The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Brand Knew is a new podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the sponsor – check out their fourth episode below with Mozilla CMO, Jascha Kaykas-Wolff, and be sure to subscribe for future episodes with marketing thought leaders.

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Brand Knew Ep. #4: The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Mozilla, the company that makes the Firefox browser, competes with Google, Apple and Microsoft. Mozilla’s never going to win a traditional marketing battle against these goliaths, so instead they focus on long-term brand-building initiatives: art installations and advocacy for an open internet.

Listen to the CMO of Mozilla, Jascha Kaykas-Wolff, discuss his approach to brand building, their discovery of the global “conscious chooser” segment, and why he thinks it’s important to teach incarcerated individuals how to code.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Leaning Towards the Customer w/ Ryan Green, Chief Marketing Officer of Southwest Airlines

Brand Knew is a new podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the sponsor – check out their third episode below with Southwest CMO, Ryan Green, and be sure to subscribe for future episodes with marketing thought leaders.

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Brand Knew Ep. #3: Leaning Towards the Customer w/ Ryan Green, Chief Marketing Officer of Southwest Airlines

Southwest Airlines is different. They don’t charge change fees, cancellation fees, or bag fees. They don’t publish their fares on aggregator websites. They don’t even have assigned seats. They might be weird, but they’re doing something right: JD Power ranked Southwest #1 among airlines in their 2017 customer satisfaction report.

On this episode of the Brand Knew podcast, listen to Ryan Green, Chief Marketing Officer of Southwest Airlines, discuss how the company’s “maverick spirit” drives great customer service.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Survata Study Uncovers Most Memorable Brand Advertising Slogans

KFC “Finger lickin’ good” edges Kay Jewelers “Every kiss begins with Kay” for top spot

As covered by USA Today, Advertising and Market Research firm Survata today unveiled a top most memorable advertising slogans recognized by consumers. In a study of 3,286 U.S. consumers, KFC’s “Finger lickin’ good” came out on top with an 87.9 percent recognized rate, barely edging out Kay Jewelers highly successful “Every kiss begins with Kay” at 87.4 percent.

The study, which looked at 76 advertising slogans from well-known brands spanning most consumer industries, asked consumers to read a famous slogan, then supply the brand behind the slogan in a “free” response. All identifying brand references – like “Kay” in “Every kiss begins with Kay” – were removed to respect the study’s integrity.

All but one of the slogans found in the top 25 list were recognized by a majority of consumers, and the list included many classics from advertising juggernauts. However,

The Top 50 “Most Memorable Brand Advertising Slogans” are:
“Finger lickin’ good”, KFC — 87.9%
“Every kiss begins with ___”, Kay Jewelers — 87.4%

“15 minutes could save you 15% or more” Geico — 82.32%
“Just do it”, Nike — 82.31%
“Snap, Crackle, Pop”, Rice Krispies — 79.53%
“You’re in good hands”, Allstate — 78.21%
“Taste the rainbow”, Skittles — 75.14%
“Melts in your mouth, not in your hands”, M&Ms –73.19%
“Maybe she’s born with it. Maybe it’s ____”, Maybelline — 69.28%
“I’m lovin’ it”, McDonalds — 68.91%
“____ is on your side”, Nationwide — 68.75%
“They’re G-r-r-reat!” Frosted Flakes — 68.29%
“We have the meats”, Arby’s — 67.77%
“The king of beers”, Budweiser — 66.14%
“M’m! M’m! Good!” Campbell’s — 62.05%
“It gives you wings”, Red Bull — 59.31%
“The happiest place on Earth”, Disney — 58.7%
“The breakfast of champions” Wheaties — 57.14%
“Can you hear me now?”, Verizon — 54.93%
“Taste so good, cats ask for it by name” — 53.85%
“Eat fresh”, Subway — 52.42%
“When it absolutely, positively has to be there overnight”, FedEx — 52.41%
“At the corner of happy and healthy”, Walgreens — 51.54%
“Betcha can’t eat just one”, Lays — 50.75%
“The snack that smiles back” Goldfish — 49.02%
Surprisingly, many brand slogans outside of the top 25 – and thus where a majority of consumers couldn’t identify the brand – were seemingly familiar. Some of the most familiar ones included
What’s in your wallet” — Capital One — 43.14%
“Think outside the bun” — Taco Bell — 33.86%
There are some things money can’t buy. For everything else, there’s …” Mastercard — 45.19%

See the full results below:

Most regonizable Taglines

Survata interviewed 3,286 online respondents, closely equal across age groups and genders. Respondents were reached across the Survata publisher network, where they take a survey to unlock premium content, like articles and ebooks. Respondents received no cash compensation for their participation. More information can be found at survata.com/methodology.

The Past and Future of Ride-Sharing w/ Melissa Waters, VP of Marketing at Lyft

BrandKnew_Episode_2b

Brand Knew is a new bi-monthly podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the initial sponsor – check out their second episode below and be sure to subscribe for future episodes with marketing thought leaders.

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Brand Knew Ep. #2: The Past and Future of Ride-Sharing w/ Melissa Waters, VP of Marketing at Lyft

In 2017, Lyft expanded coverage in the United States from 54% of the population to 95% of the population. They also added their first international market, Canada. Along the way, the brand was updated. The pink mustaches are gone, but the friendliness is still there. Even with this growth, only 0.4% of miles driven in the US are ride-sharing miles, so there’s still plenty of open road ahead.

Self-driving cars are here. Lyft demonstrated their technology at CES this year. So what happens to the 300,000+ Lyft drivers when the cars can drive themselves?

On this episode of Brand Knew, listen to Melissa Waters, Lyft’s VP of Marketing, discuss how the brand has evolved with the changing ride-sharing market, and what’s going to become of all those those drivers.

Edited excerpts below:

Are you essentially managing two brands at Lyft? One for riders and one for drivers?

Our core brand opportunity is to ensure that we continue to take care of our drivers. What we found is that by taking care of drivers they took care of passengers. So this great flywheel happens: we take care of drivers, they take care of passengers, they provide a great experience, and then passengers say, “Wow, I loved my driver.” Technically we manage two audiences, but really we are one brand. We think about our brand in the intersection of the ride experience: two people getting into a car together.

How do you maintain a unique brand position when your competitors (i.e., Uber) start to emulate you?

I think the best way to do it is to talk about the fact that we’ve been doing it since day one. If we can build awareness of that story, that goes a long way. Our drivers know it. People who are just starting to try us on the passenger side may not know our origin point. They just think of us as “the pink one.” There’s still hurdles to make sure passengers are aware of our origin story, but that feels like a pretty defensible claim. We’ve been here since day one and we’re still operating the same way.

Based on a consumer survey I conducted, about 15% of riders would actually prefer a ride in a self-driving car. How do you manage that looming conflict, between riders who want a driverless car, and drivers who want to keep their jobs?

In a far future vehicle we believe it’s going to be a “car-like object” with multiple people in it, and you can imagine all kinds of situations in which you would need a steward inside that vehicle. You might need to load strollers, assist elderly people or somebody in a wheelchair. A certain amount of road miles will be driven by self-driving vehicles, but others will not be, such as highly dense traffic areas or outside of normal use cases. You’ll need drivers. Then very far afield when the majority of miles are self-driven, there’s still a role for people in vehicles. We think about those vehicles as potentially “the bar car,” “the nail salon on wheels,” all manner of different innovations.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Survata is Proud to Sponsor the Brand Knew Podcast

Brand Knew is a new bi-monthly podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the initial sponsor – check out their first episode below and be sure to subscribe for future episodes with marketing thought leaders.

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Brand Knew Ep. #1: Discovering Fashion Consumers with Aimee Lapic, former CMO of Banana Republic

In the past five years, online consumer attention has shifted dramatically. In 2012, consumers spent 4.3 hours a day online, with 36% of that on their mobile devices. Today it’s 5.6 hours a day, with 54% on mobile [Source: Mary Meeker Internet Trends] That requires a shift in the marketing strategies of fashion companies, as consumers discover fashion inspiration in new places.

While consumers were changing, so was the competition, with the emergence of subscription model fashion companies such as Stitch Fix and LeTote. These companies try to combat high return rates by predicting what their customers will decide to keep – an approach that may eventually be their undoing.

On this episode of the Brand Knew podcast, Aimée Lapic reveals how she responded to these challenges as CMO of Banana Republic, and provides perspective on the challenges facing the new model fashion companies. Excerpts of Aimée’s interview below:

On the Banana Republic customer:

“I found out that Banana Republic, at the time, did not know who their customer was. They thought that the customer really was looking to Banana for fashion guidance and advice and inspiration. And instead the customer had moved beyond that and was more about expressing themselves through fashion. They were very self-confident people. They did not dress for one occasion versus another – they dress to accentuate their personalities and what they were looking for in a brand such as Banana Republic is a partner in that.”

On the shift from traditional advertising to digital:

“When I inherited the role about 80% of our media was focused on what I call traditional media, print magazines out-of-home advertising, even radio. And quickly I changed that structure to be 90% focused on digital marketing and about 10% focused on still the traditional marketing because that’s where the customer was looking for fashion inspiration. For example, something like 30% of customers at Banana Republic received their inspiration from social media websites.”

On which fashion companies are winning ecommerce:

“I do think there are smaller companies that are willing to take risks in how they go to market and how they meet customer needs that seem to be winning. For example, like a Stitch Fix. According to public information they are close to a billion dollars now in sales which is a super-fast growth rate. I think what makes them win in this ecommerce space is the idea that they’ve taken the risk out of not being able to try on clothes having easy returns for different customers. They’ve put a lot of focus on the data algorithm that allows them to really understand what customers need in terms of fit and styling and types of clothes they like over time.”

On the challenges of a Stitch Fix or LeTote:

“I frankly think the biggest issue for the subscription based businesses over time is retention of customers. The reason the customers are signing up for a Le Tote or a Stitch Fix is because they want to try new things. They want new things in their closet without a lot of risk. Over time, does Stich Fix or LeTote represent new things anymore or does it become part of what their norm is? I think the reason people are attracted to them in terms of innovation may be their undoing over time unless they can continue to keep it really new and different.”

Join us for our next episode where we will be talking to Melissa Waters, VP of Marketing at Lyft, about the past and future of ride-sharing.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Survata Ad Study Shows Platform Weakness with Young Consumers

As covered by MediaPost and Marketing Dive, Survata recently released a study showing which ad platforms rank highly for trust, relevancy, buying, and discovery by consumers.

Digital advertising is one of the hottest markets across any vertical in the world, and is one of – if not the – best ways that brands large and small connect with consumers. However, at the same time, 2017 has proven that the market also is undergoing significant volatility in the news. From Facebook to YouTube to Google to Twitter, hardly any has been immune, and the others have faced questions about their advertising potential.

Market and Ad Research firm Survata wanted to know where and how consumers put their trust and faith in the major ad platforms. So, Survata had 1,000 consumers – broken out equally among age groups – evaluate the top ad platforms Facebook, Google, YouTube, Instagram, Twitter, Snapchat and Pinterest against each other in arguably the most important measure of “trust” along with four other key advertising categories. The categories included:

    1. Trust: Which platform are consumers most likely to trust?

    2. Experience: Which platform provides the most natural ad experience?

    3. Relevance: Which platform presents the most relevant ads?

    4. Commerce: Which platform are consumers most likely to buy something through an ad?

    5. Discovery: Which platform’s ads help them discover businesses that they wouldn’t otherwise?

Google and Facebook assuredly flexed their muscles in each category, but the study found that the youngest adult buyers gave significantly less favor to both – especially Facebook. Trust was not the social behemoths strong point. Google bested Facebook for most trusted overall by a reasonable margin, but data from the youngest group (18-24) showed that Facebook dropped precipitously in “trust” to its lowest ranking in any category or age group at fourth.

In fact, in every category, the youngest group was around half as likely to select Facebook compared to all other age groups. The drop off even seemed isolated to the this up-and-coming demographic, as it was the only age group that was dramatically different for Facebook compared to the other groups. The next-youngest age group (25-34) generally fell in line with the overall rankings, which signals that Generation Z not only presents a challenge for the duopoly, but also an opportunity for others.

THE FINDINGS
Ages 18-24 vs. Ages 25 and up

TRUST

BEST AD EXPERIENCE

MOST RELEVANT ADS

COMMERCE

DISCOVERY

The full findings were not all bad omens for Facebook and Google, though. Generally, the platforms that usually picked up the slack among the youngest demographic were Instagram and YouTube, subsidiaries of the formers respectively.

Other Insightful Findings:

    1. While relatively new to the ad game, Snapchat saw its best performance among the youngest age group. Its best-performing category by a wide margin was among 18-24-year-olds who named it as the most natural ad experience (14 percent).
    2. As previously noted, the 25-34 age group slightly favored Facebook. Facebook won every single category (even those that Google performed better), except for experience which went to Google.
    4. Instagram’s favor dropped precipitously after age 44.
    5. While it was expected that discovery and commerce were to be most closely linked, and the same for relevancy and trust, it was exactly opposite. The platform most likely to promote buying was surprisingly aligned with most likely to be trusted, and the converse was true for discovering new businesses and relevancy. Best ad experience was the outlier, as it was also the most competitive overall.

To learn more about Survata’s Ad Research solutions, please contact us.

How Survata Clients are Shaping Markets

You read them in your daily life. You react to them to define your strategies. You use them to make your business case to customers in almost every marketing and sales effort. And, you may not even know that Survata was powering them.

Statistics powered by surveys are shaping and mapping business for every single market – whether it’s consumer or B2B. Survata is a leader in survey-powered thought-leadership, and many of our clients are driving the narratives.

We want to be your partner to help you seize the conversation. See how Survata clients have made waves in June in their respective industries.

*Public Relations: “Influencers Make Difference in Cause Marketing Campaigns” — O’Dwyer’s PR
Key Stat: 35 percent of adults engage with a cause because of an influencer

*Small Biz: “40 percent of small businesses have had cash flow issues within last year” — Small Business Trends

*E-Commerce: “Online Shoppers Deserve Better Than a Duopoly” — Bloomberg Opinion
Key Stat: 55 percent of online shoppers start on Amazon

*Personal Finance: “How Many Americans Are Living Paycheck to Paycheck” — CNBC
Key Stat: 49 percent of Americans are living by each paycheck

Start your own industry-defining study today by clicking here.

Are Snapchat and Instagram Regional Apps? Surprising Stats Reveal the App Each Coast Prefers

From goofy distortive filters to controlled amounts of time people can view photos, Snapchat offers users an outlet for quick and raw photo sharing. Instagram, on the other hand, focuses on perfected images, allowing users to set their desired saturation points, highlights, and sharpness. Additionally, Instagram’s shifted focus to ad-based material creates additional barriers compared to Snapchat’s selective and avoidable ad-capabilities. Survata interviewed users of both apps and asked them to choose which they would keep if they could only continue using one. Overall, 57% of respondents chose Instagram, but when split up by demographic, some results are surprising.

Overall Snap vs. Insta Breakdown

Given millennials’ ever-growing technology usage, assumptions would lead to the conclusion that younger people would move toward Snapchat. However, it looks like older generations feel more dedicated to Snapchat than millennials; 52% of users ages 45-65 say they would rather keep Snapchat if given the choice.

Perhaps millennials are slowing down and beginning to like the ease of peacefully scrolling through their respective feeds. The added memories feature on Snapchat could make it more appealing to older generations, who may prefer to avoid expending energy keeping up with the Facetuned and edited perfection of America’s youth in posts.

Age Preferences

While the overall majority chose Instagram as the frontrunner, the regional breakdown of Snapchat vs. Instagram preference displays an East vs. West disparity. With Snapchat’s hub in LA, and the tech industry centered in Silicon Valley, we were not surprised that the West showed more interest in pursuing this newer app.

Regional Preferences

Interested in measuring your own consumer preferences? Try a Survata survey now and start seeing data today.

Methodology Details
This survey was commissioned by Survata and conducted by Survata, an independent research firm in San Francisco. Survata interviewed 600 online respondents between July 07, 2016 and July 18, 2016. Respondents were reached across the Survata publisher network, where they take a survey to unlock premium content, like articles and ebooks. Respondents received no cash compensation for their participation. More information on Survata’s methodology can be found at survata.com/methodology.

Millennial Intent to Cut Cable Doubles

The young continue to cut the cord on cable. By our measurements, 27% of Americans age 18 to 34 don’t pay for cable or satellite TV service, and another 8% intend to join them in the next six months. That’s an accelerating rate, as you can see in the chart below.

survata tracks Airbnb usage

Of those intending to cancel cable/satellite TV, 55% cite the high cost as the reason. What are cord cutters watching? Here are their subscription numbers: Netflix (54%), Amazon Prime (24%), Hulu (19%), and HBO Now (5%).

You can see full results here.

How Many Travelers Consider Using Airbnb?

According to investors, Airbnb is worth $25.5 billion. What? Marriott just agreed to purchase Starwood for half that amount. This seems crazy. Here at Survata, we conduct consumer research. We don’t have a stake in Airbnb’s success, we were just curious: How many people even consider Airbnb when they book travel accommodation? Turns out it’s a small number, but it’s growing fast.1

survata tracks Airbnb usage

Most people who consider Airbnb for personal travel are young: two thirds are age 18 to 34. Hardly any business travelers consider Airbnb when booking business travel. Of the 2,015 respondents across both periods of the survey, only 30 reported considering Airbnb for business travel (1.5%).

55% of Airbnb’s US revenue comes from just 5 markets that hold 30% of active units (New York, Los Angeles, San Francisco, Miami, & Boston). Our data shows a similar over-representation of those five cities for personal travelers: they make up 15% of our respondents but 29% of Airbnb customers. There’s likely a local network effect going on – people hear about their friends hosting on Airbnb, then decide to consider it when they leave town.

You can see full results of our Airbnb tracking survey here.

Footnote
1) One statistical qualifier: the margin of error on personal travelers is 3.2%. Perhaps December was a little low, and March was a little high, and in June this trend won’t seem so alarming!