Relevancy is particularly important to women when receiving marketing communications, with more than half (58%) of respondents in a recent survey of more than 1,000 women saying they want information that pertains to their lifestyle or relates to their recent purchases, according to Prospectiv, which conducted the survey.
- While relevancy is important to all women, it's more important to mothers: 45% of mothers said they are most interested in receiving marketing information that pertains to their lifestyle, vs. 30% of women who are not mothers.
- Mothers are more interested in being marketed to than women who are not mothers; only 20% of moms said, "Don't send me anything at all," but 35% of non-mothers said the same.
Product Samples Beat Out Blogs
Brands have successfully reached their female audiences by leveraging so-called mommy bloggers because of their “word of mouth” value. But nearly half of respondents (45%) to the Prospectiv survey said that brands can communicate with them most effectively through product samples offered online, way ahead of the percentage (3%) who said the same of blogs. Mothers in the survey came out even more strongly than non-mothers in favor of product samples (47% vs. 38%):
- 39% of respondents reported finding coupons an effective way for brands to communicate about their products.
- Only 10% said the same about email, and a mere 4% said the same about banner ads.
- When it comes to driving an actual purchase, samples win the day. Survery respondents were asked which would most likely get them to purchase a product: trying a sample, having a coupon to use, necessity, or receiving a personal recommendation. Some 39% of survey respondents said trying a sample.
With the recession still underway, about one-third (31%) of survey respondents said they will make a purchase because a coupon or discount is being offered, whereas only about one-fifth (21%) said that necessity drives them to make a purchase.
Asked about what actions they had taken in the past year regarding coupons, 53% of the women surveyed said they had clipped coupons and 18% said they had redeemed an online coupon:
- Moms clip coupons in greater percentages than non-mothers do: 54% vs. 49%.
- 10% of mothers and non-mothers alike reported downloading an online coupon but never using it.
Other findings from the research:
- While 35% of the women surveyed said they are reluctant to share information such as email address, age, and gender, but 71% will share such information to receive discounts, promotional offers, and coupons.
- 50% of respondents said they prefer receiving email about a product once per month; 40% said once per week; and 10% said once a day.
About the data: Prospectiv surveyed more than 1,000 women to learn about their preferences around marketing, marketing communications, and purchase drivers.
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