According to a new survey, 81% of moms will engage more with a brand when offered some type of reward.  The new survey from PunchTab also reveals that rewards can work to increase a brand’s social following, boost positive word-of-mouth and drive more sales.  In addition, some non-financial incentives — such as elite status or early access to products — can be very effective behavior motivators. Shopping

“Moms are the most critical demographic segment for many brands. They are the primary decision makers when it comes to household purchases and influence $2.4 trillion in spend every year. Everyone wants to engage this audience segment. The question is: what motivates moms to take action?” said Angela Sanfilippo, CMO at PunchTab.

Key findings of the survey include:

MOMS WILL ENGAGE MORE WITH A BRAND WHEN OFFERED A REWARD

  • 81% of moms will engage more with a brand when a reward is in place. Rewards are most effective at driving participation in surveys and polls, with 72% saying they would take a survey or poll if provided with an incentive. Rewards can also help with building a customer database: 59% of respondents say they would sign up for regular email updates when a reward is offered, and 41% say they would share personal details and purchase behavior.
  • 41% of moms will post a review when offered a reward, and 50% of moms on Facebook say they would be willing to share brand content on Facebook. Increasing positive word-of-mouth through rewards can lead to more sales: studies show that more than half of moms rely significantly on the online recommendations when making purchase decisions.

REWARDING MOMS FOR FOLLOWING YOUR BRANDS ON SOCIAL CHANNELS CAN BOOST SALES

  • 57% of moms on Facebook say they will “Like” a brand’s page on Facebook when offered a reward; 50% of moms will follow a brand on Pinterest and 52% of moms will follow a brand on Twitter when offered a reward.
  • 92% of moms who say they would be willing to “Like” a brand on Facebook when offered a reward, say they would also be more likely to share brand content, post reviews or purchase additional brand products if incentivized. This number jumps to 98% for Twitter and 93% for Pinterest.

MOMS ARE MOTIVATED BY MORE THAN JUST FINANCIAL REWARDS

  • 67% of respondents say they would be interested in receiving perks associated with elite status, such as free shipping or branded merchandise. More than one-third of moms indicate they would value incentives that offered them exclusive access to a brand, such as being able to buy new products ahead of the general public (39%), being able to influence a brand’s future products (38%) or getting advanced notification of new products (36%).
  • Free products and services from the brand are the most popular incentives, with 83% of respondents saying these would be effective motivators, followed closely by receiving gift cards from popular retailers (82%). Discounts and coupons are also valued by moms, with 60% saying they would take an action in return for a discount or coupon to use on the future purchase of a brand product.
  • 58% of moms saying that they would want a brand to make a donation to charity on their behalf as a reward.

UMBRELLA LOYALTY PROGRAMS CAN BE EFFECTIVE AT INCREASING TRIAL AND PURCHASE

  • 73% of respondents say that they would be interested in a loyalty program for a parent company, with 59% of all moms in the study saying they would buy other products from the parent company if doing so resulted in more loyalty points.
  • 52% of moms would also be willing to take a social action in return for a discount or coupon to use on a future purchase from a brand’s broader family of products.
  • 46% say they would switch from a competitor’s product to a brand or parent company product in order to earn loyalty points, assuming equivalent product quality.
[Source:  “Digitally Engaged Moms Survey.”  PunchTab.  10 May 2013.  Web.  7 June 2013.]