Word of mouth champions and direct mail

Word of mouth is now one of the most powerful media channels and marketers are keen to identify and target champions to promote their products and services. Direct mail can help with that, as word of mouth influencers have a positive attitude to mail from all industry sectors, including clothes, food, household products, financial services, travel and phones.

This 2010 TGI data illustrates the attitudes of consumer champions to the direct mail they receive, including customer magazines, vouchers, and bills to help marketers target this influential audience.

Key findings include:

• Financial services influencers are 75% more likely than the average UK adult to be a frequent responder to direct mail.

• 72% of clothes ‘champions’ welcome mail from companies where they are existing customers and 78% like to receive money-off coupons.

• 46% of mobile phones champions like to receive customer magazines.