identifying the connected consumer for the automotive industry
DESCRIPTION
How do you understand your brand’s performance in terms of consumer awareness, association and equity? Brand tracking plays an essential part in measuring the strength and engagement with your brand and is fundamental to the creation of a strategy to influence consumers and track performance over time. Understanding the core audience of influencers who are engaged with your brand is a vital part of this process. We’ve identified a group of consumers who are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates. We’ve labelled these consumers Connectors. They are identified through a series of attitudinal statements and in a recent study of 24,000 interviews we identified 3,365 Automotive Connectors. Conducting research with these Connectors will enable you to understand what they say and how they interact with your brand, helping you to map out how to engage with and influence them. Check out our infographic to find out how Automotive Connectors are: • Highly engaged with social media • Lovers of new technology and fashion • Far more likely to choose a car that fits their image • Highly influenced by advertising • More likely to buy cutting edge technology • Highly engaged with brands. Earlier this year we launched our new and innovative approach to brand tracking - BrandBox. It’s been designed to help marketers understand brand equity, by evaluating the competitive context, emotional relationship, and the role of Connectors to determine a brands’ position. To learn more about BrandBox and the role of Connectors please contact Hamish Asser, Research Director on +44(0)20 7843 9777 or [email protected]TRANSCRIPT
CONNECT WITH THE CORE AUDIENCE CONNECT WITH THE CORE AUDIENCE OF INFLUENCERS WHO REALLY MATTEROF INFLUENCERS WHO REALLY MATTER
innovation intelligence inspiration
SPA Future Thinking conducted research to identify Connectors and non-connectors across a range of categories including automotive, financial services, mobile handsets and retail in September 2014. Automotive Connectors are 19% of car owning adults. If you would like to find out more about identifying your brand Connectors please contact a member of our media team.
E: [email protected] T: +44(0)20 7843 9777
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
Automotive Connectors are key
brand advocates who connect through multiple touchpoints.
Do you know what they are saying about
your brand?
They are highly
engaged with social media
Advertising and brands
are important to them
Automotive Connectors love new
technology and fashion
4 times more likely than non-
connectors to...
Take part in online
discussions
Rate products online
Tweet
3
times more likely
to look for product ratings onl
ine
9 times more likely to agree
that online blogs strongly influence their
opinions
20 times more likely
to buy cutting edge technology
7
times more likely
to keep up with latest fa
shio
n
Adv
ertis
ing strongly infl uences
auto connectors brand choi
ce
5 times more likely to agree
that the car they choose is important to their image
4 times more likely to agree
that advertising helps them
choose what brands they
buy
Connectors are key Connectors are key influencers for your brand.influencers for your brand.Do you know what they Do you know what they are saying about it?are saying about it?
We’ve identified and researched
3,365 automotive connectors
Let us tell you a bit about them...