A new study from ExpoTV shows that 55% of consumers want an ongoing dialogue with brands. The study investigates how brands and consumers interact, and in particular how consumers want brands to engage them. And the results are exciting. In addition to the 55% wanting an ongoing dialogue, 89% of respondents said they would feel more loyal to a brand if they were invited to take part in a feedback group
These results mirror our own experiences, where involving people in a true feedback process has positive impacts on loyalty and advocacy. The ExpoTV survey looks into this in more depth and shows also how consumers will spread this positive message.
Of those who have a positive experience, 92% said they would recommend the brand to somebody else. Perhaps more striking from the perspective of generating buzz, 60% of people said they would tell 10 people or more about a brand they liked and a third would tell 20 people or more. There is a lot of willingness to create buzz and word-of-mouth for a brand that you like. There is a real strengthening of positive feelings when a brand engages a consumer. And there is a real willingness on the part of the consumer to take part in such engagement.
These are the building blocks of a really successful word-of-mouth and advocacy campaign. People want to be engaged and if you do it, this will only have a positive impact on feelings towards the brand.
For every 100 consumers about 55 want to engage with you. And nine out of ten of those that you engage would feel more positive about you as a result. So from any group of 100 customers that you try to engage in a feedback group or online community, 50 would be more loyal to the brand as a result.
From these 50 people, about a third (or 16 people) would tell more than ten people about the brand (so at least 160 people from our group) and another third would tell more than 20 people (so at least 320 people from our group). So as a conservative estimate from those 100 people you try to engage:
- 50 of the original 100 become more loyal to the brand, and tell a further
- 480 other people about how positive they feel about the brand.
This survey helps us to understand motivation for taking part in an online community or feedback group, and the benefits it will cause.
As a conservative estimate, these results suggest that for every 100 people you try to engage in an online community, 50 will leave more loyal to the brand and a further 480 people will hear about this loyalty through word-of mouth. That’s a huge impact for engaging a relatively small number of people.
There is a real willingness on the part of the consumer to engage with brands, and a real and demonstrable benefit to the brand of them doing this.