Marketing mix research tells us that advertising and word-of-mouth are significant drivers of sales. We also know that advertising has a greater impact when it generates word-of-mouth. According to a 2014 marketing mix project by Analytic Partners for the Word of Mouth Marketing Association (WOMMA), about a third of the sales impact of word-of-mouth is attributable to it acting as an amplifier to paid media. Yet only some television advertising is effective at sparking conversations. In a recent study, advertising agency UM evaluated the types of messages that were more likely to be shared online. And to better understand which types of creative are most likely to generate word-of-mouth, Keller Fay Group partnered with CBS to test the “talkability” of advertising creative. The results of each study provide valuable guidance
We are proud to announce that Ben Schneider, Research Director at Keller Fay, has won a prestigious international research award: The Manolo Award (http://www.ariaalliance.org/manolo-award/) for Future Industry Leaders in the Americas. The award is in memory of Manuel “Manolo” Barbarena, an entrepreneur who led his company to be one of the largest and most influential market research firms in Mexico and Latin America. He died young at 48 and the award is now run by eleven national research associations across the Americas, who have decided to keep the flame of Manolo’s vision alive by enabling emerging research industry leaders across the Americas to benefit from exposure to other research cultures in countries other than their own. Ben will be off to Latin America later this year for a two week immersion
“Unpacking Corporate Purpose” is a newly released study about the role of the corporation in society. In-depth interviews were conducted among very senior executives, financial leaders, and educators in business and finance from organizations as diverse as BlackRock, Harvard University, Kellogg School of Management, Kroger, and LinkedIn. It was conducted by the Keller Fay Group for the The Business & Society Program of the highly regarded Aspen Institute.. The study probes important questions about the purpose of corporations – to serve investors, or customers, or society-at-large; and what are the hallmarks of a successful business. The Aspen Institute plans to use the research to spark a dialogue about this important and timely topic and we hope you’ll participate. Click this link to learn more about the “Unpacking Corporate Purpose” study on the Aspen Institute website and follow this link
An estimated 4 million negative daily opinions are exchanged about one of the big six energy brands The UK’s top six utility companies receive masses of social media negativity Keller Fay Group research unveils Data from Keller Fay’s TalkTrack research programme indicates Britain’s biggest energy companies are receiving huge levels of total word of mouth negativity. According to the Keller Fay Group research, British Gas is attracting 39% of all negative WOM, greater than its market share and above the level of competitors, even allowing for its larger customer base. While Consumer Futures claims npower is the worst for complaints volumes, for negative WOM, British Gas receives the unfavourable label of being the worst. Steve Thomson, Managing Director of Keller Fay UK explains, “Energy brands have few fans, and generating positive brand
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
Study reveals radio’s ability to ignite social activity for advertisersFrom Inside Radio News, Nov. 5, 2013 Heavy radio listeners talk more about advertised brands and wield more clout among consumers than heavy users of TV and the internet, making them a highly attractive target for advertisers. So says a new study that looks at radio’s strength as a social medium that sparks brand conversations. Conducted by word-of-mouth researcher Keller Fay Group and commissioned by Nielsen Audio, the study begins with the premise that word-of-mouth about a brand or product can amplify the marketer’s message beyond those who are merely exposed to the advertising. Using data from Keller Fay’s TalkTrack nationally syndicated service, it shows that radio listeners, especially heavy users, are highly engaged in word of mouth, both online and
How well does WOM about TV shows align with ratings? The latest tracking from Keller Fay for Ad Age says, “Quite well.” People talked the most about the shows they watched the most … for the most part. So what do you think? Does water cooler talk predict the hit series? See the results and story on Ad Age: http://bit.ly/Hw5dL2
Houston Ranked #1, Jacksonville #2 and Miami #3 Most “Talkative” Cities According to New Word-of-Mouth Marketing Study
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
For the third week in a row, Ad Age is taking a broad view of the “social buzz” surrounding the fall TV season’s new shows and listening in on “real world” conversations — not just what you see on Twitter and Facebook. We worked with the Keller Fay Group, a market-research firm that specializes in tracking word-of-mouth, to generate the chart you see here. (Last week’s chart is right over here.) The data is based on interviews with a cross-section of 1,452 Americans ages 13 to 69 years old who were interviewed from Oct. 7 to Oct. 13 regarding 29 new, high-profile TV shows that have premiered already or will premiere shortly. Because the fall TV premiere schedule stretches on for weeks and weeks through September and October, Keller Fay is conducting
For the second week in a row, Ad Age is taking a broad view of the “social buzz” surrounding the fall TV season’s new shows. You’re used to seeing data about conversations happening in social media, but what about offline conversations? Enter the Keller Fay Group, a market-research firm that specializes in tracking “real world” word-of-mouth conversations. Ad Age worked with Keller Fay to generate the following chart of the top ten most talked about new tv shows. Real world popularity trends are unfolding as the season gets underway: Read the Keller Fay analysis on AdAge ..
NEWS & INSIGHTS
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