Procter & Gamble-owned (NYSE:PG) marketing division, TREMOR™, which specializes in social engagement, conducted a national survey among nearly 300,000 moms who are part of its Vocalpoint™ network that focused on the spending habits of teens to support the marketing efforts of its client, BillMyParents. The survey was prepared in partnership with BillMyParents, a company that offers the reloadable SpendSmart Card, a reloadable prepaid card that helps parents teach their teens smart financial habits and track spending in real-time without the risks associated with credit cards, bank cards or cash.
Nearly half of Vocalpoint’s network of more than 600,000 moms, all with children between the ages of 12 and 22, were tapped for the survey. Of those that participated, more than 80 percent said they will be sending their teenage children back to school with up to $100 in monthly cash allowances. When asked about the level of financial savvy their kids possessed however, almost half (40%) of the moms polled confessed that they weren’t sure.
The survey also found:
Prior to conducting the survey, BillMyParents first tapped Vocalpoint Voice™, TREMOR’s research capability consisting of approximately 5,000 online, creative moms. Vocalpoint Voice serves as a sounding board for real-time program input and collaborative co-creation of ideas on how best to harness the power of the massive Vocalpoint online community to best meet the goals of their marketing campaigns. The entire Vocalpoint network is made up of more than 600,000 highly interactive moms with nearly half of them having teenage children.
“By using Vocalpoint Voice, clients like BillMyParents can get valuable insights to strengthen their marketing,” said Chris Laird, CEO at TREMOR. “Clients get real-time feedback from super-engaged moms through an innovative online approach, giving them deep understanding of how to engage with their consumers, for typically less investment than traditional research.”
“All of the research that TREMOR has done on behalf of BillMyParents validates our belief that parents need smart tools to help them engage in real-time, meaningful conversations with their teens,” said Evan Jones, vice president of marketing for BillMyParents. “Vocalpoint Voice connected us with our target audience quickly. Their audience is vast and engaged.”
Similar to BillMyParents, companies can engage TREMOR’s Vocalpoint network to better serve its customers with products and services that cater to their specific, customized and scalable needs. TREMOR develops a standalone strategic and creative campaign that enables organizations to access its sophisticated member base, while gaining valuable feedback and insight, especially with new product launches.
About Vocalpoint Survey
The findings are of a poll conducted between July 26th and Aug 2nd, 2011 with a sample of 25,951 Vocalpoint members, who are moms of 10 to 22 year old kids. The survey was completed leveraging the Survey Manager tool from MarketTools. MarketTools is the leading technology and service provider of Customer Insight Management solutions for the world’s market leaders. With samples of these sizes, the results are considered accurate within 3 percentage points respectively, 19 times out of 20, of what they would have been had the entire universe been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
About BillMyParents
BillMyParents, Inc. (OTCQB: BMPI) (OTCBB: BMPI) offers the perfect solution for parents who want to help their teens develop smart spending habits. The BillMyParents SpendSmart Card is the only instantly trackable, reloadable MasterCard prepaid card that lets parents and teens track spending in real time. Features include the ability to instantly lock, unlock and reload the card at any time; text alerts to parents and teens showing real-time transaction details with each purchase; and the freedom and security of a MasterCard prepaid card without the risk of overdrafts, accruing debt or affecting credit scores. BillMyParents provides parents with a modern way to help teach their teens financial responsibility, when it counts. For more information, please visit www.billmyparents.com
About TREMOR
TREMOR™ is the word of mouth marketing organization developed by Procter & Gamble that combines P&G’s wide-ranging marketing expertise with key learnings from cognitive science. TREMOR is a leader in applying these learnings to the idea of consumer advocacy as the driving force behind effective, measurable word of mouth marketing campaigns.
A TREMOR campaign creates consumer-to-consumer conversations on a national scale that deliver measurable results using quantitative and qualitative measures of effectiveness. TREMOR is a complete end-to-end marketing solution that includes intensive consumer research, message development and campaign execution, primarily through our member website, Vocalpoint.com. In addition to our website, TREMOR leverages multiple channels of advocacy, including bloggers, home parties, videos, rate and reviews, and message boards. The disruptive message serves as a discussion trigger to launch consumer advocacy through a network of more than 600,000 highly connected member moms. TREMOR also offers Vocalpoint™ Voice which is an online community made up of over 5,000 Vocalpoint members to drive online community research and dialogue. With TREMOR, an effective, targeted message about your brand can be amplified through waves of consumer advocacy. For more information, please visit www.tremor.com
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company’s leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreeze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
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