January 11, 2013 § Leave a comment
Some 91% of women don’t think advertisers understand them. These same women make or influence 85% of all purchasing decisions. ALL PURCHASING DECISIONS. Women are purchasing more than 50% of all traditional male products – automobiles, electronics, home improvement products. Seventy five percent of women are the primary shoppers for their household.
What do consumers think about advertising? A new report from market research firm Lab42 revealed that 76% of those surveyed think advertisements contain exaggerated claims, and only 3% think ads are “very accurate.” Some 58% think ads are somewhat exaggerated. Thirty-eight percent (38%) wish for more accuracy in advertising,but only 17% would like to see more laws in the U.S. that regulate advertising.
We know that weight loss ads are Photoshopped, that women in beauty ads are re-touched, that food is styled, and that only 3% of creative directors are women. Both men and women think they are not portrayed accurately in advertising.
But at the end of the day, advertising does provide new information to shoppers. Thirty-one percent (31%) think “advertising should make me aware of new products” and “20% think it should educate me.”
Here’s a great infographic put together by Lab42 to visualize their new research.
November 14, 2012 § 5 Comments
For many business people, it is about facts and ROI. We live in a rational world, but consumers make decisions based, in part, on emotional connection.
A new study shows that 85% of consumers say it is important or very important to them to do business with a company for which they have strong emotions, per survey results released in November 2012 by rbb Public Relations. And the industry for which it is most important is healthcare.
Seventy-six percent (76%) of those responding feel that an emotional connection is very important with healthcare providers, more important than other industries.
Value is connected to that emotion – of the 2,000 adults surveyed, 83 percent are willing to spend more on a product or service if they feel a personal connection to the company. One fifth of respondents said they would pay 50 percent or more if they felt the company put the customer first.
Some of the brands that provide that “love” that consumers are looking for are – Apple, Amazon, Walmart, Costco, Southwest Airlines, Chick-fil-A, Toyota, Nordstrom, Starbucks and Ford. Each one of these brands has a very well-crafted brand strategy that identifies with their consumers wants and needs. That relationship keeps us coming back for the newest iPhone, free shipping, low prices, Rapid Rewards and the skinny Peppermint Mocha Latte. Missing from the top achievers are healthcare companies.