PALO ALTO, CA -- (Marketwired) -- 05/10/13 -- Loyalty and engagement platform PunchTab today shared results of a survey of over 600 moms that offers new insights into what works to motivate engagement and purchase from this high-value audience segment. The data shows that 81 percent of moms will engage more with a brand when offered some type of reward, and that rewards can work to increase a brand's social following, boost positive word-of-mouth and to driving more sales. The study also reveals that some non-financial incentives -- such as elite status or early access to products -- can be very effective behavior motivators.
"Moms are the most critical demographic segment for many brands. They are the primary decision makers when it comes to household purchases and influence $2.4 trillion in spend every year. Everyone wants to engage this audience segment. The question is: what motivates moms to take action?" said Angela Sanfilippo, CMO at PunchTab. "This study offers definitive evidence that providing moms with the right incentives can boost word-of-mouth and drive sales across a company's entire brand portfolio."
Key findings of the survey include:
1. Moms will engage more with a brand when offered a reward.
PunchTab's survey shows that 81 percent of moms will engage more with a brand when a reward is in place. Rewards are most effective at driving participation in surveys and polls, with 72 percent saying they would take a survey or poll if provided with an incentive. Rewards can also help with building a customer database: 59 percent of respondents say they would sign up for regular email updates when a reward is offered, and 41 percent say they would share personal details and purchase behavior.
PunchTab data also shows that rewards can be effective at driving word-of-mouth amongst moms. According to the study, 41 percent of moms will post a review when offered a reward, and 50 percent of moms on Facebook say they would be willing to share brand content on Facebook. Increasing positive word-of-mouth through rewards can lead to more sales: studies show that more than half of moms rely significantly on the online recommendations when making purchase decisions.
2. Rewarding moms for following your brand on social channels can boost sales.
The study shows that rewards can motivate moms to follow a brand on social channels. Over half (57 percent) of moms on Facebook say they will "Like" a brand's page on Facebook when offered a reward; 50 percent of moms will follow a brand on Pinterest and 52 percent of moms will follow a brand on Twitter when offered a reward.
Social followers will take a number of other social actions to promote your brand when incentivized. 92 percent of moms who say they would be willing to "Like" a brand on Facebook when offered a reward, say they would also be more likely to share brand content, post reviews or purchase additional brand products if incentivized. This number jumps to 98 percent for Twitter and 93 percent for Pinterest.
Most Popular Stories
- AIG to Create 230 Jobs in Charlotte
- 15 Myths That Could Ruin Your Hispanic Ad Campaign
- Russia Says Nyet to Canada North Pole Claim
- Bipartisan Negotiators Reach Modest Budget Agreement
- Justin Bieber Visits Typhoon Victims, Plays Concert
- Senate Dems Move Forward With Obama Nominees
- Obama Nominee Confirmed for D.C. Appeals Court
- New Obama Aide to Focus on Climate Change
- MasterCard to Split Shares, Raise Dividend
- GOP, Dems Strain to Unearth a Modest Budget Pact