Trendsformers, engaging the new influential

Trendsformers The role of magazines in reaching the new influential consumer Sanoma Uitgevers, Netherlands March 20, 2010 Research summary

1

Introduction Revival of opinion leadership In the past years, due to the growth of available information and rising popularity of Word of Mouth (WoM), the concept of opinion leadership has revived . Research has shown that WoM may have higher credibility, empathy and relevance to customers than marketer created sources.

The main objective of the Trendsformers study is to find out whether the concept of opinion leadership is still relevant for today’s marketeer. And if so, what is the role of magazines in reaching the new opinion leaders or influentials.

Research questions What we need to know about the influential consumer 1. How to define and identify this group influential consumers?

2. What sources are being used by this group for informational and inspirational purposes?

3. What are the Word of Mouth topics?

4. How is information being used?

5. How do they participate in online conversations?

From two step flow to Trendsformer Updating the research model

Trendsformers They are the influencers, through word

of

mouth communication.

They have in-depth knowledge of certain subjects,

and they are persuasive.

They are pleased whenever they can advise friends.

The Research

Food

Fashion

Home & interior

Wellness

Since opinion leadership is category specific the field research consisted of four different online questionnaires, one for each category. Base: 15-65 male/ female (food/home & interior), 15-65 female (food/ fashion & wellness). Fieldwork done in May 28t – June 10, 2008 using TNS

NIPObase, CAWI (Computer Assisted Web Interviewing). Gross samples are reweighted to gender, age, region, household size and internet usage.

Sources of information Top 5 out of 22 different channels that were included in the questionnaire

Food

Fashion

Home & int.

Wellness

Retail shops

Retail shops

Retail shops

Retail shops

Family & friends

Magazines editiorial

TV programs

TV programs

Websites non brand

Folders not addressed

Magazines editiorial

Family & friends

Books

Family & friends

Magazine ads

Magazines editiorial

Magazines editiorial

Folders addressed

Websites non brand

Websites non brand

22 different media and marketing channels were included in the questionnaire. In all categories magazine ads and/or articles were among the 5 most important sources for Trendsformers to stay informed about the latest trends in the specific category.

Sources of inspiration Top 5 out of 22 different channels that were included in the questionnaire

Food

Fashion

Home & int.

Wellness

Books

Retail shops

Retail shops

Retail shops

Family & friends

Folders addressed

Magazines editiorial

TV programs

Retail shops

Family & friends

Websites non brand

Family & friends

Magazines editiorial

Magazine ads

Magazine ads

Magazines editiorial

Websites

Magazines editiorial

Websites

Websites

22 different media and marketing channels were included in the questionnaire, In all categories magazine ads and/or articles were among the 5 most important sources for Trendsformers to get inspiration (ideas, suggestion)

Word of Mouth conversation topics Fashion Trendsformers give more brand choice related advice Sales related

61

51

Brand related

54

16

Category related

35

Usage related

50

30

Manufacturer or retail related

34

21

Product related

24

12 0

51

20

40

Trendsformers %

60

followers %

80

Magazines influence the influencers Trendsvormers are more likely to read magazines than other consumers

59%

53%

vs 37%

vs 45% Home & interior

Food

50% vs 18%

Fashion Avarage readership for specific magazine titles; vt wonen, libelle, cosmopolitan, in the past 12 months. Trendsformer consumer versus followers

Trendsformers in practice

Case To measure the impact of Trendsformers in advertising in a real

life case a separate study was conducted using

the same research model.

Magazines, digital, TV and outdoor media were selected to introduce the new organic brand in the Netherlands.

Trendsformers in practice

Return on Advertising (1)

10 out of the 15 different organic food brands that were included in the study, scored significantly higher on aided and non aided brand awareness with Trendsformer consumers 3,5 months after introduction of the new brand, brand awareness is significantly higher with Trendsformer consumers

Trendsformers in practice

Return on Advertising (2)

Awareness of the campaign message and the brand values was higher with Trendsformers. They were able to name more different products in de range and the scored better on product familiarity.

Magazines and also internet are the only two media channels that scored much higher on information and inspiration for organic foods with Trendsformers vs followers.

More results case Trendsformers

followers

I advise friends and family about buying organic food products

30%

5%

I have conversations with friends and family about organic food products

28%

3%

When it is about organic food products people do take my advise

19%

2%

Claims made in part one of the study were supported by the findings of the Whole Earth case. By targeting Trendsformers as a separate group overall results of the campaign improved.

Trendsformers start the conversation, are more likely to create positive word of mouth.

The can reinforce the effects of marketing and advertising They read more and spent more time reading

Magazines

Magazine ads and articles are a primary source of information and inspiration for them.

Claims made in part one of the study are supported by the findings of the Whole Earth case. By targeting Trendsformers as a separate group

overall results of the campaign improved.

Research Consultants Sanoma Uitgevers: Nancy Detrixhe, Robert Witteman Research agency: TNS NIPO, Nienke Smit, Vincent Kuijpers University of Amsterdam: Prof. Dr. F. Bronner