Sports Catalysts are a Marketer’s Dream
by John Moore, TalkTrack® Conversationalist, January 31, 2011Tags: Brands, Catalysts, Conversation Catalysts, Keller Fay Group, research, Social media, sports, Sports Catalysts, WOM, word of mouth
The most active and passionate talkers about sports are men. That’s not necessarily a surprising statistic. What is surprising is how active, passionate, and influential the most talkable men are about sports.
Keller Fay keeps a close eye on the activity of people who disproportionately drive brand-related word of mouth (WOM) conversations. These talkative Americans are called Conversation Catalysts™ by Keller Fay because, when compared to the total public, they spark more WOM conversations, have larger social circles, and possess more credibility when making recommendations.
When it comes to the sports product category, Conversation Catalysts™ (Sports Catalysts™) have significant sway in impacting the conversations and actions of others. The following Keller Fay chart details the sway Sports Catalysts™ have. When compared both to the Total Public and to men, word of mouth conversations from Sports Catalysts™ are far more likely to get passed along by others by a significant margin. Additionally, recommendations from Sports Catalysts™ are more likely to result in a purchase than recommendations from the Total Public or other men.
Demographic-wise, Sports Catalysts™ are an attractive audience. 63% are male and 37% are female. 82% of Sports Catalysts are under the age of 60. Teenagers and twenty-somethings comprise 42% of Sports Catalysts™. More than a third of these talkative Americans have a household income greater than $75k and are college graduates/post-graduates. 61% of Sports Catalysts™ are married.
In looking deeper into Keller Fay’s TalkTrack® stats about Sports Catalysts™, we learn something very interesting. 58% of brand-related WOM conversations take place at home. However, for Sports Catalysts™, 52% of their word of mouth conversations take place outside of the home. Because Sports Catalysts™ skew younger (teens and twenty-somethings), much more WOM conversations take place in a school/college setting.
It’s clear, Sports Catalysts™ are a marketer’s dream. They’re relatively young, affluent, and educated. Additionally, they have significant sway in driving conversations and influencing purchase decisions. One immediate implication from these Keller Fay stats is when trying to reach Sports Catalysts™, marketers should look to using marketing channels outside of one’s home. Another implication is to skew media buys and market programs to a younger audience in order to best tap into the word of mouth marketing potential from Sports Catalysts™.
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