If you have been reading this blog for the last several days, then you know that Brand Advocates are online buyers who write about their purchases online. And you have learned that they are influential.
Let´s take a look at how influential they are. The National Retail Federation contracted the Retail Advertising & Marketing Association and BIGresearch to study the buying habits and search influence of Brand Advocates.
They found that Brand Advocates “have at least a 3-to-1 rate of converting an actual friend or family member to make the exact same purchase among home appliance buyers.”
Among home appliance buyers, 85 percent Brand Advocates recommended an appliance to at least one friend vs. 48 percent for non-advocates.
Fifty-one percent of Brand Advocates recommended an appliance to more than five people vs. 22 percent for non-advocates, and 33 percent of Brand Advocates convinced at least one person to buy the same brand or product vs. 12 percent for non-advocates.
We’ll look at more news about Brand Advocates in the next exciting episode of Retail Strategies.