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Foro Portada Mexico 2013Exciting prospects are in store in 2014 for the world of marketing, advertising and media in Mexico. In addition to interesting macroeconomic developments, there is also the 2014 World Cup, an event of great media and advertising importance. How do the big brands view the Mexican advertising and media market in 2014 and what strategies will they use to reach Mexican consumers? The analysis and answer to this question will be one of the main themes at the Portada Mexico Forum for Advertising and Media, to take place on Thursday, October 17th at the Presidente Intercontinental hotel in Mexico City.

A panel moderated by Santiago Duran, Digital & Catalyst Manager, Havas Media Mexico, will focus on prospects for advertisers in 2014. The panel will include very high-profile marketing managers, including: Mercedes López Arratia, Head of Digital Marketing and Premium Marketing, Banamex; Rosa Maria Grados, Marketing Director – Mexico, Central America and Caribbean, Blackberry; Ingrid Motta, Director of Marketing, Public Relations, Digital, and Applications, Samsung; and Alicia Trujillo, Social Media & Strategic Projects Supervisor / eCommerce, Wyndham Worldwide/RCI, all of who will talk about their marketing and advertising strategies expectations for the coming year.

The Portada Mexico Forum for Advertising and Media, to be held Thursday, October 17, is being organized for the third consecutive year by Portada (https://www.portada-online.com), the leading source of news and analysis on the Latin American Marketing, Advertising, and Media space, as well as that of the U.S. Hispanic market and Spain.

Content marketing, linked to both advertising and digital media, will be discussed at the “Brand-building and Storytelling” panel moderated by author and executive Joe Kutchera. Carlos Espindola, eHUB Manager for Latin America, 3M, will analyze 3M’s successful case study; while Ximena Moreno, Distributor Analyst for Mexico HFS, Procter & Gamble, will review that of Procter & Gamble.

Registration:
Tickets purchased before the day of the event will include a copy of the book (É-X-I-T-O), su estrategia de marketing, by Joe Kutchera. The entrance fee is US $199 (approximately 2,550 pesos). Register here!
https://www.portada-online.com/eventos/foro-mexico/inscripcion/

 

 

According to the study “Why consumers become Brand Fans” developed by Syncapse, the average value of a Facebook Fan is $174 across key consumer categories. This is an increase of 28% since 2010.

Syncapse’s Fan valuation methodology includes the following key drivers: spending, loyalty, propensity to recommend, earned media value, acquisition cost and brand affinity. “The effect is amplified given the exploding number of Fan memberships among the twenty major consumer brands under study; they have doubled, tripled or more”, according to the study.

The 20 major brands included in the study were Mc Donalds, Zara, Disney, XBOX, Skittles, Nike, Adidas, Victorias Secret, Coca Cola, BMW, Walmart, Subway, Dr Pepper, Levis, Oreo, Target, H&M, Blackberry and Monster.

One of the most significant attributes of brand Fans is that they typically do not fan a brand without trying it first. 78% of Fans were users of respective brands

Exceptions to this rule can occur with passion and aspirational brands that are price prohibitive. For example, the one brand in this study that demonstrated this phenomenon was BMW, where the usage rate for Fans was 36%.

Since being a brand user is usually a prerequisite to becoming a Fan in consumer goods categories, according to the study marketers should prioritize their Fan acquisition investments on converting existing customers. Not only is acquisition cost and conversion friction lower, but the investment in a higher quality Fan base will
reap rewards down the line, and this is true for both lower-cost and higher-cost consumer brands.

Other conclusion from the study is that higher quality Fans tend to attract greater numbers of other high quality Fans, and they also tend to advocate more. Establishing a direct channel with Fans (who are customers) also empowers marketers to communicate more effectively and upsell to their most valuable audience segment.

Why consumers become Brand Fans?

49% of brand Fans cited a desire “to support the brand I like” as a reason for becoming a Fan — making it the most popular reason across all brands. 42% of the fans said they have become fans to get a coupon or discount and 41% said they want to receive updates from the brand they like.

reazons.facebook

While transactional offers and incentives are prevalent reasons, emotional and relationship motivators were more universal.

reazons.fans.by.brand

Metodology: Based on a valuation model developed by Syncapse, the survey research for this study was conducted by Hotspex and consisted of a 25-minute survey using its online panel. After screening a large mega panel of U.S. consumers, data was collected from 2,080 panelists in Q1 2013. Respondents self-identified as Fans by indicating which brands they have “Liked” on Facebook. Next, information on past and projected future behavior was collected both at the category and individual brand level.

According to the study “Why consumers become Brand Fans” developed by Syncapse, the average value of a Facebook Fan is $174 across key consumer categories. This is an increase of 28% since 2010.

Syncapse’s Fan valuation methodology includes the following key drivers: spending, loyalty, propensity to recommend, earned media value, acquisition cost and brand affinity. “The effect is amplified given the exploding number of Fan memberships among the twenty major consumer brands under study; they have doubled, tripled or more”, according to the study.

The 20 major brands included in the study were Mc Donalds, Zara, Disney, XBOX, Skittles, Nike, Adidas, Victorias Secret, Coca Cola, BMW, Walmart, Subway, Dr Pepper, Levis, Oreo, Target, H&M, Blackberry and Monster.

One of the most significant attributes of brand Fans is that they typically do not fan a brand without trying it first. 78% of Fans were users of respective brands

Exceptions to this rule can occur with passion and aspirational brands that are price prohibitive. For example, the one brand in this study that demonstrated this phenomenon was BMW, where the usage rate for Fans was 36%.

Since being a brand user is usually a prerequisite to becoming a Fan in consumer goods categories, according to the study marketers should prioritize their Fan acquisition investments on converting existing customers. Not only is acquisition cost and conversion friction lower, but the investment in a higher quality Fan base will
reap rewards down the line, and this is true for both lower-cost and higher-cost consumer brands.

Other conclusion from the study is that higher quality Fans tend to attract greater numbers of other high quality Fans, and they also tend to advocate more. Establishing a direct channel with Fans (who are customers) also empowers marketers to communicate more effectively and upsell to their most valuable audience segment.

Why consumers become Brand Fans?

49% of brand Fans cited a desire “to support the brand I like” as a reason for becoming a Fan — making it the most popular reason across all brands. 42% of the fans said they have become fans to get a coupon or discount and 41% said they want to receive updates from the brand they like.

reazons.facebook

While transactional offers and incentives are prevalent reasons, emotional and relationship motivators were more universal.

reazons.fans.by.brand

Metodology: Based on a valuation model developed by Syncapse, the survey research for this study was conducted by Hotspex and consisted of a 25-minute survey using its online panel. After screening a large mega panel of U.S. consumers, data was collected from 2,080 panelists in Q1 2013. Respondents self-identified as Fans by indicating which brands they have “Liked” on Facebook. Next, information on past and projected future behavior was collected both at the category and individual brand level.

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