Teenagers’ Conversations About Cars Declined 27 Percent Over the Last Six Years, According to Research by Keller Fay Group TORONTO, ON–(Marketwired – January 25, 2016) – Keller Fay Group, an Engagement Labs (TSX VENTURE: EL) company, in partnership with Morpace, Inc. a full-service marketing research and consulting firm, today released word of mouth (WOM) research that found teenagers, between the ages 13-17, are talking far less often about car brands than teenagers six years ago. The results of the study potentially signal a major change for the automobile industry and the broader automotive culture. 2016 ranks the first year when those born at the beginning of the 21st century will have the opportunity to get their driver’s license. According to Keller Fay’s WOM research, there was a 27 percent decline within
Keller Fay Group to Provide Word of Mouth Advocacy and Influencer Marketing Solutions to the Automotive Sector TORONTO, ON. – December 1, 2015 – In an increasingly crowded automotive marketing landscape, brands need to align themselves in the hearts and minds of its consumers to make an impact. Therefore, Keller Fay Group, an Engagement Labs (TSXV: EL) company, today announced a strategic partnership with Morpace, a leading market research and consulting firm, to offer word of mouth (WOM) advocacy and influencer marketing research and consulting services to the automotive sector in order to provide the automotive marketing industry with data and insights to drive sales. “The automotive marketing landscape is increasingly cluttered, and to stand out and thrive, automotive brands need to tap the power of customer advocacy. This type of
Photo of Volkswagen Golf: Wikimedia, CC by SA By Mario da Cruz, vice president, Keller Fay Group Volkswagen’s reputation is threatened but other brands have been there and recovered. Toyota’s crisis of 2010 comes to mind as the most relevant comparison. Keller Fay Group’s analysis of Toyota’s crisis reveals strategies for recovery, but VW’s comeback may be more challenging. Millions of Toyota cars were susceptible to sticking gas pedals that allegedly caused some drivers to accelerate out of control into accidents. This led to a massive public relations crisis. At first, Toyota’s executives were slow and clumsy in handling the crisis, but the company rose to the challenge and mostly recovered its reputation in a couple of years. As described in The Face-to-Face Book (Ed Keller & Brad Fay, 2013), Toyota’s recovery benefitted
Corvette, BMW and Tesla Motors Speed into the Fast Lane of Brand Conversations both Online and Offline
Engagement Labs Releases ‘Total Social’ rankings to measure performance of online and offline conversations for the top performing car brands in the U.S. TORONTO, ON. – October, 7 2015 – Technology and data company Engagement Labs(TSXV:EL), creator of eValue Analytics™ and owner of Keller Fay’s TalkTrack®, today released rankings on the Top Automotive brands in the U.S., on social media and through offline, word of mouth conversations. Rankings of the Top Ten Automotive Brands on Facebook and Twitter in the U.S. Source: Engagement Labs eValueTM U.S. 2015 rankings of automotive brands on social media Rankings of the Top Ten Automotive Brands based on offline word of mouth data. Source: Talk Track ® U.S. 2015 rankings of automotive brands word of mouth conversation offline “Today, both word of mouth conversation and social
This is the final in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. We’ve covered lots of territory in the past month sharing word of mouth insights into the Automotive industry. First, we learned the more talkable a brand is, the greater its market share. Next, we learned 35% of Americans have at least one brand-related conversation about cars every day. And, we learned how the recent automobile industry crisis impacted people’s conversations about cars. Today, we’re sharing quick hit insights about specific car brands from a recent Keller Fay TalkTrack® report. Ford is the most talked about
This is the third in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year Keller Fay study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. The headlines beginning in 2008 were disastrous for the automobile industry. Sales of new cars in America plummeted 31.9% in October 2008 compared to the same month in 2007. In January 2009, the US Government loaned $24.9 billion to America’s biggest car companies. Chrysler filed for bankruptcy in April 2009. General Motors filed for bankruptcy in June 2009. And in January 2010, Toyota recalled 2.3 million cars to repair malfunctioning gas pedals. Keller Fay, through its ongoing TalkTrack® study, has been measuring and
This is the second in a series of posts sharing Keller Fay TalkTrack® analysis on word of mouth in the automotive industry. The information shared below is from a comprehensive two-year study of nearly 100,000 brand-related conversations Americans have had offline and online about cars. Did you know . . . 35% of Americans have at least one brand-related conversation about cars every day. Of course you did, you read the first post in this series. Seriously, according to Keller Fay research, Americans have over 42 BILLION conversations about the automotive industry every year. Did you know . . . almost 50% of all conversations Americans have about the automotive category involve four specific brands: Ford, Chevrolet, Toyota, and Honda. There is definitely a long tail distribution effect with these
The beleaguered automotive industry is revving up its sales engine. Chrysler, Ford, Honda, and Nissan have all recently reported year-over-year sales increases of more than 15%. That’s remarkable news given the still sluggish U.S. economy. There’s much to talk about with the automotive industry from these strong sales figures to the still top-of-mind government bailout of the industry to the introduction of innovative hybrid cars to fallout from Toyota’s quality concerns stemming from recent recalls. Keller Fay recently pulled together a comprehensive analysis of nearly 100,000 word-of-mouth (WOM) offline as well as online conversations Americans have had from September 2008 through August 2010. This two-year study covers the auto industry crisis and Keller Fay’s findings detail the polarity of brand-specific conversations as well as the credibility differences between WOM about
Fortune November 5, 2010 by Alex Taylor III Subaru, which makes a habit of beating expectations, has done it again. For October, Subaru saw its sales jump 25% in a month where auto sales as a whole rose only 13%. In the year to date, its sales are up 23% vs. the industry’s 11%. With two months still to go, Subaru has already beaten its own yearly sales record. Subaru doesn’t grow by selling the deal instead of the car. According to Edmunds.com, its incentives in October were the second-lowest in the industry at $474 per car, representing 1.8% of the sticker price. After more than two years of outperformance, Subaru is no longer autodom’s best-kept secret. Indeed, a to-be released study of word-of-mouth referrals by nearly 100,000 people, conducted
What should an advertiser do when its industry is being ravaged in the news media amid a crisis of historic proportions? Go quiet until the trouble passes, or continue to engage directly with paid messaging? The recent crisis faced by the financial and automotive industries provides two excellent cases in point, with lessons for marketers in all categories.This week, at the Advertising Research Foundation’s Annual ReThink Conference, my colleague Brad Fay joined with Mediavest’s David Shiffman to address this topic. Their paper is based on more than two years of continuous research that spanned the periods before, during, and since the height of the economic crises facing the financial services and automotive industries. The paper links word of mouth about brands in these two industries with a 360 degree perspective
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