1

TrendsformersThe role of magazines in reaching

the new influential consumer

Sanoma Uitgevers, the Netherlands

March 20, 2010

Research summary

IntroductionRevival of opinion leadership

In the past years, due to the growth of available information and rising

popularity of word of mouth communication the concept of opinion

leadership has revived . Research has shown that word of mouth may

have higher credibility, empathy and relevance to customers than

branded sources.

The main objective of the Trendsformers study is to find out whether

the concept of opinion leadership is still relevant for today’s

marketeer. And if so, what is the role of magazines in reaching the

new opinion leaders or influentials.

Research questions What we want to know about the influential consumer

1. How to define and identify this group influential consumers?

2. What sources are being used by this group for informational and

inspirational purposes?

3. What are the word of mouth topics?

4. How is information being used?

5. How do they participate in online conversations?

From two step flow to Trendsformer Updating the research model

The TNS FutureView™ model identifies future shapers and helps to understand how today’s

consumer landscape is likely to change in the coming years. After extensive study of available

literature and data analysis of both the classical model and the FutureView model the last one was

chosen for our research. Using this model we have looked at media behavior, the information needs

and online participation of the influential consumer.

The Research

Since opinion leadership is category specific the field research consisted of four different online

questionnaires, one for each category. Base: 15-65 male/ female (food/home & interior), 15-65

female (food/ fashion & wellness). The fieldwork was done in May 28th – June 10, 2008 using

TNS NIPObase, by CAWI (Computer Assisted Web Interviewing). The Gross samples are

reweighted to gender, age, region, household size and internet usage.

Food Fashion Home & interior Wellness

How the study was done

They are the influencers, through word of mouth

communication.

They have in-depth knowledge of certain subjects, and

they are persuasive.

They are pleased whenever they can to advise their peers.

TrendsformersCharacteristics based on research data

Sources of informationTop 5 out of 22 channels that were included in the questionnaire

Food Fashion Home & int. Wellness

Retail shops Retail shops Retail shops Retail shops

Family & friends Magazines editiorial TV programs TV programs

Websitesnon brand

Folders not addressed

Magazines editiorial Family & friends

Books Family & friends Magazine ads Magazines editiorial

Magazines editiorial

Folders addressed

Websitesnon brand

Websitesnon brand

22 different media and marketing channels were included in the questionnaire. In all categories magazine ads and/or articles were among the 5 most important sources for Trendsformers to stay informed about the latest trends in the specific category.

Sources of inspiration

Food Fashion Home & int. Wellness

Books Retail shops Retail shopsMagazines editiorial

Family & friends Folders addressed Magazines

editiorialTV programs

Retail shops Family & friends Websitesnon brand

Family & friends

Magazines editiorial Magazine ads

Family & friendsWebsitesnon brand

Websitesnon brand Magazines

editiorial TV programs Retail shops

22 different media and marketing channels were included in the questionnaire. In all categories magazine ads and/or articles were among the 5 most important sources for Trendsformers to get inspiration (ideas, suggestion)

Top 5 out of 22 channels that were included in the questionnaire

12

21

30

35

16

51

24

34

50

51

54

61

0 20 40 60 80

Product related

Manufacturer or retail related

Usage related

Category related

Brand related

Sales related

Trendsformers % followers %

Word of mouth conversation topicsFashion Trendsformers give more brand choice related advice

They are more likely to read magazines than other consumers

Food

Fashion

Home & interior

Avarage readership for specific magazine titles; vt wonen, libelle, cosmopolitan, in the past 12 months. Tf vs followers.

53%vs 45%

50%vs 18%

59%vs 37%

Trendsformers are heavy users

Trendsformers in practice

CaseTo measure the impact of Trendsformers a separate study

was conducted using the same research model. This study

focused on the introduction campaign of a new organic brand.

Magazines, online, TV and outdoor media were selected to

introduce the new organic brand.

10 out of the 15 different organic food brands that were included

in the study scored significantly higher on aided and non aided

brand awareness with Trendsformer consumers.

3,5 months after introduction of the new brand brand awareness

is significantly higher with Trendsformer consumers.

Trendsformers in practice

Results(1)

Results(2)

Trendsformers in practice

Awareness of the campaign message and of the brand values was

much higher with Trendsformers. They were able to name more

different products in de range and they did better on product

familiarity.

Magazines and also internet are the only two media channels that

scored much higher on information and inspiration for organic foods

with Trendsformers versus followers.

Trendsformers followers

I advise friends and family about buying organic food products 30% 5%

I have conversations with friends and family about organic

food products28% 3%

When it is about organic food products people do take my

advise19% 2%

Word of mouth transmittersTrendsformers spread the word for organic food brands

Magazines influencethe influencers

They have in-depth knowledge about products and a need for information. Tell them all there is to know about the brand, the product or the service. Tips and tricks are needed. How to use the product, where to buy, which celebrity is a fan? anything that generates a conversation and helps them being good advisers.

They are part of a large network which they influence. For example 59% of all fashion Trendsformers shared fashion information last time they red a magazine. They like to start the conversation. Give them something to talk about, make sure the campaign has storytelling elements. Magazines are perfect for storytelling.

The succesful campaign starts by conqueringTrendsformers. Yes, they can make or break a campaign. Create brand advocates by engaging them. Magazines are the engagment medium. Magazines have a strong bond with their readers, that is unique and a perfect start to stimulate brand identification.

44% of the wellness trendsformers participate in online conversation. Make sure your magazine ad triggers them to go oline. Magazines are good in generating webtraffic!

Set the agenda voor these word of mouth transmitters. What do you want them to talk about? They decide themselves but the advertiser often can decide on which direction.

Remember digital and social media are powerful these days but word of mouth in most cases cannot survive without the help of public (mass) media like printed magazines.

Trendsformers are motivated consumers, ready for interaction and participation. Ask for their opinion let them participate, yes, also in magazines. Be creative!

Identify and communicateA few tips on how to engage with Trendsformers

of information and inspiration for new influentials.

Trendsformers start the conversation and aremore likely to create positive word of mouth.

They read more and spent more time reading Magazines.

Magazine ads and articles are a primary source

Claims made in the first part of the study are supported by the findingsof the Whole Earth case: by targeting Trendsformers as a separate group

overall results of advertising will improve.

They can reinforce the effects of marketingand advertising.

Research Consultants Sanoma Uitgevers:

Nancy Detrixhe, Robert Witteman

Research agency:

TNS NIPO, Nienke Smit, Vincent Kuijpers

University of Amsterdam:

Prof. Dr. F. Bronner