While we always talk about the power of social media, the reality is that “Word of Mouth” (WOM) is the secret sauce of recommendation.
Especially for WOMen.
A new study of 2,000 women by Harbinger confirms it. Women are three times more likely to share opinions with relatives and friends than they are to go online.
That doesn’t mean that Facebook, Twitter, and email don’t have considerable yank. But there’s nothing like that face-to-face contact and conversation.
Now you’re probably wondering why this blog post about women is coming from Jacobs Media rather than Alan Burns. But the fact is that most Rock-based radio stations have a considerably larger percentage of women in their email databases than you’d think.
We see this every year in our nationwide Technology Survey. It is also of note that women are always more likely to recommend stations to friends and family than are men. That’s how they’re wired. Women are more social creatures (hence, their larger representation on Facebook).
You can see this in their Net Promoter scores – their propensity to tell others about your station. Note how much higher they run compared to guys in our sample - and these are all Rock-based stations in our national sample.
We see in research that men are more about information, while women tend to be moved by a good story.
So imagine two different email blasts to members of the same database. The men get the straight-ahead facts (in an entertaining way, of course) about promotions and events. And the women get a story from one of the jocks who has the best chance of connecting with them. And maybe it’s the kind of story that is compelling enough that it will get forwarded to friends, followers, and family.
Consumers want brands (stations) to get to know them. In that way, your concert pre-sale emails should ideally be for bands that listeners like and care about. The same thing rings true for events and promotions.
So why shouldn't that also be the case for the approach and style an email takes?