Putting a Bow on Holiday Season WOM

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Information about Putting a Bow on Holiday Season WOM
Marketing

Published on March 11, 2014

Author: kellerfay

Source: slideshare.net

Description

Word of Mouth (WOM) across major consumer categories was down significantly during the 2013 holidays, relative to 2012. There were, however, some clear brand winners this holiday season, along with WOM laggards. The Keller Fay Group has measured the holiday WOM and in this presentation shares the brands that saw the biggest increases in WOM, and those that saw their WOM drop.

© 2014 Keller Fay Group | Not to be quoted or distributed without written permission Putting a Bow on Holiday Season WOM Keller Fay TalkTrack® Insights March 2014

Introduction: Holiday WOM 2 In this report we explore WOM over the holidays (November and December), including: - How did WOM during the 2013 holidays compare to 2012? - What were the hot holiday brands? - What brands lost WOM momentum compared to 2012?

Executive Summary • WOM across major consumer categories was down compared to 2012. – Retail/apparel, telecom and tech saw the biggest declines. • It was a mixed bag for key gift-giving categories; video game console WOM was up, while children’s clothing and toys were down. • New gaming consoles Playstation 4 and Xbox One topped the ‘hot brand’ list for 2013, while Apple and Walmart saw the biggest WOM declines from 2012. 3

Key Consumer Categories Saw Significant Declines in Holiday WOM 4 Source: Keller Fay’s TalkTrack®, Nov. – Dec., 2012 & 2013 * Holiday period includes November and December % of People Talking Daily About Key Consumer Categories Category Holidays* 2012 Holidays 2013 Difference Retail / Apparel 46% 40% -6 pts Telecom 35 30 -5 Technology 43 39 -4 Automotive 33 29 -4 Food / Dining 57 54 -3 Media / Entertainment 51 48 -3 Children’s Products 18 15 -3

While WOM for Video Game Consoles Was Up, Other Gift-Giving Categories Were Down in 2013 5 WOM for Key Gift-Giving Categories People Talking Daily About Category, Indexed to Holidays 2012 Category Holidays 2013 Video Game Consoles 125 Discount Stores 94 Consumer Electronics 92 Electronics / Office Stores 86 Department Stores 85 Apparel Brands 80 Phone Equipment 80 Children’s Clothing 76 Toys 74 Source: Keller Fay’s TalkTrack®, Nov. – Dec., 2012 & 2013 Leading apparel brands like Nike, American Eagle, Hollister and Aeropostale all saw significant declines in WOM.

Two New Video Game Consoles Topped the Hottest Brands List, While Industry Titans Apple and Walmart Declined 6 Holiday Brands: 2013 Hot / Not List* Ranked by Change in WOM Impressions from Holidays 2012 to 2013 Brand Increase in WOM Impressions (Millions) PlayStation 4 +367 Xbox One 294 Amazon 239 Samsung 152 Sony PlayStation 87 Grand Theft Auto 87 Battlefield 87 Microsoft 85 GameStop 85 Home Depot 77 Brand Decrease in WOM Impressions (Millions) Apple -359 Walmart 263 Halo 216 Call of Duty 199 iPod 187 Dell 166 Xbox 360 164 iPad 154 Sony 150 Toys R Us 149 Source: Keller Fay’s TalkTrack®, Nov. – Dec., 2012 & 2013 * Includes brands from Technology, Children’s Products and Retail / Apparel Categories

© 2014 Keller Fay Group | Not to be quoted or distributed without written permission The Keller Fay Group Bringing best-in-class tools to word of mouth strategy and measurement

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