Brand Chatter in Charlotte

Wednesday, 06 November 2013 by

Charlotte, NC –  The south may be more talkative than other places around the country but some of its cities are more so than others. As seen in the following video news clip, the newscasters at WCCB-TV Charlotte were downright chatty discussing how Charlotte compared to other cities and why their area might be talking less than average about brand preferences than people in other cities. That’s the finding of a study by the Keller Fay Group, consumer conversation experts. The company’s COO Brad Fay was interviewed in the following WCCB segment about his research which found that the average person has about 79 brand related conversations per week in most cities.  Charlotteans only have about 72 such conversations – less than both Atlanta and Raleigh.  It’s something marketers and advertisers

Article by Bruce Horovitz in Consumers can’t seem to talk enough about brands in some towns and marketers are listening If you’re a car brand, you’re the talk of the town in Houston. If you’re a financial service brand, Jacksonville is where folks are likely to chat you up. And if you’re some sort of travel services company, Miami is the hub for brand chatter. Talk creates sales. Marketers are just beginning to discover that consumers in some cities are far more talkative about their brands than folks living in other cities. For that matter, residents of these same three cities — Houston, Jacksonville and Miami — are more likely than residents of any other major U.S. cities to have verbal or online conversations about brands of any kind.

  Keller Fay Group Study Reveals Top 10 Ranking, Highlighting Opportunities for Brand Marketers to Drive Recommendations, Especially “Down South” Houston More Likely to Talk About Automotive (+37%), Jacksonville – Finance (+56%), Miami – Travel (+75%) New Brunswick, NJ – October 21, 2013 – Are certain U.S. cities more “talkative” about brands than others? A new study, “America’s Most Talkative Cities,” released by leading word-of-mouth research company, The Keller Fay Group, reveals that residents of Houston, TX have an average of 95 consumer conversations per person per week, more than the residents of any other major city in the United States. As marketers are increasingly recognizing the significant role that word of mouth (WOM) plays in driving business outcomes such as sales, results suggest that certain cities are more WOM-focused

America’s Most Talkative Cities

Monday, 21 October 2013 by


Banks and bankers have not had a good press over the last few years, with politicians, media commentators, and the general public seemingly having little good to say about them. For other financial services brands the picture is not quite so dire, but even so, brands in this sector appear to be tolerated rather than loved. Brand relationships are strictly platonic. Added to that, who wants to talk to friends about boring old banking and insurance brands?  So surely there must be very little positive word of mouth in this sector? Well, it’s true that financial services comes towards the bottom of the list of categories which people talk about – but not the very bottom.  29% of Americans had a conversation about this category in the past 24 hours,

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

The New York Times For those wondering why Toyota Motor continues to advertise during the current crisis over its reputation, a coming study suggests that such a course of action could be superior to inaction. The study, “Advertising Amid Crisis,” is scheduled to be presented on Wednesday, during a session of the 56th annual convention of the Advertising Research Foundation.  It is to be presented by Brad Fay, chief operating office at the Keller Fay Group, which specializes in research on word of mouth and “buzz,” and David Shiffman, senior vice president at MediaVest, a media agency that is part of the Publicis Groupe. The study looked at the effects of the coverage of the financial crisis on marketers in two hard-hit categories, automobiles and financial services.  The study analyzed

New research shows financial sector’s negative buzz coincided with a decrease in advertising AdWeek When Keller Fay Group conducted research on consumer sentiment toward the financial sector back in the fall and winter of 2008, the data surprised no one.  In September, just before the brunt of the economic crisis, positive word of mouth for the category outweighed negative buzz by a ratio of more than 3-to-1.  By year’s end, the positive buzz had plummeted by about 60 percent and negative or mixed feelings dominated more than half of all conversations. The latest data from the market research firm, however, compiled last month, is far more unexpected:  It suggests that financial companies likely contributed to the downward slide in favorable consumer sentiment by sharply reducing their ad spending during the

ABA Bank Marketing What are consumers saying to each other about bank brands and products?  According to a new study about banking and word-of-mouth marketing, there is both good and bad news. The good news is the consumers talk a lot about their banks, says the report entitled, “Opportunity Missed? TalkTrack Insights on Word of Mouth About Banks,” which was done by Keller Fay Group, a market research company focused exclusively on word-of-mouth marketing.  The company is located in New Brunswick, NJ. On a typical day, 35 percent of Americans have word-of-mouth conversations about financial services products or brands.  Further banks accounted for 44 percent of all financial brand-specific word-of-mouth discussion — a much greater share than financial conglomerates (18 percent), investment firms (14 percent), general “stock talk” (10 percent)

Person-to-person information sharing the biggest factor in B2B purchase decisions, new study shows Face-to-face marketing the key channel to leverage word of mouth influence New York, NY, May 14, 2006 — Word of mouth is the #1 influence on business purchase decisions and is best leveraged through face-to-face marketing efforts, according to a new study of US and UK executives conducted by market research firm the Keller Fay Group and sponsored by experiential marketing agency Jack Morton Worldwide. Word of mouth — one person sharing marketing-relevant information with another person — is far more influential for business executives than other communication channels. Fifty percent of business executives report they are highly likely to buy a product or service based on word of mouth; 49% pass on what they’ve heard to