Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy.
High street blues show no sign of stopping
The high street crisis rages on this week, with two bastions of retail coming under threat. House of Fraser is to shut down 31 of its 59 stores, putting 11,000 jobs at risk, and depriving many UK towns of a familiar and trusted department store. Meanwhile Poundworld is likely going into administration, risking 5000 jobs. From established department stores, to budget retailers, it seems no brand on the high street is immune from threat.
If you’re a high street brand anxious not to succumb to the same fate, why not ask:
How do you most like to access our products, in store or online?
On a scale of 1-10, how would you rate your in-store experience?
What’s your favourite high street shop when it comes to the in-store shopping experience?
Use the results to monitor consumers’ experiences of shopping in your stores. Find out what they like and make sure all branches are providing this service, and ask them who does what well, so you can learn from the best.
Prime-ier League Football
In what seems like yet another brand expansion, Amazon has moved into the world of football. Having brokered a game-changing deal to stream 20 Premier League matches a season, they have exploded Sky and BT’s duopoly. The matches will be available to Prime subscribers at no extra cost, and will be screened across two days (one of them, the 26th December). Football fans wanting to watch the Boxing Day matches will have to sign up for a Prime trial to do so and the chances are—Amazon’s hoping—is that many of them will stick around.
A brand extension can be a great way to tap into new demographics. Why not launch a survey now to ask:
Which sporting events are you going to watch on your TV in the next 6 months?
When you’re not using [your brand] what are you doing instead?
What’s one thing you wish [your brand] offered which they do not currently offer?
What are your hobbies?
Do you wish [your brand] catered more for your hobbies?
Use the results to see what fans love about your brand, and how you could apply it to other areas of the market.
Heathrow’s third runway proposals are gathering speed. Transport secretary, Chris Grayling, has given the project the green light, and it is expected to be approved by Parliament by a vote within the next fortnight. As Heathrow grows as the UK’s global port, and with summer holidays around the corner, an airport-targeted campaign, or an airport outlet done right, could be an excellent bet for helping brand awareness take off.
Why not ask yourselves:
Last time you went to an airport, what adverts do you remember seeing?
Last time you went to an airport, what did you buy?
Which brands do you most associate with summer?
Use results like these to discover where your brand campaigns will have the highest impact, and to give you the confidence you need to try advertising somewhere new.
Summer of football
The FIFA world cup kicks off this week, and the battle of the brands has already begun. Have you noticed a change to the packaging of your Heinz ketchup? Your Coca-Cola? Or your Budweiser? It’s all in the name of football, and it’ll be interesting to watch the consumer reaction to these topical campaigns.
If you want to launch a topical ad campaign, why not ask:
What season do you most associate [your brand] with?
What is your favourite sporting event of the year?
Can you name a brand that’s advertising this year’s football world cup?
Use these results to measure the efficacy of the World Cup campaigns, and to find a national or international event that could be the sweet spot for your brand’s adverts.
If you want to launch a survey about any of these, or other current issues, just log in to your Attest dashboard and launch a survey to find out what real people are thinking right now.