“If she recommends it, they will come.” Though that’s not the original quote from Field of Dreams, it is becoming more and more true. Women are considered the biggest brand ambassadors. It is highly likely that if a woman recommends a product or service to a friend or colleague, there’s a great chance of that friend purchasing or subscribing to that service.
NBCU, a female-targeted ad sales and marketing initiative, compiled “online search data from comScore, social media buzz data from New Media Strategies and online chatter charted by The Keller Fay Group, a word-of-mouth research firm,” to list the 25 brands most important to women. Their findings are shown below:
Lauren Zalaznick, president of NBCU’s Women & Lifestyle Entertainment Networks, including Bravo and Oxygen as well as the iVillage Web hub, states that the index was conceived out of the fact that 20,000 brand recommendations are offered every month on iVillage and that 85% of consumer purchases were driven by women’s recommendations.
This index can prove to be key for companies. The index found that brands that used new media in combination with their traditional marketing made some of the biggest moves along the index. For example, Gap moved from No. 44 to No. 17 in August when they offered a discount incentive to shoppers via Foursquare check in. Pizza Hut also utilized Foursquare to deliver discounts and moved from No. 73 to No. 60.
The major point Zalaznick wants to drive home is that women and their opinions are extremely influential. Women trust other women’s recommendations more than any other form(s) of media. So, if you want to see results in your cash registers, make sure you provide your women consumers with something great to talk about.
For more information on the index, check out: http://www.brandweek.com/bw/content_display/special-reports/studies/e3i386774579db7c203fa322f60a6850e6a?pn=2