Tag Archives: spending

Maybe They’re Just Not Into Your Social Brand Anymore

The relationship between consumers and brands may be just like any other
relationship. They have ups & downs and sadly, sometimes they end
(Believe it or not, some recent studies found that consumers might be
more loyal to the brands they follow than their significant others). The
reasons these social brand relationships end are very similar to real
life relationships as well.   The brand may get too clingy, the brand
might not be who the consumer thought they were or maybe they brand and
consumer just grew apart. Like real relationships, knowing where things
went wrong can help you make better decisions in the future.

shutterstock_82998790 copy• Nearly 40% of online adults say
they have rarely ended connections
with brands on social media. 24%
say they have never ended a social
brand relationship

The top reason that consumers have ended a relationship with a brand on social networks do so is too many updates. One in three consumers who ended a relationship indicated this

• 22% said the brand’s value was different from the initial perception

• One in five consumers who ended a social brand relationship didn’t see any value in staying connected

• Less than 10% signed up after seeing an ad but didn’t want to stay socially connected with the brand

What Does This Mean To You?

Breaking up might not be hard to do on social media – it’s as easy as clicking a button – but it can be expensive to your company. 17% of adults who follow a brand on social media check their updates on a daily basis; nearly one in four did so at least once a week. That is a great deal of potential sales that your company could be losing. It all comes down to value and targeting. A consumer may say that they are getting to many updates – but they are often saying they are getting to many updates that they really have no interest in. The top reason consumers follow brands is to receive discounts and offers – so leverage that to get more information. After they “like” or follow you, offer them a significant discount if give you more information. This will allow you to tailor information to their wants and needs . It will help ensure that your social message to consumers is not “spammy” and that you are continually bring value to them. Without sounding like Dr. Phil, the most important thing is not to take advantage of the relationship. By giving the consumer what they want, you will continue to get what you need. For more information on how to maximize you brand through social means, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: SocialVibe; eMarketer


How Consumers Plan To Spend Money This Holiday Season

A few weeks ago, we posted information on how much money consumers plan to spend this holiday season.  Today we’ll look at how they plan to distribute their cash this year. Holiday spending incorporates more than just buying gifts.  Knowing how consumers plan to spend their holiday budgets is the first step in getting your fair share.

• Over four in 10 consumers say they have a budget set aside for holiday spending

• Of the money people plan to spend on the holidays, 40% will go to buying gifts

• Nearly a quarter will go to socializing away from home

• 14% will go towards entertaining at home

• Just over 10% will be spent on non-gift clothing for the consumer or their family

• Holiday furnishings make up 6% of consumers anticipated spend.  Year over year, spending on furnishing is expected to slide over 25% from last year

• Under 10% of spending will go to miscellaneous holiday items

What Does This Mean To You?

60% of consumers holiday spending is non-gift related – it’s goes into the atmosphere that makes the holiday special. The fact that nearly a quarter goes into out-of-home entertaining may be why restaurants are so crowded.  One of the big takeaways is that consumers plan on drastically cut the amount they plan to spend on furnishings.  This may mean less inflatable snowglobes in the neighborhood or people buying smaller Christmas trees. The competition to get these holiday dollars is already at a fever pitch.  To ensure you get your fair share of holiday spending you need to create awareness of where you are and what sets you apart from the competition. When distributing your message, make sure you select media vehicles that can specifically target your desired audience.  Targeting will improve your return on investment.  When comparing media, make your decisions on a cost per thousand basis (CPM).  CPM measurement allows you to compare and make the best possible decision in reaching your target shoppers.  For more information on how to engage your best prospects, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Deloitte

Attitudes Towards Holiday Shopping

The holidays, paraphrasing Shakespeare, can be both the best of times and the worst of times.  There’s time spending with friends and family and there’s the hustle & bustle of fitting family time in with decorating & shopping. New information is out on the attitudes of consumers and how it affects their holiday shopping plans.

• Four in 10 consumers say they tend to spend less on themselves so they can buy gifts for friends and family

• More than one in four don’t feel their dollar will stretch as far this holiday season

• 23% love the holiday shopping experience

• Over one in five like to treat themselves to gifts during the holidays and 22% say that paying for the holiday season makes them very stressed out

• 19% say they save throughout the year to pay for the holidays

What Does This Mean To You?

Holiday shopping is all about the experience – either good or bad.  Many people avoid malls and shopping at any cost, others look forward to Christmas carols and colorful holiday displays.
Think about some of the things your business can do to make holiday shopping a good experience.
A great offer can help your customers be less stressful about spending money this time of year.  Gift with purchase shows how much you value your shoppers.  Stressing the value you offer can help you keep shoppers coming back after the holidays.  There are several things you can do to create value. One way is to address the reasons why consumers are not planning to spend much this year.
The top three factors that negatively affect holiday shopping are:

• Gas prices

• Rising food bills

• Home energy bills

Have you thought about giving away $5 gas cards for consumers who spend over a predetermined amount?

You can partner with a local restaurant in your area and create reciprocal coupon offer.  Their customers get a discount off merchandise at your store and your shoppers can get free appetizer or other complimentary offer at their establishment.

Things like this will set your business apart, but it all starts with awareness.  If you do not promote your offers and why shoppers should spend money with your store, it’s a moot point.  For the more information on creating the most effective efficient campaign to keep you top of mind this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Accenture

How Consumers Plan To Pay For Holiday Gifts

Yesterday’s post dealt with the reasons consumers are not spending more this holiday season.  Today, we’ll look at how they plan to pay for gifts this year.  Consumer’s planned method of payment can affect not only how much they spend but where they spend it.

• Over half of consumers say they put money aside to pay for holiday shopping, that is up 13% from last year.

• Just one in three consumers will be putting their holiday gifts on credit cards – that is a drop of 30% from 2011

• 15% will use gift cards to make holiday purchases

• 14% are using discretionary income to buy presents – that is down 33% from last year

• 13% will put gifts on store credit cards

• Fewer than 5% of shoppers will delay making mortgage payments or paying other bills to buy holiday gifts

What Does This Mean To You?

When customers are paying for things with cash, they tend to do more research and comparison shopping.  This maybe one of the reasons “showrooming” activities are expected to be so high.
To make sure shoppers make their purchases at your location versus your competition, you need to promote the value you offer and the intangibles that make shopping at your location a better experience than making a purchase elsewhere.  Promote positive reviews your store has received through social media and reward customers who post virtual endorsements about your location.  Take advantage of every opportunity to make a positive impression.  Make sure your staff is customer service focused and educated about the products you sell, the offers you have available and the offers your competition is promoting.  These are things that will allow you to show shoppers your value.  For more information on how you can utilize social media and mobile technology to drive more shoppers this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Accenture

Are Consumers Planning To Spend More Or Less This Holiday Season?

Recently, we had a post that talked about consumer spending during the holiday season.  Many consumers are still struggling with economic issues and are questioning their holiday spending plans. New research has been made available that looks into why consumers are not spending more this holiday season vs. last year.

• Four in 10 holiday shoppers say they want to keep their holiday season simple and not too extravagant, that’s nearly 30% more than last year

• One-third say their living expenses have risen – there has been an increase of over 40% in people gave a rise in living expenses as a reason they are not spending more this year

• Another third said that they have less discretionary income this year

• Just over 20% say they have less in savings

• 11% say they have less job security

What Does This Mean To You?

ess than 15% of consumers said they are spending more this year vs. last
year and shoppers are looking to save money wherever they can. As a
business, you need to find ways to get shoppers into your store and have
them spend their money with you.  Creating efficient communications and
delivering valuable offers are paramount in creating customer traffic.
What kind of offers are shoppers looking for?

Free shipping is the most sought after form of discount.  Many
consumers said they shopped on Cyber Monday because historically that’s
when retailers offered free shipping. Gift with purchase has been
another offer that works well – especially with gift cards.
The value of the offer is often determined by who the shopper is.  The more
you can target your offers, the more valuable they are.  This is where
loyalty programs can help.  The more information you can gain on a
customer – what they like and don’t like, they types of products they
buy and how much money they spend can help you create offers that bring
consumers into your stores.  For more information on strategy to help your business have a profitable holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; Accenture

Social Media And Political Perception

The election is roughly one week away.  It’s estimated that total political spending will eclipse $9.8 billion dollars this year.  That’s an increase of nearly 40% over 2008.  New research is showing that social media is becoming a bigger source of political information and is having an effect on political opinions – especially with the 18-34 year old age group

• Overall, over one in four online adults said that social media had influenced their political opinions

Among 18 to 34 year olds, more than one in five adults had gotten political information from Facebook, 17% had watched political information on YouTube, 16% looked at political blogs and just over 10% have looked at political tweets

• In the 35 to 54 year old age group, 14% visited a political blog and 12% looked at political post on Facebook.  Just 6% looked at a political video on YouTube and less than 5% paid attention to a political Tweet

• When you look at the 55+ age group,  blogs  and Facebook were the top social media information source for politics – but they both reached just 12% of that group. Political YouTube videos were viewed by 6% of adults 55+ and just 2% saw a political tweet.

• Less than 25% of online adults report never seeing any political postings in any social media this election season

What Does This Mean To You?

Social media is growing in importance.  It has definitely affected how people feel about the stores they shop in and the products they purchase.  Social media is now impacting possibly one of the most important decisions a person can make – who will be the leading our country.  As a business, publically expressing your political views is a slippery slope.  For many people, their political views are tied to deeper beliefs and who you support can affect their views of your business.  This election has the possibility of being one of the closest in history.  You have to ask yourself the question – Am I willing to alienate half of my customer base?  For more information on how to make effective and actionable social media strategies, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: emarketer; Burst Media; AYTM Market Research

Football: Not Just For The Guys

Vince Lombardi once said “If winning isn’t everything, why do they keep score?”
Even though baseball might be our national pastime, football ranks as adult’s favorite sport. And it’s not just guys; more and more women are going games, buying team merchandise and getting into the sport.

• 40% of NFL fans are women

• Nearly 11 million female adults in the US attended an NFL game in the last year.  That’s a jump of 13% since 2010

• The number of women who attended a college football game increased by 14%

• Women make up 45% of consumers who purchased NFL team logo’d apparel.  The number of women who made team apparel purchases increased by 8%

• Women are also buying more team merchandise.  From 2010 to 2011, the amount of NFL merchandise sold to women increased by 125%

• Women age 18-34 were more likely than the national as a whole to not only
buy team apparel but also to be interested in buying single game or season
NFL tickets

What Does This Mean To You?

Women are an important consumer group for your business to engage.

• Women control $4.3 trillion in household spending

• Nearly three-quarters of total household spending is controlled by females

• Women who are very or somewhat interested in football are more likely to be in the market to purchase a vehicle, home, furniture, appliance or mobile device in the next 12 months

If you are planning to utilize football in your marketing plans, it’s important not to forget about the female audience.  While there may still be more male than female fans, its women that have the purchasing control.  For more information on reaching women and creating loyal female customers, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mashable; Harris Interactive; Boston Consulting Group; SportsBusinessDaily.com; IPSOS; SI.com; MobiThinking.com; Millennial Media; Marin Software; Neilson; Hightable; ESPN.com; The 2011 and 2012 Scarborough Reports, Release 1