According to a new survey by PunchTab, 81% of moms will engage more with a brand when offered some type of reward, and rewards can work to increase a brand's social following, boost positive word-of-mouth and drive more sales. Also, elite status or early access to products can be effective behavior motivators.
Angela Sanfilippo, CMO at PunchTab, says that "... moms are... most critical demographic segment for many brands... primary decision makers... (for) household purchases... influence $2.4 trillion in annual spending... “
Engagement Motivators For Moms
% of Respondents Favoring
Moms will engage more with a brand when some type of reward is in place
Would sign up for regular mail updates when reward offered
Would share content on Facebook when offered reward
Would share personal details and purchase behavior if offered incentive
Would be interested in receiving perks associated with elite status (free shipping or branded merchandise) as reward
Would like free products and services from the brand (most popular financial reward)
Would be interested in a loyalty program for a parent company
Source: PunchTab, May 2013
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.
According to the report, 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, says the report, show that more than half of moms rely significantly on the online recommendations when making purchase decisions.
Moms Recommendations Are Worth A Lot
Bought Something Because:
% of Respondents
A mom recommended it on a parenting site
A friend liked or posted about the brand on a social network
The brand posted information on a social network
You saw a sponsored ad on a social network
Source: Babycenter, April 2013
57% of moms on Facebook say they will "Like" a brand's page on Facebook when offered a reward:
Financial rewards are highly valued by moms, with 67% of respondents saying they would be interested in receiving perks associated with elite status, such as free shipping or branded merchandise. Moms indicate they would value incentives that offered them exclusive access to a brand, such as:
Moms Are Interested In Various Financial Rewards
% of Respondents
Free products or services from the brand
Gift cards from popular retailers
Discount or coupon to use on a future purchase of brand product
Discount or coupon to use on a future purchase of product from brand’s family of products
Products or services from other companies related to brand’s products
Source: PunchTab, May 2013
Free products and services from the brand are the most popular incentives, with 83% of respondents saying these would be effective motivators, followed by receiving gift cards from popular retailers (82%). 60% of moms they would take an action in return for a discount or coupon to use on the future purchase of a brand product.
While gamification strategies such as leaderboards and badges have historically been popular, the data shows these types of "social recognition" programs are the least effective at motivating behavior. Only 6% say they would be interested in being rewarded with badges, and only 23% say they would appreciate recognition for their contributions.
Finally, 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.
The Digitally Engaged Moms study was conducted by PunchTab, and fielded online, between April 18, 2013, and April 22, 2013, among a random sample of moms between the ages of 18-44. The survey asked what channels moms use, what actions they would take in exchange for earning loyalty points, and what rewards they would like to receive for points earned in the program. In addition, PunchTab combined secondary research from multiple sources around channel usage and various motivations for interacting with brands.
For more from PunchTab, please visit here.