Why Brands Should Start Communicating with Consumers

Passionate consumers at ExpoTV.com have spoken. Our survey, Brand Engagement: What Consumers Really Think, shows not only the desire consumers have to engage with brands, but also the benefits brands may receive from communicating with consumers.

A main takeaway from our survey is that consumers want to talk to brands – and lots of them. But even more interesting is that 55% of survey respondents would prefer to have ongoing communication with brands, as opposed to one time. Additionally, we found that the department consumers most wanted to offer feedback to was Product Design, at 49%. Not only do consumers want to talk to brands, they also want to have input on product design.

If brands listen to consumers, they may end up with more consumer loyalty. Eighty-nine percent of survey respondents said that they would feel more loyal or significantly more loyal to a brand they liked who invited them to participate in a feedback group. And, 63% of respondents would even feel loyal to a brand they were unfamiliar with that reached out to hear their opinion.

Brand advocacy can be a very powerful thing. Sixty-one percent of survey respondents said that they told at least 10 people about the last brand they liked. Eighty-one percent of respondents will tell at least five people.

We think our survey results are eye-opening in terms of how engaging with consumers can help increase brand loyalty and advocacy. When brands reach out to and listen to consumers, they may reap many benefits. For even more detailed information, contact David Rubinstein, dr@expotv.com.

13 comments June 30th, 2008