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introduction




Weber Shandwick was introduced to an influential and under-recognized
segment of women dubbed “PANKs,” or Professional Aunts No Kids, by
Melanie Notkin, founder of Savvy Auntie®, the multiplatform lifestyle
brand she designed for this powerful segment.

We teamed up with Melanie, the national authority on this segment, and
KRC Research to more deeply explore PANKs and quantitatively address
the business opportunity they present.

Weber Shandwick has identified 14 Principles of PANKs – compelling
reasons why PANKs are integral to any consumer segment-driven
marketing plan – and The PANK Engagement Guide to inspire the
PANK strategies of marketers and communicators.




                                                                         2
the 14 principles of PANKs




                                                                                                                         3
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs are a sizable
                                                                                                    segment of the
                                                                                                    population
                                                                                                    One in five women is a PANK, according to our
                                                                                                    study. This represents approximately 23 million
                                                                                                    Americans. PANKs are roughly half of all
                                                                                                    women who aren’t a mother or grandmother.




                                                                                                                                                      4
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs spend money on kids and assist
             kids’ parents financially

             PANKs estimate that they
             spent an average of $387
             on each child in their lives
             during the past year, with
             76% having spent more
             than $500 per child. This
             translates to an annual
             PANK buying power
             estimate averaging roughly
             $9 billion.


            Many PANKs have given gifts to parents to help
            them provide for their kids (45%) and often buy
            things for kids that parents won’t buy them (43%).

            One-third (34%) even expect to help pay for a
            child’s education.




                                                                                                                         5
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs wield influence
                                                                                 over both kids and
                                                                                 kids’ parents
                                                                                 Kids look up to their PANKs. Nearly seven in 10 PANKs (68%)
                                                                                 report being a role model for the kids in their lives and many
                                                                                 kids, as well as kids’ parents, go to PANKs for fashion and trend
                                                                                 advice (36%). More than four in 10 (43%) say they have
                                                                                 influenced the purchase decision of kids’ parents




                                                                                                                                                     6
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs are well-connected
             (and connect well)




                                                                                                PANKs have more social media accounts and nearly
                                                                                                200 more connections – driven by Facebook friends
                                                                                                and YouTube channel subscribers – and spend
                                                                                                slightly more time per week using social networks
                                                                                                (13.4 hours vs. 12.1 hours, respectively) than the
                                                                                                average woman. They are also significantly more
                                                                                                likely to enjoy using social media than the average
                                                                                                woman does (59% vs. 51%).




                                                                                                                                                      7
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs are avid info-sharers



                                                                                                                         PANKs share information on a
                                                                                                                         wide range of products and
                                                                                                                         services. PANKs are
                                                                                                                         exceptionally good sharers of
                                                                                                                         information about
                                                                                                                         clothing, vacation/travel, website
                                                                                                                         s/social networks sites, and
                                                                                                                         products for digital devices but
                                                                                                                         also index higher on traditionally
                                                                                                                         “mom” categories, financial
                                                                                                                         services and insurance
                                                                                                                         coverage.




                                                                                                                                                        8
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs are decision-influencers
             During the course of an average month, PANKs are significantly more likely than overall
             women to provide information to others, both through social media and more directly
             (in-person, phone or email). PANKs are also more frequent sharers than other women.




                                                                                                                         9
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
PANKs are ahead of the online media
             consumption curve
             Compared to overall women, PANKs consume more online media than the average woman does, with the
             exception of newspapers, which are read digitally at the same frequency by overall women and PANKs.
             PANKs are also slightly more likely to spend their time shopping both in stores and online than overall women.




                                                                                                                              10
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
the PANK engagement guide
              “The Power of the PANK: Engaging New Digital Influencers” from Weber Shandwick and
              Savvy Auntie isolates several meaningful recommendations and opportunities for marketers and
              PR practitioners looking to engage a new and viable segment of women.


                 Acknowledge PANKs.
                 Build a base of PANK advocates for your company or brand.
                 Avoid stereotyping PANKs as non-domestic.
                 Innovate for PANKs. Create new or refine existing products, services and programs specifically
                 for PANKs and the kids in their lives.
                 Demonstrate value for the money. Products have value if they help PANKs decide
                 appropriateness of gifts and ultimately enrich the bond PANKs have with kids, such as special
                 travel packages.
                 Develop online campaigns for PANKs. PANKs are highly savvy digitally.
                 Use experts and female celebrities in campaigns if the opportunity calls for a spokesperson.
                 Message to their unique relationship with kids.
                 Promote traditional mom categories with a PANKs sensibility.
                 Appeal to PANKs’ sense of community purpose.




                                                                                                                         11
Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
For more information on Digital Women Influencers:
“The Power of the PANK,”
please contact:




Leslie Gaines-Ross                             Melanie Notkin
Chief Reputation Strategist, Weber Shandwick   CEO, Melanie Notkin Media Inc
lgaines-ross@webershandwick.com                & SavvyAuntie.com Inc
                                               melanie@savvyauntie.com
webershandwick.com
                                               For Talent Inquiries:
                                               sdevall@nstalent.com
Bradley Honan
CEO, KRC Research                              savvyauntie.com
bhonan@krcresearch.com
                                               PANKPower.com
krcresearch.com




For media inquiries, please contact:

Rachel Manfredo
Weber Shandwick
rmanfredo@webershandwick.com
                                                                               12

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The POWER of the PANK with Savvy Auntie and Weber Shandwick

  • 1. 1 1
  • 2. introduction Weber Shandwick was introduced to an influential and under-recognized segment of women dubbed “PANKs,” or Professional Aunts No Kids, by Melanie Notkin, founder of Savvy Auntie®, the multiplatform lifestyle brand she designed for this powerful segment. We teamed up with Melanie, the national authority on this segment, and KRC Research to more deeply explore PANKs and quantitatively address the business opportunity they present. Weber Shandwick has identified 14 Principles of PANKs – compelling reasons why PANKs are integral to any consumer segment-driven marketing plan – and The PANK Engagement Guide to inspire the PANK strategies of marketers and communicators. 2
  • 3. the 14 principles of PANKs 3 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 4. PANKs are a sizable segment of the population One in five women is a PANK, according to our study. This represents approximately 23 million Americans. PANKs are roughly half of all women who aren’t a mother or grandmother. 4 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 5. PANKs spend money on kids and assist kids’ parents financially PANKs estimate that they spent an average of $387 on each child in their lives during the past year, with 76% having spent more than $500 per child. This translates to an annual PANK buying power estimate averaging roughly $9 billion. Many PANKs have given gifts to parents to help them provide for their kids (45%) and often buy things for kids that parents won’t buy them (43%). One-third (34%) even expect to help pay for a child’s education. 5 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 6. PANKs wield influence over both kids and kids’ parents Kids look up to their PANKs. Nearly seven in 10 PANKs (68%) report being a role model for the kids in their lives and many kids, as well as kids’ parents, go to PANKs for fashion and trend advice (36%). More than four in 10 (43%) say they have influenced the purchase decision of kids’ parents 6 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 7. PANKs are well-connected (and connect well) PANKs have more social media accounts and nearly 200 more connections – driven by Facebook friends and YouTube channel subscribers – and spend slightly more time per week using social networks (13.4 hours vs. 12.1 hours, respectively) than the average woman. They are also significantly more likely to enjoy using social media than the average woman does (59% vs. 51%). 7 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 8. PANKs are avid info-sharers PANKs share information on a wide range of products and services. PANKs are exceptionally good sharers of information about clothing, vacation/travel, website s/social networks sites, and products for digital devices but also index higher on traditionally “mom” categories, financial services and insurance coverage. 8 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 9. PANKs are decision-influencers During the course of an average month, PANKs are significantly more likely than overall women to provide information to others, both through social media and more directly (in-person, phone or email). PANKs are also more frequent sharers than other women. 9 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 10. PANKs are ahead of the online media consumption curve Compared to overall women, PANKs consume more online media than the average woman does, with the exception of newspapers, which are read digitally at the same frequency by overall women and PANKs. PANKs are also slightly more likely to spend their time shopping both in stores and online than overall women. 10 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 11. the PANK engagement guide “The Power of the PANK: Engaging New Digital Influencers” from Weber Shandwick and Savvy Auntie isolates several meaningful recommendations and opportunities for marketers and PR practitioners looking to engage a new and viable segment of women. Acknowledge PANKs. Build a base of PANK advocates for your company or brand. Avoid stereotyping PANKs as non-domestic. Innovate for PANKs. Create new or refine existing products, services and programs specifically for PANKs and the kids in their lives. Demonstrate value for the money. Products have value if they help PANKs decide appropriateness of gifts and ultimately enrich the bond PANKs have with kids, such as special travel packages. Develop online campaigns for PANKs. PANKs are highly savvy digitally. Use experts and female celebrities in campaigns if the opportunity calls for a spokesperson. Message to their unique relationship with kids. Promote traditional mom categories with a PANKs sensibility. Appeal to PANKs’ sense of community purpose. 11 Source: The Power of the PANK®: Engaging New Digital Influencers, Weber Shandwick/Savvy Auntie with KRC Research, 2012
  • 12. For more information on Digital Women Influencers: “The Power of the PANK,” please contact: Leslie Gaines-Ross Melanie Notkin Chief Reputation Strategist, Weber Shandwick CEO, Melanie Notkin Media Inc lgaines-ross@webershandwick.com & SavvyAuntie.com Inc melanie@savvyauntie.com webershandwick.com For Talent Inquiries: sdevall@nstalent.com Bradley Honan CEO, KRC Research savvyauntie.com bhonan@krcresearch.com PANKPower.com krcresearch.com For media inquiries, please contact: Rachel Manfredo Weber Shandwick rmanfredo@webershandwick.com 12