect the ideas above with an advertiser campaign of :60s that promote the web-component.
