the presentation looks at the role of Magazine to trigger WOM

1. Getting People Talking Word of Mouth

3. Instead, there are some consumers who will pick up on information and pass it on to their social network thus acting as powerful brand advocates, or influencers

6. Summary of Findings The Internet, particularly the rise of User Generated Content, has played a fundamental role in the move towards WOM marketing However, magazines can also play a part in generating WOM -They are seen as close and trusted friends -Editorial viewpoints are often taken as the readers own -Magazine readers are also more likely to be among the 10% of Influentials who generate WOM

8. Influencing the Influencers

9. WOM Marketing - How Media can be used to propagate WOM

10. In the Beginning About 350,000 years ago, Hominid hearing apparatus was tuned to hear sounds made in speech for the first time Today, Word of Mouth is instrumental in 83% of purchase decisions

13. How Does Word of Mouth Work? Spontaneous – sharing an experience “I went to an amazing restaurant on Friday night” Prompted – speaking in response to a need “If you’re looking for a new buggy, I’d recommend the Maclaren” Secondary – relating experience of another person “I’ve never tried it, but my mum has and she didn’t think it was that great”

15. Friends

16. Colleague

17. Trusted Independent

19. Why Is WOM Most Important? Lifestages Transition = Point of Vulnerability = Need for new information

21. 70% of women learn about new products or services from another womanRecommendations Make People Feel Confident And Keep Them Connected

22. WOM Growth Where do you get most of your information about new products and services?

26. The Road to WOM WORD OF MOUTH MARKETING Need for Breakthrough Grassroots Vehicle Mass Marketing Less Effective Media Environment Fragmentation & Cost Low Credibility of Conventional Advertising Rise of Internet Marketplace Differentiation Low Established Brands / Business Models Under Threat Need for Remarkable Brands / Contagious Ideas Financial Pressure Number of Choices / Brands Up Distribution Concentration Low Credibility of Conventional Advertising Globalisation Pace of Technology Faster Consumer Need for Influential Consumers Tuning Out Want Authenticity, intimacy Remarkability, edge Less Time, Attention, Trust Heterogeneous Consumer Rise of Word of Mouth

29. Why Do People Trust?

30. A Person ‘Like Me’

31. Influencing the Influencers

32. ‘Alphas’and‘Sneezers’: Influencing the Influencers Traditional Advertising Model Communication Audience Consumers are “Passive Receivers” who are served blanket advertising

33. ‘Alphas’and‘Sneezers’: Influencing the Influencers New Advertising Model Communication 10% 90% Audience Reach Opinion Leaders and they will pass the communication on to Opinion Followers

37. They are also different for every category - Only approx 5% of people are “Pure” influencers in every walk of life. The rest are influencers in 1, or maybe more categories

38. Word of Mouth Marketing Today’s marketing world is broken. We must accept there is no “mass” in mass media. We must always remember the consumer is Boss… Consumers today are less responsive to traditional advertising… they are embracing new technologies… and making purchase decisions in environments where marketers have less direct influence.

39. Emergence of WOM As a Marketing Tool Emerging marketing techniques being used currently, or intended to use in next 6 months Source: MPA

40. WOM Marketing How to make it work: Make it mutually beneficial Give them a reason to talk Empower consumers to share experiences

41. Influence The Influencer Product Innovation Brand Ambassadors Referral Programmes Measure Product Seeding Listen to Feedback Get a Cause Implementation of WOM

43. Be relevant and memorable

44. Be personal

45. Build a customer journey

46. Provide support / expert advice

47. Gain trust

48. Provide brand experience

49. Build connectivity

51. Targeting the Influentials

52. Targeting Influentials WOM in individual categories varies amongst different consumer groups. The PPA’s Targeting Influentials study identifies who the Influentials responsible for generating it WOM are and how different product categories . Then having identified the Influentials, what do their media consumption habits suggest might be an effective way of engaging with them?

53. Identifying the Influentials Thinking about the following product area, where do you get MOST information about products and services? % Agreeing Clothes Category Source: BMRB Omnibus Survey/PPA Targeting Influentials 2008

54. Mavens Connectors Influentials Sellers Identifying the Influentials Do you talk to lots of people about a category? (Connectors) Do you know a lot about the category? (Mavens) Is your opinion likely to convince others? (Sellers) Key Influentials are Connectors, Mavens and Sellers Clothes Category Source: BMRB Omnibus Survey/PPA Targeting Influentials 2008

55. Reaching Influentials How likely are each of the following types of advertising to influence whether you would talk with others about Clothes? Source: BMRB Omnibus Survey/PPA Targeting Influentials 2008

56. Reaching Influentials Which media do the Influentials in the Clothescategory use? Source : TGI /WOM : Key Influentials and heavy users of medium

57. How Can Media Get People Talking

60. Magazines contribute more than any other marketing channel to a person’s own recommendations to friends and family

61. This effect is strongest amongst the 10% of the population who are Influentials

64. But only 1/3rd (32%) are heavy TV viewers

65. So, an Influential is 22% more likely to be a heavy magazine reader, (index 122) and 21% less likely to be a heavy TV viewers (index 79)Source: Roper Reports

66. It’s Good To Talk The heaviest 20% of magazine readers are the most likely group to talk to others about Toiletries, H/hold Products, Clothes, Pharmaceuticals Base: All adults Source: TGI

67. Experts The heaviest 20% of magazine readers know a large amount about many of different topics Base: All adults Source: TGI

68. Talk to Many Different People The heaviest 20% of magazine readers talk to many different people about certain topics Base: All adults Source: TGI

69. Likely to Convince Others The heaviest 20% of magazine readers believe they are likely to convince others about their opinions on a range of different categories Base: All adults Source: TGI