Monthly Archives: January 2012

Consumers And Online Trust

One of the best ways to increase the success of any marketing campaign is by targeting your message.  Whether you are looking to target by geography, behavior, lifestyle or demographic – it all starts with getting intelligence on your customer base.  The more you know, the easier it is to develop targeting protocol.    Consumers are becoming more and more wary of giving out information.  A recent consumer study on how much consumers trust online companies with their personal information shows us to
what extend consumers lack trust.

  • Over 6 in 10 consumers said they have no trust in online companies with regard to their personal information
  • One-third have some trust
  • Just 2% have complete trust in online companies
  • 4%  have such little trust, they refused to answer the question

 What Does This Mean To You?

Part of creating long-term customer loyalty is developing trust with your customers.  If you are collecting information, whether it be an email address, a phone number, getting them to sign up for a text program, following or connecting with them via social media or even getting their home address – make sure you let them know that you will not share their information.  For text, email and social media, let them how often they can expect to receive communication.  Then, most importantly, don’t share their information or bombard them with offers.  Also, consumers want something in exchange for their information,  the more you are willing to give them in the form of an offer, the more likely they are to provide you with their personal information. For more information on creating successful targeting campaigns,  please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: EMarketer; American Consumer Institute


Dining Behaviors And Lessons For All Businesses

The tough economic times have changed how and where consumers spend their money and what they consider important. The restaurant industry, in particular, has been dramatically affected.  A recent report outlined how diners have reacted to recent economic woes and what things might entice them to dine out more often.

  • Nearly three-quarters all diners surveyed said they plan on eating out less often in order to save money
  • Four in 10 diners felt that restaurants are offering a better value
    than in the past
  • 38% said they would eat out more often if they had healthier menu options to choose from
  • Half said they would likely try a new restaurant if they received a group deal on it

What Does This Mean To You?

While this study pertains to restaurants, there are conclusions that can be drawn for businesses overall.
Consumers are saving money and not purchasing things they don’t consider necessities.  They also believe that there are not receiving as much value out of purchases today as in the past.  Your marketing message should speak to consumers needs, stress how your product or service will be a benefit to them – how it will save them time or money in the future. This will also help you boost the perceived value of your merchandise.
More and more people are thinking about their health. If your goods & services can help consumers to become healthier, promote it in your message. Consumers are willing to try new things, if they don’t have to pay full price. Group deal programs are amazing acquisition tools and consumers love them. Use deals to reach new customers, but don’t ignore them after they have utilized the deal. Reach back out to them and create loyalty with other offers. Group deal programs can provide you a wealth of information on customers, but it won’t help you if you don’t use it. For more information on efficient and effective ways to reach customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Equation Research

Curious QR Code Scanners

QR codes are a growing phenomenon and as the mobile space continues to grow, we are likely to see more of them.    There is a new study out that tells us about consumers awareness of QR codes and why they scan them.

  • Half of all smart phone owners say they have scanned a code
  • Just 21% of smart phone owners had heard of QR codes, but over 80% could identify them when shown one
  • Over 90% of the county’s top 100 magazines featured a QR code
  • Curiosity about codes was the top reason why someone scanned (46%)
  • 41% scanned looking for more information
  • 18% were looking for a discount or free gift
  • 16% wanted exclusive content


What Does This Mean To You?

While consumers may not be able to identify the name “QR code”, they certainly aware of what they are and with half of all smart phone owners scanning them; it’s a good bet we will be seeing more of them. There are many ways your business could benefit from using QR codes.  It’s a very easy way for you to direct customers to your mobile site – and the fact we are becoming extremely dependent on mobile devices, that’s a very good thing.  For more information on QR codes and other ways to mobile-ize your business, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Chadwick, Martin Bailey; Nellymoser

Technology Brings Families Together

While many people blame technology for breaking down the basic family unit,
a recent survey shows us that new technologies are actually bringing  families closer together.

  • Nearly 45% of families said a computer or tablet drew them together vs. just 21% of respondents said that they gather around the television for quality time

Another survey about families detailed just how tech savvy today’s kids are.
Electronic devices owned by 10-13 year olds:

  • 85% own a game console
  • Over 60% own a computer
  • 28% own a smart phone
  • One in six own a tablet

What Does This Mean To You?

With so many families using computers & tablets together as a group, you have an incredible pathway to reach them.  Households with children tend to have higher household incomes, making them more able to buy your goods and services.  Also, the prevalence of kids with mobile devices only means that they are likely to be more mobile-ly dependent in the future.  For more information on how your business can benefit from targeting families, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: EMarketer; MicroSoft; AVG

Girls Are Engaged In Gaming

Last week posted about a report on how female gaming is continuing to grow.  Now, more research has come out about where the growth is coming from and how long females spend gaming each day.

  • Nearly 6 in 10 women age 30+ are more involved in mobile games this year than last year
  • 45% of women 12-24 said they played more this year
  • Increases among men were not as strong. 44% of men 30+ and 36% of men 12 to 29 said they were more involved in mobile gaming this year over last year
  • Overall, gaming on mobile devices is growing faster than on other devices.  46% of respondents said that they glad more mobile games than last year – compared to 26% said they played more console games and 23% said they played more PC games
  • 27% of women age 30+ said they played games for 3 or more hours per day on their mobile devices

What Does This Mean To You?

Mobile games give your business an incredible opportunity to create engagement with a wide variety of audiences.  Adver-games allow your brand to become part of the content.  Your business can extend your relationship with players through couponing and registration.  Mobile devices are not just for making calls, they are now part of the fabric our lives.  Adver-games are just one more way for you to forge relationships and leverage consumer’s dependence on mobile device.  For more information on how to increase your bottom line through advergames, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Mashable; MoccoSpace

Insights into In-Store Mobile Shopping

Consumers are using mobile devices in all phases of shopping, including while they are inside actual stores.  Looking at how they used their mobile devices can help you with your mobile strategy and capture more dollars from customers.

  • 41% of customers used a mobile device to compare prices and them make a purchase from a competitor’s store
  • 31% compared prices and made a purchase from the store they were shopping in
  • 30% scanned a QR code
  • 27% “checked in” to receive a discount
  • 26% compared prices and then purchased from a competitors website or requested a price match
  • 23% made an online purchase from a competitor after leaving the store
  • 13% compared prices on a mobile device and purchased from the stores web site

What Does This Mean To You?

Mobile devices give consumers the ability to constantly shop.  Just because you’ve drawn in the traffic doesn’t mean they will not buy elsewhere.  Using mobile coupons, price matching and mobile loyalty programs can help you keep the customers you’ve got and possibly take sales away from your competition.  For more information on how to harness the power of mobile consumerism, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Center For Media Research; Prosper

Group Deals Prove Effective

Group deals are all over the place and for good reason.  Not only are consumers interested in signing up for them and saving money, local merchants are seeing success from them.  Currently 12% of local merchants have offered a daily deal, that’s an increase 33% since June of 2011.

In a recent survey of merchants who signed up for a deals program:

  • Three-quarters say they would offer another deal in the future
  • 61% said that group deals were effective in customer acquisition
  • 37% stated that the increased profitablity from deals programs would lead them to do more – that’s an increase of 54% in 6 months

What Does This Mean To You?

Consumers are looking to save money wherever they can.  Last year, we had several posts on consumer activity and group deals, some of the latest information points to over half of consumers using a deals program in the past 12 months.  As mobile couponing continues to climb, I expect deals participation will as well.  But deal participation is only one step.  Deals are a great customer acquisition tool, but what are you doing to extend that relationship?  What kind of information have you gathered on consumers who are buying your deals? Are you re-contacting them to build loyalty? For more information on increasing sales with deals programs and creating long-term loyalty, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Center For Media Research; MerchantCricle; Borrell