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October 04, 2007
“Passionistas” are your brand’s ambassadors
By Kai Blum
Consumers passionate about a certain issue are much more likely to create content, such as blog posts, about their passions and the associated brands and products than the average consumer, according to a study by Yahoo and MediaVest, “Passionistas: The New Empowered Consumers.”
They are also more likely to search for information related to their passion: According to the study, Passionistas search online for information about their passion 184 percent more than average users and conduct more than 100 passion-related searches per year. That’s exactly why smart search engine marketing is a great way to reach people who could become passionate about your products and services.
Once they have found your brand, 53 percent of Passionistas are willing to try your products even if they had not previously considered it and 52 percent of Passionistas are more likely than typical consumers to recommend your brand to others, for example through blog posts.
Actively identifying and reaching out to Passionistas could also make a huge difference in successfully launching a new product or brand. Our New Media Outreach department has done this successfully for many brands and has developed personal relationships with many Passionistas.
Posted by Alicia Dorset at October 4, 2007 05:04 PM
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