1

TrendsformersThe role of magazines in reaching

the new influential consumer

Sanoma Uitgevers, 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 (WoM), the concept of opinion leadership

has revived . Research has shown that WoM may have higher

credibility, empathy and relevance to customers than marketer

created 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 need 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

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 advisefriends.

Trendsformers

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). Fieldwork done in May 28t – June 10, 2008 using TNS

NIPObase, CAWI (Computer Assisted Web Interviewing). Gross samples are reweighted to

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

Food Fashion Home & interior Wellness

Sources of informationTop 5 out of 22 different 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 shops Retail shops

Family & friends Folders addressed Magazines

editiorialTV programs

Retail shops Family & friends Websitesnon brand

Family & friends

Magazines editiorial Magazine ads Magazine ads Magazines

editiorial

WebsitesMagazines editiorial Websites Websites

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 different 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

Magazines influence the influencersTrendsvormers 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. Trendsformer consumer versus followers

53%vs 45%

50%vs 18%

59%vs 37%

Trendsformers in practice

CaseTo measure the impact of Trendsformers in advertising in

a real life case a separate study was conducted using

the same research model.

Magazines, digital, TV and outdoor media were selected to introduce the new organic brand in the Netherlands.

Return on Advertising (1)

Trendsformers in practice

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

Return on Advertising (2)

Trendsformers in practice

Awareness of the campaign message and the brand values was higher with Trendsformers. They were able to name more different products in de range and the scored 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 vs 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%

More results case

Claims made in part one of the study were supported by the findings of the Whole Earth case. By targeting Trendsformers as a separate group overall results of the campaign improved.

of information and inspiration for them.

Trendsformers start the conversation, are morelikely to create positive word of mouth.

They read more and spent more time reading Magazines

The can reinforce the effects of marketingand advertising

Magazine ads and articles are a primary source

Claims made in part one of the study are supported by the findings ofthe Whole Earth case. By targeting Trendsformers as a separate group

overall results of the campaign improved.

Research Consultants Sanoma Uitgevers:

Nancy Detrixhe, Robert Witteman

Research agency:

TNS NIPO, Nienke Smit, Vincent Kuijpers

University of Amsterdam:

Prof. Dr. F. Bronner